We caught up with the brilliant and insightful Shelby Doyle a few weeks ago and have shared our conversation below.

Alright, Shelby thanks for taking the time to share your stories and insights with us today. Can you talk to us about a risk you’ve taken – walk us through the story?

I think anytime you make a choice that doesn’t come with a guaranteed outcome, you are taking a risk. When I decided to start my own floral design business, that was a risk. When I decided to break away from the farm I had worked for for 6 seasons to start my own, that was also a risk. But you have to believe in yourself, that you’ve put in the work to reach success, and have the ability to adapt if things don’t go the way you’ve planned. Any big move requires thorough planning and a leap of faith.

Shelby, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I am a farmer-florist based in Detroit and operate under the name Ida Flora. I own a cut-flower farm and offer floral design services for restaurants, private events, and weddings. My business is hyper-seasonal, using a majority of flowers that I grow on our farm. With my own farm, I am able to offer brides a more sustainable option for their wedding florals and peace of mind knowing I use organic practices and compost all plant material after events. I’m inspired by the surrounding landscape and whatever is blooming seasonally in our fields or forests. My design style is organic, wild, whimsical, and artistic. I believe floral design is a form of storytelling, and each project gives me the opportunity to communicate a unique story.

How’d you build such a strong reputation within your market?

I think something that is often overlooked in business success is the quality of being a good person. People will want to continue to work with you and to see you succeed if you are authentic, kind, and a joy to be around. It’s very simple!

How about pivoting – can you share the story of a time you’ve had to pivot?

I welcome a pivot with open arms! All information is data used to make choices that incrementally move you towards a specific path. Sometimes the data we receive pushes us in a new direction, but it’s easier to think of your path as something that is ever-evolving. The first major pivot I made was to leave the corporate world to pursue farming, which ultimately lead me to flowers and designing. The next big pivot was to leave the farm I had worked for to start my own farm. If you’re able to zoom out, it’s easier to view each pivot as a directional change, instead of a daunting brand new start.

Contact Info:

• Website: https://ida-flora.com
• Instagram: @idaflora_

Image Credits

Laura Jude, Erin Hannum, Anika