10 Things I Did to Grow My Flower Business

10 Things I Did to Grow My Flower Business

Looking for the 10 things I did to grow my flower business? You're in the right place.

One of the most common questions I get asked is, "Kathleen how did you go from a newbie, fresh outta flower school designer to a 6-figure designer so fast?"

Well friends, if that's your question, you're in exactly the right place.

And I mean, let's be honest, even if you're already a six-figure florist, I really hope I'm able to drop a few knowledge goodies for you too.

I spent so long trying to piece together all the things and it took me years to figure out how to attract the right customers, feel confident with my pricing and finally run a business I actually liked.

My goal with this blog post is to pass along the exact things I did to grow my flower business and make it easier for you than it was for me. Cause ummm yeah, this industry is so secretive when it comes to getting customers and makin' money. But I'm here to bust through the silence and pass along as much wisdom and expertise as possible.

So, let's get into it, shall we?

Actually, Just Before We Begin...

Here's the thing: hindsight is 20/20.

I don't want you to think that I knew what I was doing – it's not like I had a list from another florist called "10 Things I Did to Grow My Flower Business". What I want to map out for you here is a very clear, step by step guide on what you need to do, having learned from the 1000s of mistakes I've made and blunders along the way.

Know that, yes, 100% I messed up. I made so many mistakes when I was trying to figure out how to grow my flower business. So know that I did not come out of the womb knowing these things and being able to pull together such a succinct list is because of the benefit of hindsight.

I just want you to skip over the 'I don't know WTF to do first' bit and jump to the 'making money + enjoying flowering' part waaaaayyyyy faster than I did.

For those of you who have been following my journey for a while now, you already know many of my failures – attempting to sell super cheap wedding packages, offering up table arrangements for $45, overstuffing designs every which way to Sunday and hesitating to even charge clients $15 for delivery.

On the other hand, if you're new here and you're thinking that Kathleen's business growth has been so easy, I'm happy to burst that bubble. Imagine the exact opposite of that...and that was what the first five years of my flowering journey looked like. #hotmess

Now, let's get into the list, shall we? If I could rewind the clock, start all over again, here's exactly what I would focus on to grow my flower business...

10 Things I Did to Grow My Flower Business

#1 – Branding

Let's start at the beginning (even if you've been in business a few years) when it comes to the 10 things I did to grow my flower business, branding is definitely at the top of that list.

Take the time to craft a premium brand. And no, I don't mean get a fancy designer to work on your logo and get business cards printed. I mean sit down and go through a very intentional, strategic planning process to land on a clear vibe (like the one I teach inside Flower Boss Bootcamp).

In the end, no one thing is going to make or break your brand but what I know now is that the collective power of all the pieces of the puzzle contributes to attracting better, more premium clients. So be intentional with every customer touch point, the packaging you use and the overall vibe of your website and Instagram feed.

And, yes, this is something to start sorting through on Day 1. Right after you land on your business name, lock in that URL and save your IG handle, I'd start mapping out your vibe and brand.

No, it doesn't need to be complicated or hard (or expensive). In fact, in my experience, you can get your brand sorted in an afternoon and then get to work on pulling together all the details as you build your business.

If you want to learn my exact approach, come join us inside Flower Boss Bootcamp. I break it down for you step by step and it's one of the best things you can do today to get your dream business sorted.

#2 – Define Your Offer

I used to believe that in order to grow a profitable flower business you had to cater to a broad array of customers. Kinda like you had to be all things to all people and have your clients dictate your designs.

I did that for three years. It was awful.

It was hard in so many ways and it's actually a super inefficient way to run a business. It's kinda like if you were to walk into a restaurant and the chef had to be ready to make any meal at any time. Imagine if the first customer who came in wanted a vegan lasagna, the second customer wanted chicken vindaloo and the third client wanted a triple-chocolate gluten-free donut tower.

Oi. That just feels hard.

But that's how so many of us are taught to run our flower businesses.

It's time to turn the whole thing on its head and put yourself in the driver's seat. Decide now who you want to cater to and who your ideal client is. Then spend time thinking about your design aesthetic and what you want to create.

#3 – Create Your Set Menu

By far, this is one of the best ideas I've ever landed on as a floral designer. The basic concept is that you get to sit down ahead of time and decide the formats you'll use, the ingredients you'll feature and the colour palettes you want to offer. Do the math to set up your prices and then get to work learning how to sell that work (again, not actually that hard).

The concept is exactly like that of a restaurant menu. And, in fact, it's one of the most helpful things you can do for your customers – too much choice, too many decisions always leads to overwhelm. Overwhelm and confusion leads to no sale.

Again, this is how so many florists run their businesses. We wait for the customer to tell us what to make. Take a really long time quoting it up and then get surprised when we're ghosted. Again.

It leads to disappointed customers. And disappointed florists.

So, do your future self a favour. Sitting down now and map out your core menu. Be super selfish and decide how abundant you want your designs to be, what kinds of ingredients you want to use and the formats you'll offer. Do the math.

And then, instead of scrambling to quote new designs or new work, pour your focus into learning about sales psychology and marketing tactics. (Fun fact: the problem is never the price. Your customers want more than just a cheap bunch of flowers...but you don't get to learn that until you move past the self-doubt and uncertainty around pricing.)

#4 – Focus On Your Website

One of the biggest changes to come from the pandemic is how customers are shopping for florists. no more looking for the local flower shop or physical retail space. More and more customers are confident shopping online – whether it's for flower delivery, signing up for a workshop or ordering wedding flowers.

These days no longer is having a physical shop the mark of a credible, well-established florist. Instead, the functionality, sophistication and ease of your website is the most important asset of a flower business. (Yes, it's way more important than that window display you wanna work on in your shop.)

In today's online shopping world, customers expect a great user experience, modern design and easy to navigate content. Plus, in today's "I can Google anything" world, they want to get answers to their questions quickly.

Having a website that aligns with your customer's needs makes a world of difference to your business growth and that's why it's #4 on my 10 things I did to grow my flower business list.

