When Somia Farid Silber was six years old, her father opened the first Edible Arrangements shop in the back of his flower store in East Haven, Conn. What began as a novel idea — fruit cut and arranged into bouquets — quickly caught on. By 2001, a customer had asked about franchising, and by 2005 the company had expanded to 500 franchise locations across the United States.
“I always looked at Edible as another sibling,” Silber says. Growing up, she pitched in at store openings, answered phones and learned lessons that have stuck with her ever since, like always smiling when speaking with a customer (even on the phone) and always entering through the front door to see what customers see.
‘OK With a Little Bit of Gray’
After college, Silber formally joined the business in 2016 as a product owner in the IT department. Over the next several years, she rotated through roles in technology, e-commerce and operations, gaining a broad view of how the company worked. In October 2024, she stepped into the role of CEO.
The transition to the top spot, she says, was gradual. “Over the last few years, I’d started to take on more across the business … so it made it a lot easier when the actual transition happened,” she explains. She and her father, founder and chairman Tariq Farid, continue to work closely together. “Most of the time it’s not, ‘Tell me what to do.’ It’s more, ‘Tell me what I’m missing,’” Silber says of their relationship. “He’s got so many years of experience and a very different perspective.”
Stepping into the CEO role meant balancing her data-driven style with the people-centered leadership her father exemplified. “I lead with data, and I’ve had to learn to lead with a little more heart. My dad leads with all heart,” she says. “I really had to learn to go with my gut more and be OK with a little bit of gray.”
Silber emphasizes the importance of listening on both sides of a generational transition. “Listening is important for both the incoming leader as well as the retiring leader,” she says. Structured quarterly meetings between her and her father help align strategy and growth plans.
She also stresses the value of resilience. “Sometimes there might be this fear of failure, especially when you have big shoes to fill,” Silber says. “I’ve just learned nothing’s ever going to be 100% perfect. We just have to learn to fail fast and try again.”
Her structured leadership style — clear goals and strategic alignment — helps her team understand how their work fits into the company’s bigger picture. “Failing fast, continuing to move forward, being flexible is incredibly important, especially when you’re in a family business environment,” she says.
Beyond Fruit Bouquets
At the core of Edible’s identity is a promise created by her father: to wow customers. “Whenever we have an innovation day, where we’re showcasing new products and new arrangement designs, if the first word isn’t, ‘Wow,’ we’ve missed the mark,” Silber says. “We’re going back to the drawing board.”
Her imprint, however, is seen in efforts to reach new generations of consumers. “I want to build a brand where other young parents like me are shopping,” she says. That means making Edible a quick snack option for high schoolers and a convenient gifting solution for busy families. Innovation has included adding cookies, cupcakes, brownies and cheesecakes to complement fruit arrangements. “If someone told me 10 years ago that Edible Arrangements would be selling baked goods, I would have laughed at them. But here we are, and it’s doing really well for us.”
She also led the introduction of price-point-based categories, including gifts under $50. “It was daunting … especially for a brand with a high average order value,” she recalls. But over time, the change increased transactions and gave customers more reasons to shop.
Silber envisions Edible as a “one-stop shop for all of your food gifting and treating needs,” broadening its reach beyond major milestones to everyday moments like celebrating a good test score or sending encouragement to a friend. New store formats, expanded product lines and more accessible price points are all part of that vision.
“We really want to turn into that go-to destination for all types of moments, not just those big occasions,” she says.
To hear more from Somia, check out her interview on the Family Business/Business Family podcast. Don’t miss an episode! Follow Family Business/Business Family on Apple Podcasts, Spotify, Amazon Music or wherever you listen to podcasts.