The Floral Hustle

You can be booked out, exhausted, and still broke—and if that's been you, you're not alone. In this episode, Jen breaks down the real reasons florists struggle to make money (even with “good” revenue), and the practical shifts that turn a busy floral business into a profitable one. We're talking pricing for profit, plugging the holes in your boat, tracking the numbers that matter, and building a business model that supports your life—not consumes it.In this episode, we cover:Why busyness is NOT the same thing as successThe moment Jen realized she was doing the most… and making nothingThe truth: profit is what's left after flowers, labor, overhead, waste, and stressWhy florists underprice: fear, comparison, people-pleasing, and “being nice”The biggest profit leaks Jen sees (especially in delivery + service fees)How to stop saying “How can I make this work?” when the budget is unrealisticWhy you don't need more clients—you need better marginsWhat to review right now to find the holes in your business (and plug them)The mindset shift that changes everything: “When I do something, I deserve to make money for it.”Why support matters: coaching, mastermind rooms, outside eyes, and accountabilityTakeaway Challenge (do this today):Calculate your average wedding value (or average order value if you're retail).Pick one fee to audit (delivery/setup/service fee/product markup).Choose one boundary that protects your profit (minimum, scope, delivery radius, etc.).Ready for support?The Floral CEO Mastermind: http://floralceo.com/mastermindFloral Rockstar Workshops: http://floralceo.com/workshopWant a personalized strategy? Email jen@floralceo.com or DM Jen on Instagram.

Hello Flower friends. Today we're gonna talk about style shoots, and I've been reminded of  really like  the costs, not only  from a, you know.  Actual phy physical costs, like money, you have to pay for the flowers and all these things, but like the emotional costs and the mental energy that you're using there, it's so much bigger than I think somebody looking in on Instagram at somebody's magical moment really is.So, style shoots are super glamorous on Instagram, but let's really talk about the actual cost you. Because  that's way, way, way, way, way more than flowers. All right, so let's start off with the real cost of flowers.  You are usually not putting your shoddy foot forward, so we're not usually putting in things that are leftovers or are maybe not at their peak of their prime, usually not basic Betty Flowers you're using.Buying premium blooms, you're designing multiple pieces for content. So a ceremony, a table, a bouquet, an installation on and on.  Flowers are often not easily repurposable for paid work, so you're not like able to just, I'm gonna take all these and then tear it apart and then use it for a paid job. Usually there isn't that like great opportunity to do that. And then there's a risk of waste if designs don't photograph well, like you could potentially have something that just doesn't photograph well for some reason. Um, this is a marketing expense,  not a fun creative project. It costs money to market. In styled shoots are a way to market your business in several levels.Marketing with the pictures that you're getting in the long run. Marketing, hopefully if you have a team on board that is stellar and is, you know,  uh,  people who are usually kind of at their top of their game that are, are vendors that like to be submitted for styled shoots for potential publication. Then there's a relationship capital. The relationships that you build at these, it's just, there's just domino of value, and  I would love for you to get that value out of those situations, but I would love for you not to blow your marketing budget on one.  All right, the next one.  Is really the time costs, and nobody really talks about this, but as someone who backs into what my hourly wage is. Often and does that with coaching clients, like things take time, mood boards, conceptions, like all of those things, take time. Emailing with collaborators, coordinating schedules, chasing deliverables, packing and loading, and set up and tear down, editing content, posting, tagging, following up. You could easily put in 24 40, 22, 40 hours into one shoot.Easy.  Um, and that's time you could have spent designing for paying clients, working on your business or imagine this resting.  All right. The next one is the mental and emotional load.  This part is exhausting.  Will the photographer deliver the actual.  Like look and feel that I'm going for, will this venue share the images?Will this even attract my ideal client?  Do I choose? Did I choose? Like,  you know, you're always looking at something and you're just like, oh my God, it's so beautiful. But really, did you choose the right color palette, concept model, and all of that for the right. You know, venue and all of that with the right photographer.'cause like all these things kind of meld together. The emotional labor on this is totally real.  All right. Then there is the collaboration tax.  Even with donations, you are still coordinating a mini production.  You are often carrying the creative and logistics load because like the flowers are the prettiest part of that. I care about things being really fucking pretty when I'm doing these types of things, and  that can sometimes be dicey, so  I, I wanna make sure that I'm getting the right team in place.  All right, and then you're relying on other people's professionalism. You can't, don't control timelines, edits, or brand alignment, and sometimes you walk away with images you don't even want to use, which is a complete truth.I had this exact example when gay marriage was legalized in Minnesota.  Somebody invited me into a inclusive shoot that was basically like a pride themed. It was in June, so it was going to be published in like a local pride, um, themed magazine and on and on, and.  The photographer, like I really liked them as a person, but that was some dark and booty shit.Like they just have a darker photo style than I like to fill my feed with. I like light and airy. I think light and airy speaks to money,  and  so I spent close to a thousand dollars of flowers  and I mean, I can say that I did it and I did it for a good reason to celebrate,  but.  I didn't post those photos because they were too dark and it just wasn't my jam. All right,  then here's the hard truth. Style shoots are high effort, high emotional output,  like high cost, low certainty  from an ROI perspective. They can be,  but. They're not only the one way to build a portfolio or elevate your brand, and I think that's how most people think that they need to do it.  So  I wanna talk about why workshops could be depending on where you're at,  a smarter move. So instead of spending potentially a thousand dollars on flowers, coordinating with six vendors, hoping the photos turn out, crossing your fingers, that everything comes together, that your model shows up, that your, you know, photographer delivers and doesn't take a million years, and  your makeup artist shows up and just all of those things. Those are all like you're resting a lot of the success of this on other people. But  when you go to a workshop, you get this curated high-end installs, professional photography, intentional design for portfolio use. You get education strategy, hands-on, skill building and content that actually aligns with higher end clients.So I.  I want you to remove the guesswork and the what if anxiety and the production stress and wasted time, and really replace it with strategic brand positioning, portfolio content. You're proud of  education and confidence and an excellent real ROI like.  You actually did something. This wasn't just objective.You're like, you did something that you have this experience, you learned and you got this portfolio. It's just like so magical.  I know 'cause I have designed and put together so many styled shoots that this can be a beast.  And I have seen Floris go in and spend three, $4,000 get horse shit. Direction from the person running the style shoot.I realistically won't really do a style shoot unless I am collaborating with a, an event designer. So somebody that really lives in the design space and I have heavy impact, I. In the decisions I, and also I potentially brought the initial VIN vision to fruition. I normally just like to do run with myself, you know, like, here's the concept, I'm gonna run with it because I don't want to get.Bogged up in details that are easy for me to figure out, but we have to have like 30 minute conversations about fucking glasses. I just don't have time for that. Like I'll figure out the glasses, they'll be fine. They'll be beautiful. Like I just went and figured out all the linens for four different things that are coming up and it was just absolutely stunning.So.  If you're feeling exhausted by trying to DIY, your brand elevation through style shoots or maybe your  portfolio,  uh, elevation, there's an easier way, and I have three workshops coming up that will nail  any one of these goals. And if you want to even do two even better because then you would get a more diverse portfolio. 

