The hardest decision you had to make

I don't think it was just one decision. It was a series of them — and most of them didn't feel big in the moment. They felt small, uncomfortable, and constant. But looking back, they were the ones that shaped everything.

The hardest decisions were always the ones where I had to choose between comfort and growth.

Learning to Let Go

I've always liked structure. I like knowing what's happening, being involved, having a plan. So learning to step back and trust my team to run the stores without me being there all the time was not easy for me. It didn't happen overnight. It was something I had to learn slowly — letting go of control, little by little, and trusting that the people around me could carry the vision forward.

And that same feeling showed up again when it came to hiring. I never wanted to build a team of people who were just there for a paycheck. I wanted people who actually believed in Fleur — who cared about the details, the experience, and what we're building. But that meant waiting. Training. Saying no. Even when it would have been easier to just fill a role and move on.

Deciding What Fleur Was Going to Be

Then that same decision followed me into pricing and positioning. At some point, I had to decide what Fleur was going to be — and stand by it. Not rushed. Not overly commercial. Something intentional, something elevated. And that came with its own discomfort, because you start wondering if people will understand it, if they'll value it the way you do.

Even in the beginning, choosing to do things differently felt like a risk. Not having a traditional flower shop setup. Not filling the space with fridges. Focusing more on design and experience. Investing time and energy into packaging when I didn't even know if people would notice.

I knew not everyone would understand it. But I still believed in it.

Looking back now, none of those decisions felt easy at the time. Most of them felt uncertain. But they're the reason Fleur became what it is.

The Hard Decisions Don't Stop

And even now, the hard decisions haven't stopped. If anything, they've just changed.

Lately, the hardest one has been learning how to say no. As much as I would love to make flowers for everyone — even for free — just because I genuinely love flowers and love giving, I've had to accept that not everyone is a Fleur customer. And that's okay. Even if it doesn't always feel good.

Because saying yes to everything doesn't build a strong business. It doesn't build a strong team. And it doesn't protect what you've worked so hard to create.

And honestly, one of the hardest things I've had to learn is not getting offended. Not everyone will understand your vision. Not everyone will see the value the way you do. Not everyone will respond the way you hoped — and that used to affect me more than I'd like to admit. But that's something I had to grow into.

Choosing Who You Are

Sometimes the hardest decision isn't what to do. It's choosing who you are — and who you're not.

XoXo,
Your Fleurist,
Angelina