The Floral CEO

Your business runs on flowers — but it thrives on communication. In this episode of The Floral CEO Podcast , I’m diving into the five most common breakdowns florists make when communicating with clients — the simple but critical mistakes that can derail bookings, cause confusion, or leave clients guessing. If you’ve ever felt ghosted, overwhelmed, or unsure how to guide a client through your proce...

After more than 1,700 weddings and 30 years in flowers, I’ve seen it all — late trucks, wrong product, last-minute wedding expansions, and some hard but powerful lessons along the way. In this episode of The Floral CEO Podcast , I’m sharing 10 of the biggest lessons I’ve learned from running a wedding floral business at scale — the mistakes, mindset shifts, and must-dos that have shaped me as a fl...

In this episode of The Floral CEO Podcast , Jen breaks down how to truly maximize your ROI from styled shoots — so your time, flowers, and creativity actually lead to booked weddings and stronger industry relationships. Using real-world examples from two Minnesota venues (including her favorite, Essence Event Center ), Jen shares exactly how she approaches styled shoots strategically — turning the...

Do you ever feel like you’re working constantly but not really moving the needle in your business? You’re not alone, flower friend. In this episode of The Floral CEO Podcast , Jen opens up about her own struggles with feeling “stuck,” what it really means to make invisible progress , and how to give yourself both grace and grit as you build a sustainable, purpose-driven floral business. Whether yo...

Perfectionism might feel like high standards — but for most florists, it’s really fear in disguise. In this episode of The Floral CEO Podcast , Jen breaks down how perfectionism shows up in your business, why it’s keeping you stuck, and how to shift into imperfect, profitable action . If you’ve ever caught yourself saying, “I’ll launch when…” or “I’ll post when it’s perfect,” this episode is your...

Hello flower friends! In this episode of The Floral CEO Podcast , I’m thrilled to sit down with Luis from Jo. An Floral Design in Texas . If you’ve been on Instagram lately, you’ve probably seen one of his charming videos — from creating stunning bouquets to giving us an honest behind-the-scenes look at floral business life. Luis shares his journey into floristry , the story behind Joanne Floral D...

Growing a floral business to $100K can feel like climbing a mountain — but it doesn’t have to. In this episode of The Floral Hustle Podcast , I’m breaking down the five most common mistakes florists make when trying to hit that first $100K milestone — and how to avoid them. Whether you’re a wedding florist, a studio florist, or a shop owner, these tips will help you simplify your business, increas...

Hello flower friends! 🌸 Has your floral business (or life) ever felt like a total hot mess ? Maybe your weddings are running behind, your flower orders are showing up sad and wilty, and clients are texting you at 11 p.m. You feel like your business is running you — not the other way around. In this episode of The Floral CEO Podcast , we’re talking about what to do when everything feels like a dum...

Hello flower friends! 🌸 In this week’s minisode of The Floral CEO podcast, we’re diving deep into one of the most important questions every florist should ask: Are you truly being the CEO of your business, or are you just working as its only employee? As a floral business coach, I see this all the time — talented wedding and event florists who are drowning in day-to-day production, running around...

Pricing doesn’t have to be confusing or overwhelming. In this episode of The Floral CEO Podcast , Jeni shares how to simplify floral pricing by using base recipes and formulas you can rely on for every wedding and event. Whether you’re a wedding florist or event designer, this episode will help you: 💡 Build pricing formulas that make quoting faster and easier 💡 Confidently price for profit (and...

Hello, flower friends! 🌸 In this episode of The Floral CEO Podcast , I’m sharing a candid conversation about a post that stopped me in my tracks—and honestly, triggered me. It was a florist’s post advertising a “$2,500 wedding” with pricing that seriously undercut the real cost of flowers, design time, and labor. While I love pricing transparency, what I saw wasn’t just low—it was misleading and...

Hello, flower friends! 🌸 In this episode of The Floral CEO Podcast , I’m diving into a concept you might not have considered before: creating a To-Don’t List. We’re all familiar with to-do lists—but what about the things you won’t do? Setting these boundaries is just as powerful for growth, profitability, and peace of mind. In this episode, you’ll learn: ✨ Why a To-Don’t List is just as importan...

