Behind the Stems

If your website has 57 different inquiry pages, your calendar is full but your bank account isn't, and you've nearly started a retail shop, a wreath business, a ceramics side hustle and a workshop series all in the same year, this episode is going to make you a little bit uncomfortable. Good. Because here's what I actually think is going on. The multi-passionate, jack-of-all-trades, chaotic creative identity that you're holding onto so tightly? A lot of the time it's not a personality trait. It's a very convincing way to avoid the boring, uncomfortable, unglamorous work that would actually grow the business you already have. And I know this because I lived it for an embarrassingly long time. In this episode I'm getting into all of it, what my business looked like before I niched down (busy, chaotic, not profitable, website was a disaster), the moment I finally went all in on weddings and started saying no to literally everything else, and what happened when I did. I went from 80 weddings a year to 20 and made more money. I stopped working summers. I started showing up to my friends' birthday parties. I went to the US for a month. I started a flower market out of my warehouse just because I wanted to. I booked a $30–40K wedding with no quote, no call, no back and forth, just a deposit.   If your business feels stuck and you keep watching other florists fly ahead, it's not because they're more talented than you. It's because they sat down and did the unsexy work. This episode is your invitation to do the same.

Six years in, Chloe from Your Day By Chloe has planned and styled some of the most beautiful weddings in NSW and I interrogated her. About quotes (she doesn't believe in them), about petal tosses (she's over it), about florists who send a stranger on the day without a style brief (we don't talk about those people), and about eggs as a wedding trend (yes, eggs, stay with us). This episode is essentially a masterclass in what happens on the other side of your inbox. Chloe breaks down the actual difference between a planner, a stylist and a coordinator, walks through her entire process with florists from first booking to wedding day, and gets candid about commissions, referral fees and where her thinking has shifted over the years. We also get into how florists can actually get on a planner's radar, and spoiler, a cold DM isn't going to do it, but a bunch of flowers to the door just might. There's a conversation about whose job it is to source the vessels, what to do when the planner-florist dynamic is genuinely not working, and why Chloe would rather see one enormous impactful arrangement than flowers on every surface just for the sake of it. Plus trend chat, a passionate takedown of pearls on vegetables, and what Chloe thinks is quietly about to have a very big moment in wedding styling. Find Chloe's beautiful work on Instagram at @yourdaybychloe and thank her for her generous insight into the mind of a wedding planner.

So my comments have been absolutely wild lately and I owe you guys an answer. If you saw my recent carousel about my business journey, you'll know I mention a book that changed the way I thought about business. And now I have dozens of comments all asking the same thing: What's the book? I've been avoiding answering because I don't want you to think it's some magical solution that's going to make you suddenly good at business. It's not. So in this episode I'm finally answering the question properly, the book, the honest truth about it, and everything else that's actually made a difference in how I run Wildflower Academy. Because here's the thing. After that first book I read hundreds more, listened to hundreds of podcast hours, and spent thousands and thousands of dollars on coaching and courses. Every single one taught me something different. There is no one magic book. And if someone tells you there is, they're selling you something. I break down all the books that have actually stuck with me, what I took from each one, and, more importantly, the stuff that no single book will ever teach you but that will actually move the needle in your business.

Okay, confession: I started a third Instagram account. I'm not proud of it. But it forced me to get really ruthless about how I'm spending my time on social media, and the three strategies I landed on are working well enough that I wanted to share them. In this episode I'm sharing exactly what I'm doing on Instagram in 2026. Trial reels — Instagram's tool for getting your content in front of people who don't already follow you. No ads required. I'm batching simple 7-second clips, slapping on a trending sound and a hook, and letting Instagram do the heavy lifting. It's a numbers game and it's working. Welcome messages — When someone hits follow, I send them a warm automated DM via ManyChat. Not salesy, not spammy, just a genuine hi. The unexpected perk? It reminds me there are real humans behind every follow and some of the conversations that spark from it are genuinely lovely. Turning your Instagram into a TV show — This is the big one. The creators growing fastest right now aren't treating Instagram like a content dump or a portfolio. They're running it like a series. There's even research showing people need to consume around 75 minutes of your content before they buy and a series is the fastest way to get there. I'm picking five repeatable formats and rotating them. Less brain fry, more consistency. If Instagram has been feeling like it's eating you alive, this episode is for you. Leave a comment and tell me which one you're going to try first, I'd love to know!  

In this episode, I’m chatting with Jade from Willow & Sage Botanics, an Auckland-based wedding florist who stumbled into flowers during COVID, ditched retail (because… no), and built an incredibly intentional brand by doing one bold thing: she committed to a 52-week design challenge. We talk about what it really looks like to go from “I make pretty things” to "I run a business" and how Jade used consistency, series content, and more client-centred storytelling to attract higher-budget, better-aligned weddings (without needing to be “20 years in” to have authority). If you’ve ever felt like you’re posting for other florists instead of your dream couples, this one will land.

I accidentally started a third Instagram account. And no, this is not something I ever wanted to do. In this episode, I’m sharing a very honest, behind-the-scenes snapshot of how I’m using Instagram in 2026, why marketing feels so different to even a few years ago, and the exact systems I’m using to grow multiple accounts without letting social media take over my life. This year, I’m running: my wedding floristry business Wildflower Academy and a small, local flower market that supports microgrowers and florists in my region So I’ve had to get very intentional about boundaries, leverage, and low-effort strategies that actually work. In this episode, I walk you through the three main strategies I’m using right now, what they are, why they work, and how you can steal them for your own business. Feel free to steal as much or as little of this as you like. And if you want to go deeper into creating repeatable content series, there’s a full training inside Wildflower Academy called The One Where We Create an Iconic Series -  it’s one of my favourites to teach, and I’ve loved watching members apply it lately. If this episode was useful, I’d love to hear: which strategy you’re going to try or what you’d like me to dive deeper into next Leave a review, leave a comment, or come say hi over on Instagram @academywildflower I genuinely love hearing from you!

