Spreading Joy Through Flowers with Holly Haveman

A Family Business with Deep Roots

Kennedy’s Floral has been part of the Grand Rapids community since the 1940s. Holly’s mother purchased the shop in her late twenties, and decades later, it has grown into a thriving business with around 40 employees. Today, Holly co-owns and manages the store alongside her mother and brother, carrying forward a family legacy that blends flowers, gifts, and heartfelt service.

Although Holly grew up surrounded by blooms, her early contributions were more on the sales and operations side. It wasn’t until 2014 that she fully stepped into the design world. Before that, she gained valuable experience in corporate America, working in supply chain management and even traveling the globe, which gave her a unique perspective when she eventually returned home to Kennedy’s.

Living and Learning Through Adventure

Holly’s path back to the floral industry wasn’t a straight line. After leaving her corporate career, she spent three years living nomadically with just a backpack, traveling solo and connecting with florists worldwide through the World Flower Council. From Croatia to India, these adventures shaped her global view of the flower industry and deepened her belief in flowers as a force for peace and joy.

That same grounding energy now makes Holly a sought-after voice for wellness within the floral community. She has led meditation sessions at the Next Gen and SAF conferences, reminding fellow professionals that balance, movement, and joy are just as important as running a busy shop.

The Refillable Vase Program: A Winning Idea

One of the highlights of the session was Holly’s explanation of the program that earned Kennedy’s national recognition: their Refillable Vase Program.

The idea started on Holly’s mom’s 60th birthday. She gifted customers a vase that could be refilled with flowers throughout the year. What began as a simple gesture evolved into a robust program with multiple variations:

• Magic Vase – Weekly refills for a calendar year.

• Gift of the Seasons – Perfect for snowbirds who only spend part of the year in Michigan.

• Queen of Hearts – A Valentine’s-inspired offering.

• Magic Mama – A Mother’s Day celebration.

• Tidbit Vase – Tied to her mother’s birthday tradition.

The results have been extraordinary. Kennedy’s now welcomes about 200 refill customers each week, averaging $15 in additional purchases per visit—equating to more than $200,000 in revenue annually. Beyond the numbers, the program keeps Kennedy’s top of mind for customers while giving the team a creative way to repurpose stems that might otherwise go unused.

“This is something the average florist can do,” Holly emphasized. “It keeps customers coming back, builds loyalty, and spreads joy in the process.”

Kennedy’s winning campaign is a masterclass in customer engagement:

• Consistent messaging through email, social media, and text campaigns.

• Word-of-mouth buzz fueled by delighted customers.

• A seamless in-store experience that encourages browsing in their expansive gift shop.

The refillable vase has become a signature identity piece for Kennedy’s—one that sets them apart in their market and inspires florists nationwide.

Joy, Wellness, and the Power of Flowers

Beyond business strategy, Holly shared the importance of personal well-being. For her, dancing, yoga, and time in nature are essential ways to recharge after long weeks of weddings, events, and shop demands. She also strives to give her team the same balance, offering flexibility and encouraging time off to avoid burnout.

As Holly reflected on her volunteer experiences at major floral events like the Rose Parade and the First Lady’s Luncheon, Corrine added, “Your network is your net worth.” It was a reminder of how giving back through volunteerism not only expands skills but also nurtures lifelong connections within the floral family.

Looking Ahead

Holly’s floral bucket list continues to grow, with dreams of attending the Chelsea Flower Show and visiting Jet Fresh’s farm in Ecuador. And of course, she’s already signed up for another year at the Rose Parade—proof that passion and service continue to drive her journey.

As the session wrapped up with lighthearted rapid-fire questions, one thing became clear: Holly embodies her Instagram handle, @TravelingWithJoy. Whether she’s managing Kennedy’s, dancing her stress away, or sharing positivity with her flower family, joy is always at the heart of her story.

 To watch the entire replay, click the video below!

About Kennedy’s Flowers 

Kennedy’s Flowers & Flower Delivery is one of Grand Rapids’ most awarded and beloved floral and gift destinations. With a mission to help customers celebrate life beautifully, Kennedy’s offers flowers, gifts, home décor, and unforgettable experiences that inspire joy and connection.

The shop has been recognized with numerous honors, including Best of Grand Rapids Home Decor Winner (2025), Best Florist Finalist (2024), and Best Florist Winner (2020) by GR Magazine. Kennedy’s also received the Retailer of the Year Award from the Great Lakes Floral Association in 2017 and earned the coveted national title of Retail Florist of the Year from Florists’ Review Magazine. These awards reflect the creativity, heart, and passion infused into every arrangement and customer interaction.

Stepping into Kennedy’s is more than visiting a flower shop—it is entering a space designed to delight the senses. Fresh floral aromas, warm greetings from the team, and thoughtfully designed displays combine to create an inviting and inspiring atmosphere. The expansive gift shop features seasonal décor, unique gifts, and creative ideas for home styling or thoughtful surprises. The flower cooler is always stocked with vibrant blooms and artistic designs for every occasion—from birthdays and anniversaries to weddings, sympathy tributes, and everyday moments of joy. A lush plant room, beloved by the local community, adds greenery and calm to homes and offices across Grand Rapids.

Whether planning a wedding, hosting an event, honoring a loved one, or simply making someone’s day, Kennedy’s helps customers say it beautifully—with flowers, with gifts, and with heart.

All photos courtesy of Kennedy's Flowers and Holly Haveman