The Business & Pleasure of Flowers

All The Details with Corrine Heck, PFCI

• Episode 167

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Episode 167:  This week, we got to catch up with one of our friends, Corrine Heck! She's one busy bee and the founder and CEO of Details Software, a seriously powerful software solution for florists.
 
We discuss:
• How Corrine went from event florist to software CEO
• A peek inside Details Software, and how it can work for florists (even ones who don't do weddings & events)
• Her partnership with Stetson Business School and paving the way for future education and a thriving industry

Learn more about Details Software here.
Schedule your 15-minute discovery call with the Details Team.

Sponsored by:
Flower Clique
Flower Clique Prep School
Real Life Retail Florist

Speaker 1

Very per first person that took interest in my business when I was introducing myself and I said, Hey, I'm Mil not a florist , I'm a software developer. Was this professor and he happened to be from Stetson University.

Speaker 2

Welcome

Speaker 3

To the business and Pleasure of Flowers. We're your host, fondel of Fever and Lori Wilson . And we believe that business and fun are a perfect combination, kind of like us. Wanda <laugh>. Ellie, good morning. How are you? Hello, Lori . I'm great . How are you? I'm doing well. I almost said Vonda , but then I remembered Vonda's not here today. So you and I are here because we get to interview one of our sort of new friends in the last year. Um, Elise , we feel like we're friends. Um, and she , I'm for sure she's agreed to be on here. We have Corrine Heck, the founder and CEO of Detailed Software. Right?

Speaker 1

Yeah. Yeah. That's nice . Thanks

Speaker 3

For coming this morning. We had a few glitches this morning, but you know, <laugh> , nothing, nothing new. What have you been up to? Corrine ?

Speaker 1

Oh , uh, what haven't I been up to? Lori ? It's a, it's a start of a new year and I feel like we just get off running really quickly and now the world is flying at me, like, full on and I'm just trying to prioritize and get everybody like Yeah . Up to knowing what's happening. Cuz you know, my team is kind of young and not all that familiar with the industry, so, well they are now, but Right ,

Speaker 3

Right. You've immersed them . Yeah . Yeah .

Speaker 1

So it's like we try to do these deep dives into understanding the whole industry and where we fit in, so yeah, it's been, it's been busy. I love it though. Yeah.

Speaker 3

Oh yeah. I, I have to say I am this little, I don't wanna use the word stalker because that sounds so negative, but between your social media and Ellie's, I'm like, gosh, the life they have, they get to go to all of these cool places. Tell us , how many trips did you go on in 2022?

Speaker 1

I went on 22 , uh, trips. 22 20 22

Speaker 3

<laugh> . Yeah.

Speaker 1

Are you gonna stop it ? Are you gonna do correlation ? Well, maybe we'll do 23 this year. No , I, yeah, there

Speaker 3

You go.

Speaker 1

You don't wanna go and see what it's all about. Right. And it's like that, the right way to meet our target like customer, but you find that the more places you go and the more people you meet, the different ways that your brain kind of like tries to figure out this massive industry. And it's always good to know people . So , and the only way is like firsthand. So again , but I admire El least of adventures as well. I follow along. Yeah . The restaurant you went , you need to go

Speaker 3

For a while there. You both were outta the country and I'm like, wait, are, are they? What about me? Is that what you're saying? Lori

Speaker 1

<laugh> through Ellie <laugh> . Yeah .

Speaker 3

Yeah . So, so let's back up a bit because I always were , we always like to know like, what led you from a floral event designer, right? So you're a designer to a software c e o because that's bizarre. You don't connect those dots very much in our industry.

Speaker 1

No, no, you don't. And it took a long time before I jumped in to say I need to do this. But it just, I'm really good with , um, computers and obviously good with Excel. I always thought I would be a , an attorney or a lawyer or an accountant or something like that. But my creative side brought me into the flower world and I worked for a florist for a number of years and then for an import company out of Miami for a few years and really learned that side of the business. But my heart always like, was drawn towards weddings and special events. Wow . And so when we found out we were having our second child, we moved from Miami , um, to Central Florida and I just opened , uh, a Beachside boutique and just started small and did wow. Hundreds and hundreds of weddings and needed to like, make sure that I was ordering properly. Um, because it was really important to know exactly what you needed so that you could be profitable to know your margins. And it just struck me that there was no piece of software for this. And so

Speaker 3

What year was this? Can you remember?