#5 – Sales Systems

Now, I know the word 'systems' makes you wanna barf. I get it. It's boring and unsexy. But even a set of email templates, a basic Google Doc you can copy + paste from will save you so much time.

But taking 20 minutes to map out your customer's path to purchase, the steps they go through from the minute they find out about you to the moment you deliver the flowers to the end recipient, the more you can put that on rinse and repeat and that's good for you, your customers and your bottom line.

Why? Well, two reasons (1) you'll save heaps of time, which is awesome. But (2) you'll also save heaps of energy and as you know, it takes a lot of energy to be a floral designer. So anything you can do to make your systems more 'rinse and repeat', the better off you'll be.

#6 – Share Your Knowledge with Your Customers

I know this sounds a little crazy, particularly in our industry where everyone wants to keep their knowledge to themselves, but all that expertise and know-how you have, use that in your marketing. Write blog posts sharing helpful tips + tricks for planning a wedding. Use your Instagram captions to educate your customers about what flowers are in season and how to get the best bang for their buck.

When I started to brave the waters of sharing more helpful content on our website and our Instagram feed, I saw a dramatic shift in our sales. The speed with which we were booking clients was so amazing! Even better, our clients started giving us more creative freedom – they trusted us more because we were so open with our expertise. It's so fun!

#7 – Instagram Hashtags + Helpful Content = More Wedding Enquiries

This combination is exactly how we landed on the preferred venue list of one of Australia's top wedding venues (with no local area contacts, no insider scoop and not all that much experience).

PRO TIP: Focus on hashtags specific to your ideal client and then create a content strategy that aligns with what matters most to your customers.

In reality, most florists are so focused on "out designing" their competition that they completely miss the opportunity that Instagram provides to us. This is where you can come in and scoop up the good customers.

And yes, even with the tise of Tiktok, Instagram is still one of the fastest ways to get found by your dream customers and get bookings at those big fancy venues.

#8 – Google Ads, Google Business Listing + Simple Online Catalogue

I wasted so much time, energy and money on sh*t that delivered $0 to our bottom line. But when it comes to increasing your order volumes and getting more customers, Google Ads is by far the best option (I'm sharing more on this in next week's blog post so stay tuned for that goodness).

Getting your Google Ads sorted, paired with the right online catalogue strategy and a basic Google Business listing and you'll start to see more online ordering coming in pretty quickly.

PRO TIP – you can have a Google Business Listing even if you don't have a physical retail space. When you set up your listing, there is a checkbox to tell Google "I don't serve clients at this location" so then you can work from home, maintain your privacy but still be listed in the places that matter most.

#9 – Build Your Flower Family

Being an entrepreneur is hard work. Having support is a must. And having the support of people who get the weird-ass flower world we operate in matters.

One of the best ways I've been able to connect with like-minded florists is to sign up for workshops. I've met some of my closest flower friends during these experiences and I know that coming together with a shared perspective, shared values and shared mission makes all the difference in the world.

Even if the other florists have travelled from far away and you don't see them in person very often, just having a network and community you can connect with, share your troubles with and ask lotsa questions, makes a world of difference for your long term growth.

#10 – Get Coaching

I landed in the world of coaching kinda late in my career. Honestly, I spent so long thinking "I should be able to do this on my own" that I know it held me back.

These days, I see such dramatic progress in my business because I find the experts who can help me and teach me. In truth, I've spent more than $100,000 on my own training and education and I have no inclination to ever stop.

But, investing in yourself is always a great investment – it's the only thing that keeps paying off year after year after year.

So, whether it's having a mentor, signing on with a business coach or joining us inside Flower Boss Bootcamp, you'll see bigger results so much faster with the help of a mentor or coach by your side.

Let's Go Deeper: How to Grow Your Flower Business Faster (FREE Resource)

In this week's podcast episode, I'm sharing one of my favourite shortcuts for creating bigger, better business results quickly. I know it all sounds a little too good to be true, but that's why I wanted to record this podcast episode.

In this episode, I share my favourite mindset hack for showing up when things aren't really going to plan (i.e. you're not making enough money). And I teach you how to get 'unstuck' when you feel like you're not making real, measurable progress in your business or you've reached a plateau in your growth.

Inside This Week's Podcast Episode You'll Learn:

Why learning how to own your accomplishments matters and how it impacts your results

Why most of us consistently feel frustrated with our progress and how to break that habit

My super simple approach to learning how to own your accomplishments (even if you're convinced your goals are too big and too ambitious)

The one daily practice I've created in order to support myself on this roller coaster ride. It's super helpful even if you are making progress in your business and making money

Listen to the full episode here

 

Full Episode Transcript

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What Qualifications Do You Need to Become A Florist

What Qualifications Do You Need to Become A Florist

It's a fair question these days...what qualifications do you need to become a florist? Every time you turn around, it feels like new florists are popping up all over the place and no, doubt, if you're here, you're looking for a super simple, clear answer.

So, let's cut right to the chase. The truth is, floristry is an unregulated industry. That means there is no overarching board or flower police who are going to ask to see your credentials.

Unlike lawyer-ing, doctor-ing or accounting, you don't need any formal training or qualifications to be able to call yourself a "Florist".

So what? Well quite practically, no one is going to drop into your studio or shop and say, "Hey, show me your paperwork."

Having said that though, if you're looking for a job and want to be employed as a florist, it's super common for established flower businesses to prefer to hire formally trained, qualified florists. But that's certainly not true for all business owners so definitely ask around and do your research. (Some businesses might even offer on the job training or an apprenticeship.)

On the other hand, if you're looking to set up a flower business and want to be self-employed, you don't need to be formally trained. From my perspective though, I do think it's really important that if you are going to call yourself a professional florist and hang a sign out front (literally or online), you commit to upholding a standard – kinda like an agreed-to code of quality, professionalism and expertise.

What Qualifications Does a Florist Need?

I get asked this question all the time. But, instead of thinking about certifications, credentials and qualifications, I like to think of this slightly differently: What skills does a professional florist need?

