Floral Shop Podcast

By Ziv RavivBusiness Education Arts Marketing Visual Arts

Floral Shop Podcast episodes

March 25, 2025Episode 28: The Secret to Getting Corporate Clients with Frankie Sheridan
Show Notes:
How Frankie made the leap from risk management to owning a flower shop
The advantages of working in a destination location like Vail and Beaver Creek
Why Frankie prefers corporate floral design over weddings and how she secures high-profile corporate clients
A deep dive into a major corporate event requiring 120 floral arrangements over three nights
How Frankie structures her part-time and seasonal staff for maximum flexibility
How bartending and local networking led to major event contracts
Frankie’s experience with social media marketing companies and lessons learned
Hosting annual wreath-making events to nurture business relationships
Frankie’s vision of transitioning Fancy Pansy into a fully event-based floral business
This episode features an interview with:
Frankie Sheridan
Owner at Fancy Pansy Floral Shop
Frankie grew up in Denver and moved to the Colorado mountains near Vail in 2003, originally planning to stay only a few years before returning to Denver. However, the area’s culture and natural beauty quickly won her over.
With a background in the legal field, she faced a career shift after losing her job in 2012. During this time, she noticed a gap in the local market—there were very few flower shops despite the area’s popularity for destination weddings, corporate conferences, golf courses, and holiday tourism.
Recognizing an opportunity, she filed for an LLC in 2012 and began creating floral arrangements for small events and local restaurants out of her garage. In 2017, she took the leap and opened a brick-and-mortar flower shop, which has been thriving and growing ever since.
Important Links and resources mentioned:
Website
Facebook
Instagram
Tiktok
diving deeper:
If you liked this episode, don’t miss out on our free – Quote System Template. It’s a simple tool to help you streamline your quoting process, ensuring accuracy and efficiency in your business.
Grab your FREE template now and enhance your operational workflow!
Download Now
22 min
March 13, 2025Episode 27: The Making of a Floral Boss with Sage Marcella
Show Notes:
How a summer job on a flower farm sparked a lifelong passion
Why Sage left her office job for a hands-on creative career
The challenges and rewards of opening Sage Flowers PDX
How foot traffic, social media, and community connections fuel growth
From large-scale wedding installs to juggling holiday madness
What it really takes to run a successful floral business
This episode features an interview with:
SAGE MARCELLA
Owner/Florist at Sage Flowers
SAGE. flowers was founded by Sage and Jered, a husband-and-wife team with a passion for flowers and plants. Sage has spent the last 20nplus years honing her craft—growing up on Martha’s Vineyard, designing hand-tied bouquets on a flower farm, earning a degree in visual media, and moving across the country to study floral design at the Floral Design Institute in Portland. After managing some of the city’s top flower shops and freelancing across the country, Sage decided it was time to open her own shop with Jered, who brings his expertise in plants.

Located in Portland, Oregon, Sage Flowers is a neighborhood plant and flower shop that focuses on seasonal, artistic floral design and lush greenery. Whether it’s daily flower deliveries, event installations, floral workshops, or curated plant selections, Sage and Jered are dedicated to bringing beauty into every space.
SAGE. flowers continues to grow—offering unique, locally sourced flowers, creative floral experiences, and a welcoming space for the community.

Important Links and resources mentioned:
Sage Flowers’ website
Instagram
Email: [email protected]
diving deeper:

