The Flowery Folk Podcast

Are you busy making flowers, filling orders and working all week, but still wondering where the profit actually went?

Pricing is one of the biggest challenges in floristry, and in this episode of The Flowery Folk Podcast I chat with Melissa Westcott, florist, business owner and founder of Florist IQ, about how florists can get much more confident with their numbers.

Melissa came into floristry with a strong business background, but even she found pricing flowers consistently difficult. That frustration eventually led her to develop Florist IQ, a pricing tool designed specifically for florists.

But this conversation goes well beyond software.

We talk about why simply using a standard 3 or 3.5 times markup may not work for your business, why being incredibly busy does not necessarily mean you are profitable and how easily seemingly small things like greenery, ribbon, cello, cards and extra stems can quietly eat away at your margins.

Melissa also explains why florists need to understand the actual margin their individual business requires, taking into account overheads, staff, cost of goods, wages and the profit they want to make.

• How to price flowers correctly in a floristry business
• Why there is no one-size-fits-all markup for florists
• The difference between being busy and being profitable
• Why florists so often undercharge for their work
• Charging properly for greenery, sundries and all those little extras
• How changing flower costs affect your retail pricing
• Designing beautiful flowers while staying aware of price
• Getting staff to price consistently
• What to do if your prices are currently too low
• Gradually increasing your floristry prices without making one huge jump
• Understanding your margin, overheads, wages and profit
• Paying yourself properly as a business owner
• How Florist IQ was developed and how it works
• Melissa's plans for adaptive ordering, waste tracking and future integrations

One point I particularly loved from this chat is Melissa's reminder that your business can look incredibly busy from the outside and still not be making enough money.

And if that feels familiar, this episode is definitely worth a listen.

Website: www.florist-iq.com.au
Email: [email protected]
Instagram: @floristiq_software

Melissa also mentions the free margin tool available through Florist IQ, which can help you start looking at what margin your own business actually needs.

Profit First by Mike Michalowicz
Melissa and I both recommend this one for business owners wanting to get a better handle on paying themselves, allocating expenses and making profit an intentional part of the business.

This episode of The Flowery Folk Podcast is proudly sponsored by Flowers Magazine Australia, an independent Australian digital publication connecting florists, growers, wholesalers, educators and others across the cut flower industry.

www.flowersmagazine.com.au
Instagram: @flowersmagazineaustralia

The Flowery Folk Podcast is for florists, floral designers, growers, students and flower lovers looking for practical floristry knowledge, creative ideas and real conversations from across the flower industry.

Explore our podcast, floristry resources and upcoming online Flower School at:

www.thefloweryfolk.com

Instagram: @thefloweryfolk

What happens when a psychologist discovers floristry and starts to see flowers through a completely different lens?

In this episode of The Flowery Folk Podcast, I chat with psychologist, florist and therapeutic horticulture practitioner Carla Anderson about the fascinating crossover between psychology, mindfulness and working with flowers.

After more than 20 years working in psychology, Carla discovered floristry while looking for something creative to do purely for herself. But while studying floristry, she began to notice just how easy it was to become completely absorbed in the process of preparing, handling and arranging flowers.

That curiosity eventually led her into the world of therapeutic horticulture and to creating workshops that bring psychology and floristry together.

We talk about what therapeutic horticulture actually is, how Carla uses flowers as a medium in her workshops and why working with our hands can make mindfulness feel far more accessible than traditional meditation for some people.

Carla also shares some simple ideas for florists who already run flower workshops and would like to bring a little more mindfulness into the experience. From slowing down while processing stems and noticing scent, texture and movement, to exploring the meanings and symbolism behind different flowers, these are ideas that can add another layer to a floral workshop without trying to turn it into therapy.

We also chat about Carla’s love of growing flowers, her adventures with flannel flowers, poppies, snapdragons and other cut flowers, and how what started as a little bit of self-care has taken her down a completely unexpected path.

