The Floral CEO

Have you ever set an ambitious goal, felt completely motivated, and then found yourself overwhelmed or discouraged just a few weeks later? You're not alone—and the problem probably isn't your motivation. In this episode of The Floral CEO Podcast , we're talking about one of the biggest mistakes entrepreneurs make when setting goals: focusing only on the outcome instead of the actions that create t...

In this episode, Jen breaks down exactly how she gets wedding leads off third-party platforms like Zola, WeddingWire, The Knot, Instagram DMs, and other places where couples often reach out with very little commitment. If you have ever felt frustrated by doing a lot of work for leads who are hiding behind a platform, ghosting you, or asking for too much without giving much back, this episode is fo...

In this episode, Jen shares five of the biggest business hacks that have helped her create more clarity, momentum, and growth in her floral business — without adding more chaos. If you have been feeling stuck, distracted by shiny objects, or unsure where to spend your time, this episode is all about the habits and systems that actually move the needle. Jen talks about why the best business growth...

In this episode, Jen talks about what to do when every task in your business feels huge and overwhelming. Instead of focusing on giant moves, she shares 10 small, actionable things you can do to create momentum in your wedding floral business. These are practical steps that help you stay visible, build relationships, strengthen referrals, and keep moving forward without feeling like you need to cl...

00:00 Getting honest feedback for growth 05:43 Improving floral portfolio focus 09:27 Building trust and positioning expertise 12:31 Improving brand perception 15:56 Building Confidence for Business Success 18:20 Different service tiers and pricing 22:31 Boosting Bookings through Brand Confidence 25:48 Success stories from the Mastermind Ready to join the mastermind? http://floralceo.com/mastermin...

In this episode, Jen shares all the details about the final workshop of the year: Floral Rockstar Retreat , happening August 16–18 on her family farm in Dennison, Minnesota. This is not just a floral workshop — it is a restorative, portfolio-building, creativity-fueling experience designed to help florists slow down, connect, create, and walk away with an upgraded body of work they can actually us...

In this episode, Jen shares some of the biggest lessons she has learned after years of working as a florist and doing a high volume of weddings. These are the things she used to do because she thought they made her a better florist, a nicer person, more accommodating, or more bookable — but in reality, many of them were costing her money, peace, creativity, and joy. This episode is all about bound...

In this episode, Jen talks about something every florist and creative business owner faces at some point: how hard it can be to access creativity when life feels loud, heavy, overstimulating, and exhausting. Between loss, motherhood, summer schedules, consultations, weddings, and the everyday chaos of life, it can feel like creativity gets buried under stress. But Jen shares an important reminder:...

In this special interview episode, Jen sits down with Carol from Blissful Bloom Studio , one of her favorite flower friends inside the Floral CEO Mastermind. Carol shares the story of how she went from working in the floral industry for 35 years — including years in a demanding corporate floral job — to finally stepping out and building a business of her own. This conversation is for any florist w...

3 Things You Need to Know Before Starting a Floral Business If you have been dreaming about starting a floral business—or you have already started and feel like you are not getting the momentum you want—this episode is for you. Jen breaks down three foundational truths every florist needs to understand before building a business around flowers. Because the truth is, loving flowers is not enough. Y...

If you have ever looked at your to-do list and thought, I am doing so much… but am I actually doing the right things? — this episode is for you. In this minisode, Jen breaks down one of the biggest struggles florists and creative business owners face: figuring out where to spend their time for the greatest impact. Because the truth is, not everything in your business deserves your time equally. So...

In this minisode, Jen talks about the very real shift that happens when school gets out, summer begins, and suddenly motherhood, wedding season, and business all collide at once. As a mom with kids home for summer and a floral business to run, Jen shares how she is approaching this season differently—and why summer does not have to feel like survival mode. This episode is all about creating more p...

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...

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 everyth...

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...

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...

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 p...

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...

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 da...

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 rea...

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" (...

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 becaus...

Have you ever had an amazing consultation, felt like the connection was there, sent over a beautiful proposal… and then heard absolutely nothing? No response. No follow-up questions. No “we went another direction.” Just silence. If that has happened to you, you are not alone—and in this episode, Jen is diving into one of the most frustrating parts of running a floral business: getting ghosted afte...

Hello, flower friends. What if tomorrow you had to hit the reset button? No clients. No referrals. No brand recognition. No social proof. Would you know what to do next? In this episode, I’m breaking down exactly how I would rebuild my floral business from the ground up in 2026 if I had to start over today. Because the truth is… some of you feel like you’re starting over right now. Maybe inquiries...

Hello, flower friends. If you’ve ever had a client say, “Well, another florist quoted me way less…” — this episode is for you. Because here’s the truth: You’re not losing bookings because you’re more expensive. You’re losing them when the value isn’t clear. In this episode, I’m breaking down a real client situation where the numbers didn’t add up—and why being the higher-priced option didn’t actua...