Female Disruptors: Ivette Harrouche of POMP Flowers On The Three Things You Need To Shake Up Your Industry
Us, women, work just as much or more compared to our male counterparts. However, the moms have two other full times jobs as mothers additionally!
As a part of our series about women who are shaking things up in their industry, we had the pleasure of interviewing Ivette Harrouche.
I’m excited to introduce you to Ivette Harrouche of POMP Flowers, the fastest-growing DTC mail-order flower delivery brand. As part of the family-owned and operated Passion Growers, which offers more than 200 varieties of roses and spray roses cultivated on sustainable farms in Columbia, Ivette is leading the charge on the finest roses and bouquets for any celebration. POMP was founded in 2020 with the backing of Passions Growers, which in size and quality can be correlated to a brand like Boar’s Head. The roses grown by Passions Growers are available in more than 5,000 supermarkets and grocery stores nationwide and are the official roses of the Tony’s, Rose Bowl and Miss America Pageant. With their own farms, growing millions of roses each year, POMP doubled in size in the first year, with capabilities to ship to all 50 states in the first year and international offices. A working mom, Ivette Harrouche brings extensive business experience and a drive to her role as Chief Operating Officer and Co-Founder of POMP Flowers. Along with her uncle and cousin, Ivette operates the direct-to-consumer side of their rose empire which are based in Medellín, Quito, and Bogotá.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?
After years of working in the corporate world, I was ready to go back to my roots and help my family expand their wholesale flower business direct to consumers. POMP Flowers was born in 2020. With a business model centered around quality and customer service, POMP offers consumers the ability to buy flowers directly from the grower with next-day delivery options.
My background in luxury retail and an understanding of consumer purchasing habits to POMP. After earning a degree in Communications from the University of Pennsylvania, I assisted with buying and planning for Macy’s Men’s Status Designer Group. In 2019, I started The Barre House, a leading fitness studio in Bogotá.
Can you tell our readers what it is about the work you’re doing that’s disruptive?
Quality, quality and quality
We own and operate the supply chain from the farm until your box of beautiful, fresh flowers leaves our warehouse. I guarantee the American consumer will not get the same quality rose direct-to-consumer.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
AH need to think here!
We all need a little help along the journey. Who have been some of your mentors? Can you share a story about how they made an impact?
My aunt and uncle, Jaime and Cheryl, are absolutely the backbone of every decision I make. They both have been in the industry for 30+ years and their experience is essential to POMP and to myself personally.
For example, they know how different varieties last, travel and perform. We only want the best of the best for POMP to show our customers how our quality really out-performs others.
In today’s parlance, being disruptive is usually a positive adjective. But is disrupting always good? When do we say the converse, that a system or structure has ‘withstood the test of time’? Can you articulate to our readers when disrupting an industry is positive, and when disrupting an industry is ‘not so positive’? Can you share some examples of what you mean?
A lot of our competitors have tried to “disrupt” the industry by incorporating dried stems, preserved flowers, and articulating that red flowers do not have a place in Valentines Day. Well, let me tell you that red flowers are still “in” on Valentines Day — they are a classic, just like diamonds. The reality is that they just did not have inventory. Roses are timeless.
Can you share 3 of the best words of advice you’ve gotten along your journey? Please give a story or example for each.
Never give up
Every industry has challenges. I have yet to hear a CEO say that their realm of business is easy.
Do not be afraid to pivot if necessary, find a way that works, and never ever give up.
We are sure you aren’t done. How are you going to shake things up next?
Making a DTC brand profitable. I don’t believe in burning and burning money to pretend to have a bigger company that loses money.
In your opinion, what are the biggest challenges faced by ‘women disruptors’ that aren’t typically faced by their male counterparts?
Us, women, work just as much or more compared to our male counterparts. However, the moms have two other full times jobs as mothers additionally!
How can our readers follow you online?
Of course — @pompflowers or @Ivette Harrouche on Linkedin
This was very inspiring. Thank you so much for joining us!