After retiring from the University of Delaware, Diane Hess followed her passion for flower design and bought a flower shop. She later opened a second location.
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature will spotlight SAF members sharing inspirational stories, professional insights, and the opportunity to form new industry connections.
Diane Hess has always been interested in flowers and making arrangements for her friends and family. After retiring from roles as an administrative assistant and paralegal in the research department at the University of Delaware in 2019, Hess knew she wasn’t ready to stop working. She enrolled in classes at Longwood Gardens in Kennett Square, Pennsylvania, which fueled her desire to become a florist.
Hess started looking for flower shops for sale and found The Flower Place in New Castle, Delaware. After submitting a business proposal and shadowing the owners, she purchased the shop in 2019 and in 2021, she opened a second location in Newark, Delaware.
Biggest Challenge
Since acquiring the business, Hess has encountered a variety of challenges, especially related to staffing. She lost many staff when she bought the business because they were used to the previous owners, and finding designers and delivery drivers has been difficult, she says. The pandemic made those challenges harder, and almost forced her to close her second location.
Best Business Advice
Those challenges have helped Hess learn the importance of having a positive attitude, because there will always be a “number of things to bring you down.” She also encourages anyone new to the floral industry to “learn the industry, the peaks and valleys, and use them to your advantage.”
Secret to Success
Hess believes in the power of recognizing her staff members for their work. She gives them plaques and makes videos to share with the staff to display their hard work.
“Our delivery driver delivered his 8,000th delivery,” she says. “I’m not sure how many other people do that (count their deliveries). Making employees feel special tends to go a long way.”
Why SAF?
Hess joined SAF to take advantage of the online resources, especially Floral Management magazine, and keep up with industry news. She also enjoyed the peer-to-peer networking opportunities at SAF’s 1-Day Profit Blast in Baltimore last year, and both shop locations love participating in Petal It Forward.
Hess was recently featured on SAF’s Facebook and Instagram accounts.
Do you know a member who should have a chance in the spotlight? Email Stephanie Brady, project manager for SAF.
Stephanie Brady is the project manager for the Society of American Florists.
