The Floral CEO

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...

You can be an incredibly talented florist and still struggle to build a profitable wedding floral business. Beautiful flowers may get people’s attention, but floral talent is only one part of building a business that grows, pays you, and supports the life you actually want. In this episode, Jeni shares her top five pieces of advice for building a successful wedding floral business. These are the l...

The Floral Rockstar Retreat is officially less than three weeks away, and only a couple of spots remain! In this mini episode, Jeni gives you an inside look at the full three-day retreat experience happening August 16–18, 2026, at Becht Acres in Dennison, Minnesota. She walks through the schedule, shares newly added experiences, and answers some of the most common questions she has received from f...

In this episode, Jen shares the hard-earned lessons she has learned over the years about working with freelancers — how to build better working relationships, what red flags to stop ignoring, and how to protect both your peace and your business. She talks candidly about wanting freelancers to feel valued, have fun, learn, and grow, while also realizing that too much blurred energy can become detri...

In this episode, Jen talks about one of the biggest shifts that changed her business: stopping the side-hustle energy, stepping out of overwhelmed employee mode, and fully embodying the CEO identity. She shares how so many business owners say they want more money, better clients, stronger boundaries, and less chaos — but they are still operating with the same habits, same mindset, and same self-co...

5 Things to Focus on to Drive Revenue in Your Business In this episode, Jen breaks down five of the most important things florists should focus on if they want to drive more revenue without feeling strung out, reactive, or constantly overwhelmed. She shares why revenue does not come from doing everything. It comes from focusing on the right things with intention. Jen talks about how easy it is to...

Quick question—how much time do you really spend working ON your business (not just IN it, arranging flowers, answering emails, running errands, etc.)? Be honest! If you’re like most florists, there’s a good chance you look up and it’s a new month, but you’re stuck with the same old problems : Money stress. Overbooking. Saying yes when you want to scream no. Chaotic processes that make you want to...

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...