It's a great question to dig into because yes, there are some obvious areas to cover – design, flower care, and mechanics. And, yes, quite practically those three areas are where most formal floristry training programs focus on.

For the record, I am a formally trained, certified florist. And yeah, I am so grateful I did my formal qualifications because I got to learn first-hand from florists who have been in the industry for decades. It was an awesome experience. Every one of my teachers was such a wealth of information and knowledge, really open with their experience and willing to answer all my questions.

To this day, I carry their lessons with me. (FYI, if you live in Australia, and you're exploring formal certification, I do recommend talking to the team at Pearsons Flower School. They have a calendar filled with a variety of short courses as well as offering formal certification. Plus, their staff is super helpful and willing to help guide you in the right direction.)

I do wish though that someone had told me that pursuing formal qualifications, learning about mechanics, flower care and design is just the beginning of the education journey. It's the place to begin. It's not the 'end all be all' of floristry and flowering business-ing.

Most formal floristry training programs are set up specifically to focus on the craft of traditional floristry and "increase your career prospects" (that's definitely the way the system is set up in Australia).

It's awesome if you want to get training to cover the true foundation and fundamentals but where I went wrong was thinking that getting my formal qualifications was enough.

Looking back now, I remember on the first day of my formal training, our teacher sat us down and said 'This is not a business class.' I don't think the gravity of that really sunk in until a few years later when I realised how valuable my fancy pants marketing background was to our business success.

After I finished my formal training, I quickly realised I needed to keep going and that my learning was only just beginning. To this day, I love going to workshops and learning from other designers. It's one of my favourite ways to push myself creatively and hone my craft.

Make The Commitment To Keep Learning Even After Your Formal Qualifications

One of the things no one tells you when you're starting a flower business is that the learning curve is really steep.

There's the time, energy and money we spend learning about mechanics, design and flower care but it's a whole other thing to then learn the right sales strategies, marketing priorities, mindset shifts, money management, and team building. Plus, customer service, tech stuff, and tax requirements all become part of the job when you make the decision to start a business.

It's a lot.

So, it's like formal qualifications are chapter one and as soon as you finish that chapter, 11 more chapters mysteriously appear and you didn't even know they existed until now.

That's precisely why we created Flower Boss Bootcamp so you can get my A-Z blueprint for building a succesful flower business. We've laid it all out for you step by step and offer heaps of support to make it easier than ever to turn your passion into profit! Click here to learn more.

PRO TIP: All That Time & Energy You're Investing Learning About Flower Care, Share It With Your Customers (You'll Make More Money That Way)

Early on in my flowering career, I made the mistake of thinking being a good designer was what mattered the most.

It took me years to learn how much value our customers place on the full experience – from the minute you answer the phone to the minute you deliver the flowers. Even putting careful thought into what you post on Instagram and the overall usability of your website impacts your customer's view of your work and positively impacts your bottom line.

Sharing helpful tips about flower care and giving your clients guidance on how to extend the shelf life of their flowers, in many cases, is just as important as delivering quality work. It's all part of the value of the service we offer our customers.

So, regardless of whether you're formally trained or totally self-taught, when it comes to getting customers and growing your business, one of the easiest ways to separate your floristry offering from the competition (particularly others focused on lower priced point offers) is to double down on sharing your expertise and knowledge.

All the invisible things about our work, make 'em visible. For example, talking about flower availability and seasonality is an easy way to quickly gain trust with your customers. So is talking about what's involved in making a design happen, the process of bringing in flowers, and all the steps it takes for a simple bouquet to be created.

With all the time and energy we spend learning about flower care, seasonal availability and the logistics of floral supply, it's of value to share that information with your customers too.

When it comes to answering that question "what qualifications do you need to become a florist? and learning how to grow a flower business, I've found that being helpful, and sharing that guidance and expertise is one of the fastest ways to grow your business and make more money. It's so awesome!

Let's Go Deeper: What Qualifications Do You Need to Become A Florist in 2022

If you want to dig into this topic even further (and learn more helpful tips), be sure to check out this week's podcast episode. I'm diving into way more details about the ins and outs of formal qualifications, certifications and credentials and sharing my 'I wish I had known' insights to help you build a thriving flower business.

I pass along the exact approach I followed to get good at design and give you helpful tips to help you fast track the floral design learning curve. I talk about my experience having gone to formal floral training here in Australia and I share my #1 strategy to help you learn floristry skills faster.

Inside This Week's Podcast Episode You'll Learn:

My five guiding principles when it comes to investing in personal development, learning the basics and levelling up my design skills

Innovative and modern avenues to explore to help you figure out what qualifications do you need to become a florist in 2022

Deep dive into deciding whether formal training is really right for you and your floristry ambitions

My perspective on the best bits of flower school and pursuing formal education as a florist

Listen to the full episode here

 

Full Episode Transcript

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How to Run a Successful Flower Shop

How to Run a Successful Flower Shop – My #1 Secret for Making it Work

I've been spending some time looking back at the early days of my flowering career. As much as it makes me want to cringe and I'm embarrassed by a lot of what I was doing, I've found it really helpful to reflect on all the mistakes I've made and see just how far I've come – particularly when it comes to learning how to run a successful flower shop.

I am on a mission to share as many of my epic failures and lessons learned as possible, with the goal to help you move forward and progress faster. It's like we all get to learn from the mistakes I made and then you'll be 10 steps ahead. Isn't that fun?

When it comes to learning how to run a successful flower shop, the list of mistakes we made is long. There are so many things I wish I had known and so many 'a ha' moments to share.

Even now, in 2022, florists are operating on a lot of misinformation about how to make a flower shop work and I want to help simplify this process. I want to fill the void of information and make it easier for you to get real results (and make more money).

At the end of the day, there is a lot to think about when it comes to how to run a successful flower shop. There are all the logistics around operations, insurance and retail leases. Then all the technology, POS and systems. Plus staffing and shop fit-outs.