In this episode, I’m sitting down with Luen Free — flower farmer, former DJ and radio host, and one of the most thoughtful voices I know in the local growing space. We talk about Luen’s path from nightlife and DJ booths to permaculture-style flower farming, and what it really looks like to build a values-led business that actually suits your nervous system, your energy, and your brain (especially if you’ve got ADHD). This conversation weaves through: How Luen accidentally fell into growing for wedding florists Why naming her farm after herself changed everything The reality of flower farming (heat, humidity, crop failure, and all) Selling to florists vs selling to the public, and why one feels radically better What florists often misunderstand about growing flowers ADHD, hyperfocus, burnout, outsourcing, and self-judgement Why showing up imperfectly online works (and how reels led to a book deal) Moving the farm, changing climates, and designing a life that feels sustainable We also get into roses, dahlias, local growing, pricing, creative energy, and why not every “successful” business model is worth copying if it drains the life out of you. If you’re a florist, grower, or creative trying to build a business that feels aligned, not just profitable, this one will land.  Find Luen Instagram: @luensflowers Website: luensflowers.com Flower Growers Club (Facebook) Keep an eye out for Luen’s upcoming book!   If this episode resonated, especially the parts about energy, boundaries, seasonality, and building a business that works with your brain, that’s exactly what we do inside Wildflower Academy. The Academy is where wedding florists learn how to: Build profitable, sustainable businesses without burnout Attract aligned clients who get their work Create systems that support creativity (instead of killing it) Design a business model that fits their life, not the other way around You don’t need to do more. You need to do what actually works for you. Come join us: wildfloweracademy.co

Okay, so this episode started as a casual drive to a friend’s house… and somehow turned into a full-blown rant about what I actually think is damaging the floristry industry. (You’ve been warned.) In this episode, I’m talking about the moment I nearly got kicked out of a floral Facebook group — all because I didn’t join the pile-on when another florist launched a $16 DIY wedding flower ebook. The thing is, the reaction to that ebook said way more about scarcity, fear, and misdirected blame than it did about DIY brides. So in this chat, we unpack: – Why a florist selling DIY resources is not your competition – The real reason other florists’ prices trigger you (and what that’s actually telling you) – How confusing their client with your client creates panic, comparison, and burnout – Why every industry (yes, every single one) has DIY, mid-range, and premium options — and why floristry isn’t special – How obsessing over what others are charging quietly drains your energy, focus, and momentum – The difference between telling people you’re valuable… and actually showing them – Why publicly tearing down other florists teaches the industry that “price is all that matters” – And the mindset shift that instantly reveals whether this is about them… or about your books being quiet This is not a polite episode. It’s not a “let’s all agree” episode. It is a “stay in your lane, build your business, and stop outsourcing responsibility” episode.   If this episode hit a nerve or made you realise you’ve been leaking energy worrying about things you can’t control, this is exactly the kind of mindset + strategy work we do inside Wildflower Academy. It’s where wedding florists learn how to: clarify their niche communicate value without defending their prices build demand without burning out and grow businesses that don’t rely on comparison or chaos If you’re ready to stop spiralling and start building with intention, you’ll love it in there. Alright. I’ll let you get back to your walk / drive / flower prep / doom scroll reset. Talk soon!Ash x

This episode started as a conversation about mindset — and turned into one of the most grounding, clarifying, and honestly relieving conversations I’ve had in a long time. I’m joined by Giorgio, a mindset coach who works with high-performers, creatives, business owners, and people who feel like they should be doing better… but keep feeling stuck anyway This isn’t an inspirational pep talk. It’s a practical, honest conversation about how humans actually work — and how much lighter business becomes when you stop believing every story your brain hands you. If you’re a wedding florist, creative, or business owner who feels capable but stuck — this episode is for you. You can find Giorgio on Instagram here: 👉 https://www.instagram.com/giorgiogenius (Highly recommend a scroll — his perspective is as grounded as it is clarifying.) Want help applying this to your own floristry business? Wildflower Academy is where we do this work properly, blending mindset, strategy, and real-world systems so wedding florists can grow without burnout or constant comparison. Inside the Academy, you’ll learn how to: clarify your niche and position yourself with confidence communicate your value without defending your prices build demand without relying on chaos or constant content grow a business that actually supports your life If you’re ready to stop spiralling and start building with intention, you’ll feel right at home in Wildflower Academy. Click here to join!

I recorded this episode in my robe (again), slightly over-caffeinated and fresh off scrolling a comments section that honestly made my eye twitch. I saw thousands of people yelling at the head of Instagram because their posts weren’t getting views and it sparked something I think a lot of business owners need to hear: You are not entitled to success on social media. In this episode, I unpack the quiet entitlement, resentment, and victim mentality that sneaks into our marketing, especially when things feel slow. I share the three simple mindset frameworks that have helped me build multiple businesses on Instagram over more than a decade, even through burnout, dips, and seasons where posting felt like the last thing I wanted to do.   Want help applying this to your own floristry business? Wildflower Academy is where we do this work properly, blending mindset, strategy, and real-world systems so wedding florists can grow without burnout or constant comparison. Inside the Academy, you’ll learn how to: clarify your niche and position yourself with confidence communicate your value without defending your prices build demand without relying on chaos or constant content grow a business that actually supports your life If you’re ready to stop spiralling and start building with intention, you’ll feel right at home in Wildflower Academy. Click here to join!