Money is one of the most emotional, loaded topics in the floral industry—and it's keeping too many florists stuck in survival mode. In this episode, Jen dives deep into the money mindset shifts florists need to make to stop undercharging, stop feeling guilty about profit, and start building a business that actually supports their life.If you've ever felt awkward charging what you're worth, told yourself “I do this because I love flowers,” or normalized burnout as part of the job—this episode is your wake-up call.In this episode, we cover:Why wanting to make money does not make you greedyThe damaging “starving artist” narrative in creative industriesWhy revenue does not equal profit (and why so many florists still aren't paying themselves)How underpricing actually hurts your clients, not just youThe invisible labor florists provide (logistics, emotional labor, problem-solving)Why your business should fund your life—not consume itThe difference between survival mode and abundance modeHow being paid well allows you to show up more creatively and confidentlyPowerful Money Mindset Shifts:Wanting more money = financial security, not greedBeing busy doesn't mean being successfulUnderpricing isn't generosity—it's self-sabotageYour expertise has value beyond the flowersYou don't have to struggle to be worthyA profitable business creates freedom, not burnoutReflection Prompts from This Episode:Where am I undercharging because I'm afraid?What would change if I truly believed I deserved to be paid well?What is one small money boundary I can set this month?What hourly rate do I actually need to feel valued for my time?Links & Resources Mentioned:Floral CEO Mastermind: https://floralceo.com/mastermindWorkshops & Education: https://floralceo.com/workshop

Valentine's Day is over—and whether you crushed it or barely survived, the real growth happens after the holiday. In this minisode, Jen walks florists through how to do a post-holiday recap like a CEO so you can stop repeating the same chaos every year and start building a more profitable, sustainable business.If you're tired of white-knuckling holidays and hoping “next year will be better,” this episode will show you how to turn Valentine's (and every major holiday) into a data-driven growth strategy.In this episode, we cover:Why the money is in the review, not just the revenueHow to use data (not feelings) to make better business decisionsThe 5 areas every florist should review after Valentine's Day:Financials (revenue, average order value, profit margin)Operations & systems (what broke, what worked)Labor & staffing (overstaffed vs understaffed)Product mix & pricing (what sold, what didn't)Your energy & capacity (burnout prevention)How your Valentine's data informs:Mother's DayPromWedding seasonHiring decisionsThe CEO mindset shift from “survive it” to “optimize it”How to make future holidays more profitable without working harderFree Resource:Download the free Holiday Recap Worksheet to walk through this process step by step:

Feeling overwhelmed, stretched thin, and still wanting your floral business to grow? You're not broken—you're human. In this minisode, Jen breaks down 10 simple, doable actions to help you regain momentum in your business even when life feels heavy. This episode is all about compassionate strategy: tiny steps, CEO-level thinking, and getting out of freeze mode without burning yourself out.You'll learn how to shift from emotional overwhelm into grounded action, create forward motion without needing “perfect conditions,” and refocus your energy on what actually moves the needle in your floral business.In This Episode, We Cover:Why overwhelm doesn't mean you're failing—it means you careHow to take action even when you feel behind or stuckThe power of micro-momentum when everything feels like “too much”How to identify the one next step that matters mostCEO-level thinking when your nervous system wants to shut downWhy consistency beats intensity when you're overwhelmedHow to simplify your priorities when your brain feels clutteredWhat to focus on in your business when you don't have extra energyHow to build habits that support growth (even in hard seasons)Reframing overwhelm into clarity, control, and confidenceKey Takeaway:You don't need a perfect plan or unlimited time to grow your floral business. You need one small, intentional step that moves you forward. Momentum creates clarity. Action creates confidence. Even when life feels heavy, your business can still grow—if you choose progress over perfection.Resources & Mentions:Floral CEO Mastermind: https://floralceo.com/mastermindFloral Rockstar Workshops: https://floralceo.com/workshopConnect with Jen:Instagram: @‌thefloralceoWebsite: https://floralceo.com