Speaker 1

I opened my business in 2002.

Speaker 3

Okay . Okay . So ,

Speaker 1

Um , and we didn't launch details until 2015, so, and Okay . I , uh, my last event was in 2018, so I did that business for 16 years and for a while there it was in tandem with, you know, the software company as it was getting started. Cuz you know , you start with one customer and then you have two mm-hmm . <affirmative> , but I was still doing my day job and meeting with brides. But , um, yeah, just learned a lot and really always dreamed of a software and I could not stop thinking about it. I guess it was on my shoulders to get out there and do it because I kind of had taken my excels as far as they could go. Ok . And I noticed that Excel's documents don't speak to each other the way you would hope. You know, when you create a new event, you just recreate a new document, but it doesn't talk to all the other layers or the other events. So there needs another way so that I could look at the price. How much did I pay for that? Who did I buy it from? What recipes has I used before that I could just Yeah . An easy way to quickly price and quote. So yeah. And I hated writing proposals. I hated it, but I knew it was something to do to win that client mm-hmm . <affirmative> . So , um, I kept winning these bigger contracts over and over again. And all these really high-end wedding , uh, planners in Orlando were like, you need to sell this to the other florist in Orlando because they don't do it the way you do it. And I'm

Speaker 3

Like , that's what I was gonna say. Did you have other Flos reach out to you? Go , Hey, how are you? Can I borrow that? Or did they even know you had it?

Speaker 1

Well, it was, what was crazy is every time I would share like my Excel documents, they would mess them up. They would mess up my calculation <laugh> or they would do something. So it was like more, I was trying to be like a steward and say, here's what I use. Yes . It was already taking me more time to fix their errors. And so I knew it had to be a database infrastructure where they couldn't mess it up. Mm-hmm . And , um, that sent me on a, a long journey of entrepreneurship just in Orlando's community. Um, because I realized I needed to raise, you know, they, they were saying a close to a million dollars to build the software Yeah . Of what I wanted in the house. And I thought, how am I gonna do this? Like, well,

Speaker 3

Did you know how to code and stuff or were you gonna hire this out?

Speaker 1

When I went to the University of Florida, I took a few coding classes, which kind of started on my way. But, you know, I don't wanna be stuck behind a computer all day. Like I wanna be Right . Hands and the flowers and the creative. But to be a good business owner, you have to be in the books and you have to know Yeah . What you're ordering and you need to know, or you need to trust someone who does it well. Right . And if you, you know, if you're a small business owner, that a lot of that de decision making is on your shoulders. So Yeah. Uh, just started going to U C F , I just started introducing myself to people and I just started introducing myself as a software developer and a florist and they would always Wow . Intrigued. And then yeah. Say, have you met so-and-so? And it's like, oh no, well then I'll go talk to them. And so it was just a lot of groundwork to see what I needed to do. But , um, yeah, I ended up winning , um, a big , uh, venture pitch competition here in Orlando . Uh, that's like the largest one that they do. And Wow . Was really what got the groundwork going, but I had to get out in front of people and pitch about why the floor in industry was important and why this particular segment of customers needed this type of solution. Like, why is this so needed? And mm-hmm . <affirmative> , you know , we , we have over 800 customers now. Yes. And we're still growing and I feel like we're helping Right . People like make sure their business is in order and it's just Right . I'm very passionate about it. So

Speaker 3

I have so many questions because you know, we are out there a lot too. That's why, how we connected with you and we have , um, our own clickers, our flower click members. And what I know about these amazing people that own flower shops is typically the word software scares the crap out of 'em . Yeah . Right. Ellie , I mean, like, they don't mm-hmm. <affirmative>,