It’s a lovely conversation about flowers, creativity, wellbeing and giving yourself permission to explore something simply because you enjoy it.

Find Carla here:
Instagram: @Florimour@carlaandersoncliniciantraining

This episode of The Flowery Folk Podcast is proudly sponsored by Flowers Magazine Australia, an independent Australian digital publication connecting florists, growers, wholesalers, educators and others across the cut flower industry.

Find Flowers Magazine Australia at:
www.flowersmagazine.com.au
Instagram: @flowersmagazineaustralia

The Flowery Folk Podcast is for florists, floral designers, growers, students and flower lovers looking for practical floristry knowledge, creative ideas and real conversations from across the flower industry.

Explore floristry education, resources and more at:
www.thefloweryfolk.com

Follow The Flowery Folk on Instagram:
@thefloweryfolk

Flowery Folk is back for season two, and I'm kicking it off with a bit of an honest one. I talk about why the podcast went quiet for months, the overwhelm that crept in after taking on Flowers Magazine Australia, and how I sat down to work out what I actually want from my businesses. I cover what's working across Posy Crew, Flowery Folk and the magazine, what wasn't, and the changes I'm making for 2026 and 27 so I spend more time on the stuff I love and less on the noise.

The Flowery Folk is a podcast and education platform for florists, floral designers and flower lovers who want to grow their skills and build successful, sustainable businesses. Through inspiring conversations, practical industry insights and professional training, The Flowery Folk connects Australia's floral community while supporting both emerging and experienced florists. With the launch of The Flowery Folk School, the platform will offer accessible floristry and business education designed for the realities of modern floristry.

Find out more and explore our courses at www.theflowerfolk.com

In this solo episode, Debra digs into a big question so many florists wrestle with: when is it actually the right time to expand your flower business? Whether you’re dreaming of moving from a home studio into a shopfront, taking on a bigger lease, or hiring your first staff member, she walks through the real numbers, the hidden costs, and the systems you need in place before you take the leap.

You’ll hear why “feeling busy” isn’t enough of a reason to grow, how to check if demand for your floristry business is truly sustainable, and the simple maths you can use to work out your break-even point, contribution margin, and how many orders you actually need to cover a new lease or an employee. Debra also touches on Australian award rates, super, workers comp, and why documenting your systems is non-negotiable if you want to bring someone into the business and not go quietly mad.

She wraps up with a reminder that expansion should make your flower business better, stronger, and more profitable—not just bigger—and points you back to earlier episodes on pricing and new revenue ideas if your numbers aren’t quite where they need to be yet.

• How to tell if it’s really time to expand your floristry business (and when it’s not)

• Why consistent profitability and a cash buffer matter more than “being busy”

• Checking if demand for your flower business is truly sustainable (and why turning away low profit work can be a good thing)

• The real cost of a shop lease: rent, fit-out, power, insurance, signage, legal fees, and hidden “outgoings”

• A simple rule of thumb for working out how much extra turnover you need to cover new rent or wages

• What to consider before hiring: award wages, super, workers comp, leave loading, allowances, paid leave and public holidays in Australia

• Why documented systems and processes are essential before you bring staff into your flower shop or studio

• How to calculate your contribution margin and monthly break-even point (and what that means in actual bouquets and orders)

• Using these numbers to decide if you’re ready to grow—or if you need to strengthen your current florist business model first

• Episode 10 – Pricing 101: Setting up the right costing model for your floristry business

• Episode 11 – Five revenue ideas for your florist shop: Extra ways to boost income before you expand

In this episode, Debra chats with Franceska McCaughan, founder of The Hotel Florist®, about turning your floristry skills into steady, contract-based income with hotels and other corporate clients.

Franceska shares how she went from Googling “how to be a florist” to building a subscription-style business working with hotels, long-term care facilities, retail stores and more. She explains what hotels are actually looking for in a florist, how to confidently ask for budgets, why you need contracts in place, and how to stop giving away free flowers in the hope of ‘exposure’.

