Behind the Stems

It started as a rainy-day wander through my favourite secondhand store… and ended with a denim jacket, a $9 price tag and a full-blown business epiphany.

In this episode, I share the story of how one surprise moment in a curated vintage shop flipped the way I think about pricing in floristry and why breaking down your costs line-by-line isn’t just exhausting, it’s keeping you from booking your dream clients.

You’ll hear:

The mindset shift that took me from cost-based pricing to value-based selling

Why your clients aren’t actually buying “stems” they’re buying peace of mind, creative vision and a stress-free wedding day

How to make your pricing feel not just fair, but obvious

Real-world examples from luxury hotels, Michelin-star restaurants and wedding planners that prove this works

If you’ve ever felt pressure to “justify” your prices, this one’s for you.
When you learn to sell the experience, not the ingredients, you stop attracting the nitpickers and start booking the clients who can’t wait to pay you.

Mentioned in this episode:
✨ Join Wildflower Academy – The place where wedding florists learn to grow their dream business, increase profits and work less

This week, I’m getting real about the burnout season so many florists are in right now. If your bookings have slowed, clients are hesitating and you’re wondering if your business has a future, this episode is the pep talk + practical game plan you need.

I’ll share the same three simple shifts I gave a florist in a strategy session this week, the ones that’ll help you:

Stop chasing the ever-moving goalpost and actually celebrate the wins you’ve already earned.

Design a daily success checklist so you can feel accomplished every single day, not just when big bookings land.

Find validation in your actions, not your outcomes so your happiness isn’t tied to algorithms, inquiry counts, or wedding season highs.

Whether you’re in a slump, feeling stuck or just need a little florist-to-florist pep talk, this episode is here to help you find your footing again.

Links & Resources:

Connect with me on Instagram: @academywildflower

DM me if this resonate, I'd love to hear from you.

Share this with a florist friend who needs to know they’re not failing, they’re just in the middle of “hard”

Okay flower lovers, this episode has been a long time coming! Between being sick, a week away in Sydney and a bunch of tradies installing a new fence (hello, constant drilling), I’ve been dying to record this one for weeks.

Inside Wildflower Academy, we just kicked off a brand new module called Cult Status and I’m so excited to bring a taste of it to the podcast. If you’ve ever watched a cult doco and thought, “Why am I so obsessed with this?”… you’re not alone. Weirdly, that obsession has everything to do with great branding and marketing.

In this episode, I’m diving into the five core strategies I’ve studied (and used myself) to build a brand that doesn’t just get followed but creates belonging. I’m talking “you’re the first person I reached out to” and “I’d change my wedding date for you” level obsession.

You’ll hear:

The 5 cult brand principles I’m teaching inside Wildflower Academy right now

Why you don’t need to go viral to be booked out

Common marketing mistakes florists make (like hiding behind their work or blending in too much)

How to get enquiries from people who already know, love, and trust you before they even hit send

This is your permission slip to stop chasing trends and start building a brand people feel connected to. You don’t need a million followers. You need 20-30 dream clients who are obsessed with you.

🌼 Links + Things I Mentioned:

Want to dive deeper? Come join us inside the Cult Status module in Wildflower Academy

Follow me on Instagram: @academywildflower

If you enjoyed this episode, I’d love a 5-star rating or a quick review, it helps so much 💛

Are you tired of performing for the algorithm just to stay visible? Feeling like every free moment has to be spent on reels, stories or filming content?

You’re not alone, I feel it too, there's another way!
You can build an incredible, high-end wedding floristry business without relying solely on social media.

In this episode, I break down three powerful, data-backed marketing strategies that top florists are using right now to stay fully booked without burning out.

We’ll cover:

🤝 Why referrals aren’t random luck, they’re scalable, strategic and 80% more effective than ads.

🎧 The surprising ROI of podcasts and how one 30-minute episode can outperform 75 Reels.

🌸 How to use styled shoots as a trust-building, SEO-boosting, booking magnet (even without a viral moment).