Speaker 4

They don't want one more thing to learn or deal with when

Speaker 3

Yeah . Right, right. So even though they know that they

Speaker 1

Need it, that's the, that's

Speaker 3

Exactly. So

Speaker 1

I feel you on that. And I am , I have to say that I threw away the first iteration of the software. Um, I tried to go cheap when I was first doing this. I thought I could hire a company in India to just take my excels and turn it into something. And what they sent back to me was a software that was horrible to look at, just numbers. And I just thought, it looks like dos and yeah . People that are like me want to see visuals, they want the gamification, they want the beautiful, they wanna sell. Beautiful. So we realized we needed to make it very simple, as simple as it could be, but still visual pleasing. And I feel like we've made it , um, more gamified. So yes. Mm-hmm . <affirmative> , it is hard to dig into software and there are so many things that it could do for you. So it might seem overwhelming, but we try to dig in and kind of understand what you're, what is it you're looking for, and show you that part first and then show you how you can use it to your advantage. Whether it be holiday ordering or , um, sending out a really quick sympathy design for a grieving family. You could use it in a variety of ways

Speaker 3

And that's why we wanted you on here because I think people get scared of that word. Yeah. But they don't need to be. Right. Because I'm on your website, when I was reading it the other day, one of the things I love is you say, our team is always here to support you every step of the way. And we mean it. We're not just a faceless company with call centers or chat bot bots overseas. And we can attest to that cuz we have met all of your team at S A F and other places like you really do mean that there's, there's a human there that can walk you through the program. So I'm gonna pretend yeah . That I'm a flower shop owner and I'm gonna pretend that I created that 15 minute meeting with you because I'm intrigued, I'm terrified of the word. But what would you tell me about details Flowers? How is it gonna help me in my nor retail shop? Let's pretend I do <laugh> 75 weddings a year.

Speaker 1

Right. Well Lori , the first thing that you're gonna need to do is make sure you have a plan. So this is going to help organize so that all of your team can just bounce into that event and see where you are in the design process and that you know how you're gonna execute 70 events and uh, make sure you're profitable on them. So we have unique , uh, ways to filter all of your clients, whether it be by event or what product you used or where you did their venue or that particular event. You're gonna be able to organize all of that like in a very seamless, precise way. And also see all the flowers , uh, depending on when their availability is. You can do color matching to dresses. We have some really neat color tools that will even pull like that particular shade of pink behind Ellie. You can see all the flowers that Wow . Matching that particular, that's incredible. So it's wow helps I think kind of create that story that you're trying to tell that client to. But also it has all the recipes , um, so that you can easily coordinate that between your team so that if you have a freelancer that comes in to help you, you can just hand them a handful of documents or pull it up on our computer screen and they'll know exactly they have to make four bridesmaids bouquets. Here's the items that they'll be using. And um, you know, so everything is very reciped out and they can be a true freelancer. You know, we also do documentation of like every time you make a change to a contract. So a lot of floors don't think about this, but you really need to follow and have solid terms that are gonna back up your business. And also you need to know that your client recognizes those terms. And so from a professional standpoint, it really tracks the IP address of where your client was when they signed this contract. It also Wow . Helps you send your payments and payment reminders so that you don't have to be the bill collector and also just different ways that , um, you know, you keep those records because I feel like that's the most important part is like, how much did you buy that p and e from and what can you anticipate that those costs are? So we've really synced it with , um, suppliers and growers so they can update their pricing pretty regularly so that you'll know how those market, if those prices change on an event you've already bitted out, what do you need to change cost-wise to make the same margin? And so, and with a click of a button you can make some really accurate business decisions , um, that I think is truly necessary because how often if people change their event or their their guest count and then you're left redoing all the math, all you need to do in detail is update that and it will change your entire order as well. Yeah , that's amazing. And to me it was like no-brainer. Um, but this is, you know, people are just so used to doing their way or it's all in my head and I know how to do it. I've done it a hundred times. Mm-hmm. <affirmative> , well guess what? You, you might have some circumstance or break both your wrists if you're a real business, you need to have substantiated with like actual business process and

Speaker 4

Systems . It's all about the systems, right? Yeah. And to the point of it's all in my head, I know exactly how to do it. I feel like details is almost like a , a productivity hack where it's like, okay, yeah, of course you can do it in your head, you're smart, you're whatever, but what if you could free up that time and and level up your business in other ways? Yes . Right. Yeah .

