We recently connected with Shannon Martinez and have shared our conversation below.

Hi Shannon, thanks for joining us today. Risking taking is a huge part of most people’s story but too often society overlooks those risks and only focuses on where you are today. Can you talk to us about a risk you’ve taken – it could be a big risk or a small one – but walk us through the backstory.

Until recently, we operated as The Olive and Poppy, a distinguished floral design studio primarily serving the social side of the event industry, particularly weddings. Established nearly a decade ago, though I personally possess over 20 years of floristry experience, we focused on high-end weddings, renowned for our floral arrangements and imaginative hanging installations. Starting with just myself, our team expanded to around 10 during peak seasons, led by a couple of talented designers.

Five years ago, my husband initiated The Strike Crew, a labor and logistics company catering to various event vendors, including florists, caterers, security firms, event planners, and staging companies. This allowed them to supplement their workforce during busy periods without worrying about excess labor during slower times.

By the end of last year, both of us were working exhausting 16-hour days, seven days a week, realizing that this pace was unsustainable. Seeking a solution, we enlisted the guidance of a business coach to consolidate our endeavors, scale up, and merge into one entity.

We faced concerns about combining our separate identities and services. Would clients understand our shift from specialized roles to offering a broader range of services, potentially encroaching on existing contracts? Could we maintain our loyal clientele amidst these changes? Would our boutique appeal endure as we expanded? We worked diligently to strengthen relationships, reassure clients, and communicate our expanded offerings while preserving our identity.

Driven by feedback and market research, we embraced a fresh approach, aiming to become an all-encompassing B2C and B2B enterprise, a unique proposition in Denver’s market. Collaborating with our business coach and investing in marketing, we prioritized tasks, identified missed opportunities, and held ourselves accountable, paving the way for sustainable growth and avoiding burnout.

Over the past two months, we gradually introduced our new venture, LUSHA Events, transitioning away from our previous branding and engaging with both existing and potential clients. By participating in networking groups, hiring a marketing team, and showcasing others in our industry, we’ve generated excitement and positioned ourselves as innovators. Despite the risks, our decision to evolve and expand has been met with enthusiasm, reinforcing our belief in the power of taking calculated risks and adapting to meet evolving market demands.

Shannon, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

In 2003, I ventured into the floral industry, leaving behind a lucrative sales job to pursue my passion for event floristry and creating beauty. Never did I envision myself as a business owner or industry innovator. Being a creative soul, I never saw myself managing others. Like many aspiring event florists, I was simply grateful for any growth opportunities. However, by the end of 2014, I faced a pivotal moment: continue working for others or embark on my own journey, leveraging the relationships I had cultivated in Colorado since relocating from Oregon in 2010. Thus, The Olive and Poppy was born, named in loving memory of my late brother, Wiley, who passed away in 2012. Poppies, scattered throughout my designs, serve as poignant reminders of his presence and influence in my life.

In 2019, my husband, Luis, launched The Strike Crew, a company catering to the logistical and labor needs of various businesses within and beyond the event industry. From event planners and security firms to tech companies and florists, The Strike Crew provided indispensable support to a wide array of clients. Given our shared commitment to service and improvement, merging our businesses was a natural decision.

We identified areas within our industry where there was a need for additional support and expertise. By expanding our offerings to include event designers, custom fabrication, specialty linens, custom signage, and even an Etsy store, we transcended the traditional boundaries of floral design. Our goal was not only to enhance our own services but also to empower other startups and existing companies to thrive and grow alongside us.

We’re not just about delivering jaw-dropping floral arrangements and installations; we’re dedicated to providing a comprehensive suite of services to both clients and fellow vendors, ensuring that every event, regardless of size, receives the attention to detail it deserves. At the heart of our approach is a commitment to fostering a sense of community rather than competition. By prioritizing the end-user experience and spoiling our clients with exceptional service, we’re proving that together, we can achieve more than we ever could as individual competitors.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

Relationships, relationships, relationships…. I can’t stress this enough.

Business itself is transactional, so you have to create ways to make that feel personal.
Every person you come across is a potential relationship. And every relationship is a possible opportunity. You just have to listen.
The support and empowerment gained from these professional relationships within your community are vital for confidence, growth, and maintaining credibility. Even if a connection doesn’t yield immediate benefits, being known as a trustworthy and supportive individual can pay dividends in the long run. Word-of-mouth recommendations from trusted sources often carry more weight than paid advertisements, fostering a network of goodwill and collaboration that transcends mere transactions.

Any advice for managing a team?

Maintaining high staff morale requires creating a professional boundary between yourself and your team. Running a successful business necessitates a level of separation from your employees; attempting to operate solely as friends can ultimately lead to failure and a decline in morale. When you’re stressed or facing pressure, your team will inevitably absorb that energy.

Reflecting on my experience, I emphasized the importance of establishing a clear divide between management and staff to foster a healthier work environment and cultivate a loyal, innovative team. While initially appealing to work closely with friends and impart knowledge, this approach can hinder both personal and professional growth. By limiting exposure to different perspectives and skill sets, both you and your team’s learning curves may stagnate.

Moreover, emotional entanglements can complicate matters, leading to hesitancy in addressing performance issues and hindering overall productivity. If the relationship sours or the employee fails to meet expectations, you risk losing both a friend and a valuable team member. This dynamic also makes it challenging to make swift business decisions.

Contrastingly, seeking out qualified individuals with relevant experience can yield numerous benefits. While the initial investment may seem daunting, hiring seasoned professionals can streamline operations, increase efficiency, and allow for quicker progression within the company. By embracing expertise and diversity, businesses can flourish, propelling both the organization and its employees toward greater success.

Contact Info:

• Website: Www.lushaevents.com
• Instagram: Www.instagram.com/lushaevents
• Facebook: Www.facebook.com/lushaevents
• Linkedin: https://www.linkedin.com/in/shannon-martinez-82140b2aa

Image Credits
Diana Coulter Alicia Rinka Birchlaine Photo