And that's all BEFORE you even have a customer calling or coming into the shop to even get into the flowering and fulfilment.

I've put together this blog post to help cut through the overwhelm and help you get focused on what matters most. Because your time is precious. Your energy is limited and I don't want you to waste money on sh*t that doesn't work.

My #1 Secret for Making it Work: How to Run a Successful Flower Shop

I wish someone had told me, way back when I became my own boss, that I get to decide what success looks like to me.

I spend five years chasing someone else's definition of success and it was awful. It's like mindlessly climbing Mount Everest and then getting to the top, only to wonder "WTF is this? This isn't what I wanted?"

So let me save you from all that toil and trouble and lay it out for you as simply as possible: when you make the decision to start a business, you are signing up for being the person in charge. The head honcho. The person who holds that sign says 'The buck stops here.'

Most of the time, it's a scary place to be. It's new and unfamiliar and we put a lot of pressure on ourselves to get it perfect.

But being a business owner and flower boss is also one of the most empowering experiences a human can have. (I share more of this on Instagram, so be sure to follow along.)

I believe being a business owner really teaches us, as human beings, how to truly LIVE into the fullness of the human experience. To feel all the feelings and work through so many of our fear-based, scarcity-driven limiting beliefs.

So, if you're at a loss on what to do in your business and what direction to go, one of the most helpful exercises you can do for yourself and your business is to get clear on what success means to you. And be super literal and specific in your definition.

If you look up the definition of 'successful' on the interwebs, you get this: accomplishing a desired aim or result.

So, with that definition in mind, what is YOUR desired aim or result? Remember, you get to decide for yourself what you want success to mean and you don't need to pay attention to what anyone else is telling you "you should do".

Maybe you're like so many many of the florists inside my Flower Boss Bootcamp who want to have a beautiful shop front with a collection of giftware, home decor and a cute little flowering space.

Or maybe you're navigating a totally different path and only want to do 4 weddings a year, all with big fat 6-figure budgets.

Or maybe you're somewhere in between.

At the end of the day, you get to decide. You are the CEO, the woman in charge and this is your business. You get to define the outcome for yourself. (And no, you don't need to 'work your way up' or 'start small'.)

Being In Charge is Awkward

Yep. There you go. I said it.

Being a leader, being a CEO, being a Flower Boss doesn't come naturally to most of us.

We're very comfortable having someone else tell us what to do. When we're kids, our parents are in charge. Then we go to school and have teachers, principals, professors leading the way. And then we get our first job and, as an employee, we are still following someone else's lead.

Then, we make the decision to start a business and we bring all of that 'not in charge experience into our own work and inevitably 'outsource' the "being in charge" authority to others.

This is particularly true when we're wondering how to run a successful flower shop. We really like to tell ourselves there is a "right" way and a "wrong" way.

So, on our hunt for answers (and when we lack confidence), we might give our customers or clients the power to tell us what to create. Or we might have team members and staff who push us around. (I've experienced both.)

Here's the thing though: it's not your fault. You are not broken. You are a human being running a business and for most of us, no one sat us down and told us how intense this experience feels. No one has told us that when you own the business you get to decide what is done, how things are done and where the business is going.

It's OK that it feels new and awkward. It's OK to feel overwhelmed and confused. There is a lot to sort through.

You can do this. You can do hard things, right?

Go Deeper: My Flower Boss Success Formula

At the end of the day, your success is 100% up to you. No one else is going to come along and do the work for you.

You don't need to wait for permission. You don't need more qualifications and you definitely don't need more Instagram followers.

But you do need to decide you want this and you will make it happen. And then get to work.

Friend, it's time to double down on YOU. To recognise how capable and smart you are. This flower dream of yours was planted in your heart for a reason. I feel it in my bones.

It's time to step up and share your love of flowers with the world.

And no, you don't need to figure it all out on your own. In this week's podcast episode, I'm sharing My Flower Boss Success Formula.

Yes. Quite literally, I'm giving you the formula for showing up with more confidence, more clarity and giving you the inside scoop on how to embrace the discomfort of being the boss of your business.

What you'll learn from this episode:

The real reason we play small, stay small and talk ourselves out of massive action

The #1 secret to being intentional, mastering your mindset and showing up with more confidence

My 4-part framework for feeling successful (even if you're new and just getting started)

The value of hitting 'reset' on your business and coming back to basics

Listen to the full episode here

 

Full Episode Transcript

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Floral Design Recipe

How Much Do I Order From the Wholesalers? Learning How to Create a Floral Design Recipe

For the first three years of my flower business, I didn't know a floral design recipe was a thing.

I didn't know that my favourite florists all have formulas and create recipes for their work.

This wasn't something I heard another florist talk about and I definitely did not learn this concept in my formal qualifications.

I had even gone to a handful of fancy flower workshops and even there, no one talked about it.

Oi. I look back now and realise just how much frustration I could have saved myself if I had known a 'recipe' was a thing. It's my go-to system for figuring out how much to buy from the wholesalers.

In my opinion, a floral design recipe changes the game.

It's like going to the grocery store with a specific list of what to buy, rather than going in and thinking you'll just buy whatever looks good (hmmm...maybe that's how those Peanut MnMs keep ending up in my bag.)

What is a Floral Design Recipe Exactly?

In its simplest form, a floral design recipe is a list of ingredients and a set of instructions for making something.

Just like how you'd get a recipe to make nanna's chocolate chip cookies or dad's apple pie, we can do the same thing with flower arrangements.

In fact, you can create a recipe for anything and everything. Literally. Buttonholes, wrist corsages and flower crowns. $100 bouquets, $250 arrangements, and $500 gift baskets. Floral archways, ceremony features and bar decor.

HOT TIP: one of the best pieces of advice I received from my accountant was to actually start to outline a basic set of recipes for my team. This makes it so easy for someone else to come in and make a bouquet (to your design aesthetic and expectations). In the end, a basic set of floral design recipes ensures your staff and freelancers aren't just chucking together a buncha product, overstuffing the design and eating into your precious profitability.

