Our Story
Meet FiftyFlowers
At FiftyFlowers, we believe you deserve flowers worthy of the most iconic moment in your life. For more than 20 years, we've been the industry leaders in helping couples create the wedding of their dreams with stunning farm-fresh flowers.
Our mission is simple: to deliver the DIY flower experience you've been waiting
for through our expertise, selection, quality, and support. No matter your vision,
we're here to help you curate flowers that are breathtakingly beautiful and
unforgettably you.
Liza Roeser
Founder & The Flower CEO
Since day one, it's been my goal to build a diverse, inclusive, and ethical company based on values of transparency.
20+
Years in business
22K+
Weddings served
1M+
Events floral'd
AS FEATURED IN
ABOUT FIFTYFLOWERS
We're the original farm-fresh flower innovator
We're the original farm-fresh flower innovator, trailblazing in the DIY wedding and special events floral industry. We provide the highest-quality flowers that inspire your vision, ignite creativity, and empower you to design an iconic experience.
CORE VALUES
Act with fearless innovation
Shape the future with bold thinking.
Grow by doing hard things
Tackle challenges without cutting corners.
Inspire joy in every moment
Lift each other up with energy and fun.
Lead with love and care
How we treat others is everything.
Evolve by staying curious
Greatness comes from curiosity and growth.
OUR TEAM
The people behind the flowers
Liza Roeser
Founder & CEO
Liza founded FiftyFlowers over 20 years ago with a simple belief — that everyone deserves access to beautiful, farm-fresh flowers. Today she leads the company as The Flower CEO, building a diverse, transparent, and values-driven team.
Alejandra Ruiz
President
Alejandra brings deep operational and strategic expertise to FiftyFlowers, partnering with Liza to scale the business while preserving the culture and customer experience that define the brand.
LEADERSHIP
Jennifer Barnard
Head of Customer Experience
Joined 2024
Tulip
Sandra Guerrero
Director of Marketing
Joined 2025
Tulip
Darren Head
VP of Finance
Joined 2025
Honeysuckle
ADMIN
Gina Bringman
Office Manager & Bookkeeper
Joined 2026
Peony
Jennifer Hamilton
Executive Assistant
Joined 2025
Sunflower/Dahlia
María Belén Pinto
Executive Assistant
Joined 2021
Gerbera
Margie Rhyan Baker
Executive Assistant to the CEO
Joined 2026
Dahlia
MARKETING
Alyssa Allworth
Senior Social Media Manager
Joined 2025
Cosmo
Maricela Ramos
Marketing & Engagement Manager
Joined 2025
Peony/King Protea
POST ORDER CUSTOMER SUPPORT
Lucía Molina
Post-Sales Customer Experience Specialist Manager
Joined 2021
Peonies
Marisol Hermosa
Post-Sales Customer Experience Specialist
Joined 2026
Ranunculus
Cynthia Paz
Post-Sales Customer Experience Specialist
Joined 2017
Peonies
PRODUCT & MERCHANDISING
Jason Berkowitz
eCommerce Product Merchandising, Sr. Manager
Joined 2023
Amaranthus/Veronica
Julieanna Castillo
Product Development & Experience Manager
Joined 2022
Butterfly Ranunculus
SALES
Becky Memmo
Senior Floral Strategy & Consultation Lead
Joined 2025
Marigolds, butterfly ranunculus
Daniela Guzmán
Pre Sales Customer Support Specialist
Joined 2025
Dahlia
Kerstin Horneman
Floral Expert Consultant
Joined 2026
Ranunculus
Lauren Johnson
Account Manager
Joined 2005
Pale yellow roses
Dennis Kelley
Floral Expert Consultant
Joined 2026
Celosia
Terri Rice
Floral Expert Consultant
Joined 2025
Daffodil/Hellebore
Lauren Stark
Operations Manager
Joined 2017
Tulips
Adelena Whittaker
Floral Expert Consultant
Joined 2025
Tulips/Orchid
SUPPLY CHAIN
Magaly Yánez
Accounting Senior Supervisor
Joined 2014
Orchid
Johanna Guevara
Shipping Specialist
Joined 2014
Red Rose
Diego Jiménez
Accounting Supervisor
Joined 2013
Anemone
Arianne Landeta
Farm Exports Procurement Sourcing Specialist
Joined 2020
Gerbera
Christian Maza
Accounting Assistant
Joined 2013
Sunflower
Cristina Pineda
Jr Product Sourcing Specialist
Joined 2025
Carnation
Jessica Ríos
Farm Exports Procurement Assistant
Joined 2025
Carnation
Bertha Salas
Product Sourcing Specialist
Joined 2001
Carnation
Paula Ubillús
Jr Product Sourcing Specialist
Joined 2025
Tulip
Lizeth Villagómez
Accounting Assistant
Joined 2020
Roses
TECH
Gustavo Santiago
Senior Developer
Joined 2022
Pink Carnations
Wendy Fiallos
Technical Product Manager
Joined 2022
Ranunculus
Miguel Esparza
Senior Shopify Developer
Joined 2020
Lavender Rose
John Aguirre
Senior Developer
Joined 2023
Blue Curiosa
Isaac Carrera
Full Stack Developer
Joined 2026
Daisies
Pablo Chandi
Full Stack Developer
Joined 2026
Orchid
Diego García
Full Stack Developer
Joined 2026
Por marigold
Rodrigo Gómez
Shopify Developer
Joined 2026
Tulip
José Luis Jiménez
QA Tester / Jr. Developer
Joined 2022
Lilies
Kevin López
Full Stack Developer
Joined 2026
Sunflower
Gabriel Nolivos
Senior Front-end Developer
Joined 2025
Sunflower
María Fernanda Quintero
UX/UI Designer
Joined 2025
Gerbera
Katherine Vivanco
Senior Back End Developer
Joined 2025
Peony
JOIN OUR TEAM
Grow with us
We're building the future of floral industry — a diverse, curious, and joy-driven team. If that sounds like you, we'd love to hear from you.