How to Grow Your Floral Business Revenue (Without Guessing or Burning Out)Growing your floral business revenue doesn't start with hustling harder — it starts with clarity.In this episode, Jen breaks down how to intentionally grow revenue by looking at what's already working, identifying where your biggest opportunities live, and creating a strategy rooted in facts — not feelings.After a full month of deep coaching sessions and mastermind strategy calls, one thing became crystal clear: florists who grow sustainably understand their numbers, track their revenue intentionally, and make decisions like CEOs.If you've ever said:“I want to make more money, but I don't know where to start”“I'm booked, but I'm not profitable”“I feel busy but unsure if I'm actually growing”This episode is for you.In this episode, you'll learn:Why “I want to grow by 10%” is not a strategy — and what to do insteadHow to break down your revenue by category (weddings, funerals, corporate, a la carte, etc.)How to identify which part of your business has the most growth potentialTwo main ways to grow revenue:Increasing your average order valueIncreasing the number of aligned clientsHow small pricing adjustments (delivery, setup, labor, service fees) can unlock thousands in revenueWhy tracking and forecasting your weddings changes how you make decisionsHow upsells, thoughtful design suggestions, and month-out calls can increase revenue without more bookingsWhy paying yourself should be a forethought, not an afterthoughtHow cutting expenses and improving margins can increase take-home pay without more workWhy running your business on data (not vibes) is a CEO moveKey takeaways:✔ Revenue growth comes from reflection + forecasting✔ You don't need more bookings — you need better strategy✔ Knowing your numbers gives you power, confidence, and options✔ Paying yourself is non-negotiable — this is a business, not a hobbyTools & resources mentioned:Profit First (book & audiobook)Simple revenue tracking spreadsheetsForecasting your booked weddings throughout the yearReady for support?If this episode made you realize you need help building a real growth strategy, Jen offers:1:1 private coaching sessions Coaching Call-1 hr. $ - Jeni BechtThe Floral CEO Mastermind — monthly strategy, Q&A, and CEO-level support

In this minisode, Jen breaks down the 10 habits she consistently sees in florists who are thriving—financially, creatively, and mentally. Inspired by Atomic Habits and grounded in real coaching conversations with florists at every stage, this episode isn't about doing more. It's about doing the right things consistently.If you've ever wondered why some florists seem calm, confident, booked, and profitable—this episode pulls back the curtain.In this episode, we cover:Successful florists plan before they designCalm wedding days come from preparation—not talent alone. Timelines, recipes, mechanics, and labor are reviewed before flower week ever starts.They know their numbers (even if they hate them)Average wedding value, labor costs, and profit margins matter. Profitable florists make decisions based on facts, not feelings.They communicate clearly and confidentlyNo over-explaining. No apologizing for pricing. Clear, calm communication builds trust and authority.They say no more than they say yesBoundaries protect energy, creativity, and profitability. Saying no is a business strategy—not a failure.They take action before they feel readyConfidence is built through action. Posting, raising prices, and trying new designs all come before feeling “ready.”They build systems that support busy seasonsTemplates, workflows, and checklists reduce stress and prevent burnout when things get hectic.They protect their creativityCreativity is treated like a resource—not something to drain dry. Successful florists intentionally seek inspiration and avoid burnout work.They show up consistently (not constantly)Sustainable marketing rhythms beat burnout posting cycles. Visibility comes from consistency, not volume.They evolve instead of staying stuckPricing, offerings, branding, and business models change as florists grow. Reflection and adaptability are key.10. They think like CEOs, not just designersDecisions are made with long-term sustainability, alignment, and profitability in mind—not short-term ease.Key takeaway:Success isn't about working harder—it's about building habits that support the business and life you want.Resources & Next Steps:Want accountability and CEO-level support? Learn more about the Floral CEO Mastermind

Most florists think branding is something you do after you're established — after the logo, the website, the luxury weddings, the polished feed.But the truth is this: you already have a brand.And if you don't intentionally shape it, your clients will shape it for you.In this episode, Jen breaks down what a brand actually is (and what it isn't), why your behavior matters more than polish, and how you can start building a powerful, recognizable brand from any stage of business.This isn't about aesthetics — it's about alignment, consistency, and becoming known for something.In This Episode, You'll Learn:Why a brand is a feeling, not a logoHow your behavior builds your brand faster than visualsWhy you are the brand (especially early on)How to pick a lane instead of trying to be everythingThe power of repetition in brand buildingHow boundaries create a premium brandWhy consistency builds trust and recognitionHow personal branding accelerates growthWhen (and why) it's okay to evolve your brandHow strong branding attracts better clients with less effortKey Takeaway:A brand isn't built in polish — it's built in how you show up.Your energy, tone, boundaries, and consistency are the brand.Action Steps:Choose 3 words you want people to associate with youUpdate your bio with what you want to be known forAudit your communication — does it sound like you?Decide what you're no longer available forStart showing up consistently, not perfectlyRepeat your message instead of reinventing itBrand is a long game — and that's what makes it powerful.