In this episode, I’m sitting down with Yen from Sonder Studio. We talk about what actually happens when you move from freelancing into business ownership, why “just vibing it” works… until it really doesn’t, and how Sonder Studio grew quickly without having a plan, then had to slow down, reassess, and rebuild in a way that didn’t destroy their nervous systems. Yen shares her journey from corporate finance to floristry, the mental health reckoning that pushed her to change paths, and how freelancing during the post-lockdown wedding boom shaped her skills, confidence, and boundaries. We get into what it’s really like running a partnership, the growing pains, the constant communication, and why clearly defined roles matter more than talent. We talk studios, systems, SOPs, bump-in chaos, allocation, and the unsexy backend work that actually makes creative businesses sustainable. There’s a very honest conversation about freelancing resentment, ownership of creative work, and the moment you realise that being “on the tools” isn’t the same as leading a team. We also dive into Yen’s overseas wedding in Vietnam, from six-hour market runs up a mountain to flying her team in so she didn’t have to flower on her own wedding day and what planning a wedding taught her about logistics, delegation, and letting go.Check out Sonder Studio on Instagram   00:00 – New Year check-in + last-minute wedding chaos Talking holiday boundaries, surprise bookings, and saying yes when the vibe is right. 03:00 – Weather, wind, and why florists fear it more than rain Real talk on outdoor ceremonies, risk, and on-the-fly engineering. 05:00 – Yen’s origin story: from corporate finance to floristry Mental health, fulfilment, and realising creativity can be a viable career. 09:00 – Learning through freelancing (and surviving post-lockdown weddings) Building skills fast, putting your hand up for everything, and discerning who you work for. 12:00 – Meeting Jules & why Sonder Studio became a partnership Strengths-based roles, shared values, and deciding to build something together. 15:00 – Defining roles (after learning the hard way) Why “just vibing it” leads to 10pm studio nights — and how they fixed it. 18:00 – Partnership communication & mindset growing pains Weekly check-ins, capacity conversations, and unpacking internal limits. 21:00 – Client consults, confidence, and breaking tasks into learnable steps How to grow into roles you don’t feel ready for yet. 24:00 – Using AI + systems to reduce mental load Meeting recordings, memory support, and tools that actually help neurospicy brains. 27:00 – Moving fast as a business (and what it cost) Overbooking, exhaustion, and the moment they knew something had to change. 30:00 – Getting featured in Vogue (and what actually changed) Validation, client shifts, and being “new” but not inexperienced. 34:00 – Freelancing vs business ownership: the mindset shift Why running the job is the work — even if you’re not making every arrangement. 38:00 – Creative ownership, resentment & where the line actually is A very honest conversation about credit, labour, and leadership. 42:00 – Systems that changed everything (allocation, bump-outs, SOPs) Why clear plans = calmer teams + less stress for everyone. 46:00 – Studios, space planning & Sydney logistics realities Pre-making, bump-in restrictions, and why space fills faster than you expect. 50:00 – Yen’s overseas wedding in Vietnam Markets, mountains, flying in her team, and planning without infrastructure. 56:00 – Doing flowers for your own wedding (or not) Pressure, delegation, and letting others create for you. 58:00 – Final reflections: sustainability, slowing down, and building properly What they’re prioritising now — and what they’d do differently next time.     Want help applying this to your own floristry business? Wildflower Academy is where we do this work properly, blending mindset, strategy, and real-world systems so wedding florists can grow without burnout or constant comparison. Inside the Academy, you’ll learn how to: clarify your niche and position yourself with confidence communicate your value without defending your prices build demand without relying on chaos or constant content grow a business that actually supports your life If you’re ready to stop spiralling and start building with intention, you’ll feel right at home in Wildflower Academy. Click here to join!

I recorded this episode in a hotel-grade robe, drinking what accidentally turned into garlic tea, which honestly feels on brand for how this year is starting. This episode is for the wedding florists who know they should be showing up on camera… and are still hiding behind bouquet shots, pretty installs, and silent Reels. You’re not lazy. You’re not bad at marketing. You’re just avoiding something that feels mildly terrifying. I get it, I hated talking on camera too. I had braces, a lisp, zero confidence, and a deep fear of public speaking. But learning to show my face became one of the highest-return decisions I’ve ever made in my business. In this episode, I break down why face-led content actually works, especially in floristry and why posting “pretty flowers” alone just doesn’t cut through anymore.   Want help applying this to your own floristry business? Wildflower Academy is where we do this work properly, blending mindset, strategy, and real-world systems so wedding florists can grow without burnout or constant comparison. Inside the Academy, you’ll learn how to: clarify your niche and position yourself with confidence communicate your value without defending your prices build demand without relying on chaos or constant content grow a business that actually supports your life If you’re ready to stop spiralling and start building with intention, you’ll feel right at home in Wildflower Academy. Click here to join!

I’ve been a wedding florist for over 15 years, booking $20–40K+ weddings… and I don’t have a van, a cool room, or a fancy logo. I'm talking through the things I don’t think you need to invest in when you’re growing your floristry business (even though everyone tells you that you do), and the things I genuinely believe are worth your money early on. This is very much based on my own experience, what worked, what didn’t, and what I wish I’d known sooner. If you’re feeling overwhelmed, behind, or spiralling about where to spend your money right now, this episode is your permission to simplify, focus, and stop pouring cash into things that don’t actually move the needle.   Want help applying this to your own floristry business? Wildflower Academy is where we do this work properly, blending mindset, strategy, and real-world systems so wedding florists can grow without burnout or constant comparison. Inside the Academy, you’ll learn how to: clarify your niche and position yourself with confidence communicate your value without defending your prices build demand without relying on chaos or constant content grow a business that actually supports your life If you’re ready to stop spiralling and start building with intention, you’ll feel right at home in Wildflower Academy. Click here to join!

I’m joined by Josh Jay a former wedding photographer turned business coach who somehow went from hating structure to becoming obsessed with helping creatives understand money, energy, and how business actually works. Josh started shooting weddings ridiculously young, built a seriously successful photography career, and then did the plot twist none of us expect, he fell in love with the business side of things. Not in a spreadsheets-for-fun way, but in a “how do we make this work for creative brains?” way. We talk about his journey from shooting weddings across Australia (and beyond), to realising that most creatives aren’t bad at business, they’re just trying to run it using systems that were never designed for them. We get into: Why we both resisted calling ourselves “business owners” Perfectionism vs messy action (and how we sit on opposite ends of that spectrum) Managing energy instead of time Burnout in the wedding industry Building businesses that actually fit your brain, not someone else’s routine It’s honest, a little chaotic, and full of those “oh… that explains a lot” moments. If you’re a creative who’s ever felt lazy, behind, or broken this conversation might change how you see yourself.   Want help applying this to your own floristry business? Wildflower Academy is where we do this work properly, blending mindset, strategy, and real-world systems so wedding florists can grow without burnout or constant comparison. Inside the Academy, you’ll learn how to: clarify your niche and position yourself with confidence communicate your value without defending your prices build demand without relying on chaos or constant content grow a business that actually supports your life If you’re ready to stop spiralling and start building with intention, you’ll feel right at home in Wildflower Academy. Click here to join!