How to Create A Floral Design Recipe

You can create a recipe off of something you've created in the past. But if you're anything like me and want to learn how to level up your design skills and love looking at other designers' work, here's what I do to create my recipes.

I actually learned this approach by thinking about what art students do, learning from the masters.

You know how when you go to a gallery or museum you might see a few art students there, sketching from the masters or practising a specific technique? Well, we can do exactly the same thing.

The best bit is, you don't even need to leave the comfort of your own home.

I first learned how to create a floral design recipe by looking at some of my most favourite designers. If you see a photo of something you want to create, all you need to do is work through a super simple three-step process:

  1. Identify the ingredients
  2. Count the stems
  3. Do the math

Everyone has their own preferences when it comes to the mechanics and tools needed to create the work, so don't forget to include that in your list of ingredients required.

This 3-step system is the exact approach I used to help level up my pricing and my design aesthetic. (Need a reminder about pricing? Use this florist pricing worksheet.)

Going through this approach made me see that when I quote $180 for a bridal bouquet, but dream of making $350 bouquets...I gotta change the prices I'm throwing around for my clients.

I encourage you to work through this three-step approach with lots of different design inspiration – whatever kind of work you want to be making, use this three-step approach to create a simple set of floral design recipes. (Also, here's a YouTube video I've put together that shows you how to create a floral design recipe from one of my designs.)

This process of deconstructing someone else's design makes it easy to map out your prices and effortlessly quote on a new installation or bar feature.

Using floral design recipes also gives you the reassurance you have the budget to buy the ingredients you want to work with. It makes answering that question, "How much should I buy from the wholesaler?" way easier to answer.

Yes, creating recipes can feel tedious, but it's always worth the effort.

How Much Do I Order From the Wholesalers?

Yes, I do suggest, for every design you're creating, create a quick recipe. (If you're using a reference photo, you'll want to adjust the ingredients to suit the season and colour palette.)

Once you've mapped out your ingredients and stem counts, you can then work through the full list of what to order for your wholesalers.

HOT TIP: double-check your bunch counts and stem counts to maximise your product usage. Ordering that extra bundle of roses for just one more stem eats into your profitability so fast.

The first few times you create your recipes it's going to take you a long time. And you're not going to get it perfect. That's OK.

One of the best habits I created for myself was to make notes after every event. I made notes around what I would do differently next time and give myself specific guidance on what to change if I was to do it all over again.

So, with your last wholesale order, if you over-bought on Queen Anne's Lace or Gerlton Wax, make a note of how many bunches you'd order next time.

If you wished you had one more bundle of Quicksand Roses for that ceremony feature, plan for it. Update your recipe and subsequently increase your next quotes to allow for it.

Every time you go through this process, you'll learn something and can build up a whole library of knowledge and expertise. In the end, it only takes a handful of 'lessons learned' and personal reflections to make a world of difference.

For me, I found using floral design recipes is one of the best shortcuts to help you stay on budget with your wholesaler orders while also being able to create work you love.

You'll see a dramatic improvement in your wholesale orders, efficiency in production and the quality of your designs.

Let's Go Deeper: Building Relationships with Your Wholesalers + Growers

Navigating the ins and outs of relationships with wholesalers and growers is obviously an important part of the business. The quality of the product we receive, the ins and outs of ordering and building quality relationships can literally make or break your floral designs.
And yes, it's a super intimidating part of the process. On a previous podcast episode, I did a deep into all things Relationships, Wholesalers + Growers, passing along some of my favourite tips + tricks to help you build better relationships, faster.

What you'll learn from this episode

✓ How to think about your relationships with growers + wholesalers
✓ Why these relationships are so important to your business
✓ Common mistakes most florists make when it comes to wholesaler relationships
✓ Five tips to help build better relationships

Listen to the full episode here

Enjoy the show?

 

Full episode transcript

Setting a sales target in your flower business

Setting Sales Targets in Your Flower Business

As 2021 comes to a close, I know so many of us are turning to 2022. Setting goals. Making resolutions. Dreaming of creating bigger, better flower businesses.

Setting sales targets in your flower business is part of this – and I know many of you are gonna roll your eyes and tell me numbers aren't your thing.

And here's the thing, most financial planners, biz wiz people are gonna overcomplicate this and make business planning an epically overwhelming and hard exercise...which is awesome for them because it validates their existence...but not so awesome for you, right?

You're after business tips that are easy? Super simple? Straightforward? No fluff?

You're in the right place, my friend!

When it comes to setting sales targets in your flower business, I like to follow a super simple approach.

(Heads up: I am not a financial advisor, accountant or lawyer. Go out there and seek personalised custom advice...but also know this formula is HELPFUL to get you started!)

 

Keeping Things Simple

Most floral designers go about building their business backwards – we say yes to whatever comes our way in the hopes that (a) "one day" we'll be able to create the work we want to create and (b) everything will just magically fall into line and we'll start making more money.

That's how I used to approach my business.

Until I realised that approach is a little bit like wanting to go on a holiday but then booking a hotel for Melbourne in May, hiring a car in Sweden in September and paying for discounted airfare to New York in November.

For most of us, when we plan a trip, the first question we ask is: where are we going? That's precisely the same question you need to ask in your business.

Setting a sales target in your flower business is like identifying a North Star. It brings everything into focus and requires you to set your sights higher, level up and take massive action.

This one exercise is when you finally start to see that a handful of $60 bouquets isn't going to cut it. Or those $500 wedding enquiries aren't enough.

If you don't know where you're going, any path will get you there.
– Lewis Carroll, Alice in Wonderland

Setting a sales target in your flower business shows you how small you've been thinking and shows you where you're allowing fear to hold you back.

And my super simple approach to setting a sales target shows you just how big you get to dream, brings up all the fear and doubt and requires you to embrace the discomfort of growth (which is the real secret to creating your dream flower business).

 

 

How To: Setting Sales Targets in Your Flower Business

Are you ready? It's time to grab that calculator my friend.