If you've ever felt overwhelmed by installations (or worried something's going to fall, shift, or turn into a full-blown stress spiral on site)… this minisode is for you.Jen shares her go-to installation workflow (including why she builds 90% in the studio) plus the exact tools that make installs faster, safer, and way more confident.In This Episode, We Cover:Why building most of your install in your studio reduces stress + mistakesHow to save almost 50% on foam cages by buying empty cages onlineThe easiest way to hang installs with airplane cable without manual screw stopsThe zip tie mistake that makes installs weaker (and harder to tighten)Jen's favorite “modular” stand system for head tables, bars, arches, and spill designsResources Mentioned (Links)One-brick foam cages — Jen's go-to➡️ https://a.co/d/bKOUxkdUrban Trapeze cable stops (no crimping tool needed)➡️ https://a.co/d/3RdwidIPlastic-coated airplane cable (Jen's preference)➡️ https://a.co/d/cgOtk8630-inch heavy-duty zip ties (thick + strong)➡️ https://a.co/d/ilMtf8DMetal “square tent stands” for 2x4 installs (modular base system)➡️ https://www.etsy.com/listing/607288186/two-square-tan-stands?ref=yr_purchasesWant to Learn This Hands-On?Installation Rockstar Workshop

Ever feel like you're doing “all the right things” — consults, proposals, follow-ups — and still hearing no? In this episode, Jen breaks down what happened after she received three client no's in a row, how she audited her response times, proposal quality, tone, and energy… and how she turned that slump into four yeses (including higher-budget bookings).This is a must-listen for wedding florists who want to book more weddings, improve their close rate, and communicate with more confidence, even when life feels heavy.What You'll LearnWhy “no's” often have nothing to do with your design skillsHow your energy + excitement shows up in your consults (even if you think it doesn't)The sneaky ways your response time impacts your booking rateHow templated emails can accidentally make you sound cold, robotic, or not like youThe difference between being “professional” and being forgettableHow to re-ignite your passion when you're feeling overwhelmed or burned outA simple self-audit to do anytime your close rate dipsThe “Booking Slump Audit” (Steal This)If you're getting no's, ask yourself:How fast did I respond to the inquiry + follow-ups?Did my proposal feel custom + enthusiastic or copy/paste?Did my email tone sound like me?Did I highlight what makes me the right choice (venue expertise, sourcing, seasonality, confidence)?Was I excited… or was I operating from stress, overwhelm, or “whatever”?Key TakeawaysPeople don't just book flowers — they book confidence, care, and leadershipBrides want to feel like you're excited about THEIR wedding, not just another jobYou can be honest and still sell with energy (even if the world feels heavy)You can turn the game around fast — one email, one consult, one proposal at a timeAction StepPick ONE lead you're currently nurturing and do this today:Re-read your last email/proposal and ask:“Would I book me after reading this?”Then add 2–3 lines of personality + excitement + expert guidance.MentionedYour consultation + proposal turnaround timeWhy “education” is part of selling wedding flowersHow to communicate value without sounding defensiveDesigning a business that attracts clients you actually loveWant support + structure?If you're ready to tighten up your sales process, raise your close rate, and book aligned clients — come hang out with us inside the Floral CEO Mastermind.

If you want 2026 to be the year you finally feel like a confident, profitable, in-control Floral CEO, this minisode is for you.In this episode, Jeni shares five essential goals every florist should add to their goal list — whether you're a newer business owner or a seasoned florist who wants more ease, clarity, and profitability.These aren't fluffy goals. They're CEO-level goals that help you stop running your business in reactivity and start running it with intention, strategy, and confidence — without burning yourself out or losing your love for flowers.

Moving Your Floral Business Forward When Life Feels ComplicatedLife 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 about what it really looks like to keep moving your business forward when life feels overwhelming, messy, or outright hard.This episode isn't about hustling through burnout or pretending everything is fine. It's about resilience, alignment, micro-momentum, and designing a business that can support you through real life — not just ideal circumstances.✨ In This Episode, We Talk About:Why “complicated” doesn't have to mean stuckHow the mindset of “I do it anyway” builds long-term successThe danger of letting hard seasons turn into permanent habitsWhy falling off the plan doesn't mean you've failedHow to identify the next best step when motivation is lowUsing micro-momentum to rebuild confidence and consistencyWhy alignment matters more when life feels heavyRedesigning your floral business so it supports you — not drains youLetting go of work that consistently feels wrong, even if others do itWhy resilience is built through systems, habits, and self-trustThe difference between pausing to breathe and quitting altogether

