Why the “Miracle on 34th Street” Mindset Still Works in Business — Especially in Flower Farming

As a flower farmer and entrepreneur, I’ve had a lot of unexpected teachers — seasons, soil, spreadsheets… and a 1947 Christmas movie. In this week’s episode of the Flower Farmer Forum podcast, I talked about what I call the “Miracle on 34th Street” philosophy — the idea that doing what’s right for the customer is always the right move, even when it doesn’t directly benefit your business.

In the film, Kris Kringle famously sends Macy’s customers to other stores if they can find what they need for a better price. And instead of hurting the store, that honesty and helpfulness builds a sense of loyalty and trust that’s hard to buy with marketing dollars. I’ve tried to follow that same philosophy in my own flower farming journey — referring customers to other florists or farms when I’m sold out or know someone else can better serve their needs.

Here’s the truth: we’re all in this together. When we act from a place of abundance instead of scarcity, everyone wins. And I truly believe our communities are stronger when we support each other, not compete in silence.

I also shared some deeply personal news in this episode — something I’ve kept quiet about until now. Earlier this year, I experienced a miscarriage. It was heartbreaking, disorienting, and deeply humbling. But like so many things in life, grief and growth often come hand in hand. I’ve been working on a new book titled Flowers Bloom Anyway — a collection of stories about loss, resilience, and the power of continuing to show up, even when life doesn’t go as planned.

That’s what flower farming has taught me: the seasons don’t wait. The flowers will bloom again, and so will we.

So whether you're just starting your business, recovering from a tough season, or trying to find your rhythm again, I hope this episode encourages you to lead with integrity. Keep showing up. Be generous. Share what you know. Send customers elsewhere when it’s the right thing to do. Build a business — and a life — you’re proud of.

Because miracles don’t just happen on 34th Street. They happen every day in fields, greenhouses, and farmers markets when we choose to lead with heart.