For years, I told myself I didn’t want high-budget weddings. I said they were boring. Too basic. Too polished. Too “not me.” But the reality was they scared me and I was avoiding doing the hard workSo I criticised them instead of chasing them. In this episode, I unpack the stories that kept me stuck under $10K weddings and the mindset shifts that helped me move into higher-spend work, work less, and enjoy my business again. If this hits close to home, I’ve left a free resource for you with 3 simple caption tweaks to help your marketing start attracting higher-budget clientsClick here to grab it! Want help applying this to your own floristry business? Wildflower Academy is where we do this work properly, blending mindset, strategy, and real-world systems so wedding florists can grow without burnout or constant comparison. Inside the Academy, you’ll learn how to: clarify your niche and position yourself with confidence communicate your value without defending your prices build demand without relying on chaos or constant content grow a business that actually supports your life If you’re ready to stop spiralling and start building with intention, you’ll feel right at home in Wildflower Academy. Click here to join!

I’ve been starting my mornings with coffee, headphones, and a blank page, just writing instead of scrolling. One morning, a single journal prompt cracked something open in my brain and sent me straight down memory lane. This episode is about the years I wore my chaotic creative energy like a badge of honour, especially at the flower markets. No recipes. No plan. Just vibes. And while it looked romantic from the outside, behind the scenes it was costing me money, sleep, confidence, and my nervous system. I’m sharing the moment I realised that “winging it” wasn’t intuitive or artistic, it was just expensive. How cutting out imported flowers forced me to face my avoidance of systems. And why learning to plan my flower orders didn’t kill my creativity… it actually made me a better designer. This is a story about spreadsheets I swore I’d never use, the mindset shift that changed everything, and the principle I live by now: creativity thrives within structure, and profit needs planning. If you’ve ever felt like systems weren’t “you,” if flower ordering gives you anxiety, or if you secretly worry you’re losing money even when you’re booked out, this one’s for you. (And yes, this is also the story of how The Bunch Cruncher was born.)You can get it here:https://stan.store/wildfloweracademy/p/the-bunch-cruncher-floral-calculator   Want help applying this to your own floristry business? Wildflower Academy is where we do this work properly, blending mindset, strategy, and real-world systems so wedding florists can grow without burnout or constant comparison. Inside the Academy, you’ll learn how to: clarify your niche and position yourself with confidence communicate your value without defending your prices build demand without relying on chaos or constant content grow a business that actually supports your life If you’re ready to stop spiralling and start building with intention, you’ll feel right at home in Wildflower Academy. Click here to join!

In this episode, I’m talking about how I survive insanely hot wedding days as a florist who is, admittedly, a delicate little flower who wilts the second the temperature hits 30. I share why I blocked out December and January from my calendar, what it took to design my business so I could afford to do that, and how I still end up at sweltering weddings anyway. I walk you through everything I did for a recent 40-degree setup at Redleaf – from hiring a last-minute cool room, bringing on extra freelancers, reworking the ceremony design to get every flower into deep water, and creating shade with umbrellas, to packing snacks, electrolytes, trolleys, and misters so none of us died in the process. I also chat about client expectations, timing strategies, choosing hardy ingredients, and little hacks like sneaking bouquets into drink cool rooms. Mostly, it’s a very sweaty reminder that you’re allowed to protect your health, build systems that support you, and design a business that doesn’t require you to suffer through heatwaves to prove anything to anyone. Tune in, stay cool, and know you’re not alone if you’d rather be at the beach than in a paddock with crispy flowers.   Want help applying this to your own floristry business? Wildflower Academy is where we do this work properly, blending mindset, strategy, and real-world systems so wedding florists can grow without burnout or constant comparison. Inside the Academy, you’ll learn how to: clarify your niche and position yourself with confidence communicate your value without defending your prices build demand without relying on chaos or constant content grow a business that actually supports your life If you’re ready to stop spiralling and start building with intention, you’ll feel right at home in Wildflower Academy. Click here to join!

I’m sharing a behind-the-scenes story from a scorching hot Redleaf wedding where the entire ceremony location changed the day before and how I pivoted the design without any stress (or crispy flowers). I also answer a Wildflower Academy member’s question about what to do when a venue gives you incorrect information, the client wants something physically impossible, and you have to make a call on the day. We chat about: How I handle last-minute changes with confidence The questions I ask early to avoid surprises later Why understanding a client’s intention matters more than the exact inspo photo My go-to backup structures and on-the-day prep How to communicate clearly with clients when things can’t go to plan A short, practical episode that will help you stay calm, flexible, and in your leadership energy — no matter what the wedding day throws your way.   Want help applying this to your own floristry business? Wildflower Academy is where we do this work properly, blending mindset, strategy, and real-world systems so wedding florists can grow without burnout or constant comparison. Inside the Academy, you’ll learn how to: clarify your niche and position yourself with confidence communicate your value without defending your prices build demand without relying on chaos or constant content grow a business that actually supports your life If you’re ready to stop spiralling and start building with intention, you’ll feel right at home in Wildflower Academy. Click here to join!

In this episode, I’m talking about something I never thought I’d have to learn: how to be a leader. Not a corporate manager, not a clipboard-wielding supervisor… just a wedding florist who suddenly had people relying on her and absolutely no idea how to direct them. For a long time, I felt like I was doing it all wrong. I hated the idea of telling people what to do, so I over-explained everything. I didn’t want to come across as bossy, so I softened all my instructions. And then I wondered why people didn’t know what I meant. Every drive home was a spiral: was I too much? Not enough? Did I make someone uncomfortable? Did I make sense at all? It took one uncomfortable moment for me to realise the truth I’d been avoiding: I was the bottleneck. My team wasn’t confused because they were incapable. They were confused because I was trying to lead in a way that kept everyone comfortable… except myself. So I started asking better questions. What would actually help my team do their best work? And what do I love or hate when I’m freelancing on someone else's wedding? From there, everything started to shift. I stopped trying to be liked and started trying to be clear. I stopped filling the silence with explanations and just said what needed to be said. And for the first time, leading a team didn’t feel heavy, it felt supportive, collaborative, and surprisingly simple. This episode is the behind-the-scenes of that turning point: what changed, how I changed, and how it made every wedding week run smoother than ever. If leadership has ever felt awkward, overwhelming, or just not your thing, I think you’ll feel really seen in this one.   Want help applying this to your own floristry business? Wildflower Academy is where we do this work properly, blending mindset, strategy, and real-world systems so wedding florists can grow without burnout or constant comparison. Inside the Academy, you’ll learn how to: clarify your niche and position yourself with confidence communicate your value without defending your prices build demand without relying on chaos or constant content grow a business that actually supports your life If you’re ready to stop spiralling and start building with intention, you’ll feel right at home in Wildflower Academy. Click here to join!