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 feel unclear about money, this episode gives you a practical framework to stop guessing and start planning like a CEO.What You'll Learn (Key Takeaways)How to calculate your average wedding order value (AOV) so you can forecast incomeHow to use your close rate to estimate how many leads you need to hit your booking goalA simple “CEO math” approach to estimate:Flower/COGS percentagefixed monthly expenses (your “turn the lights on” costs)freelance laborsales tax/tax set-asidesprofit cushionowner payWhy guessing creates scarcity—and why forecasting creates confidenceHow to put this into a spreadsheet so you can make smarter decisions all yearThe Framework Jen Uses (Step-by-Step)1) Start with your funnel numbers (your real booking pipeline)Track these numbers:How many inquiries/leads you receiveHow many you respond to / have real conversations withHow many consults you bookHow many proposals you sendHow many you close (booked + contract signed)Close rate formula:Booked weddings ÷ proposals sent = close rateJen's note:If your close rate is very high, you may be underpriced (you're “too easy to book”).2) Calculate your average wedding value (AOV)Average wedding value formula:Total booked wedding revenue ÷ number of booked weddings = AOVThis gives you a usable “planning number” even if you have a few outliers.3) Forecast income based on your goal number of weddingsIf you want to go from 8 weddings to 20, you need 12 more weddings.Projected revenue formula:(Goal weddings × AOV) = projected gross revenue4) Estimate your cost of goods (flowers + supplies)If you're still learning sourcing/recipes, Jen recommends being conservative:30–35% as a planning range for flower costs (COGS)COGS formula:Projected revenue × COGS % = flower/supply costs5) Subtract fixed “lights-on” business expensesThese are costs like:websiteCanvaQuickBooks/bookkeeping softwareemail platformadmin tools/subscriptionsbusiness renewals/feesvehicle costs (if the business covers them)Fixed costs formula:Monthly fixed expenses × 12 = annual fixed expenses6) Add labor estimates (freelancers)Example logic from the episode:how many weddings need helphow many hours per weddinghourly ratenumber of staff-daysLabor formula:(Hours × rate × number of days/weddings) = labor cost7) Set aside taxes (don't get surprised later)Jen specifically mentions sales tax and recommends setting aside a percentage (often close to 10% in MN depending on location/rate, but use your local rate).Tax set-aside formula:Projected revenue × tax % = tax bucket8) Build profit into the business (a cushion)Profit is not “whatever is left.” It's intentional.Even starting with 5–7% gives you a cushion for growth:cooler purchaseeducationequipmentupgradesemergency bufferProfit formula:Net-after-costs × profit % = profit bucket9) What's left can become owner's compensation (pay yourself)After subtracting:COGSfixed costslabortaxesprofit…the remainder is what you can use to pay yourself (owner's comp), then plan for income taxes/self-employment taxes depending on your setup.Practical Action Steps (Do This This Week)Make a simple spreadsheet with columns for:inquiriesconsultsproposalsbookingsclose rateList your booked weddings and total revenue → calculate your AOVChoose your booking goal (ex: 20 weddings)Forecast gross revenue (goal × AOV)Pick conservative COGS % (30–35% if you're still dialing in recipes)Estimate annual “lights-on” expensesEstimate freelancer laborCreate 3 buckets in your business:tax set-asideprofit cushionowner payReview the final number and ask:“Is this enough for the life I want?”“What needs to change: price, volume, efficiency, or offers?”Mentioned in This EpisodeBook RecommendationProfit First by Mike Michalowicz (Jen's foundational framework for building profit and paying yourself consistently) https://a.co/d/1s9O2mm

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 episode is about building sustainable success, not burning yourself out by February.✨ What We Cover in This EpisodeWhy Most Goals FailCommon mistakes that sabotage your goals:Trying to change everything at onceSetting vague goals (“be more successful,” “network more”)Relying on motivation instead of structureOverestimating what can change in 30 daysUnderestimating the power of consistency over timeGoing all-in often looks productive — but it's usually just overwhelm in disguise.The Real Timeline of ChangeIf you've ever felt discouraged, this will reframe everything:Habit change: 60–100 daysLifestyle change: 12–18 monthsIdentity change: 3–4 yearsTrue transformation happens in layers — not overnight.Micro Momentum: The Missing LinkMicro momentum is about:Breaking goals into digestible actionsReducing overwhelmBuilding trust with yourselfCreating progress even on chaotic daysSmall wins compound into big change — especially when life is busy.Real-Life Examples of Micro MomentumJen shares personal examples including:How she went from hating workouts to identifying as someone who loves movementWhy starting small created long-term identity changeHow to apply micro momentum to business goals like:NetworkingLaunching à la carte floralsCEO daysSystems + financesMarketing consistencyHow to Make Goals Actually HappenYou'll learn how to:Get specific with your goalsCreate clear deliverablesBuild buffers so life doesn't derail youReduce decision fatigue by planning aheadUse the Rule of 3:One business goalOne personal goalOne health/energy goalAnd just as important — what to remove from your plate to create space.Identity-Based Goal SettingInstead of asking “What do I want?” ask:Who do I want to become?What does that version of me do on a random Tuesday?What does she stop tolerating?Shift from:“I want to…”to“I am becoming someone who…”Sustainability Over HustleIf your goals require burnout to achieve them — they're not the right goals.This episode reinforces:Alignment over urgencySystems over willpowerProgress over perfectionTry This: 24-Hour Micro Momentum ChallengePick one goal you've been avoidingSet a 5-minute timerDo one tiny stepStopCelebrateMomentum starts with starting.

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 Retreat on August 16-18, also at her farm, offering a relaxing yet educational experience with activities like flower arranging, glamping, yoga, and more. Each workshop includes professional photo shoots, with opportunities for portfolio building and social media content creation. Early bird pricing and payment plans are available.

