Behind the Stems

I recorded this episode in my robe (again), slightly over-caffeinated and fresh off scrolling a comments section that honestly made my eye twitch.

I saw thousands of people yelling at the head of Instagram because their posts weren’t getting views and it sparked something I think a lot of business owners need to hear:

You are not entitled to success on social media.

In this episode, I unpack the quiet entitlement, resentment, and victim mentality that sneaks into our marketing, especially when things feel slow.

I share the three simple mi...

In this episode, I’m sitting down with Yen from Sonder Studio.

We talk about what actually happens when you move from freelancing into business ownership, why “just vibing it” works… until it really doesn’t, and how Sonder Studio grew quickly without having a plan, then had to slow down, reassess, and rebuild in a way that didn’t destroy their nervous systems.

Yen shares her journey from corporate finance to floristry, the mental health reckoning that pushed her to change paths, and how freelancing during the post-lockdown wedding boom shaped her skills, confidence, and boundari...

I recorded this episode in a hotel-grade robe, drinking what accidentally turned into garlic tea, which honestly feels on brand for how this year is starting.

This episode is for the wedding florists who know they should be showing up on camera…
and are still hiding behind bouquet shots, pretty installs, and silent Reels.

You’re not lazy.
You’re not bad at marketing.
You’re just avoiding something that feels mildly terrifying.

I get it, I hated talking on camera too. I had braces, a lisp, zero confidence, and a deep f...

I’ve been a wedding florist for over 15 years, booking $20–40K+ weddings… and I don’t have a van, a cool room, or a fancy logo.

I'm talking through the things I don’t think you need to invest in when you’re growing your floristry business (even though everyone tells you that you do), and the things I genuinely believe are worth your money early on. This is very much based on my own experience, what worked, what didn’t, and what I wish I’d known sooner.

If you’re feeling overwhelmed, behind, or spiralling abou...

I’m joined by Josh Jay a former wedding photographer turned business coach who somehow went from hating structure to becoming obsessed with helping creatives understand money, energy, and how business actually works.

Josh started shooting weddings ridiculously young, built a seriously successful photography career, and then did the plot twist none of us expect, he fell in love with the business side of things. Not in a spreadsheets-for-fun way, but in a “how do we make this work for creative brains?” way.

We talk about his journey from shooting weddings across Australia (and beyond), to real...

For years, I told myself I didn’t want high-budget weddings.

I said they were boring.
Too basic. Too polished. Too “not me.”

But the reality was they scared me and I was avoiding doing the hard work
So I criticised them instead of chasing them.

In this episode, I unpack the stories that kept me stuck under $10K weddings and the mindset shifts that helped me move into higher-spend work, work less, and enjoy my business again.

If this hits close to home, I’ve left a free resource ...

I’ve been starting my mornings with coffee, headphones, and a blank page, just writing instead of scrolling. One morning, a single journal prompt cracked something open in my brain and sent me straight down memory lane.

This episode is about the years I wore my chaotic creative energy like a badge of honour, especially at the flower markets. No recipes. No plan. Just vibes. And while it looked romantic from the outside, behind the scenes it was costing me money, sleep, confidence, and my nervous system.

I’m sharing the moment I realised that “wingin...

In this episode, I’m talking about how I survive insanely hot wedding days as a florist who is, admittedly, a delicate little flower who wilts the second the temperature hits 30.

I share why I blocked out December and January from my calendar, what it took to design my business so I could afford to do that, and how I still end up at sweltering weddings anyway.

I walk you through everything I did for a recent 40-degree setup at Redleaf – from hiring a last-minute cool room, bringing on extra freelancers, reworking the ceremony design to g...

I’m sharing a behind-the-scenes story from a scorching hot Redleaf wedding where the entire ceremony location changed the day before and how I pivoted the design without any stress (or crispy flowers).

I also answer a Wildflower Academy member’s question about what to do when a venue gives you incorrect information, the client wants something physically impossible, and you have to make a call on the day.

We chat about:

How I handle last-minute changes with confidence

The questions I ask early to avoid surprises later

Why under...

In this episode, I’m talking about something I never thought I’d have to learn: how to be a leader. Not a corporate manager, not a clipboard-wielding supervisor… just a wedding florist who suddenly had people relying on her and absolutely no idea how to direct them.

For a long time, I felt like I was doing it all wrong. I hated the idea of telling people what to do, so I over-explained everything. I didn’t want to come across as bossy, so I softened all my instructions. And then I wondered why people didn’t know wha...

Episode vibe:
It’s me chatting through how I actually handle wild weather on wedding days, what I pack, what I say to couples, when I pivot, and where I draw the line. No doom, no fluff, just the stuff that’s saved my butt (and my bouquets).

Who it’s for:
Florists who work outside (so… us), are sick of “It’ll be fine,” and want a calm plan that doesn’t rely on luck.

