The Floral CEO

Moving Your Floral Business Forward When Life Feels Complicated Life doesn’t pause when you’re trying to grow a business — and as florists, we often carry more than most. Family responsibilities, grief, health challenges, world events, financial pressure, and creative burnout don’t stop just because we have goals. In this episode of The Floral CEO Podcast , Jeni shares a deeply honest conversation...

In this episode of The Floral CEO Podcast , Jen walks you through a simple, real-world way to forecast your floral business revenue —using the bookings you already have (or want) to estimate your average wedding value , close rate , expenses , flower costs , labor , taxes , and ultimately how much you can pay yourself . Whether you’re a newer florist or you’ve been in business for years but still...

Have your New Year’s resolutions already fallen apart — and it’s only January 7? You’re not broken. You don’t lack discipline. You don’t need a new year. You need a new approach. In this episode of The Floral CEO Podcast , Jen breaks down why “going all-in” doesn’t work, why motivation fades fast, and how micro momentum is the missing piece between setting goals and actually achieving them. This e...

Jen announces her three upcoming floral workshops for the year:  The Installation Rockstar Intensive on March 10-11 in St. Paul, Minnesota, featuring hands-on portfolio building with an 'Old Hollywood Glamour' theme. The Business Bouquets and Branding Workshop on April 26-28 at her family farm in Denison, Minnesota, focusing on business development and branding photography; and the Floral Rockstar...

Life + Business Audit: How to Create Clarity, Alignment, and Sustainable Growth As the year winds down, it’s easy to feel reflective, overwhelmed, or unsure of what needs to change next. In this episode of The Floral CEO Podcast , Jeni walks you through a powerful life and business audit designed to help you gain clarity, reduce burnout, and intentionally shape the next chapter of your business an...

Episode Title 26 Things Every Florist Should Do Going Into 2026 Episode Description 2026 doesn’t need to be new year, new chaos . In this episode of The Floral CEO Podcast , I’m walking you through 26 intentional, strategic things every florist should consider before heading into 2026 — from money and marketing to energy, systems, and alignment. This isn’t about doing more. It’s about doing what a...

As the year comes to a close, it’s natural to start dreaming about what’s next. But for many florists, 2025 didn’t feel expansive or inspiring — it felt like survival. In this episode, Jen dives into what it really means to move from surviving to thriving in 2026. Not through hustle, burnout, or “new year, new me” energy — but through intention, reflection, boundaries, and strategic decisions that...

As the year winds down and the holidays approach, it’s natural to start thinking about what’s next—next year, next season, and the next version of your business and life. In this episode of the Floral CEO Podcast , Jeni reframes the idea of manifestation in a way that actually works for business owners. If the word manifesting makes you roll your eyes or feel skeptical, this episode is for you. Be...

As the year comes to a close, it’s tempting to rush straight into goal setting, vision boards, and big plans for the new year. But in this episode of the Floral CEO Podcast , Jeni challenges that approach and invites florists to do something far more powerful first: reflect . This episode is all about how intentional end-of-year reflection can help you build a floral business that is not only more...

Do you feel like you’re constantly waiting for the “perfect time” to finally sit down and work on your big business ideas? Welcome to the club, flower friend — because almost every florist I coach thinks they need huge blocks of uninterrupted time to build momentum. But here’s the truth: your life will probably never give you endless hours of quiet, focused time … And you don’t need it. In today’s...

In today’s episode, Jeni gets real about one of the least talked about but most important topics in the floral industry: paying yourself . So many florists are creating beautiful work, serving their couples like magic… and quietly paying themselves almost nothing. This episode breaks down why that happens , how to shift it, and the exact framework (Profit First) Jeni uses to make sure florists are...

If you’ve ever wondered how florists actually get in with wedding planners , this mini episode is going to change the way you think about networking forever. Today, Jeni breaks down the fastest, simplest, zero-salesy strategy to get on a planner’s radar — and it’s something you can do in less than five minutes a day. Wedding planners are one of the most powerful referral sources you can have as a...