Life + Business Audit: How to Create Clarity, Alignment, and Sustainable GrowthAs 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 and life.This isn't about judgment, shame, or “fixing” yourself.It's about seeing clearly, reclaiming your energy, and choosing alignment over chaos.Why a Life + Business Audit MattersYour business does not exist in a vacuum.If your life feels heavy, chaotic, or unsupported, your business will eventually reflect that.In this episode, Jeni shares why:Your business cannot “save” your lifeMoney alone doesn't fix misalignmentSustainable success starts with clarity, boundaries, and honest reflectionThis audit helps you step out of reaction mode and into intentional CEO leadership.Part 1: Where Are You Right Now?1. Energy AuditTake an honest look at where your energy is going — and where it's being drained.Rate each area on a scale of 1–10:WorkdaysClient interactionsCreative workHome lifeMental loadPhysical energyAnything consistently under a 5 deserves attention — not guilt.2. Time AuditAsk yourself:Where is my time actually going?What feels busy vs. what moves the needle?How much of my time is reactive vs. intentional?Break your time into categories:Revenue-producing workAdmin / busyworkMarketingFamily & personal lifeScrolling / numbingRest (real rest)Then ask:Is my time aligned with my priorities — or just my habits?3. Money AuditThis is where many business owners avoid looking — and where clarity is most powerful.Reflect on:What did I actually pay myself?What parts of my business are profitable?What looks “successful” but pays terribly?Where am I leaking money (including time)?Ask the big question:Am I building a business that supports my life — or one that requires sacrifice without return?Part 2: What's Not Working Anymore?4. Tolerance AuditFinish these sentences honestly:“I'm tolerating __________.”“I keep putting up with __________.”“I know this isn't working, but I haven't changed it.”What we tolerate becomes our standard.5. Alignment AuditAsk yourself:Does my business reflect who I am now — or who I used to be?If I built this business today, would I build it the same way?Is my business aligned with my values, family life, health, creativity, and nervous system?Small misalignments add up over time.6. Identity AuditShift from:“I'm trying to…”to“I am someone who…”Ask:Who have I been acting like I am?Who do I want to become?What does that version of me say yes to?What does she stop doing?Identity shifts drive behavior change.Part 3: What Needs to Change?7. Subtraction Before AdditionBefore adding anything new, ask:What can I remove?What can I simplify?What am I done tolerating?Growth doesn't always mean more — often it means less, done better.8. Focus Audit: The 3–Thing RuleChoose:3 business priorities3 life prioritiesAsk:If I focused only on these, would my life and business improve?Everything else can pause, be delegated, or simplified.9. Support AuditYou are not meant to do this alone.Ask:Where do I need support?What am I carrying that isn't mine?Who helps me think bigger?Who holds me accountable?Support might look like systems, boundaries, therapy, coaching, or community.Part 4: How Do You Move Forward?10. Micro-Momentum PlanningInstead of fixing everything, ask:What's one 15-minute change I can make this week?One boundary I can set?One system I can tighten?Small shifts create big identity changes.11. Future You Check-InAsk:What will future me thank me for changing now?What would make next year feel lighter?Your body often knows before your mind does.12. Decision Filter Going ForwardEvery opportunity should pass through:Does this align with my values?Does this support my energy?Does this move me toward my goals?Am I saying yes out of fear or intention?If it's not a clear yes, it's a no or not right now.Final ThoughtsYou are allowed to:Change your mindWant something differentBuild a business that feels good and pays you wellChoose alignment over hustleYour life matters just as much as your business.Join the Goal Planning Party

Episode Title26 Things Every Florist Should Do Going Into 2026Episode Description2026 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 actually works — with clarity, profitability, and ease.You don't need to tackle all 26 at once. But you do need to stop drifting into another year without intention.What You'll Learn in This EpisodeIn this episode, we cover:How to reflect on 2025 without judgment — just data and clarityWhat to cut, simplify, or stop doing in your floral businessHow to realign your pricing, profit, and payWhere your time and energy are actually going (and if it's worth it)How to market smarter — not louderWhy alignment matters more than hustle heading into 2026How to choose growth that supports your life, not drains itThe 26 Things Every Florist Should Do Going Into 2026Reflect & RecalibrateReview what actually made you money in 2025Identify what drained your energy the mostDecide what you're no longer available forLook at your average order valueIdentify your most profitable client typeAudit how you truly spend your timeMoney & Profit (CEO Energy)Decide how much you want to pay yourself in 2026Separate business money and personal moneyStop using deposits to fund your lifeReview pricing that no longer worksBuild profit into pricing — not leftoversDecide what “enough” actually looks like financiallyMarketing & VisibilityChoose three marketing priorities (not ten)Choose consistency over perfectionMake your email address easy to findDecide what you want planners to see you asCreate evergreen content you can reuseDecide where you'll stop marketingSystems, Time & SustainabilitySimplify your offersBuild a 10-minute daily marketing habitCreate micro-momentum tasks for busy daysIdentify one system that needs tighteningGrowth, Identity & VisionDecide who you're becoming as a Floral CEOSay your goals out loudBuild accountability into your yearChoose alignment over hustleKey TakeawayYou don't need to overhaul your entire business overnight.But choosing even 3 things from this list — and actually following through — can completely change how 2026 feels.Clarity compounds.Alignment compounds.And intentional decisions always outperform hustle.Join the 2026 Goal Planning Party

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 support both your life and your business.If you've felt exhausted, reactive, underpaid, creatively drained, or stuck in constant overwhelm, this episode is for you.In This Episode, We Cover:Why survival mode isn't failure — and why so many florists normalize burnoutThe physical, emotional, and creative cost of staying in survival too longHow margin (in time, money, and energy) completely changes your nervous systemWhy being “busy” isn't a badge of honor — and what it's actually costing youThe connection between your personal life and business growthHow thriving starts with alignment, not doing moreThe 5-Step Shift from Surviving to Thriving in 2026Acknowledge Survival Without ShameSurvival mode is a response — not a personal failure. Many florists are surviving because they're caregiving, rebuilding, healing, or simply carrying too much. Honor what got you here — and allow yourself to want more.Identify What's Keeping You StuckLow-margin work, undercharging, saying yes out of fear, lack of systems, inconsistent pay, and constant reactivity all keep you trapped. You can't change what you won't name.Redefine What Thriving Means to YouThriving isn't nonstop work or booking everything. It's calm, predictable income, creative joy, clear boundaries, support, and a business that gives back to your life — not one that drains it.Make Small, Strategic ShiftsThis isn't about burning everything down. Simplify your offers. Raise prices intentionally. Build planner relationships. Create systems. Focus on micro momentum — small actions that compound into real change.Decide That 2026 Will Be DifferentA new year doesn't create change — decisions do. Thriving requires intention, structure, and support. You don't have to do it alone, but you do have to choose it.Reflection Questions to Sit With:What parts of my business drain me the most?What actually makes me the most money?Where am I over-giving or saying yes out of fear?What am I no longer willing to tolerate in 2026?What would thriving feel like — not just look like?Want Support Creating a Different 2026?Jen is hosting a Goal Planning Party on January 5th at 1:00 PM CST, where you'll:Reflect on what worked (and didn't) in 2025Clarify what stays, what goes, and what gets simplifiedDesign goals that support your life and your businessConnect with other florists who are ready to grow with intentionYou'll receive a guided goal-planning worksheet and live support to help you start the year grounded and clear — not reactive and overwhelmed.

