The Floral CEO

More revenue does not always mean booking more weddings. Sometimes the biggest growth opportunity is increasing the value of the weddings you already have. In this episode of The Floral CEO Podcast , Jeni shares practical ways to raise your average wedding booking through stronger recommendations, thoughtful upgrades, and properly pricing the services surrounding your floral work. She covers: Sell...

Pricing transparency isn’t going away, and national companies like Poppy Flowers are already winning local weddings because of it. In this solo episode, Jen explains why today’s couples expect immediate answers, why that may be behind the ghosting florists are seeing, and how to meet them where they are without giving away the farm. She walks through building base recipes and “starting at” pricing...

Building a successful wedding floral business does not require 17 million strategies. You do not necessarily need another CRM. Another course. A new logo. More followers. A website redesign. Or another random marketing tactic. Sometimes florists make business growth way more complicated than it needs to be. In this episode of The Floral CEO Podcast, Jeni breaks down the three core foundations she...

Jen had Valais sheep on her vision board, and sold them within five hours of posting them. In this solo episode, Jen uses her farm-sheep reckoning to ask a question every florist faces: is this thing not working, or is it just not for me? She walks through how to tell the difference between a bad strategy and bad execution, why inconsistent effort and unrealistic timelines create “bad data,” and w...

One of the questions I hear ALL THE TIME: “Where the hell do I find freelancers?” My answer? Do not start looking the week you desperately need 5 people. 😂 BUILD YOUR BENCH BEFORE YOU NEED IT. Start following other florists in your market. Follow their freelancers. Like their posts. Comment. Cheer them on. Say hi at the wholesaler. Actually BUILD relationships. And here is one of my favorite litt...

"I feel like I have my foot on the gas all the way, but I have a four-cylinder engine." That's the analogy a fellow florist shared with Jen that sparked this episode. In this solo episode, Jen breaks down exactly what to do when your floral business's revenue has stalled at the same number for one, two, or three years. She walks through a five-lever framework — leads, conversion, average booking v...

Wedding teardown can either feel incredibly organized… or like complete fucking chaos. And the difference usually comes down to whether you had a plan before the night even started. In this episode, Jeni breaks down the systems she uses to make wedding teardown faster, easier, and far less stressful. From realistic teardown windows and strategic storage to candles, carts, containers, floating cand...

What Happens After You Hit the Goal? You wanted more inquiries. You wanted more weddings. You wanted higher revenue. You wanted people to know your name. And then one day you look around and realize: Holy shit. It worked. So… now what? In this episode, Jeni talks about a stage of business growth that does not get discussed enough: what happens when the business is successful, but you realize the w...

10 Things Successful Florists Do Differently Have you ever looked at another florist who seems to be crushing it and wondered: What are they doing differently? After years of owning a floral business, working alongside other florists, and coaching floral entrepreneurs, Jeni has noticed patterns. And the interesting part? Most of them have very little to do with being the most talented floral desig...

Can a $750, $1,000, or $1,500 wedding order actually be profitable? Absolutely. But only if the process is designed to be simple. In this episode, Jeni breaks down how she approaches à la carte wedding flowers so smaller orders can still make financial sense without creating the same amount of work as a full-service wedding. She shares a recent à la carte order that came in around $1,100 and inclu...

Have you ever worked your ass off all day, gotten to 11 o’clock at night, and thought: What the hell did I actually accomplish today? You answered emails. Ordered supplies. Scrolled Instagram for inspiration. Washed buckets. Updated something in Canva. Ran errands. Stayed busy all day. But somehow, you still feel like you did not move anything meaningful forward. In this mini episode, Jeni breaks...

Does selling make you feel gross? Do you worry that following up makes you annoying? That recommending something more expensive makes you pushy? That asking someone to book feels like pressure? In this episode, Jeni breaks down why good sales does not have to feel sleazy, manipulative, or uncomfortable. At its core, sales is helping someone make a decision. And as a service-based business owner, y...