Speaker 1

Yeah . I

Speaker 4

Feel like it's just such a good, I have one question. Mm-hmm. <affirmative>, what about retail shops or boutiques that don't do weddings or events? Can I use details?

Speaker 1

Yeah, absolutely. Um, or

Speaker 4

What would I use it for?

Speaker 1

I guess? So in the case of maybe your planning mother's day , uh, sure . Mm-hmm . <affirmative> or, or whatnot . You can decide like what, what 10 items do you wanna promote during Valentine's Day or mm-hmm . <affirmative> a holiday. You might have leftover inventory that you need to design and you're gonna make you have five of those vss and only five. So you could set up details in such a way that you could put the number and the items that you wanna sell and the quantities you have at each so that it will calculate exactly what you need to order to fulfill those items and you will know what your profit would be. So we encourage our floors to use it in that way so that they can plan backwards or say they wanna have this much profit. Well great, how much do you need to mark up your product? How much you need to bring in? How are you going to do really even bunch counts so that you don't overorder or need to get an extra box because you didn't adjust your recipes accordingly. So like we have set up all these things that are particular to the floral industry, you know, count . Um, and it really makes our floss smart. So I feel like they could use it for any , um, holiday orders or, you know, we all do the sympathy arrangements if you Yeah,

Speaker 3

That's exactly what I was thinking

Speaker 1

Identified in the recipe catalog. When you're sitting with this family and they say, yes, we would like a casket spray. You can say, here's the four designs. Yes, I'd like this one and two urns . Great . You pull those in, you know exactly what you need to order. Quick and painless mm-hmm . <affirmative> . And it's not like you need to sit and help them through an already difficult process. You can just make it very streamlined, simple professional. And , um, I think that's worth, it's weighing gold, you know, and it's , yeah , absolutely. It's the most difficult part of what we all do. We're all the therapists, but let's break it down , make it right.

Speaker 3

Right . Well, and typically meeting with the families, whether it's wedding or funeral or whatever , um, that's where the florist heart is. It's not in itemizing the spreadsheets. Right. So you allow them to focus on the most important part, which is building into that family. Yeah . Um, and you, you've done all the other, the other thing I have a question, do they order flowers through you or cuz I feel like you actually purchase flowers.

Speaker 1

Yeah, well, you know, not really. We have different farms , um, and growers and breeders that have their products all available on our , um, our website. And it's more for information just to show what's available out there. And then we also partner with different , um, suppliers. Like , um, jet Fresh is one of our, our best suppliers mm-hmm . <affirmative> , and basically our source can send an order directly TOF fresh right through the system mm-hmm . <affirmative> . So we don't necessarily touching the product, but I do wanna make sure that we're putting, having the best quality products because I feel like most of our clients are like luxury boutique florist and they just want the best product available. Yeah. So we try to give them all those resources and color match all the products of the different suppliers that we, we allow on the site, but you can always add whatever product you want in there. So you're not limited to what we offer. We just save you a lot of work by having Right . Syn Well, you're

Speaker 3

Doing all the legwork, you're looking, you're trying to find the best resources and you're also sounds to me like you're keeping up with the prices Yeah . And the trends and all of those things so that the florist doesn't have to as much. Yeah . Yeah .

Speaker 1

Well, and it's really cool too because broadly we just really , uh, track the , uh, trends for that part . So mm-hmm. <affirmative> , uh, we'll often pull a report just to see cumulatively what flowers are , uh, are going to be most popular in October per se. So we can pull a listing of all of the events that have been put into details and look at those. And I think that's really fascinating for like, not only for our growers, but for Flores to know, well maybe we need to steer our customer in a different direction because that item might be hard to get. Or what is something that could be that we can note a feature that might be readily available but not widely requested and mm-hmm . <affirmative> buy in there. So we're hoping to like expand on that data, but it all comes down to people and like looking at the data and mm-hmm . <affirmative> analyzing it and coming back so that , so that's really where we need more nerds. Like we need more. Yeah .

Speaker 3

Yeah .

Speaker 1

We're not like just the design . Like there's some good information here that , um, the U S D A is always posting all of this information too in a variety of ways. I've noticed that sas mm-hmm. <affirmative> mm-hmm. <affirmative>. But I always wonder where do they get that data because it doesn't seem cool to me like, it's like, are they just pulling the center out ? At least with ours, we know it's actual Floris that are putting this in. And I like that. I like to know that we have , um,

Speaker 4

Data is huge. So the fact that you Yeah.

