Our May Details University Live session featured a truly inspiring guest: Liza Roser, CEO of Fifty Flowers. Our conversation was a powerful blend of business insights, personal reflection, and community-focused inspiration, touching everything from leadership and innovation to mentorship and legacy. If you could not attend this month's session, here is an official recap!
Liza’s journey into florals began in Ecuador, where she served in the Peace Corps, helping local entrepreneurs learn how to export their goods. There, she found her calling in flowers, spotting an outdated distribution system that needed disruption.
With a vision and the power of the internet, Liza launched Fifty Flowers. The name? Inspired by the optimal packaging of two bunches of 25 roses, but intentionally broad to allow the brand to grow beyond roses alone. From the start, the mission was more than selling flowers—it was about making moments and memories.
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Liza opened up about how her leadership style has evolved over nearly three decades. Once the type of leader who ran toward every crisis, she now leans into a more strategic role, trusting her executive team and focusing on visionary growth.
“Grace and grit,” she said. “That’s my leadership mantra now. You can’t scale if you’re doing it all yourself.”
Her honesty about the shift—from hands-on fixer to big-picture thinker—resonated with business owners of every size.
Liza describes herself as a natural risk-taker—someone who used to “jump without a parachute.” But she’s evolved that energy into a more measured approach, blending bold moves with data-informed decisions.
“Operating in chaos can be fun—until it’s not,” she said with a laugh. “Now I trust my instincts, but verify with the numbers.”
Liza is also known for being ahead of the curve—long before e-commerce became mainstream, she was selling flowers online. Today, she’s equally invested in using AI to improve business operations and decision-making.
Women in Flowers: More Than a Community
One of the most moving parts of the session was Liza’s discussion about Women in Flowers, a community she co-founded with Jennifer Barnard. What began as a WhatsApp support group has blossomed into something more meaningful—a space for mentorship, honest conversations, and personal growth.
Women in Flowers Meet-Up at SAF Next Gen Dallas
The group’s first in-person summit will be in Chicago at the Katie Kennecott Center. With a focus on mindset, empowerment, and entrepreneurship (not floral mechanics!), this intimate gathering will feature dynamic speakers from beyond the floral world, wellness experiences, and soul-searching sessions.
Want to join the movement? Reach out to hello@womeninflowers.com to learn more about upcoming events, book clubs, and community conversations.
Whether you're just starting your floral journey or are decades in, Women in Flowers is a welcoming space where everyone can feel seen, supported, and inspired.
Thanks again to Liza Roser for joining us, and to all who tuned in for May’s Details University Live. Please click the video below to watch the entire recap video of our latest session!
About Liza Roeser
Liza Roeser is a bold and visionary entrepreneur who founded FiftyFlowers, a leading online floral retailer that delivers farm-fresh flowers to customers throughout the U.S. A Peace Corps alumna, Liza discovered her passion for the floral industry while living in Ecuador. She disrupted the traditional flower supply chain with an eye for innovation, turning a modest start-up into a multi-million-dollar business serving over 1 million weddings and events.
Liza is known for her fearless approach to business and willingness to embrace risks. She always focuses on the possibility of success rather than the fear of failure. Her leadership at FiftyFlowers is driven by her belief in empowering others, fostering a collaborative team culture, and constantly evolving to meet new challenges. She’s expanded the company into new markets while maintaining the personal touch that has made FiftyFlowers a trusted brand.
Beyond her business accomplishments, Liza is a passionate advocate for work-life balance, constantly seeking new ways to grow and inspire those around her. Whether running marathons, skiing with her daughters, or pursuing personal development goals like yoga certification, Liza embodies the principle that success is a continuous journey. She believes in the power of dreams and hard work and is committed to mentoring other women to achieve their entrepreneurial visions.
About FiftyFlowers
FiftyFlowers is a woman-owned company that specializes in providing wholesale flowers for weddings and special events. They offer a vast selection of quality, fresh bulk flowers with free shipping and award-winning customer care. Their mission is to deliver a DIY flower experience through expertise, selection, quality, and support.
With over 20 years in the industry, FiftyFlowers has been instrumental in helping couples create the wedding of their dreams with stunning farm-fresh flowers. They are known for their fearless innovation, commitment to quality, and dedication to customer satisfaction.