If you’re craving a more sustainable way to grow, one that feels soulful, spacious and off the scroll, this episode is your permission slip.

Hit play, take notes, and start marketing like the grounded, passionate creative you are.

💌 Loved this episode? Comment below what you're going to shift in your marketing strategy

Almost every florist starts their wedding career with a friend or family member saying, “Can you do my flowers?”
And at first, it feels like such an honour. You’re excited. They trust you. You say yes.
But what happens next is where so many florists go wrong.

In this episode, I’m spilling the full story on how I’ve flowered 10 of my friends’ weddings (three of them as a bridesmaid!) and never once had a horror story.
Not because I’m lucky, but because I built a clear policy, set solid boundaries and treated every friend like a proper client from day one.

You’ll hear:

🌸 The $400 wedding that started it all and why I lost money but gained clarity
🌸 The common horror stories florists experience (scope creep, drama, and even lawsuits 😬)
🌸 My 3-stage process for working with friends: The Ask, The Lead-Up, and The Wedding Day
🌸 How to say “I charge full price” without sounding cold or awkward
🌸 The mindset shift that turns a gift into a powerful surprise (hint: it's not about discounts)
🌸 5 pro tips that will save your friendships, your sanity and your Saturday nights

Whether you’ve already been burned or want to avoid the chaos altogether, this episode is your go-to guide for navigating the emotional minefield of friends-and-family weddings with grace, confidence, and generosity on your terms.

Mentioned in the episode: If you’re craving more support, strategy, and behind-the-scenes training, jump into Wildflower Academy. We’re kicking off the Bloom Blueprint this weekend, a reset to help you tackle the biggest challenges in your biz right now with clear direction and a game plan that actually works.
Come join us!

What if the biggest thing affecting your pricing isn’t your spreadsheets… it’s your stories?

In this episode, I’m digging into the invisible forces that shape your pricing as a wedding florist. We’ll talk about how your beliefs, environment, and identity silently dictate what you feel “allowed” to charge and how to rewire that from the inside out.

We’re covering:

→ Why charging based on emotion keeps you stuck in survival mode

→ How your environment quietly becomes your ceiling

→ Why your brain filters out abundance and how to start noticing it again

→ What changes when you start quoting from facts, not fear

This episode is about more than money.

It’s about power, perception, and building a business that supports the life you actually want.

Ready to raise your standard? Inside Wildflower Academy, we help florists like you build a business that’s not only sustainable, but exceptional. Think: stronger systems, elevated pricing, better clients, and a creative business that actually feels good to run.

If you're ready to stop second-guessing your worth and start showing up like the CEO of your own studio, join us here: https://www.wildfloweracademy.co/offers/sJokzLYc/checkout

What do you do when the world feels too heavy to sell your work?

This episode was born from a quiet message inside my new Instagram broadcast channel, The Secret Garden Club: "It feels inappropriate to post or promote right now, but enquiries are low. What do I do?"

I’ve been there; Flashbacks to COVID lockdowns, glued to the news, second-guessing every caption. If you're in that place too, this one’s for you.

In this episode, I’m sharing:

→ A personal story from the early days of lockdowns and how flowers sold more when everything felt uncertain

→ Why understanding the real reason people buy flowers can change your entire approach to marketing

→ How to show up like a lighthouse, steady, safe, and softly visible, instead of a spotlight shouting for attention

→ The quiet power of creating art from pain (and yes, we talk about Taylor Swift)

→ The evidence that proves businesses who stay present in hard times grow faster on the other side

If you're craving a permission slip to market with more empathy and less pressure and a reminder that your work still matters, especially when it feels like everything is burning, this episode will feel like a warm cup of tea and a gentle nudge forward.

Links & Resources:

🌸 Join Wildflower Academy — community, strategy, and steady growth for florists who want to build a business that lasts (price increasing soon!)

If you loved this episode:

- Please take a moment to rate & review on Apple Podcasts or Spotify, it helps more florists find the show
- Share it with a flower friend who’s been second-guessing their posts lately
- Tag me on Instagram and let me know your biggest takeaway, I’d love to hear what landed for you

Let’s talk about the least sexy part of your business... Your systems. 

Now, I know, when you think “profit,” you probably think marketing, bookings or big installs but I’m here to tell you that your CRM might just be your biggest money-maker.

In this episode, I’m spilling the real-life stories of how using Dubsado has made me thousands of dollars, not hypothetically, but in actual booked weddings, saved refunds and premium client experiences that convert like magic.

You’ll hear:

💸 The $8,000 inquiry I would’ve lost without automation
💸 The refund I avoided because my CRM proved I wasn’t at fault
💸 The systems that let me book 80 weddings in a year without losing my mind
💸 How elevating my backend helped me raise my prices (and get faster yeses)

If you’re still duct-taping your backend with manual emails, missing follow-ups and late-night admin chaos?

This is your sign.

Every time you forget to follow up, refund a client or lose a lead because your process wasn’t polished, you’re leaking money.

The good news?

You don’t need to keep doing that.

The Smooth Operator Workshop starts Monday, June 23 and I’ll walk you through building your CRM from scratch, no tech stress, no second-guessing.

✨ This workshop costs $1,497 with an easy 3 week payment plan
✨ One extra booking could pay that back
✨ But really? It’s the dozens of future bookings it sets you up for the real money made and time saved

Join here
Doors close soon!
Let’s turn your backend into a booking machine 💪🏻

You know what’s scarier than a quiet inbox in winter?
A florist who believes they just have to “wait it out”

This episode is your no-fluff, no-excuses pep talk to stop hibernating like a bear and start using winter as your business glow-up era.

I share:

The moment I realised her income wasn’t capped (and how I proved it to my accountant 👏)

Why cutting costs isn’t the same as growing smart

How winter became the season I made the most money, booked the dreamiest clients and built a multiple 6-figure floral coaching platform

What florists get wrong about slow seasons (and how to fix it)

And how not to get left behind while everyone else is planting seeds

If you’ve been feeling stuck, slow, or spirally, this episode is the kick up the butt you didn’t know you needed.

💸 Ready to turn your slow season into your strongest one?

👉 Inside Wildflower Academy, you’ll get instant access to the Shake the Tree training, our brand new session on making money moves during your quiet season (and not wasting another month waiting for spring).

🌸 You’ll learn how to:

Find the hidden income already sitting in your business

Create offers and opportunities before the next enquiry rolls in

Make winter your most powerful, profitable, momentum-building season yet

⚠️ Heads up: Wildflower Academy doubles in price at the end of June.

🎧 Tune in. Get fired up. Then go shake that damn tree.

👉 Join Wildflower Academy + Watch the Training Now

Link here to join!

In today’s episode, I’m sharing the story of how I went from proudly avoiding the “business side” of floristry… to falling head-over-heels for systems, strategy, and automation, all because of one unexpected book: The 4-Hour Work Week.

This book completely shifted the way I saw my business. I stopped thinking I had to do it all manually and started building a business that actually worked for my brain (hello, undiagnosed ADHD). Spoiler: it involved a lot less panic-quoting and a lot more Dubsado.

💡 Inside this episode, I talk about:

→ Why I avoided business tasks for years

→ The moment I realised my quoting system was costing me bookings

→ How Dubsado completely changed the way I work with wedding clients

→ The 4 principles that helped me take control of my backend

→ What “liberation” actually looks like when you run a creative business

😎 Want to build a system that works for you, not against you? Join me for The Smooth Operator Workshop

A 5-day live experience where we’ll set up your Dubsado together. No tech overwhelm. No guesswork. Just one streamlined system that saves you hours and helps you book dream clients without burning out.

🎟️ Early bird is open now and the first 10 florists get my Floral Calculator free! Click here to save your spot