In today's BB Podcast episode (No. 142), we're visiting with Diane Szukovathy, co-owner of Jello Mold Farm in western Washington and a founding member of the Seattle Wholesale Growers Market Cooperative. Diane shares her decades of experience as a flower farmer and cooperative leader, discussing the realities of small-scale farming, the importance of industry standards, and the newly released Floral Standards Book — a groundbreaking resource that compiles practical, research-backed post harvest care information for more than 230 crops. From her love of plants and an art background to her insights on pricing, sustainability, and cooperation, Diane offers a refreshingly honest look at what it takes to build a resilient flower business and community.

Join us as we chat with Diane about:

• Her journey from artist to flower farmer and the origins of Jello Mold Farm
• The founding and evolution of the Seattle Wholesale Growers Market
• Why the Floral Standards Book was created and how it serves farmers and florists
• What the Floral Standards Book reveals about dahlia varieties, including vase life testing
• The role of quality standards in creating fair pricing and cohesive products
• Cooperative business models — how they function and benefit small-scale farms
• Challenges in U.S. flower farming: land access, climate change, and market pricing
• Lessons learned over two decades: finding niches, doing enterprise math, and taking time off
• The importance of abundance, generosity, and community in a sustainable floral future

Links mentioned in this episode:

• Dr. John Dole – North Carolina State University professor, researcher, and post harvest expert
• ASCFG (Association of Specialty Cut Flower Growers) – professional organization for flower farmers
• Robin Wall Kimmerer – author of Braiding Sweetgrass and The Serviceberry, cited for her perspective on abundance and reciprocity
• Downloadable Case Study: Portrait of a Cooperative Pioneer (The Seattle Wholesale Growers Market Cooperative)

This episode of the Botanical Brouhaha Podcast is brought to you by: Madrid Flower School

You can find show notes and more episodes of The Botanical Brouhaha Podcast at botanicalbrouhaha.com, and you can find the BB Podcast co-hosts on IG @botanicalbrouhaha and @hey.nataliegill.

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee. 

 

 

From Summer Job to Wedding Legacy

In today's BB Podcast episode (No. 141), we're visiting with Amanda Theodoropoulos of Twisted Willow Flowers in Princeton, New Jersey. What began as Amanda's teenaged plea for a summer job unexpectedly blossomed into a thriving floral design business that now supports two households - hers and her mothers. In this episode, Amanda shares how she and her mom transformed a small-town flower shop into a sought-after wedding and event studio. From working alongside her mom (who bought the shop on what Amanda remembers as a whim) to navigating the leap from retail to luxury weddings, Amanda takes us through the twists, risks, and family bond that shaped their journey. You’ll hear about late-night design sessions, tough decisions, unexpected turns—including setting up a wedding just four days postpartum (she doesn't recommend it)—and the deep joy she still finds in flowers after all these years.

Join us as we chat with Amanda about:

• How her high school job led to owning a flower shop with her mom
• The leap from retail floristry to exclusively weddings and events
• Balancing artistry, family, and business growth
• Building relationships with planners and other vendors
• Their client process, from first inquiry to wedding day
• The emotional highs and lows: favorite parts of the work and the heartbreak of floral waste
• Looking ahead: workshops, mentorship, and the future of Twisted Willow Flowers

This episode of the Botanical Brouhaha Podcast is brought to you by: Madrid Flower School

You can find show notes and more episodes of The Botanical Brouhaha Podcast at botanicalbrouhaha.com, and you can find the BB Podcast co-hosts on IG @botanicalbrouhaha and @hey.nataliegill.

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee. 

 

 

 

 

 

From Chopping Stems to Calling the Shots

In today's BB Podcast episode (No. 140), we're visiting with Juliana McWilliams, owner of Sweet Memories Flowers in Visalia, California. Julia grew up in her mother’s shop, where she began experimenting with floral design at just 11 years old—using leftover materials and eventually reverse-engineering corsages when customers began asking for them. What started as childhood curiosity evolved into a full-fledged career, as she eventually stepped into ownership of the shop herself. Rooted in family legacy and shaped by years of hands-on learning, Juliana has built a floral business that blends tradition with innovation. From navigating the challenges of COVID and shifting to a home studio, to reviving the retail shop with a simplified, intentional retail model—including her now-signature grab-and-go cooler—her story is one of evolution, resilience, and heart.

Join us as we chat with Juliana about:

• Learning floral design without YouTube (aka creative problem-solving as a kid!)
• The challenges and beauty of growing up in a family business
• Navigating the transition from daughter/employee to shop owner
• Taking bold steps during Covid-19 to help her business survive and return strong
• Developing a simplified retail model with a highly effective grab-and-go cooler
• The importance of community, mentorship, and continuing education
• Respecting traditional floral mechanics and learning from older generations

Links mentioned in this episode:

• Max Owens
• Chapel Designers
• Sinclair & Moore
• Bloom Trust Co
• CamFlor

This episode of the Botanical Brouhaha Podcast is brought to you by: Madrid Flower School

 

You can find show notes and more episodes of The Botanical Brouhaha Podcast at botanicalbrouhaha.com, and you can find the BB Podcast co-hosts on IG @botanicalbrouhaha and @hey.nataliegill.