Take your personal income goal (i.e. how much you, as a human, want to bring home to live your life) and multiply that number by 5.

personal income x 5 = annual revenue target

Now, it's not a perfect solution but it does give you guidance on how big you need to be thinking.

For most of us (myself included), we tend to think way too small. But to create a profitable flower business and make more money, one of the biggest lessons to learn is to set your sights higher.

Quite literally.

And, this one little bit of math does just that – when I do this with my students, it usually brings up those waves of nausea, fear, hesitation, uncertainty (um, yeah...you know all the negative emotions that we want to avoid?).

But that is part of the magic of this formula. It shows you just how small you've been thinking.

 

Your Actions Need to Match Your Ambitions

Building a profitable business, setting sales targets in your flower business, requires you to step up. To embrace the discomfort and push yourself out of your comfort zone.

But, because you're human, that is going to bring up all sorts of emotions. For most of us, we use that negative emotion as a reason to stop.

  • You feel afraid, so you stop taking action
  • You don't feel confident, so you talk yourself out of putting yourself out there
  • You feel a tiny, itty bitty sense of resistance and you immediately assume something has gone wrong. You should stop.

What I wished someone had told me years ago is that this experience, that negative emotion, is normal. Particularly when you own a business.

It is part of the human experience. Nothing has gone wrong. You are not broken.

You are a human being with a human brain. And your human brain is programmed to keep you safe. It wants you to stay in the cave, which often means keep playing small, staying small and not putting ourselves in harm's way. Ever.

Except, the experience of business, the day to day reality of building a business requires you to do the opposite.

Creating bigger, better results in your business requires you to take bigger, better action. And that means embracing the discomfort of trying new things.

That's why I love this super simple approach to setting sales targets in your flower business – it brings up all the fear, doubt, and uncertainty.

Your job is to then work through, overcome, the fear, doubt and uncertainty and take action despite feeling afraid.

And yes, setting sales targets in your flower business is as easy as 1-2-3:

Step 1: identify your personal income goal
Step 2: multiply it by 5 to get your business' annual revenue goal
Step 3: level up your mindset to make it happen, so your actions match your ambitions

 

Making it Work

This one exercise, identifying a sales target, has helped so many of my Flower Boss Bootcamp graduates fast track their progress. It's such a simple bit of math but creates massive results.

It makes your goal concrete, measurable and gives you guidance on how big to dream. It's so awesome the immediate mindset shifts that can be created from this one little bit of math!

It's why we've created this super simple calculator – play around with the numbers and experiment with different goals. Then you can get to work baby!

blog post: how many stems in a bridal bouquet

How Many Stems in a Bridal Bouquet?

Have you ever ask yourself, “How many stems in a bridal bouquet?” 

I have. In fact, I spent months wandering around trying to find the answer to this question.

Now, someone else might immediately jump in and say “34” but I want to go deeper. I want to give you the tools to help you come to the right conclusion for your business.

YOU ARE THE CREATIVE DIRECTOR OF YOUR FLOWER BUSINESS

When I used to work in advertising agencies, the person who lead the creative development process was the Creative Director.

That means, when you start a flower business, YOU step into the role of creative director; it means you get to decide your aesthetic, your vibe and the kinds of ingredients you want to use. Yep. All of it can be up to you.

It also means you get to decide how big or how small your designs are. So, in response to the question, how many stems in a bridal bouquet, the real answer is: How many stems do you want to put into your designs?

One of the things no one tells you about being a floral designer + business owner is that you are in charge of everything. That includes being the creative director.

Every floral designer has their own preferences in terms of shape, size and ingredients. So there is no right or wrong answer here. You get to decide. 

EXPLORING ALL THE OPTIONS 

One of the unexpected lessons I love teaching floral designers is how to be selfish. I know, it’s an unexpected topic. 

Being selfish is seen as a bad thing in so many cultures.  But not being selfish, gets us into trouble in our flower businesses. I spent years creating work I didn’t even like. I didn’t know there was a better way, a different path and a different option on the table.

I want to give you permission to explore, to take some time and ask yourself what kind of work do you want to be creating? 

You know all those famous florists you follow on Instagram, if you could pick up design queues from any of them, what would your aesthetic look like? What kinds of ingredients would you use? How abundant would your designs be?

Not sure? Don’t stress. I’ve got a great exercise to share with you.

The next time you find a photo of a design you love, take time to create your own design recipe. (You can follow me on Instagram for more inspiration.)

I’ve spent years doing this and it’s one of my favourite ways to learn and deconstruct different colour combinations, textures and ingredient selection. And you don’t even need to leave the comfort of the sofa. That makes it even better!

Here is my exact approach to this creative deep dive:

  1. Find a photo of a design you love
  2. Identify the ingredients
  3. Count the stems

Once you have your basic recipe, you can make specific adjustments to the ingredients, textures and colours to make it your own or give allowance to what’s in season at the time.

Finally, with your recipe in hand, make a date, pick up your flowers and have a play. Be sure to take notes and reflect on what you’ve created.

Do this exercise a few times and within no time, you’ll have a great sense of how many stems you want to put in a bridal bouquet based on your aesthetic and preferences.

EMBRACE BEING IN CHARGE

I spent years letting my clients dictate the work I was making and the specific ingredients used. They’d provide me with a photo and I’d do everything in my power to make that exact design.

It causes me so much stress and it took me years to learn there is a better way.

It took me a long time to learn I was the Creative Director of my flower business. No one tells you that bit when you start a flower business and it feels very unusual for us to be in charge. Embrace the discomfort; you are the captain of this ship!

When it comes to managing your client’s expectations, it’s important to remember your customers don’t know how the whole “flower designing” thing works. That’s why they’ve come to you. They see you as the expert and need your help. In many cases, your clients are going to be more open-minded than you first imagine.

Of course, there is a lot to think through when it comes to stepping into the Creative Director role in your business. 

I’m here to help. I’ve recorded a podcast episode on this exact topic. I’m passing along my exact approach to defining your kind of bridal bouquet and giving you my best tips! Listen to the full podcast episode using the Spotify player below.