Hello flower friends! 🌸 In this week’s episode of The Floral CEO Podcast , I’m diving deep into the world of styled shoots. You know the email—the one that makes you feel special because a venue, planner, or photographer invites you to “collaborate.” But let’s be real: florists often carry the biggest cost in these styled shoots, and too often, they turn into mini-weddings you’re funding for free...

Hello flower friends! In this week’s episode of The Floral CEO Podcast , I’m thrilled to welcome back my friend Franceska from The Hotel Florist™ . If you’ve been anywhere near the floral world on Instagram, you’ve probably seen her work or heard her wisdom on how florists can move beyond weddings and create consistent, sustainable income. Franceska specializes in helping florists secure hotel par...

Rejection hurts—we all know it. Whether it’s losing a wedding client to another florist, getting ghosted after pouring hours into a proposal, or even receiving a harsh review, rejection can feel like a personal attack. But here’s the truth: rejection is not the end—it’s simply redirection. In this minisode of the Floral CEO Podcast , I share how to reframe rejection so it no longer defines your se...

Are you trying to do all the things in your floral business—pop-ups, bloom bars, weddings, freelancing, silk flowers, workshops, daily deliveries, hotel contracts, corporate events—and still wondering why you’re exhausted and not profitable? You’re not alone. In this episode of the Floral CEO Podcast , I’m diving into the shiny-object syndrome that so many florists fall into, and how to shift your...

Hello flower friends! 🌸 In this minisode, I’m sharing the exact phrases and responses I use when navigating tricky client conversations. From budget mismatches to Pinterest boards that are all over the place, to clients asking for discounts or out-of-season blooms—these moments can feel uncomfortable. But with the right words, you can take back control of the conversation, protect your profit, an...

Hello flower friends, this is Jen! In today’s episode, I’m talking about a topic that so many florists struggle with— social media overwhelm . Instagram and Facebook often feel like a time-sucking monster in your business. You log in with the best intentions… and suddenly you’re lost in cat videos, farm reels, or comparing yourself to other florists. Sound familiar? The truth is, your social media...

Do you ever walk out of the wholesaler with way more flowers than you budgeted for? Or find yourself adding “just a few extra stems” because you want your work to look next-level amazing? If so, you’re not alone. In this minisode of The Floral CEO Podcast , I’m pulling back the curtain on a topic that came directly from a recent coaching call inside the Floral CEO Mastermind : overspending. Oversp...

Think you need huge blocks of time to make big progress in your floral business? Think again! In this episode, I’m sharing 10 practical, actionable things you can do in short bursts — just 20 minutes — that will move the needle in your business, even on your busiest weeks. Whether you’re juggling weddings, a day job, kids, or farm chores (🙋‍♀️), these strategies will help you work smarter, not ha...

Think you need a huge budget to grow your floral business? Think again. In this minisode of The Floral CEO Podcast , Jen shares 5 proven, low-cost marketing strategies that have helped her book weddings and grow her brand — without spending a dime on Google or Facebook ads. Whether you’re just starting out or trying to book more clients, these tips will help you get visible, connect with your idea...

Are you feeling the weight of wedding season creeping in? In this episode of The Floral CEO Podcast , Jen gets real about burnout as a wedding florist —how it happens, why it happens, and the 10 practical strategies you can implement to prevent it. After a marathon wedding weekend with a massive hanging installation and no teardown help, Jen hit a wall and realized just how crucial it is to manage...

As floral business owners, we’re constantly told to “invest in your business”… but what does that actually mean? And more importantly—how do you know if an investment will actually pay off? In this episode of the Floral CEO Podcast , I’m breaking down the investments that completely changed my floral business —and the ones I absolutely regret. After spending well over $100K on tools, education, an...

There’s a growing conversation online about how “being a wedding florist sucks.” But here’s the truth—I love being a wedding florist! 💕 In this episode, I’m breaking down 10 practical ways to make the wedding floral business feel lighter, more sustainable, and more profitable. From building a reliable team and outsourcing tear-downs, to batching your workflow and curating the work you actually wa...

In this minisode, Jen walks you through her step-by-step process for prepping a large-scale wedding—featuring a $15,000 event at The Machine Shop with a jaw-dropping 60-foot hanging floral installation. From calculating square footage to choosing the right mechanics, ordering product, and budgeting for fun flower finds, Jen shares the exact systems she uses to keep big wedding weeks stress-free. W...