Episode vibe: It’s me chatting through how I actually handle wild weather on wedding days, what I pack, what I say to couples, when I pivot, and where I draw the line. No doom, no fluff, just the stuff that’s saved my butt (and my bouquets). Who it’s for: Florists who work outside (so… us), are sick of “It’ll be fine,” and want a calm plan that doesn’t rely on luck. Listen if: you’re tired of winging it, sick of soggy blooms and ready to be the calmest person on-site no matter what BOM says. Want help applying this to your own floristry business? Wildflower Academy is where we do this work properly, blending mindset, strategy, and real-world systems so wedding florists can grow without burnout or constant comparison. Inside the Academy, you’ll learn how to: clarify your niche and position yourself with confidence communicate your value without defending your prices build demand without relying on chaos or constant content grow a business that actually supports your life If you’re ready to stop spiralling and start building with intention, you’ll feel right at home in Wildflower Academy. Click here to join!  

I want to dedicate this episode to one of the most painful things we experience as florists, comparison. That gross, icky feeling that creeps in when you open Instagram “just to post something” and suddenly find yourself spiralling down a rabbit hole of envy, doubt and mental gymnastics over who booked what and why it wasn’t you. In this chat, I’m breaking down what’s actually happening when comparison hits and how to shift it from something that drains you to something that drives you. We’ll talk about why that jealousy might actually be clarity in disguise, how to stop designing from imitation instead of intuition and why your competitors are secretly doing you a favour. If you’ve ever felt triggered by another florist’s success, stared too long at someone else’s bouquet, or muted half your feed just to breathe again… this episode’s for you. By the end, you’ll walk away with a calmer mind, a clearer sense of direction, and a reminder that someone else’s win doesn’t take anything away from you, it just proves what’s possible.   Want help applying this to your own floristry business? Wildflower Academy is where we do this work properly, blending mindset, strategy, and real-world systems so wedding florists can grow without burnout or constant comparison. Inside the Academy, you’ll learn how to: clarify your niche and position yourself with confidence communicate your value without defending your prices build demand without relying on chaos or constant content grow a business that actually supports your life If you’re ready to stop spiralling and start building with intention, you’ll feel right at home in Wildflower Academy. Click here to join!  

When I first fell in love with floristry, I was obsessed, completely consumed by it. I wanted to learn everything, do everything, say yes to every opportunity. I thought being busy meant I was successful. But somewhere along the way, I built a business that was running me instead of the other way around. In this episode, I share how saying yes to everything led to exhaustion, anxiety, and, ironically, less profit. I talk about the moment I realised that more weddings don’t equal more growth and what actually does. If you’ve ever felt like your business is thriving on the outside but draining you on the inside, this one’s for you. Inside Wildflower Academy this month, we’re diving into this exact topic in a module called The Floral Empire Architect where I’ll teach you how to design a business that gives you freedom, not fatigue. Click here to join 🌸 Busy isn’t the goal. Fulfilled is.

Are you tired of couples handing you a shopping list of specific flowers and expecting you to magically source every single one, even when it’s out of season or unavailable? You’re not alone. So many florists feel stuck working with clients who micromanage their designs, but it doesn’t have to be this way. In this episode, I’m breaking down why this keeps happening and, more importantly, how you can change it. We’ll talk about how your marketing might accidentally be inviting picky, controlling clients (without you even realising it), and how to shift into authority-driven marketing that shows people you’re the expert from day one. I’ll walk you through how to lead your consultations in a way that stops couples from dictating flower varieties, and how to build real trust so clients feel confident letting you take creative control. If you’re dreaming of couples who say, “I trust you, do your thing!” and who get excited about your artistry rather than the exact flower list, this episode will help you get there.   Want help applying this to your own floristry business? Wildflower Academy is where we do this work properly, blending mindset, strategy, and real-world systems so wedding florists can grow without burnout or constant comparison. Inside the Academy, you’ll learn how to: clarify your niche and position yourself with confidence communicate your value without defending your prices build demand without relying on chaos or constant content grow a business that actually supports your life If you’re ready to stop spiralling and start building with intention, you’ll feel right at home in Wildflower Academy. Click here to join!

Ever wheeled a market trolley piled high and felt that little knot in your stomach? Same. This episode is a calm reset before busy season: I’m making the case that profit doesn’t happen when you quote or invoice, it happens when you buy. If you’ve been panic-ordering “just in case” stems, this is your sign to shift into profit ordering so your designs still feel generous while your margins finally make sense. We're going to get practical: how to design with function in mind, use every part of each stem, and swap strategically when availability or prices flip. I’ll walk you through the five Savvy Stems Principles I use at the market and a real Wildflower Academy case study where we moved a wedding from about 50% to about 75% margin and saved over $2,000, without compromising the look. Your one-question filter to take to market: “Is this stem paying me back, or just filling a bucket?” Links & goodies: Wildflower Academy: workshop replay is in the Library: https://www.wildfloweracademy.co/ Free mini-guide: Savvy Stems Profit Ordering ChecklistMy Flower Recipe Calculator: The Bunch Cruncher  Come say hi on Instagram and tell me your biggest “just in case” flower weakness 🌸

