This piece chronicles the evolution of Floret Flowers, detailing how the business flourished by embracing a collaborative approach. Initially, the founder, Erin Benzakein, grappled with the immense pressure of single-handedly managing all operations. This personal account delves into her journey of overcoming the perceived weakness of seeking assistance and the eventual realization that a strong team was crucial for both personal well-being and professional growth. The narrative showcases the profound positive impact that delegating responsibilities and building a supportive team had on the business's trajectory, leading to enhanced efficiency and a healthier work-life equilibrium for everyone involved.
Erin Benzakein, the driving force behind Floret, candidly discusses the arduous years she spent attempting to shoulder every burden. She describes how the struggle led her to the brink of giving up on numerous occasions. Her past belief that accepting help signified a lack of capability isolated her, making her reluctant to reveal the chaos of her overwhelming schedule, which included a deluge of unread emails, a disheveled workspace, and a severely imbalanced personal and professional life. The turning point arrived when she made the pivotal decision to hire Jill on a part-time basis to manage tasks that were being neglected. This strategic move marked the beginning of Floret's remarkable growth and success.
Since that transformative decision, Erin has actively fostered an environment where team members are encouraged to contribute their unique talents. Over the years, Floret has assembled a remarkable team of individuals who contribute their skills both on and off the farm, collectively nurturing the flower business. Each team member's role is integral to the operation. Erin herself manages marketing, social media, content creation, and product development, while also leading workshops, planning farm activities, and assisting wherever needed. Her passion for trialing new flower varieties, particularly sweet peas, and her collaborative writing process with Jill, are highlighted as key aspects of her work. She also cherishes the fleeting 'magic hour' before sunset, dedicated to capturing the beauty of her harvested flowers through photography.
Chris Benzakein, Erin's husband, plays a multifaceted role, primarily focusing on photography, overseeing shipping, and managing farm operations alongside Jill and Marlee. He is also responsible for repairs and maintenance, stepping in to fill any gaps. Chris finds immense satisfaction in witnessing the realization of their creative visions and observing the unique bond between people and flowers. He draws inspiration from compelling narratives of resilience and finds his favorite tools in his Canon cameras, which help narrate Floret's story, and his Kubota tractor and Leatherman knife on the farm.
Jill Jorgensen, an early collaborator who has been officially with Floret for three years, describes her role as a dynamic blend of responsibilities. Often referred to as the 'switchboard operator,' she triages workloads, organizes workshops, communicates with vendors, and helps Erin manage complex projects by breaking them down into manageable steps. Jill thrives on the creative process, often collaborating with Erin using whiteboards and sticky notes, fueled by strong coffee. She takes great pride in the quality and evolution of their workshops and enjoys connecting with enthusiastic individuals, both online and in person. Her fondest flower memory involves her grandfather George's impressive home garden, where he cultivated prized dinner plate dahlias and Sweet 100 tomatoes.
Susan Studer King, working remotely from Ohio for nearly three years, contributes to Floret by developing content for newsletters, blog posts, website pages, and workshop materials. She finds immense satisfaction in creating resources that support flower enthusiasts and fellow farmer-florists, considering this her most fulfilling job. Her wedding flowers, grown and arranged by her mother, hold a special place in her heart. Susan's inspiration often comes from her childhood farm, where she enjoys exploring and repurposing 'treasures,' while her essential tool in the studio is a pair of fabric scissors, always in high demand for crafting beautiful ribbon finishes.
Marlee Powell, who joined the Floret family in 2014, has seen her responsibilities evolve significantly. Starting as a part-time harvester, she progressed to a full-time farmhand and now manages shipping and seed packing, often working remotely during the off-season. During peak seasons, she coordinates workshops, ensuring everything runs smoothly. Marlee's greatest joy comes from witnessing the happiness their flowers bring to people, believing that even a simple image of flowers can transport individuals from their everyday worries. She values the sense of family within the team and draws inspiration from CrossFit, both as an exercise and a community-building activity. Her favorite tool is her Farmer-Florist tool belt, which makes her feel like a 'flower pirate' due to its practicality and capacity for carrying various essentials.
Jill Powell, affectionately known as 'Angel Jill,' has been with Floret for five years. Her role involves a wide array of farm tasks, including sowing seeds, planting, weeding, maintaining cleanliness, preparing greenhouses for new crops, setting up irrigation, and assisting with workshop preparations and shop duties. She enjoys the variety of her work, with tasks shifting seasonally. Her most vivid flower memory is filling an entire truck with freshly harvested blue statice during her first summer. She finds inspiration in working alongside Erin, which motivates her to work even more efficiently, and her preferred tools include the tractor's pallet forks, a battery-operated compost tea sprayer, an electric stapler, and a Japanese weeding hoe.
Meg Almanza, with nearly two years at Floret, is instrumental in managing the household, maintaining order, and handling hospitality for workshops, including food and guest hosting. She also collaborates with Erin on larger projects, such as optimizing workspaces, implementing business systems, and meticulously managing inventory. Meg's satisfaction stems from contributing to Floret's ongoing success and bringing happiness to others. She discovered her love for flowers after joining Floret, captivated by their beauty on the farm and the joy they evoke in workshop attendees. Her inspiration comes from 'junking' for special items to delight others, and her favorite tool is her wagon cart, which enhances efficiency and productivity.
Erika Stephens has contributed to Floret for two years, primarily assisting with workshops and weddings. She cherishes the feeling of welcome and support that students experience upon entering the barn, and she loves witnessing their personal and professional growth as they engage with new concepts related to farming, business, and life. Her favorite flower memory involves helping her grandmother Astrid cut and dry roses for wreaths, a cherished experience filled with the scent of roses. Erika finds inspiration in Andy Goldsworthy's ephemeral art and her essential tools include Grundens rain overalls, Bogg boots, and flower snips.
Nina Foster, a long-time friend and collaborator, has been with Floret since its inception, meeting Erin when their daughters attended kindergarten together. Now residing in Vermont, Nina flies back to host workshops, ensuring attendees feel comfortable and cared for. She deeply values meeting new flower enthusiasts and being part of their journey in pursuing their aspirations. Her most cherished flower memory is hunting for trilliums and fairies with her older sister in the Vermont forests during early spring, a magical experience. Nina's primary sources of inspiration are nature, particularly the trails near her Vermont home, and Rosario Beach and Erin's roses when in Washington. Her indispensable tool, both on the farm and in the studio, is her Floret tool belt, praised for its versatility and capacity.
The collective accounts of Floret Flowers' team members paint a vibrant picture of a thriving small business built on shared passion, mutual support, and a deep appreciation for the beauty of nature. From the initial challenges of a solo entrepreneur to the collaborative success achieved through a dedicated team, the narrative underscores the transformative power of delegating tasks and fostering a supportive work environment. Each individual's unique contributions, personal anecdotes, and sources of inspiration highlight the diverse yet cohesive spirit that drives Floret Flowers forward, proving that success is indeed a shared journey.