In this week’s episode of The Floral CEO Podcast , Jeni digs into one of the most powerful — yet most underutilized — growth strategies in the floral industry: working with wedding planners, corporate planners, and niche event planners . If you aren’t intentionally cultivating relationships with planners, you are missing out on major revenue, warm referrals, aligned clients, and the “easy button”...

You don’t need a 3-hour content planning session to market your floral business. In this episode, Jeni breaks down her simple 10-minute Instagram marketing routine — the one she does from the bathtub — and shows you how to turn random scrolling into intentional, revenue-supporting activity. Instead of getting lost in kitten videos and wainscoting reels (relatable 😂), Jeni walks you through exactl...

In today’s episode, Jeni dives into one of the biggest misconceptions she hears from creatives, florists, and women building businesses: “I’m just not disciplined.” Spoiler: Lack of discipline isn’t what’s holding you back — misaligned identity and missing strategy are. Jeni shares how our bodies cling tightly to old identities, why change feels like danger, and how trying to bulldoze your way int...

Conflict is one of the hardest parts of running a business, being in community, and honestly—being a human. In this episode, Jenna breaks down a healthy, grounded, four-step framework for having hard conversations without spiraling into anger, passive-aggressiveness, or resentment. After witnessing multiple conflict blowups in a single week, she wanted to share the exact method she personally uses...

In today’s episode, we’re breaking down how to market your business when you barely have time to breathe — let alone create content. If you’re working a full-time job, raising kids, managing a household, and building a floral business on top of it all… this episode is going to feel like a deep exhale. Because the truth is: Marketing doesn’t require perfection. It requires consistency. I’ll walk yo...

If you’re having one of those days (or one of those weeks)… this minisode is exactly what you need. In today’s episode, I’m walking you through a simple, accessible 5-minute overwhelm reset —a grounding process I use whenever my brain feels like it has 47 tabs open and none of them are loading. Whether the kids need you, the orders are piling up, your phone won’t stop dinging, or you’re juggling l...

In this episode of The Floral CEO , Jeni gets real about the seasons in business and life that feel hard. When everything—from getting out of bed to keeping up with weddings, kids, clients, and life—feels like climbing uphill, how do you keep going? Jeni shares raw stories from a recent wedding that tested her patience (and creativity), reflections on gratitude from her farm life, and the deep rem...

In this week’s minisode of The Floral CEO , Jeni dives into a word that makes many creatives cringe — profit. For too long, the floral industry has treated profit like a dirty word. We’ve been told that doing something we love and making money from it can’t coexist. But that couldn’t be further from the truth. Jeni shares why it’s time to unlearn the mindset that “busy equals successful” and start...

In this week’s episode, Jeni dives deep into one of the most profitable and creatively fulfilling parts of floral design — installations . She shares how installations have generated over $100K in revenue for her business and breaks down exactly how to make them a powerful, consistent income stream in yours. 💡 You’ll learn: Why installations can completely change your business revenue How to deve...

Drawing from her extensive experience, Jeni breaks down the cost analysis per square foot using hypothetical designs and discusses various strategies, including the use of Canva for estimating floral requirements.  This episode highlights upcoming training sessions focused on installations, planners, and business goal setting available at floralceo.com/mastermind. This video is a must-watch for fl...

In this vulnerable and honest episode, Jeni opens up about the mental load of trying to run a business while being a mom, partner, and woman who wants to do it all — and do it well. From juggling wedding setups, client communication, and creative energy to being present for your kids, managing household tasks, and just remembering to breathe — this episode gives voice to the quiet exhaustion so ma...

Being busy doesn’t mean you’re successful — it just means you’re tired. In this episode, Jeni shares the hard-earned lessons from years of chasing “busy” and finally learning that true growth comes from understanding profit, not just bookings. She dives into: 💐 Why tracking your expenses is a non-negotiable part of being a floral CEO 💸 The hidden costs that steal your profit — delivery, teardown...

In this powerful episode, Jeni dives deep into one of the most common questions she gets from florists and creative entrepreneurs: “Can I really double my revenue next year?” Spoiler alert — yes, you can. But it requires clarity, commitment, and a plan. Jeni shares: 🌸 The first step every florist must take before trying to grow — knowing your actual revenue. 💸 Why your business can look “busy” b...