We are so excited to announce that our Founder & CEO, Corrine Heck, was featured in the July 2020 Edition of Florist’s Review magazine. The past year has been a whirlwind of different obstacles to overcome, and that’s not including the recent pandemic, so we were thrilled when Florist’s Review reached out about sharing her inspiring story. You can read the full article below!
When I started my career search many years ago, I didn't know what I wanted from this life. Like many young people, I was searching for the "perfect job" that pays the bills and makes me feel good.
As a creative, it's not a coincidence that I landed in the floral industry right out of college. I knew someday I would become a floral designer and produce gorgeous weddings featured in all the big magazines. After two years of answering phones and sending orders, I was anxious to design, so finally, I asked my employer to move me to the design floor. To my surprise, he told me to put my design dreams to rest. He said I was better suited to taking orders by the phone.
I quit that day. Although I didn't know what I would do or how I would do it, I believed in myself and my ability to do more.
It would take three years, but I eventually opened a beautiful boutique designing weddings in Central Florida. We have produced hundreds of weddings in our market and have become a leader in beautiful flowers and design. Yet, I still found myself unfulfilled. Most owners know that having a business has challenges, and I wasn't prepared for many of them. I spent hours tinkering with numbers, processes, and procedures. It was a struggle.
I knew that there had to be a better way.
I didn't realize that all that tinkering was preparing me for my next step - and my next career, as the creator of a Software platform that helps florists and designers streamline proposals, simplify payments, and make designs more profitable.
There was a better way, but first, I had to build it.
I thought about my big idea day and night, but for a long time, I pushed it down. I doubted myself. I waited for a big national company to develop the idea themselves. After a few years, I decided it was time to act.
I heard no again - a lot.
Even close family tried to deter me: "How can you do that?" "What do you know about technology?" Some people said my dream was too big, but I knew I had to try.
So, I did what I do best. I got to work.
While my floral design company produced hundreds of events, I quietly planned and created after hours. I arranged meetings with developers and business experts. I took university courses, read business books, and even pitched in venture competitions (and won!). When introducing myself, I wouldn't say, "I'm a wedding florist." I'd say, "I'm a software developer for the floral industry."
One afternoon, I was printing presentations and portfolios when I bumped into a former colleague. "I can't believe you're still working on this idea," they exclaimed. I could have let the comment defeat me. Instead, it fueled me. "Yes, I AM!" I exclaimed.
You must believe in yourself first when you want to achieve something big.
After years of risk-taking toward this wild idea, I'm so proud to be the CEO of Details Flowers Software. Today, we help many of the world's most talented florists achieve more with software that started with a dream, my dream. It's been a long journey filled with ups and downs, yeses and nos, moments of defeat, and feelings of joy and accomplishment.
The floral industry is challenging. Whichever segment you're working in, when you have a new idea, you will hear "no" a lot. But this is also an industry that's constantly changing, and we need those new ideas - your new ideas - to help us all thrive.
I'm proud to be a part of this industry and share in its entrepreneurial spirit. If I can offer any advice to other aspiring entrepreneurs, it would be this: Never give up. When your dreams may seem audacious or impossible, and no one believes in them, remember you are enough. You can do it. Dream bigger.
As seen in Floral Management September 2018 Edition
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