In this episode, Jen sits down with Melanie and Michelle, the founders of Fleurspace, a brand new platform designed to help florists solve some very real problems in the floral industry — like finding temporary studio space, renting cooler space, hiring freelancers, finding setup crews, and getting support in new markets.

If you have ever wondered how you would pull off a bigger wedding, work in another state, find freelance floral help, or rent studio space for a few days, this episode will introduce you to a tool that could make all of that easier. Melanie describes Fleurspace as “Airbnb for florists” — a place where florists can list studio space, workshop space, freelance services, and support roles, and where other florists can search for the help they need.

Melanie shares her background as a florist with 22 years of experience, while Michelle talks about her entrepreneurial background and how the idea for Fleurspace came together. Together, they explain how the platform works, who it is for, and why they believe it can create more flexibility and opportunity in the floral world.

In this episode, they cover:

• What Fleurspace is and how it works
• Why it is being called “Airbnb for florists”
• How florists can list studio space, workshop space, and cooler access
• How freelancers, drivers, setup crews, and strike crews can list their services
• How florists can rent space or hire help as needed
• Why this could be a game changer for destination work, larger events, or home-based studios
• How payments and bookings work through the platform
• Why this could help florists take on bigger weddings with less panic
• How Fleurspace is already growing beyond the United States

Why this matters for florists

This episode is especially valuable for florists who:

• run a home-based studio
• need temporary cooler space
• want to freelance more
• need setup or strike help
• want to expand into larger weddings
• need more flexibility without committing to permanent studio overhead
• want to work in new markets or new states

Key takeaway

You do not always need to build everything from scratch in your business. Sometimes the right support, the right space, or the right freelancer can help you take on opportunities you otherwise would have passed up. Fleurspace is trying to make that support more accessible for florists.

Connect with Fleurspace

Website: http://fleur-space.com
Instagram: @‌fleurspaceofficial
Email: [email protected]

There is a lot of noise in the wedding industry right now.

People are talking about slower wedding seasons, lower booking projections, market changes, and all the reasons to panic. And when that kind of energy is everywhere, it can be really easy to start spiraling and focusing on everything that feels uncertain.

In this episode, Jen shares a powerful reminder: stop spending your energy on everything you cannot control and start focusing on what you can.

Because while you may not be able to control the economy, industry projections, or what everyone else is doing, you can control how you show up in your business, how you price, how you market, how creative you are, and how intentional you are with your strategy.

This episode is all about protecting your energy, staying present, and making sure your time is being spent in the places that will actually move your floral business forward.

In this episode, Jen talks about:

• Why anxiety keeps pulling you into fear about the future
• How to stay focused on what is actually in your control
• Why showing up consistently in your business matters so much
• How pricing for profit can make a bigger impact than obsessing over revenue
• Why you do not need to be the cheapest florist in town to win
• How to attract your ideal client through strategy, creativity, and alignment
• Why chasing dollars without alignment can leave you stuck
• How to create more impact by thinking outside the box
• Why your creativity and passion can help you stand out in your market
• How to make this year powerful, even if the industry feels uncertain

Key takeaway

If the sky is falling, hold your own umbrella.

Stop wasting time worrying about all the things you cannot fix, control, or predict. Focus on what you can do inside your own business to create momentum, attract the right people, and build something that feels profitable and aligned.

Mentioned in this episode

The Floral CEO Mastermind
Instagram: @‌thefloralhustle
Email: [email protected]

Busy season does not have to mean losing yourself.

In this episode, Jen shares practical strategies for staying grounded, protecting your peace, and leading your business well when life and work both feel full. After coming off a busy weekend with two weddings, family responsibilities, and everything else that comes with real life, she reflects on why she felt calm instead of cracked in half — and what has shifted in the way she approaches busy seasons now.

This episode is for florists and creative business owners who are tired of feeling like stress, chaos, and burnout are just “part of the job.” Jen talks about how busy season does not create chaos — it reveals it — and how better boundaries, stronger systems, clearer priorities, and more intentional self-care can completely change how you experience your busiest times of year.

