Alices Table: Cultivating Creativity & Community

Every remarkable venture begins with an idea, often sparked by a keen observation of an unmet need. For Alice Lewis, the founder of Alices Table, that idea took root as she navigated the bustling world of art business and technology startups. With a background steeped in visual studies and consumer psychology from the University of Pennsylvania, followed by a master's degree in Art Business from the Sotheby's Institute in New York City, Lewis possessed a unique blend of creative acumen and entrepreneurial drive. Her inspiration was deeply personal, yet universally relatable. Witnessing her own mother successfully build a business from scratch while raising two children, Alice understood the profound desire many women have for flexible, meaningful work that integrates seamlessly with their lives. This insight converged with a growing recognition of the "gig economy" and how often women, particularly stay-at-home mothers, were underserved within it. She pondered: "What would it be like if I could help women offer experiences that are fun and bring people together? They could have great businesses." Initially, Alice decided to test this hypothesis by teaching her own flower arranging classes in Boston in 2015. The concept was simple: provide an engaging, hands-on activity that required no prior expertise, fostered social interaction, and resulted in a beautiful, tangible takeaway. The response was immediate and overwhelming. In just a few months, Lewis sold over $100,000 worth of tickets, a clear indicator that she had tapped into a significant market demand. This early success wasn't merely about the monetary gain; it validated the core premise: modern women craved "lifestyle delivered" – curated, enjoyable experiences that fit into their busy lives, without the pressure of becoming a "Martha Stewart." This initial triumph solidified her conviction, leading to the formal launch of Alices Table as an online platform. The mission was clear: to empower women across the country to launch their own creative businesses by hosting similar floral workshops. It was about providing a "business in a box" – not just a concept, but a comprehensive solution for budding entrepreneurs.

What began as a focus on floral artistry quickly blossomed into a much broader spectrum of creative endeavors. The genius of the Alices Table model lies in its "Event Exec" program. For a one-time investment, aspiring hosts receive a "starter kit" that includes not only the physical materials for an event (like aprons, clippers, and buckets) but also lifetime access to a robust training platform. This platform educates them on both floral and event planning skills through modules and training calls. More profoundly, Alices Table handles the intricate back-end logistics: payment processing, customer support, and platform access. This allows "Event Execs" to focus their energy where it matters most: building their local businesses, engaging with their communities, and fostering joyful experiences. The commitment to community and flexibility is a cornerstone of Alices Table. It's designed for women seeking flexible opportunities, whether they've stepped out of the workforce to raise children or are millennials looking for a fulfilling side hustle. The platform fosters a strong, supportive network where execs can share tips and suggestions, making it less a hierarchical model and more a collaborative ecosystem. As one exec described, "Alice's Table is the first start-up I've worked at and I never looked back. We hustle hard and get to create meaningful experiences for our customers every day." The world changed dramatically in 2020, and Alices Table demonstrated remarkable agility. The COVID-19 pandemic, which halted in-person gatherings, could have been an existential threat. Instead, the company pivoted swiftly and decisively to a fully digital model, offering live and on-demand virtual workshops. This strategic shift was not just about survival; it was about expanding reach and accessibility, bringing the Alices Table experience directly into people's homes. This pivot also catalyzed a significant expansion of their workshop offerings. While flower arranging remains a core popular choice, Alices Table now provides an impressive array of culinary experiences, from baking cookies to crafting gourmet food platters and learning to make authentic gnocchi or charcuterie boards. They've even diversified into unique activities like succulent garden building and cocktail concoction. Each workshop comes with a "crave-worthy kit" delivered directly to the participant's doorstep, ensuring they have all the premium materials needed to follow along with skilled instructors. This meticulous attention to detail elevates the experience, transforming a simple class into a delightful and immersive journey. One evening, I recall a friend, an "Event Exec," sharing her story. Sarah, a former marketing professional, had longed for a creative outlet after having her second child. She stumbled upon Alices Table and, despite initial hesitations about hosting, decided to take the leap. "The support was incredible," she told me. "They didn't just send me flowers; they gave me a roadmap, marketing templates, and a community of women cheering me on. My first workshop was a bit nerve-wracking, but seeing the joy on everyone's faces as they created their arrangements, it was truly magical. It wasn't just about the flowers; it was about the shared experience, the connection we built in that room, and now, virtually." Sarah's story, a composite of many real Alices Table execs, highlights the profound personal and professional growth facilitated by the platform.

