We caught up with the brilliant and insightful Alexandra Wise a few weeks ago and have shared our conversation below.
Alexandra, looking forward to learning from your journey. You’ve got an amazing story and before we dive into that, let’s start with an important building block. Where do you get your work ethic from?
I get my work ethic from my family. My parents bought our flower shop in 1996, a year before my older sister was born, and it’s been part of our lives ever since. My sister and I didn’t just grow up around the shop—we grew up in it. After school, we didn’t head home, we went straight to the store. When we weren’t helping clean buckets or wrapping up roses for walk-ins, we were busy staging legendary Barbie weddings. We’d tie tiny bridal bouquets, scatter rose petal bits on ribbon “aisle runners,” and turn the flower cooler into our version of the North Pole. For us, the shop was a playground, a classroom, and eventually, a calling. Watching my parents work day in and day out taught us that hard work isn’t just about long hours—it’s about care, consistency, and the way you show up for people. Even when life didn’t seem fair, and they were taken advantage of at times, my parents never let bitterness or discouragement stop them. They chose instead to double down on creating a business built on respect—respect for clients, for their craft, and for the trust that comes with being part of people’s most meaningful moments. That example showed me that work is not only practical—you do what needs to be done—but also deeply personal, because the effort you put in touches people’s lives in ways you might not even realize.
There’s never been a day when I don’t think about this business and what it means to my family. It’s truly like another family member to us, and we treat it with the same love and respect. We celebrate its wins, we care for it when it’s struggling, and we nurture it every single day. That’s where my work ethic comes from: knowing that when you pour yourself into something with honesty, heart, and persistence, it not only thrives—it gives back in ways that make all the work worthwhile.
Now, as a second-generation florist, I feel proud to carry forward what my parents started. Their example shaped me, and it’s a privilege to continue building on that foundation with my sister by my side—keeping the heart of our family business alive for the future. And at the end of the day, that’s what drives us most: the belief that everyone deserves flowers.
Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?
I’m a second-generation florist and co-owner of Bee Ridge Florist, our family’s flower shop in Sarasota, Florida. My parents purchased the shop in 1996, and from the very beginning my sister and I were part of it—literally. My parents even used my sister as a baby in one of their first ads, and we never really left. What excites me most about floristry is that flowers are never just flowers. They celebrate milestones, bring comfort during difficult times, and have the power to brighten the most ordinary of days. They also remind us to slow down and appreciate life’s small, fleeting moments. Flowers don’t last forever, and that impermanence is what makes them so meaningful—it pushes us to be present, to value beauty while it’s here, and to carry that perspective into everything else.
Bee Ridge Florist has grown into more than a flower shop. We’re expanding into weddings, large-scale events, and creative experiences—from faux bouquet rentals and balloon installations to floral “cakes” and custom décor. One of the most exciting things we’ve added are our hands-on workshops, like Blooms & Bubbles, which combines floral design with craft cocktails. People love walking away with something they’ve made themselves, and it creates an experience that feels joyful, personal, and memorable.
We’re also leaning into community partnerships—collaborating with local photographers, stylists, restaurants, and even hospitals on creative projects and installations. These partnerships allow us to showcase what flowers can do outside of the traditional bouquet, while strengthening the creative network that makes Sarasota so vibrant.
Looking ahead, we’re focused on continuing to grow Bee Ridge Florist into a hub for creativity, connection, and celebration. At the heart of it all is a simple belief my sister and I share: everyone deserves flowers.
If you had to pick three qualities that are most important to develop, which three would you say matter most?
Looking back, three qualities have been the most impactful in my journey: adaptability, people skills, and creativity. Adaptability has been essential. Running a flower shop means no two days are ever the same—there are last-minute changes, supply issues, and unexpected opportunities. Learning to stay flexible, problem-solve quickly, and not let challenges throw you off course has been crucial. For anyone starting out, my advice is to practice being comfortable with change. Start small: say yes to something outside your comfort zone, and train yourself to view challenges as puzzles rather than problems.
People skills are equally important. Flowers are about connection—you’re there for people’s happiest celebrations and also their hardest moments. Being able to listen, communicate with empathy, and build trust makes all the difference. For those just starting, I’d say focus on listening more than you talk. Learn to hear what people really need, even if they can’t put it into words. That’s how you build lasting relationships.
Finally, creativity is at the heart of it all. In floristry, design is the obvious creative outlet, but creativity also applies to problem-solving, marketing, and finding new ways to grow. It’s about seeing possibilities where others see limits. If you’re developing this skill, give yourself permission to play—experiment, make mistakes, and draw inspiration from art, nature, or even everyday life. Creativity grows when you allow yourself to be curious.
My advice to anyone early in their journey is to remember that these qualities don’t appear overnight. They’re developed little by little, through experiences, practice, and sometimes through failure. Be patient with yourself, but stay intentional. The more you nurture these skills, the stronger your foundation will be.
Looking back over the past 12 months or so, what do you think has been your biggest area of improvement or growth?
Over the past 12 months, my biggest area of growth has definitely been confidence. For a long time, I struggled with imposter syndrome—wondering if I was “qualified enough” or if I belonged in the same room as other professionals. Even though I grew up in the flower shop and have lived this business my entire life, there was always that little voice questioning if I was truly capable of leading it forward. This past year, though, I’ve slowly learned to quiet that voice. By showing up every day, taking risks, and trusting my instincts, I’ve proven to myself that I can do this. I’ve realized that expertise doesn’t come from waiting until you feel 100% ready—it comes from doing the work, learning along the way, and not being afraid to grow in public.
I won’t say imposter syndrome disappears overnight—it still creeps in sometimes. But I’ve reached a place where I can acknowledge it without letting it control me. That shift has given me the confidence to step into bigger roles, pursue new opportunities, and carry myself with a sense of pride in what my family and I are building.
Contact Info:
- Website: www.beeridgeflorist.com
- Instagram: https://www.instagram.com/beeridgeflorist_/
- Facebook: https://www.facebook.com/BeeRidgeFlorist
Image Credits
1. Photo by Roni Padua
2. Photo of my sister Devyn arranging flowers was taken by Jess Humphrey (monarmedia)
5. Photo of my mom, sister, and I sitting with our arrangements was taken by Zoe Aguayo (aguayoophotography)
6. Photo of Devyn helping someone at our floral workshop was taken by Alexa Gailloux (alexagaillouxphotography)
7. Photo of my sister and I will arrangements was taken by Roni Padua (ronipadua_photo)