Speaker 1

Well and if you needed smart people to help me like do all this, right. So like our development team is just, I'm just so proud and they're just so interested in this and I didn't , it was really hard to get to this place to find people that would be interested in this part of the industry. Um , and flowers in general because most people don't. Uh, you know, as hard as it was every time I went out to pitch, I was like the only female in the room and up against all of these like auto industry or medical devices or this, and then here I'm like, flowers <laugh> , there's Yeah . Right , right . Really And having

Speaker 4

Them try to take you seriously I think would've been like,

Speaker 1

Yeah, well it's taken me 12 years. So like, I was much younger 12 years ago too. We're like, what is this? You know, this teeny bopper thing she knows about whatever. Yeah. Right . My , I'm growing into my gray hairs now. So <laugh>

Speaker 3

Oh , same, same sister. Same. Okay, so I'm, I'm, you're , I'm buying in. I'm thinking, okay, this grade I need software relationship-wise. What do you offer to me? Because I need help navigating the software I'm gonna need. What

Speaker 1

Else? We understand that Lori <laugh>.

Speaker 3

Yeah. Yeah.

Speaker 1

So many people. And what's really been interesting is to like build, build this company, you really realize you need to break down and support it as well. So if you weren't teaching people how to use the software or making videos for them to watch after hours, it was really not going to be an adoptable service. So, like I've always said, I really hate when like I call my phone company and I spend a forever on hold and I feel like I'm not being heard. Like when you call details, you'll always reach someone if not on the first ring on the second. And if we happen to be busy, we'll call you back. But Right . I , um, I just really wanna give people that understanding that if you spend the time to learn it, it will probably take you two weeks to get fully acclimated. You probably will never call us again unless you have like an issue. So we feel like if we give you that time at the beginning to really onboard you properly a answer your questions, help you set up your company, set your tax rates, what terms do you wanna go by ? Like, these are all business decisions. We kind of Yeah . Walk you through and hold your hand, but it's often a good practice for people cuz you would be surprised how many people haven't actually mm-hmm . <affirmative> thought about, well what do they wanna charge for these different things that they do or they haven't had policies in place. So, but once we get them onboarded , um, you know, we send follow ups , we offer tips and tricks, we also do master classes with like special guests. Um, and we offer these as just , um, you know, valuable tools that our clients can access if they should desire most. You know, most of them don't come to every podcast we do Sure . Webinar. Right . But they might watch the replay or reference it at some point. So we just wanna be like good stewards and you know what our customers ask us for most, we kind of make a list and then like, okay, well we'll feature that.

Speaker 3

Yeah. I feel like your, your business model is very similar to ours of Flower Click everything we do Yeah . Is because we've heard from this industry, it's there, it needs to be more of this, or I need information on this or I need training on this and, and I'm looking through your website on the classes, the details university and that's exactly what you guys do too.

Speaker 1

Yeah. Well , uh, there's only a few ways to, to do it and I don't know, it's like coming up for what you call things is sometimes the hardest part, right. Naming things. Yes . The hard part. But I really want people to understand. I feel like we do a pretty good job of sharing that will be a helpful hand. Like they're mm-hmm . <affirmative> Floor's best friend , uh, or a Floor's Best Kept secret. Cuz not everybody wants to tell everyone else what they're using. A lot of our customers don't tell anybody.

Speaker 3

That's how we're too. Yes, yes .

Speaker 4

Referrals are hard because they don't wanna give away their

Speaker 3

Yeah . It's very hard what we talked about that when we were in Texas, Corrine about, it's, it's really tough because ,

Speaker 1

And that's part of the reason I have to attend events because , um, I, I don't think if you put a face to a name and it's, it's always surprising me how many of the bigger companies aren't there though if we're

Speaker 3

Yes ,

Speaker 1

Same . And I'm like, wow. And they never show up and um mm-hmm . <affirmative> , I feel like that is what sets us apart too, is because we're there, we're the front line and I feel like we are the voice of the industry and if there's something that needs to be said, like please tell us and we will do that part for you. Right . Cause yeah , we're on the ground or so much and I feel like people that are watching are paying attention are like, wow, they really have a thought, a point of view on this. And I feel like we change that for the industry to make it better. So I do feel like a lot of pressure, but I also know that like, there's no one else there to talk to. So like Right. And that that, that drives me crazy sometimes too. It's like they'll put a clipboard to like leave your name, but it's like no one's there to like talk to and I , um Right , right .