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee. 

 

 

In today's BB Podcast episode (No. 139), we're visiting with world-renowned floral artist Kiana Underwood and her husband and business partner, Nate Underwood. Eight years after their first appearance on the Botanical Brouhaha podcast, we invited them back to reflect on the massive evolution of their business, Tulipina—from planting bulbs on their New York farm to becoming a global floral powerhouse with a 10,000-square-foot studio in Lake Como. They open up about building a business in Europe, navigating the luxury wedding industry with integrity, and finding balance between creativity, family, and ambition. It’s a powerful conversation about values, resilience, and the courage to dream big while staying grounded.

Join us as we chat with Kiana & Nate about:

• Life changes since their first podcast appearance, including an empty nest and evolving dreams
• Moving to upstate New York and establishing a second home and business in Italy
• Behind the scenes of building Tulipina's European presence post-COVID
• The challenges and opportunities of working in the "luxury" floral market (although Nate isn't fond of the word luxury!)
• How they structure their business to support creativity and profitability
• Why they don’t do design renders—and how they protect creative freedom
• Honest reflections on industry dynamics and staying true to your values
• Kiana’s design process from ordering flowers to wedding day improvisation
• Favorite projects, including the epic Paris Opera House wedding
• Thoughts on what luxury and success truly mean—and what’s next for Tulipina

Links mentioned in this episode:

• Rachel Birthistle | The Lake Como Wedding Planner
• Greenlights by Matthew McConaughey
• Color Me Floral: Stunning Monochromatic Arrangements for Every Season (by Kiana Underwood)
• Tulipina's Floral Fantasy: Magnificent Arrangements and Design Inspiration from World-Renowned Florist Kiana Underwood
• The Paris Opera House wedding

This episode of the Botanical Brouhaha Podcast is brought to you by: Madrid Flower School

You can find show notes and more episodes of The Botanical Brouhaha Podcast at botanicalbrouhaha.com, and you can find the BB Podcast co-hosts on IG @botanicalbrouhaha and @hey.nataliegill.

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee. 

 

 

In today's BB Podcast episode (No. 138), we're visiting with Janelle Gerestein—better known as Janie of Flowers by Janie—a Calgary-based floral designer whose career spans over two decades and multiple continents. From her early dreams of becoming a wedding florist to launching a successful business in Bolivia, then rebuilding from scratch in Canada, Janie’s story is a testament to resilience, creativity, and community.

We're excited to dig into her business strategies, her signature seasonal workshops (flowers + desserts = genius!), and how she weaves purpose into everything she does—including donating wedding florals to women in transitional housing. You’ll walk away inspired by her thoughtfulness, practical insights, and generous heart.

Join us as we chat with Janie about:

• Starting a floral business in Bolivia (and its unexpected success!)
• Rebuilding her business from scratch after moving to Calgary
• Scaling up with strategy: from 100+ weddings to a curated 30
• The importance of knowing your numbers and setting minimums
• Hosting wildly successful flower + dessert workshops
• Hiring and working with family, freelancers, and a marketing intern
• Winning the Bloom Trust Co Flowering With Purpose grant
• The intersection of faith, generosity, and business values
• Educational experiences and favorite workshops from around the world
• Designing flowers for mountain weddings

This episode of the Botanical Brouhaha Podcast is brought to you by: Madrid Flower School

You can find show notes and more episodes of The Botanical Brouhaha Podcast at botanicalbrouhaha.com, and you can find the BB Podcast co-hosts on IG @botanicalbrouhaha and @hey.nataliegill.

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee. 

 

 

In today’s BB Podcast episode (No. 137), we’re visiting with Wilfred de Wit, founder and CEO of iBuyFlowers where florists and event planners can shop online for wholesale flowers directly from 100+ farms in both the US and abroad. Will shares his background in the floral industry and the challenges he witnessed, leading to the inception of his company. The conversation covers the importance of transparency, ethical sourcing, and customer education. Will also talks about his hopes for the role AI will eventually play in personalizing orders for iBuyFlowers customers.  If you’re looking for a company who believes in building strong relationships with their growers and customers, this episode will be insightful. Will’s goal is to educate his customers about the benefits of ordering directly from growers, which can significantly improve the quality and longevity of their flowers.

Special Offer for First Time iBuyFlowers Users:

Get $100 off a first order over $200. To claim this offer, use Voucher Code:

ibfmdpcbotanical100

You can find show notes and more episodes of The Botanical Brouhaha Podcast at botanicalbrouhaha.com, and you can find the BB Podcast co-hosts on IG @botanicalbrouhaha and @hey.nataliegill.

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee. 

 

In today's BB Podcast episode (No. 136), we're visiting with Rachael Lunghi, owner of Siren Floral Co based in Southern California. Siren Floral Co was born out of a wedding and event planning company Rachael founded initially. Her love of flowers led her to eventually focus on floristry full time. Since that time, Rachael has developed a style all her own that's easily recognized and sought after by clients. Leaning into her love of travel, she gradually carved out a destination weddings and events niche for Siren Floral Co. We're honored to bring this conversation to you!