FRUSTRATED IN YOUR FLOWER BUSINESS?

I spent years feeling like I wasn’t in control of my business – my customers were driving the design process and I was second-guessing everything. I felt trapped. And totally alone.

I am on a mission to show floral designers a better way, to save you from the same frustration and exhaustion I felt.

Peoples, it’s time to put yourself back in the driver’s seat, get back in control of your business and step up your marketing game. Sign up for my Flower Boss Bootcamp and get my blueprint for creating a successful flower business. 

You can do this. I can help.

Check out my Flower Boss Bootcamp here.

Do I need a flower cooler for my flower business?

Do I Need A Flower Cooler For My Flower Business?

As our business has evolved over the last few years, so have our flower cooler requirements.

In the early days, I assumed investing in a flower cooler was mandatory. Looking back now, I realise it’s not always a requirement and isn’t always the right solution for every floral designer.

Of course, no one tells you that. So, like everything else I do, I wanna make sure you feel armed with the right information. So that you can make the right decision for your business.

The reality is, the answer to the seemingly simple question, "Do I need a flower fridge for my flower business?" isn’t really just ‘yes’ or ‘no’. It’s more of a vague ‘it depends’ sorta thing. 

Today, I want to break it all down for you and give you a bit of guidance to empower you to decide if a coolroom or flower fridge is required for your flower business.

Do I Need A Flower Cooler For My Business?

At the end of the day, every business owner needs to decide on their own, whether a flower cooler is required or not. Evaluate your needs and make the right decision for your business.

To help, here are four key considerations, when weighing up your options.

Your studio or shop set-up

Flowers last longest in dark, cool environments. So, if your workspace is filled with natural light and has the sun shining through skylights or front windows for a big portion of the day, it’s safe to say you need to do something to adjust the conditions.

Having a way to control the light and the temperature is really important in making sure you can manage your inventory. But it doesn’t always mean a flower fridge is a right solution.

Your workspace and operational budget will impact how you solve the problem of lighting and temperature controls. If investing in a solution to fit out air conditioning and lighting controls throughout your entire shop or studio space isn’t feasible, then a flower fridge or cooler might be the way to go.

It’s also important to keep in mind the weather in your local area. Here in Australia, we have to navigate blazing hot summers. So creating the right infrastructure to control the temperature and light in our shop and the home-based studio was a must.

Alternatively, if you live in the Pacific Northwest of Washington or Oregon, your weather conditions will be different. Thus your flower cooler requirements might be different. So, think about your environment and workspace and consider your options.

Your local floral supply

Many florists decide to invest in a cool room or flower fridge for one of two main reasons: (1) extend the shelf life of the blooms they have on hand and/or (2) ensure they have enough supply to fulfil orders between wholesale visits.

If your flower business is down the road from a local grower, wholesaler or flower market and it’s easy for you to pick up flowers every 24 hours, then that second aspect may not apply to you. In this instance, you might not need to invest in a flower fridge or cooling system.

On the other hand, if you’re like us, and you’re a few hours away from your wholesaler, investing in a coolroom might be the right solution for your business. It can help maintain your inventory to manage orders for 48-72 hours (i.e. the time between wholesaler visits).

The ingredients you use

Every floral designer has their own personal preferences of ingredients. It’s a major part of defining your design aesthetic.

If you’re the type of designer who uses lots of tropicals and orchids, these flowers actually don’t need to be put into a coolroom. In actual fact, you’ll shorten their shelf life if you place them in a flower cooler. In this case, a flower fridge or cool room might be a total waste of money.

If, however, you’re the kind of designer who uses delicate ingredients like sweet pea, roses, stock, and hyacinths, then having a cooler can help extend the shelf life of these kinds of flowers and might be worth the investment.

Take a look at the kinds of ingredients you’re using (and want to be using) in your designs and decide for yourself whether you need a cool room to extend their shelf life.    

The service you offer

If you’re focused on weddings and events, you need your designs to feature flowers that are at their peak. And you need to do so for a specific moment in time. 

For example, if you’re working on a wedding, then you need to plan your buying and production schedule so your designs look perfect for the ceremony for 3 pm Saturday or for the kick-off of the reception at 6 pm that night.

With that in mind, depending on your production schedule, having a cool room might not be necessary. Remember, putting your designs in the cool room will slow down the blooming process and actually prevent your flowers from being at their peak at the right time. 

On the other hand, if you’re a one-woman show and want to kick off production earlier in the week, having a cool room gives you the flexibility of starting your production a few days early. This allows you to take the pressure off, not having to do everything at the last minute, because you can put your designs in the cool room and extend their life 24-48 hours (or more).  

If your flower business focuses on daily flower deliveries, one of the biggest selling points of your offer is the extended shelf life of your blooms. This means you want your ingredients to stay as fresh as possible. 

In this case, extending the shelf life of your ingredients by placing flowers in a coolroom works well. Thus, having a flower fridge might be worth the investment. 

Flower Cooler Options (For Your Flower Business) And Alternatives

What to look out for in a commercial fridge?

Commercial flower fridges are available in many countries around the world. Prices, sizes and functions vary depending on the manufacturer so definitely do lots of research before you invest in one.

There are two super important things to look out for in your research. Make sure you have the ability to (1) adjust the temperature and (2) manage airflow.

The ideal temperature for storing most flowers is around 7℃ or 45℉. Most commercial cool rooms will have the option to adjust the temperature so finding a flower fridge with temperature control is a must, in my opinion.

NOTE: this is one of the big differences between domestic and commercial refrigeration systems. Most home refrigerators are set too low for flower storage and can ruin your flowers. 

If a commercial flower fridge isn’t right for your space, you can also look into having a custom coolroom built. Again, you will want to make sure the temperature is set correctly and that there is a fan built in to ensure adequate airflow. 

Alternatively, a lot of designers opt for a more traditional air conditioning unit and then have creative ways for blocking out natural light. Blackout curtains, blinds, and even covering up windows with paper are all good DIY options.

