The Business & Pleasure of Flowers

Episode 334: This week’s episode is a solo, heartfelt reflection as Vonda takes the mic while Lori enjoys the first precious days with her new grandson.

What begins as a simple story about gardening and a neighbor turns into something deeper—a reminder that the people who enter our lives often shape us in ways we don’t fully understand in the moment. From mentors who challenge us, to employees who test us, to customers who lift us up or wear us down, each experience leaves its mark.

Vonda shares honest, real-life moments from her journey—lessons in leadership, team dynamics, and the quiet awareness it takes to protect the culture of your business. She reflects on the hard decisions, the unexpected teachers, and the growth that comes from both joy and difficulty.

This episode is about perspective. It’s about recognizing that even the most challenging situations are preparing you for what’s ahead. And it’s about understanding that every person who crosses your path has something to teach you—if you’re willing to listen.

Because in the end, it’s all shaping who you are becoming.

Sponsored by:
Flower Clique
Flower Clique Prep School
Real Life Retail Florist

Episode 333: In this episode, we’re diving into everything you didn’t know you needed to know about the AIFD Symposium—and why it’s so much more than just another industry event.

If you’ve ever looked at the price tag and hesitated, or wondered if it’s really worth it, this conversation is for you. We break down what actually happens behind the scenes—from immersive design experiences and main stage programs to hands-on workshops and real, practical education you can take straight back to your shop.

This isn’t just inspiration—it’s a crash course in growth. You’ll hear about the designers, the energy, the unexpected takeaways, and the kind of “ammunition” that fuels your creativity and business for the entire year.

But beyond the classes and content, it’s about something bigger: connection, community, and stepping into a space that challenges and elevates you.

If you’ve never been to Symposium, consider this your invitation. And if you have, you already know… there’s nothing else like it.

Elevate Registration 

Sponsored by:
Flower Clique
Flower Clique Prep School
Real Life Retail Florist

Episode 332:  Mother’s Day is here—and the difference between a decent week and a record-breaking one comes down to how your team communicates with customers.

In this episode, Vonda sits down with the floral industry's two most trusted experts in sales and customer service education, Lori Wilson, from Flower Clique and Sam Bowles, the General Manager and Creative Director at Allen's in in San Diego, CA, to break down exactly what flower shop teams should be saying (and NOT saying) during the busiest sales week of the year (and beyond!).

You’ll hear real, practical strategies you can implement immediately—including:

• The “GROW” framework for turning conversations into higher-value sales
• What to say instead of “What’s your budget?” (and why it’s costing you money)
• How to confidently sell $250+ arrangements without feeling pushy
• The fastest way to build connection with customers—in under 10 seconds
• Why having a “jaw-dropper” arrangement in your cooler can transform your revenue
• What phrases instantly kill a sale (and how to fix them)
• How to train and course-correct your team during a busy holiday week
• The importance of protecting your team’s energy—and your shop’s standards

This episode is equal parts strategy, real talk, and behind-the-scenes insight from leaders actively running high-performing flower shops.

If you want your team to sound more confident, sell more effectively, and create better customer experiences this Mother’s Day—this is the playbook.

Sponsored by:
Flower Clique
Flower Clique Prep School
Real Life Retail Florist

Episode 331: What does community really mean - and why does it matter so much, especially in the floral industry?

In this heartfelt and honest conversation, Vonda and Lori explore the deeper, more emotional side of community; from the neighborhoods we live in, to the flower shops we run, to the industry circles that support us. Through personal stories (including Lori’s unexpected connection with a new church community and Vonda’s reflections on neighborhood interactions), they unpack how community shapes perspective, brings calm, and reminds us what truly matters.

They also dive into how community exists at every level, from your local customers to organizations like American Institute of Floral Designers and Society of American Florists, and why stepping outside your daily routine can make you a better leader, business owner, and human.

This episode is a powerful reminder that community isn’t just where you belong - it’s what helps you grow, stay grounded, and show up better in every part of your life. 

Sponsored by:
Flower Clique
Flower Clique Prep School
Real Life Retail Florist

Episode 330: What do forensic science and floral design have in common? For Amy McCord, founder of Flower Moxie, they're both part of the same unlikely journey – one that started with a $100 wedding, a box of Sam's Club roses, and a lot of tears.

In this episode, Lori and Vonda sit down with Amy to talk about how she went from working in a biochemistry lab to building one of the most recognized floral education brands in the industry. Amy shares the real story behind Flower Moxie, her new book Blooms Every Day, and why she believes the DIY floral space isn't a threat to florists – it's an opportunity.