Fifteen years ago, I was a stubborn, purple-haired, 20-something-year-old florist-in-training who thought I knew better than my teachers. (Spoiler: I didn’t… but I also kind of did) In this episode, I’m sharing the messy, unfiltered story of: Storming out of TAFE after an argument with my teacher (yes, I literally binned my bridal bouquet and walked out). Clashing with the old-school floristry rules; Foam, wiring, symmetry, “just follow the brief” Making my first real wedding bouquets… only to overhear them being publicly torn apart The hard-won lessons about ego vs service, and what it really takes to lead clients while staying true to your artistry. If you’ve ever felt stuck between wanting to create your style and needing to deliver what a client asks for, this episode will hit home. You’ll hear how I went from a sassy, rebellious student to a high-end wedding florist trusted with $30K+ budgets and the mindset shift that changed everything. 🎧 Listen in for a candid reminder: you’re both an artist and a service provider and knowing when to be each is where the magic (and the big bookings) happen.   Want help applying this to your own floristry business? Wildflower Academy is where we do this work properly, blending mindset, strategy, and real-world systems so wedding florists can grow without burnout or constant comparison. Inside the Academy, you’ll learn how to: clarify your niche and position yourself with confidence communicate your value without defending your prices build demand without relying on chaos or constant content grow a business that actually supports your life If you’re ready to stop spiralling and start building with intention, you’ll feel right at home in Wildflower Academy. Click here to join!

I’m back in your ears, newly married, slightly bumbly and recording with a rolled ankle and a very full heart. Today’s mini-masterclass is for every florist who’s convinced bookings = being cheaper than the studio down the road. Spoiler: couples don’t buy with spreadsheets; they buy with feelings and justify it later I’m walking you through 10 specific reasons couples happily choose the higher-priced florist, things like response speed, brand positioning, referrals, friction-free booking, clarity, trust, and pricing psychology with real examples from my own studio (including this month I booked $68k in florals without a single consult). If you’ve been lowering your rates to “be competitive,” this episode will reset your brain and your booking flow. Try this today (quick wins): - Turn on an instant enquiry auto-reply that sounds excited and personal - Cull 9 photos from your grid and keep the 3 that scream “premium” - Add one higher-tier option to your proposal so “best” is easy to choose Loved this episode? Share it with a florist friend and tag me. If you’re ready to build a premium on purpose brand, this month inside Wildflower Academy we’re deep-diving into client experience, pricing psychology, and enquiry systems that book at your real rate. Come join us!

This week I’m sharing a story that made my whole week. One of my Wildflower Academy florists sent me an email after we rebuilt her proposals together, she’d been sitting in the 4–5k range for years, and within a couple of days she booked her very first $12k wedding. Cue happy tears. It got me thinking: why did she get that breakthrough with me, even though she was already in a big-name coaching program? The answer is simple, most advice out there just isn’t specific to wedding florists. And our world is… different. In this episode, I talk about: Why wedding floristry is such a unique blend of art, trade, service and luxury. The 3 reasons Wildflower Academy works when generic advice falls flat. How I design the Academy with accountability, clear roadmaps, and dopamine-friendly motivation, especially for brains like mine (hello ADHD). What it means to learn from someone who’s still in the trenches, quoting weddings, hauling buckets, and navigating the same challenges you are. If you’ve ever felt like coaching or courses just don’t quite fit the reality of your business, this episode will help you understand why and what to look for instead. ✨ Want to dive deeper and get support designed specifically for wedding florists? Come join us inside Wildflower Academy it’s where you’ll find the tools, strategies, and community to build the business (and the lifestyle) you actually wantwww.wildfloweracademy.co

It started as a rainy-day wander through my favourite secondhand store… and ended with a denim jacket, a $9 price tag and a full-blown business epiphany. In this episode, I share the story of how one surprise moment in a curated vintage shop flipped the way I think about pricing in floristry and why breaking down your costs line-by-line isn’t just exhausting, it’s keeping you from booking your dream clients. You’ll hear: The mindset shift that took me from cost-based pricing to value-based selling Why your clients aren’t actually buying “stems” they’re buying peace of mind, creative vision and a stress-free wedding day How to make your pricing feel not just fair, but obvious Real-world examples from luxury hotels, Michelin-star restaurants and wedding planners that prove this works If you’ve ever felt pressure to “justify” your prices, this one’s for you.When you learn to sell the experience, not the ingredients, you stop attracting the nitpickers and start booking the clients who can’t wait to pay you. Mentioned in this episode: ✨ Join Wildflower Academy – The place where wedding florists learn to grow their dream business, increase profits and work less

This week, I’m getting real about the burnout season so many florists are in right now. If your bookings have slowed, clients are hesitating and you’re wondering if your business has a future, this episode is the pep talk + practical game plan you need. I’ll share the same three simple shifts I gave a florist in a strategy session this week, the ones that’ll help you: Stop chasing the ever-moving goalpost and actually celebrate the wins you’ve already earned. Design a daily success checklist so you can feel accomplished every single day, not just when big bookings land. Find validation in your actions, not your outcomes so your happiness isn’t tied to algorithms, inquiry counts, or wedding season highs. Whether you’re in a slump, feeling stuck or just need a little florist-to-florist pep talk, this episode is here to help you find your footing again. Links & Resources: Connect with me on Instagram: @academywildflower DM me if this resonate, I'd love to hear from you. Share this with a florist friend who needs to know they’re not failing, they’re just in the middle of “hard”

Okay flower lovers, this episode has been a long time coming! Between being sick, a week away in Sydney and a bunch of tradies installing a new fence (hello, constant drilling), I’ve been dying to record this one for weeks. Inside Wildflower Academy, we just kicked off a brand new module called Cult Status and I’m so excited to bring a taste of it to the podcast. If you’ve ever watched a cult doco and thought, “Why am I so obsessed with this?”… you’re not alone. Weirdly, that obsession has everything to do with great branding and marketing. In this episode, I’m diving into the five core strategies I’ve studied (and used myself) to build a brand that doesn’t just get followed but creates belonging. I’m talking “you’re the first person I reached out to” and “I’d change my wedding date for you” level obsession. You’ll hear: The 5 cult brand principles I’m teaching inside Wildflower Academy right now Why you don’t need to go viral to be booked out Common marketing mistakes florists make (like hiding behind their work or blending in too much) How to get enquiries from people who already know, love, and trust you before they even hit send This is your permission slip to stop chasing trends and start building a brand people feel connected to. You don’t need a million followers. You need 20-30 dream clients who are obsessed with you. 🌼 Links + Things I Mentioned: Want to dive deeper? Come join us inside the Cult Status module in Wildflower Academy Follow me on Instagram: @academywildflower If you enjoyed this episode, I’d love a 5-star rating or a quick review, it helps so much 💛

