I'm a little sarcastic, a big ol' softie and a "type A" personality. My husband says I'm A+ but he's cute so I'm choosing to take that as a compliment. We have 2 kids, 1 business and a partridge in a pear tree. (Just kidding, I'm allergic to pet dander.)

I opened my brick and mortar shop in Algona, Iowa with a prayer and some hand-me-down tools in 2011. I had a business degree and a half-case of Ramen noodles. But by golly, we are florists. We are do-ers, we are creators. I mean, who else can make a standing spray out of a stick of gum and a dandelion? So I worked, and I failed, and I learned, and I grew.

After 15 years as owner, I recently sold my shop - but once a florist, always a florist! I still work part-time as a designer because I feel strongly that if I’m teaching about being in the trenches…. I should be in the trenches!! That chapter taught me everything, and I'm not done with flowers yet.

What I am done with is keeping all of that hard-won knowledge to myself. As I grew my business, I developed a deep passion for education — specifically for florists who are trying to figure out the business side of things while still doing the creative work they love. There is a real shortage of reliable, practical business and marketing resources for retail floral shops, and that gap keeps too many talented florists stuck.

So Petals & Profits was born — and has grown into a full consulting practice. I work with florists on everything from marketing to staff training to business strategy, and I partner with suppliers, growers, and wholesalers who want to connect more effectively with their florist customers. I also develop educational content, speak at industry events, and teach hands-on design and business workshops across the country.

If you're in the floral industry and you want a fresh perspective from someone who's been on both sides of it — let's talk.