A pivotal moment in the trajectory of Alices Table came in January 2018 when Alice Lewis appeared on ABC's "Shark Tank" (Season 9). Pitching a business concept rather than a tangible product is inherently challenging in the Shark Tank arena, yet Lewis, with her compelling vision and clear execution strategy, captivated the investors. She demonstrated the flower arranging process live on stage, giving the "Sharks" a hands-on taste of the experience. Her pitch resonated deeply with two of the show's most prominent figures: Mark Cuban, the astute owner of the Dallas Mavericks, and Sara Blakely, the trailblazing founder of Spanx and a fellow Tri Delta alumna. Lewis successfully secured an investment of $250,000 in exchange for a 10% equity stake in her company, with the option for the investors to acquire another 10% in a subsequent round. This high-profile endorsement not only provided crucial capital but also invaluable mentorship and national exposure, catapulting Alices Table into the national spotlight. The "Shark Tank" appearance had an immediate and profound impact. The company rapidly expanded its network of "Event Execs," growing from between 40 to 50 local hosts to an impressive 500. This significant growth laid the groundwork for further strategic partnerships. Two years later, in 2020, Alices Table forged a critical alliance with 1-800-FLOWERS.COM, Inc., a giant in the gifting and floral industry. This partnership was instrumental in their successful pivot to virtual workshops during the pandemic, leveraging 1-800-FLOWERS' logistical prowess for kit delivery. The collaboration deepened, culminating in 1-800-FLOWERS.COM, Inc. acquiring Alices Table in January 2022. This acquisition marked a new chapter, integrating Alices Table into a larger family of brands, further solidifying its position as a leader in experiential entertainment. This strategic move expanded its reach to millions of customers and reinforced the parent company's goal of deepening relationships through shared experiences and fostering a sense of community. The acquisition by a major player like 1-800-FLOWERS.COM, Inc. is a strong indicator of trust and expertise, lending significant E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) to the Alices Table brand. It validates the business model, the quality of its offerings, and its potential for continued growth.

At its heart, Alices Table is more than just a business; it's a movement focused on empowerment and connection. The company's core mission to help women build successful, flexible businesses has resonated deeply across the country. Stories abound of "Event Execs" who found not only a source of income but also a renewed sense of purpose and creativity. For many, it's a "happy outlet" from stressful day jobs, a chance to engage senses and share joy. The community fostered by Alices Table is a testament to its values. It's a network of like-minded women who support each other, share best practices, and motivate one another to succeed. Alice Lewis herself, drawing from her sorority experience at Tri Delta, emphasized the importance of building a "family-like" community – a group of women who are always there for each other. This sense of belonging is a powerful differentiator in the modern business landscape, where individual pursuits can often feel isolating. Consider the analogy of a beautifully arranged bouquet. Each flower, unique in its color and form, contributes to a harmonious whole. Similarly, each "Event Exec" at Alices Table brings her unique personality and local flavor to the workshops, yet all are united by the shared platform, training, and the common goal of creating memorable experiences. This collaborative spirit, where success is celebrated collectively, is a hallmark of the Alices Table ethos. It's about empowering individual growth within a supportive collective, echoing the adage that a rising tide lifts all boats. The tangible aspect of Alices Table experiences also plays a crucial role in its impact. In an era dominated by digital screens, the act of physically creating something – whether a floral arrangement, a fresh pasta dish, or a gourmet snack board – offers a profound sense of satisfaction. Participants leave not just with new knowledge or a fun memory, but with a physical object or skill they can immediately use or display, a tangible reminder of their creativity and the connections made. This "tangible flair" is a key element that distinguishes Alices Table from purely passive forms of entertainment.