Listen if: you’re tired of winging it, sick of soggy blooms and ready to be the calmest person on...

I want to dedicate this episode to one of the most painful things we experience as florists, comparison.

That gross, icky feeling that creeps in when you open Instagram “just to post something” and suddenly find yourself spiralling down a rabbit hole of envy, doubt and mental gymnastics over who booked what and why it wasn’t you.

In this chat, I’m breaking down what’s actually happening when comparison hits and how to shift it from something that drains you to something that drives you. We’ll talk about why that jealousy might actually be...

When I first fell in love with floristry, I was obsessed, completely consumed by it. I wanted to learn everything, do everything, say yes to every opportunity.

I thought being busy meant I was successful. But somewhere along the way, I built a business that was running me instead of the other way around.

In this episode, I share how saying yes to everything led to exhaustion, anxiety, and, ironically, less profit. I talk about the moment I realised that more weddings don’t equal more growth and what actually does.

If you’ve e...

Are you tired of couples handing you a shopping list of specific flowers and expecting you to magically source every single one, even when it’s out of season or unavailable? You’re not alone. So many florists feel stuck working with clients who micromanage their designs, but it doesn’t have to be this way.

In this episode, I’m breaking down why this keeps happening and, more importantly, how you can change it.

We’ll talk about how your marketing might accidentally be inviting picky, controlling clients (without you even realising it), and how to shi...

Ever wheeled a market trolley piled high and felt that little knot in your stomach? Same. This episode is a calm reset before busy season: I’m making the case that profit doesn’t happen when you quote or invoice, it happens when you buy. If you’ve been panic-ordering “just in case” stems, this is your sign to shift into profit ordering so your designs still feel generous while your margins finally make sense.

We're going to get practical: how to design with function in mind, use every part of each stem, and swap strategically when availabilit...

Fifteen years ago, I was a stubborn, purple-haired, 20-something-year-old florist-in-training who thought I knew better than my teachers. (Spoiler: I didn’t… but I also kind of did)

In this episode, I’m sharing the messy, unfiltered story of:

Storming out of TAFE after an argument with my teacher (yes, I literally binned my bridal bouquet and walked out).

Clashing with the old-school floristry rules; Foam, wiring, symmetry, “just follow the brief”

Making my first real wedding bouquets… only to overhear them being publicly torn apart

The hard-won lessons about ego vs...

I’m back in your ears, newly married, slightly bumbly and recording with a rolled ankle and a very full heart. Today’s mini-masterclass is for every florist who’s convinced bookings = being cheaper than the studio down the road.

Spoiler: couples don’t buy with spreadsheets; they buy with feelings and justify it later

I’m walking you through 10 specific reasons couples happily choose the higher-priced florist, things like response speed, brand positioning, referrals, friction-free booking, clarity, trust, and pricing psychology with real examples from my own studio (including this month I booked $68k in florals...

This week I’m sharing a story that made my whole week. One of my Wildflower Academy florists sent me an email after we rebuilt her proposals together, she’d been sitting in the 4–5k range for years, and within a couple of days she booked her very first $12k wedding. Cue happy tears.

It got me thinking: why did she get that breakthrough with me, even though she was already in a big-name coaching program? The answer is simple, most advice out there just isn’t specific to wedding florists. And our world is… different.

In this...

It started as a rainy-day wander through my favourite secondhand store… and ended with a denim jacket, a $9 price tag and a full-blown business epiphany.

In this episode, I share the story of how one surprise moment in a curated vintage shop flipped the way I think about pricing in floristry and why breaking down your costs line-by-line isn’t just exhausting, it’s keeping you from booking your dream clients.

You’ll hear:

The mindset shift that took me from cost-based pricing to value-based selling

Why your clients aren’t actually b...

This week, I’m getting real about the burnout season so many florists are in right now. If your bookings have slowed, clients are hesitating and you’re wondering if your business has a future, this episode is the pep talk + practical game plan you need.

I’ll share the same three simple shifts I gave a florist in a strategy session this week, the ones that’ll help you:

Stop chasing the ever-moving goalpost and actually celebrate the wins you’ve already earned.

Design a daily success checklist so you can feel accomplish...

Okay flower lovers, this episode has been a long time coming! Between being sick, a week away in Sydney and a bunch of tradies installing a new fence (hello, constant drilling), I’ve been dying to record this one for weeks.

Inside Wildflower Academy, we just kicked off a brand new module called Cult Status and I’m so excited to bring a taste of it to the podcast. If you’ve ever watched a cult doco and thought, “Why am I so obsessed with this?”… you’re not alone. Weirdly, that obsession has everything to do with great bran...

Are you tired of performing for the algorithm just to stay visible? Feeling like every free moment has to be spent on reels, stories or filming content?

You’re not alone, I feel it too, there's another way!
You can build an incredible, high-end wedding floristry business without relying solely on social media.