Speaker 4

And that makes people feel like they're not heard.

Speaker 1

So we, and we wanna create like an affordable product that allows us to keep innovating. Um, so it has to have a cost to it because if it was free mm-hmm . <affirmative> , we couldn't keep pushing things forward. But oftentimes if we give it away for free, people don't use it because they don't think it has any value.

Speaker 3

Isn't that the truth?

Speaker 1

Yeah, it really is . Yeah. It , well , they'll have year and it won't get used and then they'll be upset when they have to pay for it. And I'm like, well, mm-hmm . <affirmative> you didn't use your year like that was, you should've jumped on it, you know, but Right. Yeah . Yeah. So it's always interesting pricing things , um, for that reason. But yeah , we employ an all woman team mostly except for

Speaker 3

Woohoo. I guess . That's exciting . Okay . I have three things that I wanna get to.

Speaker 4

Can I interrupt with one question before you get

Speaker 3

To the three ? Yes. How did you

Speaker 4

Come up with the name? You talked about naming, I wanna know how you came up with the name details, flowers ,

Speaker 3

This brand manager. That is a good question. <laugh> . Well, it's

Speaker 1

Kinda funny. Um, I , I don't even remember what it was. The first business card I ever gave out when I was wanting to start my wedding design business was, my husband was a photographer and he was shooting a , shooting an event at a film festival. And Matt Damon was who he was shooting. So I was like, give Matt Damon this card. And I printed one that said details on it to give ah , Ben and JLo for when they were getting married. Oh my gosh . Years ago. And so it kind of stuck and then I did a bunch of bridal shows I guess. And then I was like, well I guess I'll use the same name details. And then , um, uh, when I tried to buy a.com, you know, details obviously was a men's magazine and so I could Oh my

Speaker 3

Gosh . <laugh>

Speaker 1

Details with ours . And so I owned details flowers.com like 20 or some for 20 years or so. And so when , um, I was starting the software, I was like, well, I already have the branding and it was what my business was called and had the logo that I had designed. So it was kind of from old, but no one knew what it was. So I added software to the end. Um, love that. Like , I dunno , but Matt Damon , you know, I don't know <laugh> , Matt Damon gotta come up with something on the spot . Love it . Thank

Speaker 3

You . Matt Day . Yes , yes, yes. Real quick, one comment. I do want to say some of our members are details , um, that have details and your details. People are kind of groupies, like they love it, love it, love it, love it. And so anytime in our private members group, somebody has a question about pricing out a wedding or pri they always come. And so it's , they're always , they are sharing with our other members details. It's so great. Our

Speaker 1

Dedicated detailers. Yes . Yeah.

Speaker 3

Yeah . They know it, it helps, it helps 'em grow their business. Um , the other thing I wanna get to, you opened like at a university, you have a business lab, like that's a big deal and I'm so impressed because I love anything that has to do with education. Tell us about that.