In this episode we cover:

• How Amy turned a side hustle into a full floral empire
• The moment she knew Flower Moxie was really going to work
• What florists can learn from the DIY wedding market
• Why social media is changing bride expectations (and what to do about it)
• The leadership lessons that transformed her team and her business
• Behind the scenes of writing and shooting Blooms Every Day

Connect with Amy

Website: flowermoxie.com
Instagram: @flowermoxie
Pre-order her book: geni.us/BloomsEveryDay

Sponsored by:
Flower Clique
Flower Clique Prep School
Real Life Retail Florist

Episode 329: This one might sting a little.

Lori and Vonda are saying the quiet part out loud—sharing the hard truths flower shop owners need to hear but rarely do. From not knowing your numbers, to blaming your team, to staying stuck in design instead of actually running your business… this episode pulls no punches.

If your shop feels chaotic, inconsistent, or like it’s not growing the way it should—there’s a reason. And it’s probably not what you think.

This isn’t about tearing anyone down. It’s about waking up, getting honest, and making the changes that actually move your business forward.

Because at the end of the day, avoiding the truth is far more expensive than facing it.

Sponsored by:
Flower Clique
Flower Clique Prep School
Real Life Retail Florist

Episode 328: After Easter reflections (and a few stories involving pools, squirrels, and unexpected repairs), Lori and Vonda dive into a conversation that hits close to home for every business owner - control.

From slow seasons in flower shops to tough leadership decisions and the emotional weight that comes with them, they unpack the constant tension between what you can control and what you simply have to release. Whether it’s sales, customer reactions, team dynamics, or even your own expectations, learning that difference is where growth really begins.

They share real-life experiences from the floral industry, including navigating uncertainty, managing emotions, supporting struggling shop owners, and making decisions that don’t always make everyone happy. Along the way, they explore practical ways to regain a sense of peace - through mindset shifts, gratitude, vulnerability, and focusing on the actions that actually move your business forward.

This episode is a reminder that while you can’t control everything, you can control how you respond—and that’s where your power is.

Sponsored by:
Flower Clique
Flower Clique Prep School
Real Life Retail Florist

Episode 327:  If social media feels overwhelming, confusing, or like one more thing on your already full plate, this episode is for you.

Lori and Vonda sit down with Chris Grigas and Karrie Wallace, both from the Bill Doran Company team working from different locations, to have a real, honest conversation about what’s actually working right now on Instagram and Facebook for florists. From struggling to post and feeling behind on trends to understanding what the algorithm is really favoring, this episode breaks it all down in a way that feels doable.

They share why so many shops are missing the mark, how to think differently about your content, and what it looks like to create posts that truly connect with your audience. You’ll hear practical ideas you can use right away, along with a refreshing reminder that social media doesn’t have to be perfect to be effective. In fact, the most impactful content right now is authentic, unfiltered, and human.

Whether you love social media or avoid it altogether, this conversation will leave you feeling more confident, less overwhelmed, and ready to show up in a way that actually grows your business.

Sponsored by:
Flower Clique
Flower Clique Prep School
Real Life Retail Florist

Episode 326: In this episode, Vonda and Lori welcome Vanessa Leite, Executive Director of That Flower Feeling, for a timely conversation about the industry-wide marketing movement designed to keep flowers top-of-mind beyond the “marrying and burying” peaks. Vanessa shares her nonprofit leadership journey, how the initiative launched with a bold industry investment, and why the goal is bigger than a single campaign—it’s about building everyday flower-buying into modern life.

You’ll hear what’s behind the new “Just Add Flowers” campaign, what early performance metrics are showing across major social platforms, and why a third-party test market delivered a notable lift in local floral sales. Vanessa also breaks down how florists can use the free (and contributor-level customizable) marketing assets, why participation matters for long-term industry growth, and what’s coming next—including a mid-year campaign check-in webinar.

Sponsored by:
Flower Clique
Flower Clique Prep School
Real Life Retail Florist

Episode 325:  Registration is officially open — and we’re celebrating with a behind-the-scenes conversation you won’t want to miss. In this episode, Vonda and Lori sit down with Randy Wooten AIFD, co-coordinator of the AIFD Symposium, to talk candidly about what it really takes to bring Symposium to life.

From how the Elevate theme was born, to the three-year planning process, to the responsibility (and heart) behind creating a welcoming, inclusive experience for first-timers and seasoned attendees alike—this conversation pulls back the curtain on the people, purpose, and passion driving AIFD Elevate.

You’ll hear why organization, people skills, kindness, and collaboration matter just as much as design talent, how presenters are selected, what makes the main stage so powerful, and why Symposium isn’t just for designers—it’s for anyone who loves this industry.

If you’ve ever wondered what Symposium is truly about, why Elevate matters, or what kind of experience awaits you when you walk through those doors, this episode will leave you informed, inspired, and excited to be part of it.

Register Now! 

Sponsored by:
Flower Clique
Flower Clique Prep School
Real Life Retail Florist