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.Because manifestation isn't about wishful thinking—it's about clarity, intention, structure, strategy, and consistent action.

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 profitable—but also more sustainable, aligned, and fulfilling.If you're a florist who feels stretched thin, stuck in survival mode, or unsure what to focus on next, this episode will help you slow down, assess what truly worked in your business, and make smarter decisions for 2026.

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 minisode, we're diving into Micro Momentum — the simple, doable, wildly effective approach that has helped me build my businesses, stay consistent, and keep moving forward even during the busiest, messiest seasons of life.Whether you're a florist, a mother, running multiple businesses, navigating neurodivergence, or simply overwhelmed by your to-do list — micro momentum is how you create progress right now, not someday.

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 paid fairly and consistently.Whether you're a new florist still feeling “grateful to be chosen” or a seasoned designer carrying years of undercharging, these strategies will help you build a business that actually supports your life — not drains it.

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 floral designer. They work with dream clients, they influence design decisions, and they often book 15–50 events per year. But many florists hesitate to reach out because they fear being judged, ignored, or coming off as too “salesy.”This episode is your reminder that you are providing a service their clients actively need. You're not selling a gimmick — you're offering a solution.And the simplest way to start building that relationship?Thoughtful, consistent engagement on their content.Not emojis. Not spammy comments. Not cold DMs.Just genuine, human interaction that helps you stand out in a crowded industry.Jeni walks you through:✨ Why engagement works better than pitching✨ The exact steps to thoughtfully interact with planners online✨ How the algorithm can actually work for you✨ What familiarity and name recognition can do to accelerate trust✨ Why this strategy mirrors real-life networking (but is way less awkward)You'll leave this episode with a clear, doable action step that builds what Jeni calls micro-momentum — tiny daily actions that snowball into real relationships and real bookings.

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” that can completely shift the trajectory of your floral business.Jeni breaks down exactly how planners have transformed her own business — including corporate events booked with two weeks' notice, five weddings from a single planner relationship in one season, and hundreds of thousands of dollars in annual revenue directly tied to her planner network.In this episode, you'll learn how planners actually work behind the scenes, the different types of planners florists should be targeting, what content attracts planners, and how to build genuine relationships that lead to consistent bookings.What You'll Learn in This Episode

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

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 into new habits with sheer willpower is the reason most goals collapse.Instead, she walks through the exact process she's used in her own life to rebuild her identity — from quitting a 1600-calorie-a-day Mountain Dew habit, to losing weight, to becoming someone who actually likes working out, to managing a family, a farm, and a business without constant overwhelm.Inside this episode you'll hear:

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 (and teaches) to approach conflict with clarity and compassion.Most people avoid conflict because they're afraid of how the other person will react. But conflict doesn't have to be chaotic or destructive. In fact, when handled well, it can strengthen relationships, clean up misunderstandings, and create a healthier foundation in both your personal life and your business.Jeni walks you through:✨ The 4-Step Conflict FrameworkLead with how you feltWhy starting with your emotional experience (not accusations) sets the tone for a productive conversation.Share the behavior or situation you observedHow to frame what happened without blaming, attacking, or assuming intent.Invite their perspectiveThe importance of listening, seeking clarity, and truly hearing how they understood the situation.Collaborate on “How can this feel good for both of us?”The step most people skip—and why it's the actual key to resolution and long-term trust.Jeni also shares insights on:The exhaustion of carrying angerWhy passive aggression (hello, Minnesota!) doesn't get you anywhereWhen conflict patterns show you it's time to walk away from a relationshipThe importance of emotional self-regulation, especially as a leaderThe only two things you ever truly have control over in a conflict: how you feel and how you reactThis episode is an invitation to hold your power, speak honestly, and build relationships based on truth—not assumption. Whether you're navigating conflict with a client, coworker, partner, or friend, this simple process will help you approach the conversation with confidence and compassion.

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 you through the simple, realistic marketing system I teach florists who are stretched thin — a 10-minute routine that actually moves the needle. You'll learn what to post, how often, and what truly matters when time is limited.This isn't strategy for the “perfect” business owner with unlimited hours.This is for you — the real person doing real life while building something incredible.✨ In This Episode, We Cover:Why marketing feels overwhelming when you're short on timeThe myth of “needing to be perfect” to show up onlineWhat clients actually need to see from you (it's only 3 things)The easiest content to create when you're exhaustedHow to stay visible in 10 minutes a dayWhy messy, imperfect content often performs betterHow posting in the margins of your life still builds massive momentumA simple weekly marketing commitment you can actually stick to

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 life, business, and everything in between… this reset is for you.This isn't an hour-long retreat, a full spa day, or a perfectly quiet house. This is something you can do right now in the middle of the chaos—while driving, designing, hiding in your pantry, or between client emails.