In this episode, I break down three powerful, data-backed marketing strategies that top florists are using right now to stay fully booked without burning out.

We’ll cover:

🤝 Why referrals aren’t random luck, they’re scalable, strategic a...

Almost every florist starts their wedding career with a friend or family member saying, “Can you do my flowers?”
And at first, it feels like such an honour. You’re excited. They trust you. You say yes.
But what happens next is where so many florists go wrong.

In this episode, I’m spilling the full story on how I’ve flowered 10 of my friends’ weddings (three of them as a bridesmaid!) and never once had a horror story.
Not because I’m lucky, but because I built a clear policy, set solid boundaries and treated ev...

What if the biggest thing affecting your pricing isn’t your spreadsheets… it’s your stories?

In this episode, I’m digging into the invisible forces that shape your pricing as a wedding florist. We’ll talk about how your beliefs, environment, and identity silently dictate what you feel “allowed” to charge and how to rewire that from the inside out.

We’re covering:

→ Why charging based on emotion keeps you stuck in survival mode

→ How your environment quietly becomes your ceiling

→ Why your brain filters out abundance and how to start noticing...

What do you do when the world feels too heavy to sell your work?

This episode was born from a quiet message inside my new Instagram broadcast channel, The Secret Garden Club: "It feels inappropriate to post or promote right now, but enquiries are low. What do I do?"

I’ve been there; Flashbacks to COVID lockdowns, glued to the news, second-guessing every caption. If you're in that place too, this one’s for you.

In this episode, I’m sharing:

→ A personal story from the early days of lockdowns and how flow...

Let’s talk about the least sexy part of your business... Your systems. 

Now, I know, when you think “profit,” you probably think marketing, bookings or big installs but I’m here to tell you that your CRM might just be your biggest money-maker.

In this episode, I’m spilling the real-life stories of how using Dubsado has made me thousands of dollars, not hypothetically, but in actual booked weddings, saved refunds and premium client experiences that convert like magic.

You’ll hear:

💸 The $8,000 inquiry I would’ve lost without automation
💸 The refund I...

You know what’s scarier than a quiet inbox in winter?
A florist who believes they just have to “wait it out”

This episode is your no-fluff, no-excuses pep talk to stop hibernating like a bear and start using winter as your business glow-up era.

I share:

The moment I realised her income wasn’t capped (and how I proved it to my accountant 👏)

Why cutting costs isn’t the same as growing smart

How winter became the season I made the most money, booked the dreamiest clients and built a m...

In today’s episode, I’m sharing the story of how I went from proudly avoiding the “business side” of floristry… to falling head-over-heels for systems, strategy, and automation, all because of one unexpected book: The 4-Hour Work Week.

This book completely shifted the way I saw my business. I stopped thinking I had to do it all manually and started building a business that actually worked for my brain (hello, undiagnosed ADHD). Spoiler: it involved a lot less panic-quoting and a lot more Dubsado.

💡 Inside this episode, I talk about:

→ Why I avoided busines...

In this episode, I’m chatting with Sophie, flower farmer, wedding florist and longtime Wildflower Academy member, about her incredible growth over the past year.

From feeling stuck, scared to post, and unsure if floristry could ever be a "real business"...
To fully booked seasons, over $75K revenue, 20 weddings, 10k budgets, dream freelance gigs and finally stepping into the creative, strategic business owner she always was.

We talk about:

The mindset shift that changed everything

Her journey from DIY branding to confident, high-end bookings

Freelancing for her florist he...

Ever feel like you're sending beautiful quotes or moodboards… and hearing crickets?

In this episode, I’m walking you through exactly what I include in my visual proposals to boost conversions and build trust without feeling like I’m “selling.”

Whether you're sending a Google Doc or a beautifully designed PDF, this approach will help you turn interest into commitment faster and with less effort.

We’ll cover:

→ What a visual proposal actually is (and how it’s different from a quote or mockup)

→ Why it matters if you want to book dream...

This is your permission slip to stop overthinking your content and start showing up as the version of you that dream clients actually want to hire.

In this episode, I’m sharing a behind-the-scenes moment from a wedding that nearly broke me; locked gates, mean rangers, pouring rain and one very messy (but kind of perfect) video that reminded me what kind of content really lands.

We’ll talk about:

→ Why “messy” behind-the-scenes content is often your most magnetic

→ The 3 types of Instagram posts that are actually working right now How to turn your...

In today’s episode, I’m sharing a story I’ve never really told before, the quiet decision that kept me playing small for years and what finally helped me shift into the identity of a real business owner.

If you’ve ever called yourself “not a business person”, felt chaotic, messy, or like you just “fell into floristry”… this one’s for you.

We’re talking about:

→ How identity shapes your behaviour (and your results)
→ The sneaky ways imposter syndrome hides in plain sight
→ Why your mindset might be sabotaging your success
→ The one mi...