While ecommerce has transformed the way we shop and connect, recreating the emotional depth of in-person moments online can be a challenge. Fresh Sends cofounders Ty and Jesse Hiss saw an opportunity to bridge that gap—delivering personalized floral gifts that spark real connection.
What began as a wedding floral business has evolved into a nationwide gifting brand redefining personalization in ecommerce. “We believe wholeheartedly that the next generation needs to have an offering that they can trust, that it represents them, [that] they feel proud to send,” Ty says. Her vision is clear: to become “the next generation’s go-to gifting brand.”
Since launching in 2019, Fresh Sends has layered in personalized touches that set the brand apart and keep customers coming back—not just for the products, but for the experiences and emotions those products bring to life.
How to connect with customers through personalization
Discover some of the best ways to create personalized, customizable shopping experiences that resonate deeply with customers.
1. Lead with human connection, not products
Fresh Sends didn’t begin with Ty wanting to sell more flowers—it began with her recognizing the powerful human moments flowers help create.
The idea of Fresh Sends was born out of people asking Ty for florals to celebrate events beyond weddings, such as anniversaries and birthdays, she shares. “I was able to see just this amazing connection moment between people and how it’s some of people’s best moments in life and some of their most challenging moments.”
Starting with this human element helped Ty brand the business as an offering of connection, rather than just pretty florals. Pivoting from wedding florals to a full delivery service allowed Ty to focus on creating unique experiences for a variety of occasions beyond marital love.
2. Implement clear systems
In Fresh Sends’ early days, personalization was extremely hands-on. “We hand-wrote every single one of our cards that went out the door with our flowers,” Ty says. The commitment to personalization was sincere, but not sustainable, especially as the business scaled. When her husband and cofounder, Jesse, pointed out she was spending half the day writing cards by hand, they knew they had to make a change.
To grow sustainably, Fresh Sends developed operational systems that could handle custom elements at scale. Today, customers can record their own voice or video messages that Fresh Sends includes via QR code on a notecard with each bouquet.
3. Keep a direct line to customer experiences
Even as you scale, maintaining a connection to real customer experiences keeps personalization authentic. Fresh Sends makes this a priority by regularly sharing customer stories with the whole team.
“We love sharing with our team either content that people are creating about receiving a Fresh Send or the messages that are associated with each bouquet,” Ty says. “When you’re building the same product over and over again, you can sometimes forget that this is going to someone who just landed their dream job or to someone who just lost someone.”
These customer touchpoints inspire the team and provide critical feedback on product quality. Regularly checking in on the customer experience drives constant iteration based on their reactions and feedback.
4. Offer fewer options
It may seem counterintuitive, but offering fewer—but more meaningful—customization options often creates a better experience, rather than overwhelming customers with choices to make.
“We strategically keep our offering really limited from a user experience perspective,” Ty explains. This makes decision-making easier for customers, while simplifying operations allows the team to focus on executing at a higher level.
5. Balance growth with profitability
Creating personalized experiences that resonate requires investment. Ty and Jesse took a thoughtful approach to financing Fresh Sends’ growth, rather than pursuing traditional venture capital. The company raised money through “angels, or very strategic investors who are more patient capital,” and received funding through Shopify Capital. “While we’re very focused on growth, we’re as equally focused on profitability and making sure that the business fundamentals are there,” Ty says.
When cash flow constraints arose, especially for large inventory purchases, they leveraged Shopify Capital rather than rushing to raise more equity funding. Having the funding allowed “flexibility to run tests and experiment to see where you might be able to unlock a new level of growth,” Ty recounts.
6. Build a team that upholds your standards
As Fresh Sends grew beyond its founders, building a team aligned with their brand vision became paramount. Today, with more than 20 team members, maintaining consistent quality while empowering creativity is a delicate balance. Ty emphasizes the importance of “getting people in the right seat and testing out different parts of their strengths.”
Ty focuses on providing context and support while encouraging team members to innovate, rather than micromanaging every aspect of the operation. This approach has allowed Fresh Sends to maintain its personal touch while scaling to serve customers nationwide. Its operations team handles the complex logistics of custom cards and timing, while its creative team continually refreshes the product offering.
Ty’s team has led the company to partake in major partnerships with brands like Graza and Tower 28 Beauty; launch custom candles, perfumes, and creams; and find new occasions to honor with florals, like “The Pasta Night Send,” “Housewarming,” or “Just Because.”
Perhaps most importantly, Fresh Sends’ success stems from connecting its personalization efforts to a meaningful purpose. “We really do feel like it is one of the biggest honors to remind people that they’re seen, known, and loved in life,” Ty says.
This deeper mission motivates their team and resonates with customers who want their gifts to feel authentic and meaningful. By leading with this purpose, Fresh Sends creates a gifting experience that stands apart in a crowded market.
Catch Ty’s full Shopify Masters interview to learn more about personalization, customizable features, and creating experiences that make people feel seen and valued.