If you’re running a florist shop (or dreaming of it) and want to move beyond one-off weddings and events into reliable corporate work, this one’s for you.

We chat about:

• What a hotel florist really does and how it works

• Approaching hotels and corporates without feeling salesy

• How to talk budget and stop price-shopping in its tracks

• Why contracts matter for corporate floristry and long-term accounts

• Ideas for subscription-style flowers in smaller towns (beyond hotels)

• Simple ways to track weekly/monthly orders without overcomplicating things

• Mindset shifts to start running your floristry business like a CEO

Keywords: floristry business, running a florist shop, how to make money as a florist, how to be a florist, corporate floristry, hotel florist, corporate flower contracts, subscription floristry.

A plain-speaking check on what your shopfront (and website) is saying before you’ve said a word.

Deb shares real moments—a grimy sign, staff bickering in earshot—and turns them into a simple, repeatable audit so your space feels professional, calm and clearly… a florist.

• Why street appeal and basic cleanliness set the standard

• How staff tone shapes trust (and whether people come back)

• Visual basics: tidy counters, presentable uniforms, safety (shoes on!)

• Make it obvious you sell fresh flowers (not just gifts)

• Give your website a quick zhuzh: current pics, easy to use, no clutter

• A quick monthly “walk past and walk in” audit to keep standards up

Outside

• Signage wiped (yes, including bird poo), windows clean

• Footpath swept; entry clear and inviting

• Check it from across the street: can you read it, does it look current?

Inside

• Counter clear; no boxes piled where customers stand

• Staff tone: friendly, professional; save hard chats for out back

• Appearance: neat, tidy, work-safe

• Obvious offer: fresh flowers visible (vases or a small ready-to-go range)

Website

• Updated this quarter (copy, pricing, images)

• Loads quickly, easy to navigate

• Clearly shows you sell fresh flowers right now

The Flowery Folk Podcast is your fortnightly bloom boost for florists, floral designers and flower lovers who want to grow creatively and build a successful flower business. Hosted by Debra Pemble—an award-winning florist, educator, and founder of The Posy Crew—this podcast delivers practical tips, industry insights, and inspiring stories from across Australia’s floral community. Whether you're a seasoned florist or just starting out, you’ll find tools, strategies, and real talk to help you run a business that’s as successful as it is stunning.

www.thefloweryfolk.com

insta @thefloweryfolkemail [email protected]

Find more about Debra at The Posy Crew www.theposycrew.com.au

This is an independent Podcast

In today's Bonus, quick tip episode Debra explains why using negative space in your designs not only helps you create unique and striking pieces, it'll also save you heaps of Money.

Selling Air or using Negative space is how smart designers are creating more for less.

About The Flowery Folk 🌸Welcome to the fortnightly flower podcast that helps every florist shop—from out-of-the-way farm gate studios to busy Main-Street flower shops—run a smarter, more profitable Florist Business. Broadcasting from her rainforest workspace outside Port Douglas, award-winning designer & educator Debra Pemble distils over 20 years of Floristry know-how into 20-minute episodes packed with:

If you’re searching for floral design inspiration, flower arranging tutorials, wedding florals, or the latest on sustainable floristry, hit follow and binge the back catalogue—new episodes drop every second Tuesday.

Stay connected & keep learning

Instagram → ⁠⁠https://instagram.com/thefloweryfolk⁠⁠

TikTok → ⁠⁠https://tiktok.com/@thefloweryfolk⁠⁠

Website & free resources → ⁠⁠https://thefloweryfolk.com⁠⁠

Listen, implement, and watch your Florist Business thrive.

In this podcast, Debra Pemble discusses the detrimental effects of FOMO (Fear of Missing Out) on business success, particularly in the context of social media. She emphasises the importance of focusing on key areas such as website optimisation, administrative efficiency, financial management, and effective marketing strategies that go beyond social media. Debra provides actionable insights and encourages listeners to prioritise their time on activities that directly contribute to their business's profitability.

