Everyone knows that an unexpected bouquet of flowers can make your day. Nearly 30 years ago, Heidi Richards had a floral surprise that made her career. Flowers beautify our life. Sending flowers is also an old tradition. The wedding flowers are requisite in the ceremony toady.
And we’re not talking a dozen red roses. Instead, one day she arrived home to hear her husband announce: “Guess what? I bought you a flower shop!”
“I love every minute of it,” she says. Her fondness for flowers goes back to her childhood in California. She vividly recalls being intrigued by Plant a Flower Day.
Though she studied psychology in college, something about that Flower Day must have resonated with her because she often designates special days on her blog. A recent entry proclaimed: “Today is Limerick Day!” And in 1993, Miramar’s mayor declared June 26 Heidi Richards Day.
That’s just one entry on a list of awards and honors that is downright dizzying. Heidi is also a coach, mentor, author and consultant to dozens of organizations and small businesses. And she’s a motivational speaker on the topics of leadership, relationships, stress and life balance.
Maybe this creative dynamo has a clone? After all, her title at Eden Florist is Chief Goddess.
Heidi, who describes herself as visionary, passionate and happy, with a tendency to go overboard, explains it this way: “The balance between being a businessperson and being a creative person can seem impossible at times. You have to be organized and the bigger your company gets the more organized you need to be… that and willing to delegate, to give up control.”
When she delegates at Eden Florist, she has a staff of 10, most of whom are part time. And she’s a fan of making lists, setting goals and staying focused. Two other keys to her success in the flower business:
• Getting involved with the community and knowing the market.
• Building relationships with local media outlets, like newspapers and radio stations, and becoming a resource for them.
Good advice for any small business.
Additionally, Heidi quickly recognized technology as a boon to business, launching a Web site in 1997. (The site will get a makeover this summer.)
After almost three decades in the business, does anything surprise her any more? “How much joy people get from a single flower or bouquet. Particularly rewarding, she says, is praise from satisfied customers. “We know people actually appreciate it.”
But, with irons in so many fires, what does she like best? “My favorite thing is writing,” she says, adding that she writes a total of six blogs. “Everybody should be blogging.”
Almost all the flower stores have their flower delivery system. You can order printed flowers on the website.