In this episode, Jen talks about:

• Why busy season reveals the weak spots in your business
• How to protect your mornings and start your day with intention
• The difference between what feels urgent and what is actually urgent
• Why you need boundaries before you are already drowning
• How to stop saying yes to everything during busy season
• Why your team needs clearer roles and expectations
• The importance of taking care of your body during high-stress seasons
• How to reduce decision fatigue
• Why you do not need to absorb other people’s chaos
• The power of having a reset plan
• Why giving yourself permission to do less can actually help you do better
• How peace can become part of your business strategy

Key takeaway

Peace is not lazy. Peace is leadership.

If you want to make it through busy season feeling more grounded, more prepared, and less reactive, this episode will help you rethink the way you approach your time, your energy, and your business.

Mentioned in this episode

The Floral CEO Mastermind
http://floralceo.com/mastermind

In this episode, Jen talks about something that can feel uncomfortable but can completely change your business: feedback. After receiving some difficult client feedback this week, Jen breaks down how she handled it, what she learned from it, and why feedback is one of the most important tools florists can use to improve their consultations, client communication, and overall wedding experience.

If you are a florist, wedding vendor, or creative business owner, this episode will help you understand how to ask for feedback, how to sort useful feedback from emotional noise, and how to use both positive and negative feedback to strengthen your business instead of spiraling.

In this episode, Jen covers:

• Why feedback is information, not a personal attack
• How to ask for feedback after a client goes in a different direction
• What Jen learned from a difficult consultation and follow-up conversation
• Why not all feedback is created equal
• How to separate feedback from your identity as a business owner
• Why patterns in feedback matter more than one-off comments
• How to use client feedback to improve consultations, onboarding, communication, timelines, and systems
• Why positive feedback matters just as much as critical feedback
• The CEO mindset for handling feedback without drowning in it
• How feedback can help you refine your brand, process, and client experience

What florists can learn from feedback

Jen shares a real story from a recent inquiry where a bride felt like the consultation was not the right fit. Instead of reacting emotionally, Jen asked for feedback, reflected on what she could improve, and used that experience as an opportunity to refine the questions she asks during consultations. This episode is a powerful reminder that feedback can reveal growth opportunities — even when the person giving it is difficult.

Key takeaway

Feedback is not always fun, but it can be incredibly valuable. The most successful florists are not the ones who never receive hard feedback — they are the ones who know how to use it to improve their systems, communication, and client experience.

If you are a florist struggling with:

• difficult client feedback
• wedding consultation improvement
• proposal and onboarding communication
• creating a better client experience
• confidence in your floral business

…this episode will help you think like a CEO and use feedback as a growth tool instead of making it mean something devastating about your worth.

Mentioned in this episode

The Floral CEO Mastermind
http://floralceo.com/mastermind

In this episode, Jen dives into one of the biggest things holding florists back: worry. From specific flower varieties not coming in, to imposter syndrome, to worrying about what other florists are doing, this episode is a reminder that so much of what drains your energy is not actually helping your business move forward.

Jen shares 10 things she wants florists to stop worrying about, along with practical shifts to help you let go of what is slowing you down and focus more on what actually matters.

In this episode:

• Why you should stop promising specific blooms
• How to handle people saying no to your business
• Why someone judging your business should not stop you
• How to stop letting imposter syndrome run the show
• Why flower shortages and delayed product do not need to own your brain
• How comparing yourself to other florists wastes your energy
• Why you are not “too much” for showing up online
• Why trying to be for everyone waters your business down
• Why nothing needs to be perfect the first time
• Why waiting until you “know more” is keeping you stuck

Key takeaway

Worry is not helping you book more, design better, or build the business you want. The more you let go of trying to control everything, please everyone, or be perfect before you begin, the more freedom you create for real growth.

Mentioned in this episode

The Floral CEO Mastermind
http://floralceo.com/mastermind

Have you ever felt weird about following up with a bride or couple after sending your proposal? Have you worried that you were going to sound pushy, annoying, desperate, or just plain sleazy?

In this episode, Jen breaks down 10 practical ways to follow up with a bride professionally, confidently, and effectively—without sounding like you are begging for the booking. Because follow-up is not about chasing people. It is about leading the process, giving direction, and helping couples know what to do next.