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 reminder that micro momentum—those small, consistent actions—are what truly move your business forward.This episode is for the florists, creatives, and entrepreneurs who feel like they're spinning their wheels. It's a mix of honest talk, practical mindset shifts, and tough-love encouragement to do it anyways.You'll hear:Why “trying” is actually winningHow micro momentum builds unstoppable growthThe difference between grace and excusesThe power of believing your success is inevitableWhy you must choose the “hard” that moves you forwardA gentle reminder: you don't need a perfect season to grow a beautiful businessBecause no matter how hard it feels — you're still building something beautiful.

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 building floral businesses that are sustainable, profitable, and joy-giving. She opens up about how shifting her focus toward profit created more freedom in her business — fewer weddings, higher margins, and more creativity.You'll walk away from this episode with a fresh perspective on money, mindset, and the true purpose of profit in your floral business.

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.

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 florists looking to streamline their workflow and enhance their offerings.00:00 Introduction to Floral Installations00:27 Breaking Down the Installation Process01:49 Calculating Costs and Pricing03:15 Estimating Flower Quantities05:44 Finalizing Retail Prices10:39 Advanced Tips and Upcoming Trainings12:29 Conclusion and Further Learning Opportunities

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 many of us feel but rarely talk about.Jeni reminds listeners that “done is better than perfect”, that it's okay to take up space, and that your business can grow slowly and still be deeply successful. This isn't about hustle culture — it's about building a business that works with your life, not against it.

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:

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:

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 process, this one's for you. I'm walking you through how to identify red flags, set boundaries, and make your communication work for you (not drain your energy).

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 florist, business owner, and coach.Whether you're in your first season or your fifteenth, these lessons will help you protect your time, charge your worth, and create more space for creativity and growth.

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 them into open houses that build vendor connections, attract ideal clients, and generate lasting content for your portfolio.Whether you're a florist just starting to collaborate with venues or a seasoned designer looking to refine your approach, this episode will help you stop saying yes to unpaid, unstrategic shoots — and start saying yes to smart exposure that grows your business.

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 you're running your studio full-time or hustling during nap time, this episode will help you reframe how you see success — and remind you that consistency, not perfection, is what creates real growth.

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 permission slip to stop waiting for the stars to align. You don't need perfect branding, timing, or systems to grow — you just need the courage to take one imperfect step today.

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 Design, and how he's built a recognizable and authentic brand. We talk about the challenges of starting and scaling a business, the importance of knowing your worth as a florist, and how social media has helped him connect with clients in new ways.Whether you're a new florist or a seasoned designer, this conversation is packed with inspiration, encouragement, and real talk about what it takes to run a floral business.About Luis:Hey there my name is Luis,I fell in love with flowers at the age of 16 and since then I've never stopped designing. Learning from the Japanese I traveled to Guam,Japan and LA executing wedding.My style is a mix of contemporary American paired the technical precision of Japanese floristry.A family man at heart but a floral designer to my core.What You'll Learn in This Episode:How Luis got started in floristry and built Jo.An Floral DesignThe role of family and personal history in shaping his brandSocial media strategies that have helped him grow visibility and trustThe importance of setting minimums and pricing for profitabilityLessons on working with planners, venues, and clientsWhy authenticity is key in both design and business growthIf you loved this conversation with Luis, be sure to follow him on Instagram at @‌jo.anfloraldesignfor daily inspiration.And if you're ready to grow your own floral business with confidence, join me inside the Floral CEO Mastermind — where you'll get the systems, templates, and coaching you need to thrive. Floralceo.com/mastermind

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, increase profitability, and stop feeling overwhelmed.Here's what we cover in this episode:Trying to Do Everything YourselfWhy solopreneurs get stuck, how to create space in your business, and what to outsource first to prevent burnout.Underpricing Your WorkHow to price using a simple framework, stop discounting just to “get the job,” and ensure you actually make a profit on every event.Not Having a Marketing PlanWhy relying on word-of-mouth isn't enough and how to create simple, repeatable marketing actions that keep your calendar full.Skipping Systems and ProcessesThe three systems that took me to $100K and how you can streamline your proposals, ordering, and client communication.Treating Your Business Like a Side HustleHow to step into the CEO role, set priorities, and take a 10,000-foot view of your business to break through income ceilings.If you're ready to stop spinning your wheels, make more money, and finally grow your floral business, this episode is your roadmap.Call to Action:Ready to put these strategies into action? In October inside The Floral CEO Mastermind, we're focusing on building your email playbook — the exact templates I use to book more weddings, communicate with planners, and save hours every week. You also get my contract templates, proposal templates, and over 80+ videos of business coaching and design education — plus live group and 1:1 coaching with me.Join us today at http://FloralCEO.com/mastermind and let's grow your business together.

Hello flower friends!

Hello flower friends!

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:

Hello, flower friends!

Hello, flower friends!

Hello flower friends!

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 partnerships that open the door to luxury corporate clients, recurring income, and long-term stability. Together, we dive into:✨ Why florists should consider diversifying beyond weddings ✨ How hotel partnerships can be a game-changer for consistent cash flow ✨ What it really means to put profit first in your business ✨ The mindset shift that happens when you start investing in yourself ✨ Practical steps to attract luxury clients who value your artistryThis episode is full of juicy, actionable advice for florists who are ready to stop chasing “one-off” gigs and start building a business that supports their life, creativity, and financial goals.Resources & Links Mentioned