If today’s insights sparked your enthusiasm, why stop here? Elevate your floral shop’s strategy with our Free SWOT Analysis Worksheet. Tailored for floral entrepreneurs, this tool empowers you to dissect your business dynamics and cultivate a flourishing future.
Download your FREE resource now and start optimizing your floral shop for success!
Download Now
24 min
February 25, 2025Episode 26: 20 Years of Floral Innovation with Alla Lysytska
Show Notes:
Alla’s journey from founding a top floral design business in Ukraine to relocating to NYC
The importance of finding your unique style and niche as a florist
How cultural differences between European and American luxury clients shape the floral business
Alla’s “10 Rules” for running a successful floral business, including learning continuously, embracing mistakes, and defining your true product
Insights into working with high-end clients like Rolls-Royce, Chanel, and other luxury brands
Tips on pricing, client negotiations, and understanding customer expectations
This episode features an interview with:
Alla Lysytska
Owner/Florist at Alla Lysytska floral design NYC
Alla Lysytska is a globally recognized floral designer with expertise in luxury floral art and contemporary design. Originally from Ukraine, Alla founded a thriving floral company that became a go-to for high-profile clients, including luxury brands, government entities, and major events.
Now based in New York City, Alla continues to create breathtaking floral designs for exclusive clients while redefining the standards of high-end floristry. Her work reflects a deep passion for artistry, innovation, and creating memorable experiences through flowers.
Notable Clients: Rolls-Royce, Chanel, private events, and prominent global brands.
Specialty: Luxury floral designs, small artistic events, and high-end contemporary floral art.
Important Links and resources mentioned:
Facebook
Instagram
diving deeper:
If you loved what you heard today and are eager to bring some of those ideas to life, don’t forget to grab our FREE resource—the Brainstorming & Organizing Thoughts Worksheet. It’s designed to help you capture and organize your creative floral concepts effortlessly.
Click download now and get your free copy and start turning those floral dreams into reality.
Download Now
21 min
November 22, 2024Episode 25: Tiffanni Wright on Friendship, Business, and Blossoming Success
Show Notes:
Tiffanni’s journey from working at a flower shop to co-founding Lucky Flowers with her business partner
The evolution of Lucky Flowers over 18 years, including shifts in style and business operations
The benefits and challenges of running a business with a partner, including how they divide responsibilities
How Lucky Flowers manages hiring, marketing, and training, and why finding the right team is critical
Tiffanni’s passion for workshops, from popular pumpkin classes to full moon floral events, and how these experiences deepen customer relationships
The unique “Build a Lucky Box” offering, which lets customers create personalized gift boxes with flowers and curated giftware
Community engagement through the Lucky Friday initiative, where flowers are gifted to someone in the community every Friday
Exciting plans for Lucky Flowers, including a focus on earthy, metaphysical themes and more personalized services
This episode features an interview with:
TIFFANNI WRIGHT
Co-founder of Lucky Flowers
Tiffanni Wright is the co-founder of Lucky Flowers, a beloved flower shop in Kennewick, Washington, known for its creative floral designs, strong community ties, and innovative workshops.
Alongside her business partner, Tiffanni has built a flourishing business with a loyal customer base, rooted in their shared values and passion for floral artistry.
Important Links and resources mentioned:
Lucky Flower’s website
Facebook
Instagram
diving deeper:
If you loved today’s episode and want to elevate your flower shop’s presentation, make sure to check out our FREE ‘Editable Menus’ Canva template. It’s perfect for customizing your shop’s menus with ease.
Click the download button below to access this FREE resource and start impressing your clients with beautifully designed, customizable menus.
Download Now
22 min
October 21, 2024Episode 24: How Penny Hoffman Transformed a Small Town Flower Shop
Show Notes:
Penny Hoffman’s unique journey from mental health counseling to owning a flower shop
How she took a bold leap of faith during the height of COVID-19 in August 2020 by purchasing Forget Me Not Floral and Gift Shop in Davidsville, PA, despite having no prior experience in floristry
The challenges of learning floral design and running a small business, with a special focus on balancing inventory, diversifying income streams, and managing personal commitments
The role of mentorship in her success, particularly through on-the-job training with the shop’s former designer
Penny’s strategy for diversifying her business from traditional funeral work to weddings, retail, and even partnerships with local businesses
Her innovative “Blooms & Brew” collaboration with a local coffee shop, blending floral deliveries with coffee orders
Penny’s journey in learning the business side of floristry, including her investment in education through courses like IWED and Holly Chapel’s programs
How Penny is adapting to the ever-changing floral industry, balancing creativity with business savvy, and overcoming personal and professional hurdles
This episode features an interview with:
PENNY HOFFMAN
Owner of Forget Me Not Floral and Gift Shop
Penny Hoffman is the owner of Forget Me Not Floral and Gift Shop in Davidsville, Pennsylvania. With a background in mental health counseling, Penny made a life-changing decision to buy a flower shop, diving headfirst into the world of floristry with no previous experience.
Over the past four years, Penny has grown her shop through resilience, creativity, and a deep passion for flowers. She continues to learn and innovate, focusing on building connections with her local community while expanding her business offerings.
Important Links and resources mentioned:
Forget Me Not Floral and Gift Shop’s website
Facebook
Instagram
diving deeper:

If today’s podcast inspired you, elevate your floral brand’s Instagram presence with our free guide – Grow Your Floral Brand with 400+ Effective IG Hashtags. Harness the power of targeted hashtags to boost your visibility and engage with a community passionate about flowers.
Grab your FREE guide now and start your journey to Instagram success!
Download Now
27 min
October 04, 2024Episode 23: Turning Floral Marketing Upside Down: Nic Faitos’ Outbound Strategy
Show Notes:
Nic Faitos shares the journey of starting Starbright NYC with a different vision—focusing on corporate clients rather than relying on foot traffic
Why Starbright NYC refers to their customers as “clients” and the importance of building long-term relationships
How Nic flipped the traditional floral sales approach by taking outreach to potential clients instead of waiting for orders
Nic discusses how Starbright ditched Google ads in favor of branding strategies that include community involvement and strategic sponsorships
The philosophy behind permission-based client engagement and why it works so well for Starbright NYC
The differences in how Starbright approaches its corporate relationships versus traditional retail customers
Hear about Starbright’s creative branding initiatives, like a flower-adorned New York City taxi used for memorable event sponsorships
How Nic turns employee turnover into an opportunity for growth by continuing relationships with individuals even as they move to new companies
Why Nic positions Starbright at the top of the marketing pyramid by focusing on unique outreach where competitors are few
Nic’s take on how excellent customer service on the front end leads to trust, loyalty, and brand recognition
This episode features an interview with:
NIC FAITOS
Senior Partner at Starbright Floral Design
Nic Faitos is the visionary behind Starbright NYC, a floral design company with a unique approach to reaching customers. With over 30 years in the floral industry, Nic has transformed Starbright from a small experiment into one of New York City’s most well-known and respected floral brands.
Known for his creative flair and marketing expertise, Nic brings a fresh perspective to what it means to run a floral business—focusing on corporate clients, community engagement, and genuine relationship-building instead of just transactional sales.
Important Links and resources mentioned:
Starbright Floral Design Website: Starbright NYC – Learn more about Starbright NYC, explore their floral collections, and see their latest projects.
Facebook
Instagram
Youtube
diving deeper:
Loved today’s podcast insights? Enhance your online marketing with our free resource – Accelerate Your Backlink Outreach with Ready-to-Use Email Templates. Streamline your efforts, save time, and connect seamlessly with potential partners.
Get the FREE resource now and watch your floral shop’s online presence bloom!
Download Now
30 min
September 13, 2024Episode 21: Zoe Gallina on Crafting Iconic Floral Designs
Show Notes:
Zoe discusses the off-season challenges in Florida and how Botanica uses this time to prepare for upcoming events
The importance of maintaining relationships with planners and venues, and how Zoe keeps those connections strong
Zoe’s personal journey from resisting the family business to embracing and transforming it into a wedding and event powerhouse
The pivotal moment when Botanica shifted from retail to focusing exclusively on high-end weddings and events
Celebrities and high-profile events: Botanica’s work with Tom Cruise, Howie Duro of Backstreet Boys, and George W. Bush’s second inauguration
The decision to raise minimum expenditure for clients and how it impacted Botanica’s business strategy
Networking tips for florists and the importance of staying visible in the industry
Zoe’s approach to continuing education and how it shaped her role at Botanica
Zoe plays the Floral Podcast Game Show and wins big
This episode features an interview with:

ZOE GALLINA
Co-Owner and Creative Director at Botanica Design Studio
Zoe Gallina is the Co-Owner and Creative Director at Botanica Design Studio in Tampa, Florida. With over 18 years of experience in the floral industry, Zoe has transformed her father’s retail flower shop into a premier wedding and event design studio.
Under her leadership, Botanica has catered to high-profile clients, including celebrities and presidential inaugurations, making it a staple in the luxury floral design scene.
Important Links and resources mentioned:
Botanica Design Studio’s Website
Botanica Design Studio’s Contact Page

Follow Botanica Design Studio on Social Media:
Facebook
Instagram
Pinterest
diving deeper:
If you liked this episode, you can get instant access to our free resource – Google Ads Keyword Planning. It’s crafted to enhance your ad campaigns and improve your results.
Get your FREE guide now and start optimizing your Google Ad strategies!
Download Now
25 min
September 05, 2024Episode 20: Jerry Williamson’s 30-Year Legacy
Show Notes:
Introduction to Jerry Williamson and his journey from hotel catering to floristry
How Jerry’s passion for flowers led him to manage a floral department and eventually buy Bishop’s Flowers
Transitioning from a partnership to becoming the sole owner of Bishop’s Flowers
The challenges and strategies of running a small floral business in Alabama
Jerry’s approach to advertising, focusing on community engagement through donations rather than traditional ads
The impact of online sales on Bishop’s Flowers and the importance of a user-friendly website
Insights into customer spending habits and how online sales differ from walk-ins
Jerry’s thoughts on employee management, training, and the importance of having a skilled team
The significance of weddings in the business and the shift towards smaller, more manageable events
Jerry’s approach to social media and how it plays a role in connecting with customers
Tips on effective networking and how it contributes to business growth
The story behind the memorable boot arrangement and the emotional side of floral design
This episode features an interview with:
JERRY WILLIAMSON
Owner of Bishop’s Flowers
Jerry Williamson is the owner and creative force behind Bishop’s Flowers, a beloved floral shop in Huntsville, Alabama. With a background in hotel catering, Jerry’s love for flowers grew organically, leading him to take over and eventually own the business.
Over the past 30 years, Jerry has transformed Bishop’s Flowers into a thriving floral shop known for its unique designs and community involvement. His journey from catering to floristry highlights his passion for the art of flowers and his commitment to providing exceptional service to his customers.
Important Links and resources mentioned:
Bishop’s Flowers Website
Follow Bishop’s Flowers on Social Media:
Instagram
Facebook
diving deeper:

If you enjoyed this episode, unlock our free resource – Floral Business Outreach Organizer. It’s your next step to enhancing connections, expanding your reach, and growing your floral venture.
Access your FREE guide now and take your business to the next level!
Download Now
25 min
September 02, 2024Episode 19: Eugenia Benarouche: The Florist Behind Beverly Hills’ Hottest Events
Show Notes:
Introduction to Eugenia Benarouche and Casa Dei Fiori’s inception in Los Angeles
The early challenges and triumphs of running an online floral business in Beverly Hills
The decision to open a physical store in Beverly Hills and how the location impacts business
Sourcing flowers from around the world: Poland, Ecuador, Colombia, and more
Breaking into the high-end event scene, including prestigious events like the Writers Guild Awards and iHeart Music Festival
The importance of customer service and flexibility in the competitive Los Angeles market
How Casa Dei Fiori manages online sales and marketing in a highly competitive industry
Strategies for building and maintaining customer loyalty
Future plans for Casa Dei Fiori, including hotel lobby designs and expanding event services
Eugenia’s reflections on the lessons learned in her floral journey and advice for aspiring florists
This episode features an interview with:

EUGENIA BENAROUCHE
Owner of Casa Dei Fiori
Eugenia Benarouche is the founder and creative force behind Casa Dei Fiori, a luxury floral shop based in the heart of Beverly Hills. With a passion for flowers and an eye for design, Eugenia transitioned from a personal love of florals to creating one of the most sought-after floral boutiques in Los Angeles.
Known for her innovative designs and high-profile events, Casa Dei Fiori has quickly become a go-to for celebrities and luxury clients alike. Eugenia’s journey from starting online to establishing a physical presence in Beverly Hills is a testament to her dedication, creativity, and business acumen.
Important Links and resources mentioned:
Casa Dei Fiori Website
Instagram
Facebook
diving deeper:
If you liked this episode, don’t miss out on our free – Quote System Template. It’s a simple tool to help you streamline your quoting process, ensuring accuracy and efficiency in your business.
Grab your FREE template now and enhance your operational workflow!
Download Now
27 min
August 14, 2024Episode 18: The Art of Flower Farming: Randy Katz on Peonies and More
Show Notes:
Meet Randy Katz from Aguita Flowers and learn about her journey from graphic design to flower farming
Randy discusses her shift from graphic design and landscape architecture to flower cultivation, emphasizing the skills and passions that guided him
Discover the obstacles Randy faced in starting her farm and the rewarding experiences of growing beautiful flowers
Insights into Randy’s passion for peonies, including her cultivation techniques, seasonal aspects, and diverse varieties
Learn about the importance of building strong customer relationships and the success of Randy’s peony subscription model
Explore Randy’s commitment to sustainable farming, including pest management, soil health, and eliminating invasive species
Understand how Randy balances income streams through sales to florists, local markets, and direct-to-consumer subscriptions
Randy’s experience growing various flowers beyond peonies and adapting to seasonal demands
Hear about Randy’s plans for Aguita Flowers, including expansion, hiring, and continued sustainability
Enjoy a fun segment where Randy answers questions about the floral industry, showcasing her expertise and passion
This episode features an interview with:

RANDY KATZ
Owner of Aguita Flowers
Randy Katz is the passionate owner of Aguita Flowers, a flower farm based in Virginia. Before delving into the world of flower farming, Randy had a successful career as a graphic designer and landscape architect. Her fascination with peonies led her to purchase a farm and cultivate a variety of flowers.
Over time, Randy has developed a thriving business, focusing on sustainable farming practices and building strong relationships with customers and florists. Her dedication to his craft and continuous learning has made Aguita Flowers a blooming success.
Important Links and resources mentioned:
Aguita Flowers
Flower Subscriptions and Peony Subscriptions
Local markets and flower co-ops

diving deeper:
If today’s insights sparked your enthusiasm, why stop here? Elevate your floral shop’s strategy with our Free SWOT Analysis Worksheet. Tailored for floral entrepreneurs, this tool empowers you to dissect your business dynamics and cultivate a flourishing future.
Download your FREE resource now and start optimizing your floral shop for success!
Download Now
27 min

About Floral Shop Podcast

From the publisher's feed

Welcome to the Floral Shop Podcast, the freshest pick for florists and flower shop business owners looking to blossom in the floral industry! With each episode, we aim to plant seeds of knowledge and…

Share Floral Shop Podcast

Sign up to save your podcasts

Floral Shop Podcast

Floral Shop Podcast episodes

About Floral Shop Podcast