Join us as we chat with Rachael about:

• her experiences with destination weddings and travel logistics
• pricing strategies for floral services and transparency with clients
• balancing work and family life as a new mom
• her aesthetic and design philosophy
• lessons learned from past business experiences, including closing a retail shop
• advice for aspiring wedding planners and florists on contracts and goal setting
• the importance of building a supportive team and community

This episode of the Botanical Brouhaha Podcast is brought to you by: BLOOM TRUST CO. A curated collection of floral resources you can trust.  Click here to learn more.

 

You can find show notes and more episodes of The Botanical Brouhaha Podcast at botanicalbrouhaha.com, and you can find the BB Podcast co-hosts on IG @botanicalbrouhaha and @hey.nataliegill.

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee. 

 

In today's BB Podcast episode (No. 135), we're revisiting Chloe Murray, CEO/Creative Director of MUD Urban Flowers in Glasgow, Scotland and our second guest ever back in 2017 (Ep. 3) when the BB Podcast was just getting started.

When we last visited, Chloe was only a couple of months into her new business and absolutely on fire! She was seeing quick growth and loving the process. Fast forward to 2025. Today, Chloe has guided MUD Urban Flowers through a pandemic, exponential growth, and significant life changes. And she's still passionate about her business model and the people she serves. And she's done it all without a phone number for her customers from day one! If you wish your flower business was more outside the box, Chloe will get you thinking about the possibilities.

 

This episode of the Botanical Brouhaha Podcast is brought to you by: BTCO Circle Retail 2025 April 1-May 27th, 2025 Simple.Soulful.Connection  Click here to learn more.

 

You can find show notes and more episodes of The Botanical Brouhaha Podcast at botanicalbrouhaha.com, and you can find the BB Podcast co-hosts on IG @botanicalbrouhaha and @hey.nataliegill.

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee. 

 

Building Olivee Floral

In today’s BB Podcast episode (No. 134), we’re visiting with Karla Smith-Brown, founder of Olivee Floral.

Karla’s inspiring journey evolved from a career in public relations to becoming a successful floral artist. Her story isn’t just about flowers; it’s about weaving passion, sustainability, and heritage with personal connections to make a powerful impact.

Starting out, Karla offered pop-up events and hand-tied bouquets, gradually building her brand (named after her great grandmother, Medorah Olivee Wright). With a design aesthetic influenced by her Jamaican heritage, she developed a signature wild yet refined style. As Olivee Floral grew, Karla began to view flowers as a medium for art, not just for traditional events. Now, she works with brands like Vogue, Birkenstock, and Nike, often being sought out because of the strong professional relationships she’s built and the unique design aesthetic she’s developed.

Join us as we chat with Karla about:

• the significance of using locally grown and sustainable flowers for funeral arrangements
• addressing the challenges and taboos surrounding discussions of funeral flowers in society
• innovative approaches to creating sustainable funeral flower designs without floral foam
• the role of florists in educating families about sustainable options and practices
• the potential for changing perceptions of funeral flowers to make them more approachable
• the impact of creative and sustainable practices on the floral industry and communities

This episode of the Botanical Brouhaha Podcast is brought to you by: BLOOM TRUST CO. A curated collection of floral resources you can trust.  Click here to learn more.

 

You can find show notes and more episodes of The Botanical Brouhaha Podcast at botanicalbrouhaha.com, and you can find the BB Podcast co-hosts on IG @botanicalbrouhaha and @hey.nataliegill.

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee. 

 

 

A Vision for Sustainable Funeral Flowers

In today's BB Podcast episode (No. 133), we're visiting with Carole Patilla, co-founder of the Farewell Flowers Directory and owner of Tuckshop Flowers. She joined forces with Gill Hodgson, founder of Flowers from the Farm, to address a need in the floral industry that is often overlooked and avoided — sustainable funeral flowers.

This conversation will be helpful for you if: 1) you're unsure how to execute your vision to create funeral flowers without traditional flower foam and single-use plastics or 2) you're struggling to educate clients (and funeral directors) about the importance of sustainable funeral flowers.

Carole shares her experiences working with local funeral homes, highlighting how they have embraced innovative approaches to funerals that reflect the wishes of families for personalized services that prioritize sustainable practices.

Practical Tips for Creating Sustainable Designs

Carole shares her experiences creating foam free funeral arrangements that can adapt to different surfaces, such as curved caskets lids. She challenges the notion that certain practices are set in stone simply because they have always been done that way. She believes strongly that florists have the power to set their own rules and standards in business.

This episode of the Botanical Brouhaha Podcast is brought to you by: BLOOM TRUST CO. A curated collection of floral resources you can trust.  Click here to learn more.

 

You can find show notes and more episodes of The Botanical Brouhaha Podcast at botanicalbrouhaha.com, and you can find the BB Podcast co-hosts on IG @botanicalbrouhaha and @hey.nataliegill.

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee.