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What do cupcakes have to do with flower industry software?
On their own, absolutely nothing.
But when you mix them with a company that preserves wedding flowers — and a love for creative marketing — suddenly, they make perfect sense.
Let me explain.
At Keepsake Floral, we rely on industry partners to help share our story with brides and florists. We’re always looking for creative, memorable ways to connect with people who love flowers as much as we do. And while brochures, phone calls, and emails have their place, we wanted something that felt more us — something fun, thoughtful, and a little unexpected.
That’s where cupcakes came in.
Sweet Petals Cupcakery is one of our favorite local gems. Their cupcakes aren’t just delicious — they’re works of art. Picture this: tiny spray roses made of frosting, full peony blooms perched delicately on top, little marigolds tucked in beside them. Each one looks like it belongs in a bouquet.
So we thought — why not bring together our love of flowers and sweets to make something unforgettable?
Now, Sweet Petals cupcakes have become our “secret weapon.” Whenever we’re dropping by a local florist, attending a business meeting, or visiting industry friends (like our pals at Florida Fresh Weddings and Events, who work closely with the Disney Weddings program), we bring along a box of floral cupcakes. They make the perfect icebreaker — and an even better first impression.
Just a few weeks ago, Keepsake Floral’s owner and CEO, Dana Adkinson, picked up a batch of those Sweet Petals cupcakes and made her way to Ormond Beach to visit Details Flowers Software.
Details, founded by the incredibly talented Corrine Heck, creates software that helps florists streamline everything from proposals to recipes to contracts — and they do it beautifully.
For this visit, Dana and Sweet Petals teamed up to design cupcakes that represented both brands. Keepsake’s silver, blue, and fuchsia mixed with Details’ black, white, and turquoise — all in cupcake form. They were almost too pretty to eat… almost.
The cupcakes were a hit (as you can imagine), and before long, everyone was chatting, laughing, and swapping flower stories like old friends.
Beyond the sweets and smiles, this visit was really about connection.
Dana and Corrine spent the afternoon talking about what it’s like to build and lead businesses in the wedding floral industry — the wins, the challenges, the “why didn’t anyone warn us about this?!” moments.
Even though Keepsake Floral and Details Flowers Software create totally different products, they serve the same people — florists and brides who love flowers and want to make every detail perfect.
Dana came away from the visit feeling inspired and energized:
“Seeing a woman-owned, female-staffed business thriving with such positivity and strength is incredibly motivating. The Details team has such great energy, and it’s easy to see why they’re so successful.”
One of Dana’s biggest takeaways from the visit was how Details approaches their marketing and outreach.
“We don’t have a product problem — we know we’re the best at what we do. But I realized we could take a page from their playbook on communication and connection.”
It’s one of the things we love most about this industry — everyone brings something different to the table, and there’s always room to learn from each other.
Driving back from my visit with the Details team, I couldn’t help but smile — and not just because my car still smelled faintly of cupcakes. The day reminded me how much I love this industry and the people in it. There’s something really special about women-owned businesses cheering each other on, sharing ideas, and helping one another grow.
As business owners, we all have those moments where we wonder if we’re doing enough, reaching enough people, telling our story the right way. But days like this remind me that the best marketing doesn’t always come from a strategy meeting — it comes from genuine connection. A shared laugh over cupcakes. A good conversation about what works and what doesn’t. A moment of inspiration that sparks new ideas on the drive home.
I left feeling grateful — for our friends at Details, for Sweet Petals’ creativity, and for the reminder that collaboration really is at the heart of what we do at Keepsake Floral. When we lift each other up, our whole industry blooms just a little brighter.
At the end of the day, what started as a fun cupcake drop-off turned into something even better — a genuine connection between two creative, flower-loving companies.
And yes, we’ll absolutely keep finding new ways to collaborate with the Details team (and any excuse to order more cupcakes).
Because whether it’s preserved petals or perfectly frosted ones, we’re always looking for ways to make the floral world just a little sweeter.
With Gratitude,
The Keepsake Floral Team
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