At Details Flowers Software, we believe that our industry is only as strong as the people within it. That is why we were so thrilled to sit down with a true floral icon for this month’s episode of Details University: Mike Black, the "Head Coach" and founder of Jet Fresh Flower Distributors. Mike is not just a leader in the Miami floral scene; he is a third-generation florist who has successfully bridged the gap between old-school New York grit and the modern, high-tech world of international distribution. If you missed the live conversation, here is our recap of the lessons, laughs, and legacy Mike shared with us!
We have always admired Mike’s work ethic, but hearing him talk about his early days on 28th Street in New York put it into perspective. Growing up in a unionized market as the "boss’s son" meant he had to work twice as hard to earn respect. He shared how those early experiences—driving trucks and building "walls of flowers" using European display techniques—formed the foundation of what Jet Fresh is today. He was one of the first to move flowers out of boxes and onto attractive, eye-level shelving, a technique that transformed the New York market. It is a reminder to all of us that no matter how much technology we use, this will always be a hands-on industry built on visual excellence and pure effort.
We were lucky enough to visit the new Jet Fresh facility recently, and we were floored by the execution. Mike took us behind the scenes of that transition, explaining that they did not just hire architects; they got in the dirt themselves. Mike and his son, Ryan, used masking tape on the empty warehouse floor to map out their dream office and coolers, standing inside the "rooms" to feel the flow before a single wall was built. This was not just a move for more space; it was a twenty-year commitment to the next generation of the Black family and their extended family of long-term employees. Despite the stress of carrying two buildings and navigating complex tariffs, the move proved its worth during their first Mother's Day in the new space.
One thing we love about Jet Fresh is that it does not feel like a typical warehouse. Mike has curated a Cash and Carry with a distinct European flair. We talked about how important it is to create an experience for the florist. At Jet Fresh, you are not just buying boxes; you are grabbing a cafecito, browsing unique varieties at your own pace, and connecting with other professionals. Mike explained that by letting customers shop freely without being pestered, he builds a more successful, long-term relationship. It is that sense of community and relaxed atmosphere that we strive to foster here at Details, too.
Mike compared the flower business to the stock market—high stakes, high stress, and high rewards. We discussed the warfare of the early 2000s phone sales versus the instant video connections of today. Mike noted that you cannot just like the flower business; you have to love it. It is a business of constant adrenaline, where weather and market fluctuations require a level of grit that few other industries demand.
Perhaps the most insightful part of our talk centered on Jet Fresh Growers, Mike's farm in Ecuador. We have watched Mike take huge risks to control his own supply, and he revealed that this move was a lifesaver during COVID-19. By owning the farm, they were able to turn the switch back on and support their customers when the rest of the world was at a standstill. Because many growers naturally want to bypass middleman markets like Miami to find higher margins, Mike recognized that having his own production was the only way to ensure he always had the best product for his clients.
Watching Mike build Jetfresh over the years has been an inspiration to our team. He reminds us that the best businesses are built on a foundation of family, constant reinvention, and a genuine passion for the product. We are so grateful to Mike for sharing his time and wisdom with our community. If you have not seen the Jet Fresh way in person yet, put it on your Miami bucket list and tell them the Details team sent you.