Speaker 1

Yeah, well it came about , um, so very per first person that took interest in my business when I was introducing myself and I said, Hey, I'm Mil not a florist, I'm a software developer, was this professor and he happened to be from Stetson University, which is in Central Florida. And um, you know, for a long while he would take me to all these different investor pitches or the Florida Venture form . And so I ended up speaking to his M B A classes and then as I got more involved, I started doing things with U C F and then won the Rollins Business Plan competition. So in central Florida, I've just been very connected and utilized a lot of the ed , upper higher level education , um mm-hmm . <affirmative> , I even University of Florida. And then my daughters are at school at uh , Stetson. And so I'm always being invited to speak on their campus and as an entrepreneur, because you wanna instill next generation and there hasn't been a lot of women, it's always, I'm usually the only lady on, on the group. Um, but here in Daytona Beach we also have nascar. So NASCAR has a sales lab that they have with Setson and a few other companies. And it was, you know, after I was giving all these talks, they said, well, how would you like to have a a lab? And I think I was like, well I think flowers just really need that representation. So they had two empty labs on this floor in their sales office. Um, were were students that are getting their sales, say degree , um, in sales . Mm-hmm . <affirmative> , um, will go at Stetson University. And so we outfitted them with beautiful , uh, wallpaper and just did our branding everywhere and we're coordinating with them with two of their classes. But basically we work with them at all their career fairs and the labs, the first week that we had the flowers go in them , they used to sit empty because they were just boring. You know, some of the labs have used cars on them and you know, different but Sure. They walked there and the labs were, are not all , you know, they're not all that big, but they were filled with students just clambered in there around the computers and the desk and they were like, the flowers just make us so happy And yeah,

Speaker 3

So inviting.

Speaker 1

So this, this stenson is just so excited about it and so welcoming. I mean, it's a real dream come true as an entrepreneur to have that relationship. Yes . And people that I can lean on, but they know everybody. Like, you know, if I have an interest in something, there is someone at the university that can give us more insight or and they lean on us too. So we give practical , um, experience to, to their seniors. So it's very much , um, a very great relationship. So I'm excited. Think of

Speaker 3

How you're gonna help grow just this industry as a whole with people going into that program. Um, people can go to your details, flower software, Facebook page and see pictures. That's where I first learned about it. It gave me

Speaker 1

A hat. I got my ,

Speaker 3

I saw the hat. It's so

Speaker 1

Cute. You're the haters

Speaker 3

University literal the Stetson hat. Is that where Yeah. Are they connected? Yeah ,

Speaker 1

And they do , they do all all of that too. I mean, if you're on their sales team, which they're like top 10 in the country competing against like Ivy League institutions, so this is Wow . For Suson . But yeah, you get to get a hat. So they gave me an honorary hat and uh , which was really super sweet and I, I don't know, I'm just, I'm so excited. I'm like, I tell my kids, I'm like, someday my name's gonna be on that building. You know, <laugh>. Yeah, yeah. Cause it's like, sure people do this , why not ? Um , I dunno , it's just fun for the, for my girls. I think

Speaker 3

It's very cool .

Speaker 1

Like moms like , I dunno . They're like , mom , stop. You're embarrassing me . Like , I'm like , hi Jess , I'm here.

Speaker 3

Yes . No, I love it. I love it. All right . My last question is, what do you have on your calendar for 2023? Where are you gonna be? Where could people, if people are where Yeah, I wanna know where we're gonna see you again. Yeah .

Speaker 1

Gosh, where aren't I going be? No , um, let's see. Well, I, we'll do all of the s a f events or we'll have , um, our team there for sure. We're definitely gonna go to Next Gen . Um, I have , yes. We love that. I, and I think this is so perfect with Stetson too, so I wanna get Oh ,

Speaker 3

Exactly .

Speaker 1

Well, and it's really cool. Just one more thing about that is Stetson's in D Land and that's basically where all the greenery for the, for the is grown in this part of Florida. So once the, the , uh, semi's Leaf Miami, they head into Del Land pka to pick up all the fern and all of this before they head out. So it's really , um, pretty, I think monumental for our, our county at least to like , very cool.

Speaker 3

Oh , so great . That's a perfect partnership.

Speaker 1

Yeah, thank you. I have an event in Greece, actually. Um , what ? Yes, the floor Association of Greece and some friends and , um, Alex Cho from the Interf Floral World Cup champion, I think , um, previously is one of the major , um, artists that's going to be teaching. So they asked if details would be a sponsor, and then they asked if I would go, and I was like,

Speaker 3

Wow,

Speaker 1

<laugh> ,

Speaker 3

Yes, I'll, I'll go , I'll

Speaker 1

Go , I'll go. Which is kinda like a pinch me moment, but I feel like it's, it's, I don't know , just somewhere I've always wanted to go. So like, this is really interesting to see that there's people that do destination events all around the world that need this kind of tool and that they're inclined to learn and they're , um, they're gonna help their business grow. So I feel like it's, you know, really coming full circle. Yeah . Are

Speaker 3

You at A I F D ?