Are you tired of performing for the algorithm just to stay visible? Feeling like every free moment has to be spent on reels, stories or filming content? You’re not alone, I feel it too, there's another way!You can build an incredible, high-end wedding floristry business without relying solely on social media. In this episode, I break down three powerful, data-backed marketing strategies that top florists are using right now to stay fully booked without burning out. We’ll cover: 🤝 Why referrals aren’t random luck, they’re scalable, strategic and 80% more effective than ads. 🎧 The surprising ROI of podcasts and how one 30-minute episode can outperform 75 Reels. 🌸 How to use styled shoots as a trust-building, SEO-boosting, booking magnet (even without a viral moment). If you’re craving a more sustainable way to grow, one that feels soulful, spacious and off the scroll, this episode is your permission slip. Hit play, take notes, and start marketing like the grounded, passionate creative you are. 💌 Loved this episode? Comment below what you're going to shift in your marketing strategy

Almost every florist starts their wedding career with a friend or family member saying, “Can you do my flowers?” And at first, it feels like such an honour. You’re excited. They trust you. You say yes. But what happens next is where so many florists go wrong. In this episode, I’m spilling the full story on how I’ve flowered 10 of my friends’ weddings (three of them as a bridesmaid!) and never once had a horror story. Not because I’m lucky, but because I built a clear policy, set solid boundaries and treated every friend like a proper client from day one. You’ll hear: 🌸 The $400 wedding that started it all and why I lost money but gained clarity 🌸 The common horror stories florists experience (scope creep, drama, and even lawsuits 😬) 🌸 My 3-stage process for working with friends: The Ask, The Lead-Up, and The Wedding Day 🌸 How to say “I charge full price” without sounding cold or awkward 🌸 The mindset shift that turns a gift into a powerful surprise (hint: it's not about discounts) 🌸 5 pro tips that will save your friendships, your sanity and your Saturday nights Whether you’ve already been burned or want to avoid the chaos altogether, this episode is your go-to guide for navigating the emotional minefield of friends-and-family weddings with grace, confidence, and generosity on your terms.Mentioned in the episode: If you’re craving more support, strategy, and behind-the-scenes training, jump into Wildflower Academy. We’re kicking off the Bloom Blueprint this weekend, a reset to help you tackle the biggest challenges in your biz right now with clear direction and a game plan that actually works. Come join us!

What if the biggest thing affecting your pricing isn’t your spreadsheets… it’s your stories? In this episode, I’m digging into the invisible forces that shape your pricing as a wedding florist. We’ll talk about how your beliefs, environment, and identity silently dictate what you feel “allowed” to charge and how to rewire that from the inside out. We’re covering: → Why charging based on emotion keeps you stuck in survival mode → How your environment quietly becomes your ceiling → Why your brain filters out abundance and how to start noticing it again → What changes when you start quoting from facts, not fear This episode is about more than money. It’s about power, perception, and building a business that supports the life you actually want. Ready to raise your standard? Inside Wildflower Academy, we help florists like you build a business that’s not only sustainable, but exceptional. Think: stronger systems, elevated pricing, better clients, and a creative business that actually feels good to run. If you're ready to stop second-guessing your worth and start showing up like the CEO of your own studio, join us here: https://www.wildfloweracademy.co/offers/sJokzLYc/checkout

What do you do when the world feels too heavy to sell your work? This episode was born from a quiet message inside my new Instagram broadcast channel, The Secret Garden Club: "It feels inappropriate to post or promote right now, but enquiries are low. What do I do?" I’ve been there; Flashbacks to COVID lockdowns, glued to the news, second-guessing every caption. If you're in that place too, this one’s for you. In this episode, I’m sharing: → A personal story from the early days of lockdowns and how flowers sold more when everything felt uncertain → Why understanding the real reason people buy flowers can change your entire approach to marketing → How to show up like a lighthouse, steady, safe, and softly visible, instead of a spotlight shouting for attention → The quiet power of creating art from pain (and yes, we talk about Taylor Swift) → The evidence that proves businesses who stay present in hard times grow faster on the other side If you're craving a permission slip to market with more empathy and less pressure and a reminder that your work still matters, especially when it feels like everything is burning, this episode will feel like a warm cup of tea and a gentle nudge forward. Links & Resources: 🌸 Join Wildflower Academy — community, strategy, and steady growth for florists who want to build a business that lasts (price increasing soon!) If you loved this episode: - Please take a moment to rate & review on Apple Podcasts or Spotify, it helps more florists find the show - Share it with a flower friend who’s been second-guessing their posts lately - Tag me on Instagram and let me know your biggest takeaway, I’d love to hear what landed for you

Let’s talk about the least sexy part of your business... Your systems.  Now, I know, when you think “profit,” you probably think marketing, bookings or big installs but I’m here to tell you that your CRM might just be your biggest money-maker. In this episode, I’m spilling the real-life stories of how using Dubsado has made me thousands of dollars, not hypothetically, but in actual booked weddings, saved refunds and premium client experiences that convert like magic. You’ll hear: 💸 The $8,000 inquiry I would’ve lost without automation 💸 The refund I avoided because my CRM proved I wasn’t at fault 💸 The systems that let me book 80 weddings in a year without losing my mind 💸 How elevating my backend helped me raise my prices (and get faster yeses)If you’re still duct-taping your backend with manual emails, missing follow-ups and late-night admin chaos? This is your sign. Every time you forget to follow up, refund a client or lose a lead because your process wasn’t polished, you’re leaking money. The good news? You don’t need to keep doing that. The Smooth Operator Workshop starts Monday, June 23 and I’ll walk you through building your CRM from scratch, no tech stress, no second-guessing. ✨ This workshop costs $1,497 with an easy 3 week payment plan✨ One extra booking could pay that back✨ But really? It’s the dozens of future bookings it sets you up for the real money made and time savedJoin hereDoors close soon!Let’s turn your backend into a booking machine 💪🏻