If you are a florist, wedding vendor, or creative business owner who struggles with sales follow-up, proposal follow-up emails, or booking wedding clients, this episode will help you create a stronger follow-up process that feels natural and gets better results.

In this episode, Jen covers:

• Why professional follow-up sounds different than insecure follow-up
• How to set expectations from the beginning so follow-up feels normal
• Why “just checking in” is not enough
• How to follow up with value instead of awkward energy
• Why making the next step crystal clear matters
• The best follow-up cadence after sending a wedding proposal
• How to use urgency without sounding pushy
• Why emotional intelligence matters when following up with couples
• The mindset mistakes florists make when someone does not respond right away
• How confident wording changes your follow-up emails
• When to stop following up and let the lead go gracefully

What you’ll learn:

If you have ever wondered how to follow up with a bride after sending a proposal, how often to follow up with a wedding inquiry, or how to write a follow-up email without sounding desperate, this episode gives you practical, real-world examples you can start using right away.

Jen shares why follow-up should feel like leadership, not begging—and why your job as a business owner is to guide people through the process with confidence, not disappear after the proposal is sent.

Key takeaway:

Follow-up is not sleazy when it is clear, helpful, timely, and professional. The goal is not to pressure someone into booking. The goal is to make the decision process easier, calmer, and more obvious for them.

Why this matters for florists and wedding pros:

A strong follow-up process can help you:

• book more weddings
• increase proposal conversions
• feel more confident in sales
• stop overthinking ghosting
• create a more polished client experience

If you are trying to improve your wedding sales process, proposal follow-up strategy, or how to book more wedding clients, this episode is a must-listen.

Listen now

Tune in to hear all 10 ways to follow up with a bride without feeling sleazy—and start using follow-up as a powerful part of your booking process.

If you want, I can also turn this into a matching Instagram caption + carousel for the episode.

In this episode, Jen breaks down what it really takes to deliver a seamless wedding day experience — because delivering flowers is not just dropping off product, it is delivering a brand experience.

After reflecting on her recent Business, Bouquets and Branding Workshop and a bouquet-only wedding that reminded her how important clear expectations are, Jen dives into the real reason some wedding days feel smooth and polished… while others feel chaotic and stressful. The difference is not just how hard you hustle that morning. It starts long before the wedding day itself.

A flawless wedding delivery is built through clear communication, thoughtful planning, strong mechanics, accurate recipes, understanding venue logistics, calm leadership, and a team that knows exactly what they are doing.

In this episode:

• Why delivering a wedding is really delivering an experience
• How flawless delivery starts before wedding day
• The importance of clear proposals, recipes, and counts
• Why venue logistics matter more than most florists realize
• What questions to ask before wedding day
• How to build a production schedule that reduces chaos
• Why labeling matters more than you think
• How to organize personal flowers so nothing gets missed
• Why mechanics need to be designed for transport, not just beauty
• How your energy on-site affects the planner, couple, and whole experience
• What to double-check before leaving a wedding
• The mistakes that make weddings feel chaotic
• Why wedding-day execution directly impacts your reputation and referrals

Key takeaway

A flawless wedding is not created because you hustled harder that morning. It is created because you planned, communicated, organized, and led the experience from the very beginning.

Mentioned in this episode

The Floral CEO Mastermind
http://floralceo.com/mastermind

How to Make Your Big Goals Actually Happen

In this episode, Jen shares what came up for her after hosting the first Business, Bouquets and Branding Workshop on the family farm — a dream she had been thinking about for a long time. Reflecting on that milestone led her to something bigger: how goals actually happen.

This is not just an episode about vision boards or dreaming big. It is about the real work behind bringing something to life: intention, planning, chunking big dreams into smaller steps, and building a roadmap you can actually follow.

Jen talks about how much progress she has already made on her vision board this year, why using her vision board as a phone screensaver has been such a powerful visual reminder, and how the quarterly review process inside the Floral CEO Mastermind helps keep goals moving forward instead of getting forgotten.