Speaker 1

We are, yes.

Speaker 3

Okay. All right . And that's in July in Chicago. VDA will be there. Yes . Um , and then September will be the s a F convention. All ages convention. Right. So we'll be there ,

Speaker 1

You know , that s a F convention actually is at the same time as the Inner Flora World Cup event, which only happens every four years and it's in Manchester, England. So there, there might be some things going on there as well that I, for those that love that competitive, like , um, like A I F D and just to see that and you may want to like look this year at that. I dunno .

Speaker 3

Just Okay .

Speaker 1

We love S S A F so we will probably have people there, but I might be at the interview . You might be in England. I might be in England. I don't blame you. I mean it's just, it's really exciting.

Speaker 3

I'm sure there's many other places you're gonna be this year cuz you gotta go to 23 to keep up with your 22 and 2022 .

Speaker 1

Well, I didn't go anywhere in 2020 . Right. You know, we all sat at well, right.

Speaker 3

Yeah , yeah. Probably very few places. 2021 . So it's true. Um , I'm really excited for 2023 . At last year I was not as excited and this year I'm like, God , there's still so

Speaker 1

Much to do. It's a lot of planning though. Yeah, it's, yeah . Oh yeah . It's a lot of , and then coordination, you know, and just, yeah . Yeah .

Speaker 3

It's, it's , anyway. Mm-hmm . <affirmative> , how do people get , uh, reach out to you? Do they just Google details? Um, what's the normal process?

Speaker 1

Yeah, they can email hello@detailsflowers.com and s details and Flowers. Um, they can give us a call at our local number. They can visit our website. Follow us on Instagram.

Speaker 4

Before you leave, I have a quick, quick 10 questions for you. These are the little rapid fire ones. I've done them in the other , um, next gen interviews, so, okay . Jeans or athleisure ?

Speaker 1

Jeans .

Speaker 4

Jeans . Early bird or night owl.

Speaker 1

Oh , both <laugh> .

Speaker 4

What's your coffee order?

Speaker 1

Oh , um, matcha latte.

Speaker 4

Love it. Love it. Same as Fonda . Spicy food or no spicy food?

Speaker 1

Uh uh, spicy

Speaker 4

Texting or talking on the phone?

Speaker 1

Um , talking.

Speaker 4

Favorite music or artist ?

Speaker 1

Oh my gosh. Oh , I know. This one

Speaker 3

Trips me up.

Speaker 1

I like my British Essentials <laugh>. Ooh ,

Speaker 4

Love that. Uh , your , your favorite number?

Speaker 1

20.

Speaker 4

Okay. Are you using , what did you wanna be when you grew up ?

Speaker 1

Ellie <laugh> . You're trying like , figure out people's passwords. I didn't

Speaker 4

That what's uh , your mother's maiden name . Just kidding . Uh , what did you wanna be when you up ?

Speaker 1

Um , a marine biologist.

Speaker 4

Oh my gosh. Me too. Oh

Speaker 1

My gosh . Like

Speaker 4

The trendy thing . What is your biggest pet peeve?

Speaker 1

Um, being late. Mm .

Speaker 4

That's a good one . All right , the last one is, what is your death row meal ? Your last meal? What would it be?

Speaker 1

Oh my gosh. A protein shake. <laugh> , if it's the last thing , it's like, oh gosh , come on now . That's , that would be my last meal. Like something really phenomenal. Like a , like a 10 course, 15 course meal that never ends .

Speaker 4

Right . There you go. There you go. I like that answer better.

Speaker 3

Yeah. From a , like a three star Michelin rated restaurant. Go big or go home, right? Yeah . Yep . Corrine , thank you for hanging in here with us today. Yes, thank you. This was fun . We really, really enjoyed having you. Thank you so much for listening to our podcast. We hope you enjoyed spending time with us because we enjoy spending time with you. If you did, make sure you hit that subscribe button or add the business and pleasure of flowers to your Google Morning routine or your flash briefing on Alexa. We look forward to seeing you next week,

Speaker 5

So please come back and join us and discover how a bit of knowledge and one small change in your mindset can take you to new levels in your life and business.