How many times have you talked yourself out of doing something before you even gave yourself the chance to try? “I can’t raise my prices because people will stop booking.” “That planner probably already has a florist.” “Nobody will buy this.” “My market won’t support it.” “I don’t have enough followers.” “I need a better website first.” “I’m too old.” “I’m too new.” There are so many stories we te...

What if somebody came in and took over your floral business tomorrow?  Jeni walks through exactly what she'd audit first if she took over a florist's business — from revenue and expenses to inquiries, conversion rates, and average booking value. She breaks down why profitability, not just revenue, is the real health metric of a floral business, why bigger weddings often beat more weddings, and why...

“Can you just give me a ballpark?” Florists hear this question constantly. It might sound like a simple request, but throwing out a number before understanding the full event can create confusion, unrealistic expectations, and serious pricing problems later. In this episode, Jeni explains why she does not give ballpark prices for entire weddings or events. It is not because she is trying to hide h...

If you want to build a floral business that generates $200,000, $250,000, or more—especially in a seasonal wedding market—you may eventually need to figure out how to execute multiple events in the same weekend. But taking on more weddings does not automatically mean making more money. If your team, production schedule, ordering, transportation, communication, and logistics are not ready for the v...

How many times have you told yourself: “I’ll do it when I’m ready.” “I’ll raise my prices when I feel more confident.” “I’ll reach out to planners when my portfolio is better.” “I’ll launch the offer when everything is in place.” “I’ll do the big thing when the timing feels right.” In this episode, Jeni challenges the idea that readiness is something you need to feel before you move. Because there...

What happens when you have been going hard for so long that your energy starts feeling completely depleted? You do not always need to burn everything down, reinvent your business, or wait until January 1st to start over. Sometimes you need a reset. In this episode, Jeni shares how she is intentionally using the next 30 days to rebuild her energy after one of the busiest stretches of her year—and h...

Stop Setting Goals. Start Setting Floors. “I want to post more.” “I want to follow up more.” “I want to network more.” “I want to make more money.” Those sound like goals, but they are also incredibly vague. In this episode, Jeni shares a different way to approach goal-setting: stop focusing only on the ceiling and start creating a floor. Your floor is the minimum standard for how you operate. Ins...

A $15,000 wedding does not automatically make you more money than a $6,000 wedding. In fact, it is completely possible to book a large event, work yourself into the ground, and walk away with almost nothing if you are not paying attention to where your profit is leaking. In this episode, Jeni breaks down the anatomy of a profitable wedding from the initial inquiry all the way through final cleanup...

Bigger weddings can mean bigger revenue—but they can also come with bigger expenses. Studio rent. Coolers. Ladders. Lifts. Rental inventory. Delivery vehicles. Equipment. Staffing. And if you are not careful, all of those expenses can start eating away at the profit you were hoping to make by taking on larger events. In this episode, Jeni shares some of the practical hacks she has learned after mo...

You can post consistently, create beautiful work, get likes, rack up views, and still wonder why the inquiries are not coming in. Because marketing is not just about being seen. It is about creating a clear path that helps the right person notice you, understand what you do, trust you, see themselves working with you, and know exactly what to do next. In this episode, Jeni breaks down how to make...

Beautiful flowers absolutely matter. They get attention. They stop the scroll. They make someone say, “Oh my God, that is gorgeous.” But beautiful flowers alone are not a marketing strategy. In this episode, Jeni breaks down why florists can have incredible portfolios and still struggle with inconsistent inquiries, low-quality leads, poor website conversion, price shoppers, and weak referral pipel...

What if you could build a consistent sales pipeline without immediately spending money on ads? In this episode, Jeni shares how she has built relationships that have turned into a powerful referral sales engine for her floral business. She explains why transferred trust is such a valuable asset and how a recommendation from someone a potential client already knows, likes, and trusts can make it mu...

A client complains. A freelancer lets you down. A proposal gets rejected. You make a mistake, forget something, receive a bad review, or have a wedding that does not go according to plan. The event itself may only last a few minutes or a few days. But the story you create around it can affect your business for weeks. In this episode, Jeni talks about one of the fastest ways to regain momentum afte...