She also shares practical examples of how this works in real life — from planning a workshop experience on the farm to researching and bringing home Valais sheep — to show how seemingly huge dreams become possible when you break them into clear, manageable pieces.

In this episode:

• Why dreaming big is not enough on its own
• The difference between vague goals and real execution
• How to build a roadmap for a goal you care about
• Why visual reminders help keep your goals front and center
• How Sunday prep can keep you aligned with what matters
• Why bite-sized action is often the missing piece
• How to stop half-assing your goals and start creating momentum
• Why support and accountability matter so much when you want real change

Key takeaway

Manifesting is not just about wanting something. It is about intention, action, clarity, and putting structure behind the dream. Big goals happen when you stop winging it and start breaking them down into steps you can actually take.

Mentioned in this episode

The Floral CEO Mastermind
http://floralceo.com/mastermind

In this episode, Jeni revisits one of her favorite financial frameworks — Profit First by Mike Michalowicz — just in time for wedding season. Whether you're just starting out or scaling your floral business, this system can help you finally pay yourself consistently and build a profitable business.

What You'll Learn:

• The core principle of Profit First: allocating revenue into dedicated "buckets" (bank accounts) before expenses
• The 5 key accounts: Income, Sales Tax, Owner's Compensation, Profit, and Operating Expenses (OPEX)
• How to calculate your percentages based on your actual gross sales
• How to handle sales tax as a florist (especially with variable local tax rates)
• The difference between gross and net sales — and why it matters for your allocations
• How to conduct an expense audit to find hidden or unnecessary costs
• What to do if you're not yet profitable — and how to use a percentage-based formula to start building profit from your very first event
• Why a separate, less-accessible profit/savings account (like a Schwab Simple Plan) helps prevent overspending
• The mindset shift from "spending money to grow" to running your business like a CEO

Resources Mentioned:

• 📖 Profit First by Mike Michalowicz 
• 💐 Floral CEO Mastermind — for personalized support, Voxer access, and a community of florists at every stage

Key Takeaway:
You deserve to pay yourself. Systems and formulas — not winging it — are what separate thriving floral businesses from struggling ones. Even starting with 1–2% profit is a win if you had nothing before.

Want to join a community of florists building profitable businesses together? Visit floralceo.com/mastermind.

00:00 Introduction to the Floral CEO Podcast
00:14 Diving into Profit First
00:57 Understanding the Profit First System
01:59 Setting Up Your Buckets
02:57 Simplifying the Tax Bucket
04:44 Owner's Compensation Explained
06:09 The Importance of the Profit Bucket
09:00 Operating Expenses and OPEX Account
11:38 Managing Multiple Accounts
14:45 Expense Audits and Financial Adjustments
22:39 The Role of Profit in Business Growth
30:37 Final Thoughts and Encouragement

Have you ever sent a proposal and thought, this is it… they are absolutely going to book — and then heard nothing?

No reply.
No questions.
No feedback.
Just silence.

In this episode, Jen breaks down why proposals often fall flat and what florists can do to make them convert better. Because most of the time, your proposal is not failing because your flowers are not good enough. It is failing because the process around it is not doing enough to build trust, create clarity, and lead the client to a decision.

In this episode:

• Why a proposal is a sales tool, not just a pricing sheet
• How “grocery list” proposals kill the emotion of the sale
• Why clients need to feel the transformation, not just see line items
• How too much information can overwhelm buyers
• Why the sale starts before the proposal is ever sent
• The importance of pricing transparency and strong consultation leadership
• Why “let me know what you think” is not a real closing strategy
• How deadlines and follow-up create momentum
• Why your branding may be attracting shoppers instead of buyers
• How fear and uncertainty can leak into your communication
• Why confident, grounded energy converts better than desperate energy

Key takeaway

If your proposal is not converting, it does not automatically mean they did not love your work. It may mean your proposal was unclear, emotionally flat, lacked urgency, or was not supported by a strong enough sales process. All of that is fixable.

Mentioned in this episode

If you want help refining your proposals, consultation process, and client communication, Jen offers one-off coaching support and deeper business strategy inside the Floral CEO Mastermind.