Chief Goddess shares secrets of her success: Meet Heidi Richards of Eden Florist

Everyone knows that an unexpected bouquet of flowers can make your day. Nearly 30 years ago, Heidi Richards had a floral surprise that made her career.

And we’re not talking a dozen red roses. Instead, one day she arrived home to hear her husband announce: “Guess what? I bought you a flower shop!”

On Aug. 13, Heidi will celebrate her 28th year running Eden Florist in Miramar, FLA., edenflorist.com. “I love every minute of it,” she says. Her fondness for flowers goes back to her childhood in California. She vividly recalls being intrigued by Plant a Flower Day.

Though she studied psychology in college, something about that Flower Day must have resonated with her because she often designates special days on her blog, http://tulipstalk.wordpress.com/. A recent entry proclaimed: “Today is Limerick Day!” And in 1993, Miramar’s mayor declared June 26 Heidi Richards Day.

Heidi Richards of Eden Florist

Heidi Richards, aka Chief Goddess, of Eden Florist in Miramar, FLA.

That’s just one entry on a list of awards and honors that is downright dizzying. Heidi is also a coach, mentor, author and consultant to dozens of organizations and small businesses. And she’s a motivational speaker on the topics of leadership, relationships, stress and life balance.

Maybe this creative dynamo has a clone? After all, her title at Eden Florist is Chief Goddess.

Heidi, who describes herself as visionary, passionate and happy, with a tendency to go overboard, explains it this way: “The balance between being a businessperson and being a creative person can seem impossible at times. You have to be organized and the bigger your company gets the more organized you need to be… that and willing to delegate, to give up control.”

When she delegates at Eden Florist, she has a staff of 10, most of whom are part time. And she’s a fan of making lists, setting goals and staying focused. Two other keys to her success in the flower business:

• Getting involved with the community and knowing the market.

• Building relationships with local media outlets, like newspapers and radio stations, and becoming a resource for them.
Good advice for any small business.

Additionally, Heidi quickly recognized technology as a boon to business, launching a Web site in 1997. (The site will get a makeover this summer.)

After almost three decades in the business, does anything surprise her any more? “How much joy people get from a single flower or bouquet. Particularly rewarding, she says, is praise from satisfied customers. “We know people actually appreciate it.”

But, with irons in so many fires, what does she like best? “My favorite thing is writing,” she says, adding that she writes a total of six blogs. “Everybody should be blogging.”

I couldn’t agree more!

To listen to the full interview, visit this link from Heidi: https://backup.filesanywhere.com/Photofolder/ShowFileShareFV.asp.
Flower Fact of the Day: For some great ideas on flower arranging from De Juan Stroud, a floral designer in NYC who believes too many people are intimidated by arranging, check out this post on apartmenttherapy.com/ny/planttherapy/planttherapy-cutflower-confidence-051025.

The post contains photos that originally appeared in the New York Times. They are simple and stunning so be sure to check them out the next time you need easy ways to decorate with flowers. Or check them out just for fun. After all, flowers never take bad pictures. :)

Jacqueline - Editor

May 21, 2008

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That's great advice for business owners. Thanks, Heidi!

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