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.
Rick Huisman of Huisman Flowers in Holland, Michigan
Huisman Flowers got started two years ago when Rick and his wife, Nikki, purchased two branches of Eastern Floral, a family business founded by Nikki’s parents in 1950. For more than 70 years, Eastern Floral grew to become a significant and well-respected name in the west Michigan community, with three stores across the area. Rick knew that customer expectations would be high when they took ownership of their two locations. With the support of their community — and the staff who all stayed on — the Huismans successfully assumed ownership and re-branded the shops.
“We feel blessed to have assumed the ownership of a successful floral business and honored to have our name attached to a business that brings beauty into people’s lives,” Rick says.
A Team Mentality
Rick developed a passion for baseball when he was 8 years old and later realized his childhood dream of playing in the major leagues. He pitched professionally for 12 years, including his Major League Baseball debut for the Kansas City Royals in 1995. Now, Rick applies his baseball experience to help him lead the Huisman Flowers team.
“Our success at Huisman Flowers is a direct result of our team,” he says. “My success on the baseball field started with taking my talents and working hard every day to improve upon them, but none of that would have mattered if I did not have a catcher who could put down signs and catch my pitches. None of that would have mattered if I did not have fielders behind me to catch a fly ball or throw out a runner at first . At Huisman Flowers, our designers have the talent and commitment to create beautiful designs, but they need the customers service representatives to take the orders and the drivers to deliver their designs. Whether it is on the field or in our shops, the goal is always to be the best.”
Best Business Advice
There are two pieces of business advice that Rick always tries to follow.
One is to put people at the forefront of every decision he makes. The other is to “know your numbers. Financial stability allows you the resources necessary for success,” he says.
Secret to Success
Huisman believes the secret to the shop’s success is the staff; their designers work hard to create unique designs to catch the eye of their customers; their customer service staff to help customers find the perfect gift for any occasion; and their delivery drivers deliver on time and with a smile.
“It takes a team to create success and at Huisman Flower’s, we have a great one,” Rick says.
Why SAF?
Huisman joined SAF in 2022 on the advice of a close friend in the industry. His favorite thing about being a member has been joining the Petal It Forward initiative, in which floral businesses hand two flowers or bouquets to unsuspecting strangers, urging them to keep one and share the other with someone else, demonstrating the power of flowers.
“Being out on the streets with members of our community bringing smiles to their faces is one of my favorite days of the year,” Huisman says.
Huisman 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.