Takeaways

FOMO can distract businesses from what truly matters.

Time spent on social media may not translate to sales.

Optimising your website is crucial for attracting customers.

SEO is essential for making your website visible.

Simplifying the purchasing process can increase sales.

Administrative tasks should be streamlined for efficiency.

Keeping track of finances is vital for business health.

Marketing should focus on understanding customer needs.

Social media is not the only marketing avenue available.

Clarity in customer engagement leads to better marketing strategies.The Flowery Folk Podcast, your fortnightly bloom boost for florists, floral designers and flower lovers who want to thrive creatively and build a flourishing business. With over 20 years in the industry, I’m here to share practical tips, creative insights, and inspiring stories from our incredible flower community. “Let’s shape a flower business that’s as successful as it is stunning.”

GET your FREE Focus checklist

www.thefloweryfolk.com

www.instagram.com/thefloweryfolk

Find out about Flowers Magazine Australia www.flowersmagazine.com.au

Quick Tip Episode – “Build a Stand-Out Floristry Portfolio”

In just a few minutes, Debra breaks down how to turn your student work into a polished, job-winning showcase. You’ll learn:

• Shoot Like a Pro – simple lighting and framing hacks that make every bloom pop (and why a bad photo can tank even your best design).

• Curate with Purpose – the magic number of pieces (hint: 15–20) and how to prove you’re more than a “one-bouquet pony.”

• Tell the Story – short, punchy captions that reveal technique, materials, and inspiration so viewers connect with your artistry.

• Show It Off Online – the quickest ways to launch a mini-site or Instagram grid that recruiters and clients can’t scroll past.

• Level-Up Feedback – how to use mentors and peers as your secret editing team to keep only the absolute best.

Whether you’re aiming for your first shop job or prepping for competitions, this bite-sized episode gives you the roadmap to a portfolio that says “hire me.” Hit play and start curating!

Maximise Your Florist Shop Revenue – 5 Proven Ideas | The Flowery Folk flower podcast

In this episode of The Flowery Folk, award-winning florist and educator Debra Pemble shares five practical, low-risk ways to boost takings in any florist shop this coming financial year. Drawing on two decades in Floristry, Debra dives into hosting profitable flower-arranging workshops, packaging DIY kits that ship beyond your flower shop’s postcode, developing exclusive branded gift lines, designing curated plant installations, and offering streamlined “packaged weddings” that simplify the Florist Business workload.

Listeners will learn how to price workshops , calculate kit margins, source local makers for signature candles or chocolates, create Instagram-ready kokedama and terrariums, and set clear terms for à-la-carte bridal blooms. Each idea is tailored for bricks-and-mortar florists, can be tested within months, and backed by consumer trends showing double-digit growth in experiential retail.

Whether you’re refining your existing Florist Business model or launching new revenue streams, this episode delivers actionable steps to turn extra stems and shelf space into profit. Subscribe to our flower podcast for weekly tips, real-life case studies and interviews with innovative floral entrepreneurs.

🎧 Listen now, implement today, and watch your flower shop thrive.

About The Flowery Folk 🌸
Welcome to the fortnightly flower podcast that helps every florist shop—from out-of-the-way farm gate studios to busy Main-Street flower shops—run a smarter, more profitable Florist Business. Broadcasting from her rainforest workspace outside Port Douglas, award-winning designer & educator Debra Pemble distils over 20 years of Floristry know-how into 20-minute episodes packed with:

If you’re searching for floral design inspiration, flower arranging tutorials, wedding florals, or the latest on sustainable floristry, hit follow and binge the back catalogue—new episodes drop every second Tuesday.

Stay connected & keep learning
Instagram → https://instagram.com/thefloweryfolk
TikTok → https://tiktok.com/@thefloweryfolk
Website & free resources → https://thefloweryfolk.com

Listen, implement, and watch your Florist Business thrive.