You know what’s scarier than a quiet inbox in winter?A florist who believes they just have to “wait it out” This episode is your no-fluff, no-excuses pep talk to stop hibernating like a bear and start using winter as your business glow-up era. I share: The moment I realised her income wasn’t capped (and how I proved it to my accountant 👏) Why cutting costs isn’t the same as growing smart How winter became the season I made the most money, booked the dreamiest clients and built a multiple 6-figure floral coaching platform What florists get wrong about slow seasons (and how to fix it) And how not to get left behind while everyone else is planting seeds If you’ve been feeling stuck, slow, or spirally, this episode is the kick up the butt you didn’t know you needed. 💸 Ready to turn your slow season into your strongest one? 👉 Inside Wildflower Academy, you’ll get instant access to the Shake the Tree training, our brand new session on making money moves during your quiet season (and not wasting another month waiting for spring). 🌸 You’ll learn how to: Find the hidden income already sitting in your business Create offers and opportunities before the next enquiry rolls in Make winter your most powerful, profitable, momentum-building season yet ⚠️ Heads up: Wildflower Academy doubles in price at the end of June. 🎧 Tune in. Get fired up. Then go shake that damn tree. 👉 Join Wildflower Academy + Watch the Training Now Link here to join!

In today’s episode, I’m sharing the story of how I went from proudly avoiding the “business side” of floristry… to falling head-over-heels for systems, strategy, and automation, all because of one unexpected book: The 4-Hour Work Week. This book completely shifted the way I saw my business. I stopped thinking I had to do it all manually and started building a business that actually worked for my brain (hello, undiagnosed ADHD). Spoiler: it involved a lot less panic-quoting and a lot more Dubsado. 💡 Inside this episode, I talk about: → Why I avoided business tasks for years → The moment I realised my quoting system was costing me bookings → How Dubsado completely changed the way I work with wedding clients → The 4 principles that helped me take control of my backend → What “liberation” actually looks like when you run a creative business 😎 Want to build a system that works for you, not against you? Join me for The Smooth Operator Workshop A 5-day live experience where we’ll set up your Dubsado together. No tech overwhelm. No guesswork. Just one streamlined system that saves you hours and helps you book dream clients without burning out. 🎟️ Early bird is open now and the first 10 florists get my Floral Calculator free! Click here to save your spot

In this episode, I’m chatting with Sophie, flower farmer, wedding florist and longtime Wildflower Academy member, about her incredible growth over the past year. From feeling stuck, scared to post, and unsure if floristry could ever be a "real business"... To fully booked seasons, over $75K revenue, 20 weddings, 10k budgets, dream freelance gigs and finally stepping into the creative, strategic business owner she always was. We talk about: The mindset shift that changed everything Her journey from DIY branding to confident, high-end bookings Freelancing for her florist heroes and what she learned Why storytelling content helped her grow faster than polished posts ever could How she sets (and smashes) her goals with clarity and joy Whether you’re in your first year or fifth, Sophie’s story is the reminder we all need: You don’t have to wait to be ready. You just have to start.Leave a 5 star review if you loved this episode!

Ever feel like you're sending beautiful quotes or moodboards… and hearing crickets? In this episode, I’m walking you through exactly what I include in my visual proposals to boost conversions and build trust without feeling like I’m “selling.” Whether you're sending a Google Doc or a beautifully designed PDF, this approach will help you turn interest into commitment faster and with less effort. We’ll cover: → What a visual proposal actually is (and how it’s different from a quote or mockup) → Why it matters if you want to book dream clients with ease → The 3 proposal mistakes that are killing your conversion rate → Why your proposal should be a reverse mullet (yes, really) → The 5 things I include in every single proposal to turn it into a strategic sales tool This episode is packed with mindset shifts, sales psychology and practical takeaways you can implement straight away even if your proposal is just a Canva doc and a dream. Want to go deeper? Join Wildflower Academy to access the Powerful Proposals module and learn the tools to transform your proposal into a strategic sales asset that books more dream clients with ease. ✨ Price doubles July 1st, so now’s the time to lock in the current rate (and stay on it for as long as you're signed up) Join here

This is your permission slip to stop overthinking your content and start showing up as the version of you that dream clients actually want to hire. In this episode, I’m sharing a behind-the-scenes moment from a wedding that nearly broke me; locked gates, mean rangers, pouring rain and one very messy (but kind of perfect) video that reminded me what kind of content really lands. We’ll talk about: → Why “messy” behind-the-scenes content is often your most magnetic → The 3 types of Instagram posts that are actually working right now How to turn your camera roll chaos into bookings → The real reason your best content is still sitting in your phone This one’s for the florists who: → Are too busy/tired/stuck to figure out what to post → Want more visibility, but don’t want to feel fake online → Are sitting on gold and just need the nudge to use it Grab the Free Swipe File: 5 Posts for Wedding Florists That Will Blow Up Your IG By Next Week No fluff. No guesswork. Just swipe, post, and let it do the talking. DOWNLOAD HERE

In today’s episode, I’m sharing a story I’ve never really told before, the quiet decision that kept me playing small for years and what finally helped me shift into the identity of a real business owner. If you’ve ever called yourself “not a business person”, felt chaotic, messy, or like you just “fell into floristry”… this one’s for you. We’re talking about: → How identity shapes your behaviour (and your results) → The sneaky ways imposter syndrome hides in plain sight → Why your mindset might be sabotaging your success → The one mindset shift that changed everything for me Plus, I’ll give you a tangible exercise to help you rewrite your identity and your to-do list. Your homework: 1. Write down 3 accidental identities you’ve taken on 2. Rewrite them as empowering “I am” statements 3. Write 10 things that version of you would do and start acting on them Want to know what I told that florist to actually change in her proposal? Catch the full training replay and live audit inside the "Powerful Proposals" module of Wildflower Academy It’s packed with strategies that help wedding florists elevate their client experience, increase conversions and sell with confidence. Join the Wildflower Academy here: www.wildfloweracademy.co Let's connect: Screenshot this episode and share your biggest takeaway on Instagram, tag me @academywildflower so I can cheer you on!