Leading Through Connection & Community with Karen Oie

This month’s Details University Live session welcomed Karen Oie, Director of Sales for North America at Smithers-Oasis, for an inspiring conversation on leadership, collaboration, and the future of the floral industry. With over ten years at Smithers-Oasis and over three decades in sales and operations, Karen shared lessons from a career built on relationships, innovation, and purpose.

Karen’s floral journey began a decade ago when she transitioned from a long career in the paint industry to the world of flowers—a move that quickly became a passion. Her first experience at the SAF Annual Convention in Amelia Island opened her eyes to a community rooted in connection, creativity, and collaboration. Since then, she has grown alongside Smithers-Oasis, a company that has shaped her personally and professionally. Today, Karen leads the North American Sales and Customer Service teams with a deep commitment to people, strategic growth, and the ever-evolving floral marketplace.

As the fourth woman to serve as Past President of WFFSA (Wholesale Florist
& Florist Supplier Association) Karen continues to champion collaboration across every level of the supply chain. She believes the floral industry is strongest when everyone—growers, suppliers, distributors, and designers—works together. 

Her leadership extends far beyond her company role. Karen serves on the Board of Directors for That Flower Feeling, where she also chairs the Development Committee, helping drive campaigns that celebrate flowers' emotional and everyday impact. She’s equally passionate about supporting women in the industry through initiatives like the Women in Flowers group, which provides mentorship, networking, and encouragement for women across all segments of floriculture.

Globally, Smithers-Oasis operates with a unified brand identity but a localized approach—recognizing that every country’s floral culture is unique. At the heart of this global effort is sustainability, a major focus for the company. Karen discussed the ongoing work around OASIS® Renewal™ Floral Foam, part of a larger commitment to environmentally conscious innovation. Smithers-Oasis maintains multiple research teams working years ahead to meet evolving needs while reducing environmental impact.

Karen also encouraged openness to working alongside others—even competitors—acknowledging that true progress comes from collaboration, not competition. Within Smithers-Oasis, she promotes that same philosophy by fostering growth from within, helping employees advance and thrive in their careers.

Her message to florists and industry professionals was simple but powerful: stay connected, stay collaborative, and keep flowers at the center of the story. Through her work with WFFSA, That Flower Feeling, and Women in Flowers, Karen continues to drive unity, sustainability, and shared success in the floral community.

We’re so grateful to Karen for joining this month’s Details University Live session and sharing their dedication to growing a stronger, more connected industry—one relationship at a time. If you missed the session, click the video below to watch the replay!

About Karen Oie

Karen Oie is the Director of Sales for North America at the Smithers-Oasis Company where she
leads both the Sales and Customer Service teams. With over ten years of expertise in the
Floral industry, Karen brings a deep understanding of customer engagement, team leadership,
and floral market strategy. Prior to joining Smithers-Oasis, she spent 23 years at Sherwin-
Williams, developing a strong foundation in sales & business operations. As a seasoned leader, Karen is known for her strategic vision and ability to translate market insights into actionable sales strategies that deliver measurable results.

Beyond her role at Smithers-Oasis, Karen is a passionate advocate for industry-wide
collaboration. As the active Immediate Past President of the WFFSA Association, she plays a
pivotal role in fostering connections and partnerships that strengthen the floral industry’s
collective voice and influence. Her leadership extends to the That Flower Feeling initiative,
where she serves on the Board of Directors and Chairs the Development Committee. In these
roles, Karen is at the forefront of efforts to elevate the industry through creative campaigns and
collaborative movements that inspire both consumers and industry stakeholders alike.

Karen’s approach is grounded in the belief that the floral industry thrives when it works together
to innovate, educate, and inspire. She is dedicated to supporting initiatives that enhance from
industry unity, from promoting sustainability and best practices to spearheading new market
initiatives. Her commitment to the floral community is reflected in her tireless work to bring
people together, drive progress, and ensure that flowers continue to hold a special place in the
lives of consumers – even in challenging economic times.

Outside of her professional life, Karen enjoys traveling, golfing, and spending time with family
and friends. She resides in West Central Minnesota with her husband, Mike, and two grown
stepchildren.