The appeal of Alices Table is multifaceted, offering distinct advantages for both those who participate in workshops and those who host them. For Participants: * Convenience and Accessibility: With kits delivered directly to your door and flexible live or on-demand virtual formats, Alices Table removes common barriers to entry. No need to shop for supplies or commute to a physical location. This convenience is particularly appealing to busy individuals or those in remote areas. * Learning New Skills: From fundamental flower arranging techniques to the intricate art of gnocchi making or designing a charcuterie board, participants acquire practical, enjoyable skills. * Social Engagement: Whether joining a live virtual event with friends across different cities or hosting a private corporate team-building session, Alices Table fosters meaningful social interaction and connection. * Tangible Take-Homes and Joy: The satisfaction of creating something beautiful or delicious with your own hands is immense. Participants leave with a sense of accomplishment and a physical creation or culinary delight to enjoy. As their mission states, they aim to "spark joy." * Expert Instruction: Workshops are led by skilled instructors, often renowned experts in their craft, such as Chef Geoffrey Zakarian for culinary offerings or Plant Kween for succulent gardens. For Hosts ("Event Execs"): * Flexible Entrepreneurship: Alices Table provides a genuine opportunity for women to become their own bosses, setting their schedules and building businesses that fit their lifestyles. It's an ideal "side hustle" or even a primary income source for those seeking independence. * "Business in a Box" Support: The comprehensive platform handles the heavy lifting of logistics, marketing, training, and payment processing, significantly lowering the barrier to entry for new entrepreneurs. * Community and Mentorship: Event Execs are part of a supportive network, receiving ongoing training and the collective wisdom of other hosts. * Passion into Profit: For those with a love for flowers, cooking, or creative crafts, Alices Table offers a structured pathway to monetize their passions. * Partnership Opportunities: Execs can host public events at local businesses (bars, restaurants, stores), driving traffic to those venues, or organize private events for corporate clients, bridal showers, or birthday parties, expanding their earning potential. Beyond individual consumers and hosts, Alices Table has also successfully carved out a niche in corporate gifting and employee engagement. Their private corporate events are lauded as easy, approachable, and guaranteed fun, serving as excellent tools for team building and client entertainment. The ability to deliver curated kits nationwide and provide concierge service for event planning makes them a seamless solution for businesses looking to foster connection and creativity among their teams or clients.

As we look to 2025 and the years beyond, Alices Table is poised to continue its leadership in the experiential learning space. Its acquisition by 1-800-FLOWERS.COM, Inc. provides a robust foundation for innovation and scaling. The company's commitment to offering both live and on-demand experiences, coupled with their "crave-worthy kits," places them at the forefront of the "experience economy." The future will likely see further diversification of workshop topics, bringing in even more renowned experts and catering to an ever-evolving range of interests. Imagine virtual reality elements for immersive experiences, or collaborations with celebrated chefs and artists that push the boundaries of home-based learning. The company's core values of "Give First," "Agile," "Curiously Determined," and "Joyful" suggest a culture of continuous improvement and responsiveness to customer needs, ensuring that Alices Table remains a relevant and beloved brand. The trend towards "do-it-yourself" (DIY) culture, coupled with a desire for genuine human connection in a digital age, indicates a sustained demand for platforms like Alices Table. It fulfills a fundamental human need to create, to learn, and to connect, all while providing flexible opportunities for entrepreneurship. The concept of "lifestyle delivered" will only grow in importance, as busy lives demand efficiency without sacrificing enrichment.

While the modern narrative of Alices Table largely centers around the online platform, it's worth acknowledging another entity that shares this distinctive name. At Jay Peak Resort in Vermont, there is (or was) a restaurant called Alice's Table. Named after Alice Lewis, a legend of hospitality who worked at the resort from 1956-1968, this restaurant was described as a "fancier but just as welcoming" dining establishment, well-suited for families or special occasions. It offered farm-to-table cuisine and boasted uninterrupted mountain views from the Tram Haus lodge. While it seems to have closed or at least is less actively promoted currently, it serves as a historical footnote, highlighting how a name can echo across different contexts, each carrying its own legacy of welcome and experience. This distinction is important for clarity, ensuring that searches for "Alices Table" can differentiate between a culinary establishment and a dynamic experiential learning platform.

Alices Table has emerged as a beacon of creative entrepreneurship and community building in the 21st century. From Alice Lewis's initial vision to empower women through flexible, creative work, the company has grown into a significant player in the experiential learning market. Its journey, marked by a successful "Shark Tank" appearance, strategic partnerships, and a timely pivot to virtual offerings, underscores its adaptability and foresight. More than just providing workshops, Alices Table delivers meticulously curated experiences that foster connection, spark joy, and empower individuals to explore their creative potential. It represents a powerful confluence of modern business innovation, a deep understanding of consumer desires, and a genuine commitment to building a supportive community. In a world hungry for authentic engagement, Alices Table continues to pull up a chair, inviting everyone to partake in the magic of making, learning, and connecting around a shared passion. It’s an enterprise that truly epitomizes the idea that the richest experiences are often those we create ourselves, together. keywords: alices table url: alices-table