In this episode of The Growth Class, host Phil Masiello interviews Liza Roeser, Founder and CEO of FiftyFlowers. Liza shares how a Peace Corps assignment in Ecuador led her to discover the global flower export industry and eventually build one of the first direct-to-consumer online flower companies.

Starting with just $2,400 in savings, she transformed FiftyFlowers into a leading farm-direct ecommerce business serving weddings and events across the United States.

The conversation explores the complexities of managing a highly perishable international supply chain, scaling a niche ecommerce brand before modern platforms like Shopify existed, and building operational systems capable of delivering flowers at scale.

Phil and Liza also discuss lessons in brand positioning, customer trust, and staying focused on core business strengths, including how the company navigated the challenges of COVID-19 by adapting operations while remaining committed to its events-focused business model.

FiftyFlowers website: https://fiftyflowers.com

There are a lot of "experts" out there giving advice who’ve never built a thing. They’ve never stayed up all night sweating a product launch. Never had to scale a team. Never had to meet payroll.

They’re just regurgitating what they read in someone else’s book.

That’s not me.
I’ve built brands. I’ve scaled them. I’ve exited them. I’ve failed, won, and fought through it all.

And now, my team and I help brands do it every single day — across eCommerce, retail, and digital.
We don’t just advise — we execute.
We write the playbook.

So if you’re done with fluff, fake gurus, and marketers who’ve never sold anything outside of a slide deck — you’re in the right place.

This show is real strategies, real tactics, and real talk.

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