HOT TIP: Light has a dramatic impact on the shelf life of your flowers. So be sure to stay mindful of that as you sort out your studio or shop set-up. 

CoolBot - floral cooler

Over the past few years, the CoolBot has grown in popularity with both studio-based and shop-based floral designers. CoolBot is a simple system that allows you to modify a traditional air conditioning unit and drop the temperature control to below its “out of the box” setting. This gives you the option to cool the air much closer to the ideal flower storage temperature (around 7℃ or 45℉).

I'd like to conclude by saying that every florist's business is set up differently. Every florist has different access to fresh flowers and caters to different customer groups. So it’s best for you to do your own research and find the solution that’s right for your business.   

Totally OverWhelmed By All Things Flowers + Business?

You’re not alone. 

It can be super confusing and frustrating to sort things out when it comes to creating a successful flower business.

I’m here to make it easy, to show you exactly what you need to focus on (and what to ignore). I will teach you how to make more money in your flower business. 

It’s all waiting for you inside my Flower Boss Bootcamp.

What's inside the Flower Boss Bootcamp?

My Flower Boss Bootcamp is the only program available to floral designers, flower lovers and farmer florists focused entirely on the business of flowers. The program is run entirely online, so you can join in no matter where in the world you’re located.

If you’re dreaming of making more money in your flower business but feel totally overwhelmed with the business and marketing side of things, I’m here to help. Inside my Flower Boss Bootcamp, you get access to all my tools, templates and resources so you can build a flower business you love.

Peoples, I’m here to help you build a better flower business, to show you how to get more customers, make more money and show up with more confidence. It’s time to shortcut your way to success.

Better yet, this program will change the trajectory of your flower business. I promise. 

I feel so strongly about this program that we’ve even set up a money-back guarantee. This means you’ve got nothing to lose and everything to gain!

Click here to learn more about my Flower Boss Bootcamp and I’ll see you on the inside.

BLOG POST: CAN YOU BE A SELF TAUGHT FLORIST?

Can You Be a Self-Taught Florist?

If I wanted to make this the single shortest blog post on the planet, I’d be super direct and just say yes. But I do believe it’s worth diving a bit deeper and considering where the question, 'can you be a self-taught florist' arises from.

The reality is, floristry is not a regulated industry. No one is monitoring who is certified, what they studied, or where they studied. Nor is there an industry body demanding a standard level of flower knowledge or expertise. No, there is no administrative board to file formal documents with.

Heck, I’ve never had a customer ask what qualifications I have as a floral designer. 

So yeah, the result is that the barriers of entry are low for a designer who wants to start a business. You don’t have to be formally qualified or have a certain number of years of experience to start a flower business. You can just decide to start a business. Easy as that.

Which is both awesome and irritating, ain’t it?

What Does It Mean To Be a 'Self-Taught' Florist?

I’ve been reflecting on this a lot recently. I am a formally qualified floral designer. I set my foundation through my certification at Pearsons. But I didn’t stop there. 

I have studied with some of the world’s most popular designers, here in Australia as well as Canada and the United States. I’ve also spent hours upon hours upon hours practicing different mechanics, playing with different flowers and studying the designs of my most favourite florists.

Even with my qualifications, all the workshops and hours of self-study, I know I want to keep learning. I will keep experimenting and continually push my own creativity. Over the years, I’ve learned that process is part of every successful designer’s story. 

In essence, every single one of us is a ‘self-taught’ florist. 

Part of our design development requires us to take what we learned from our teachers and mentors, practice it, adapt it, change it and then make it our own. We put in hours of energy and effort to turn what we’ve learned into a work of art.

Every floral designer on the planet has different preferences. Every single one of us. 

We also encounter different availability challenges. We like to work with different colour guides and are drawn to different compositions and mechanics. It’s what makes this creative endeavour so incredible – if 10 different designers all walked into the same wholesaler, we would all walk out with 10 different recipes.

That’s why I truly believe there is room for everyone in our industry. And honestly, I don’t know if it matters where you went to school or who you studied with, if you’re creating work that you love and connects with your customers, that’s absolute magic. 

Keep Investing In Yourself

I am a true learning junkie. It’s one of my most favourite things to do – and it’s what’s allowed us to build our business as quickly as we did.

I am continually looking for new ideas, new inspiration and forever feeling pulled to test out new concepts.

Many times it doesn’t work. But it leads me to be even more creative and investigate even more ideas with a renewed frenzy. 

Still, to this day, I love going to floral design workshops and masterclasses. Learning from my industry peers is a pure pleasure and something I want to continue doing for many years to come. 

Study Online + In Person

I love being able to connect with my industry peers and I am constantly learning new shortcuts and helpful design tips from some amazingly successful designers. 

Plus, I also remind myself, I can take something I’ve learned from one designer, apply it to a specific situation I have, incorporate my mechanics and even come up with something even better than I’ve created in the past. In fact, that’s precisely how I created my unusual approach to creating wedding bouquets. This makes me realise that, by definition, I am a self-taught florist.

I think one of the best trends to arise in our industry is the plethora of online courses now available to floral designers. This has made it so easy for us to learn from our favourite designers – some even located on the other side of the world – without having to leave our own studio.

Continuing to grow and evolve my own aesthetic and design preferences is one of the many joys of being a business owner. When you run your own flower business, you get to be the Creative Director and define your own vibe and aesthetic. You get to use the mechanics that work best for you. And any time you wanna change your approach, you can.

In fact, this is the underlying principle I teach my students at my design retreats and workshops. If you’re keen to work with me and learn the ins and out of how I create our signature designs, grab a spot in my 2021 Byron Retreat.

We’ll be diving into the foam-free design as well as sharing the ins and out of photography. Space is limited to just nine people and this is my only workshop for 2021. Click here to learn more.

If you’ve never experienced a design retreat and want to build a bigger flower family, feel supported and showered with love, I highly recommend you do it. In fact, I’m so passionate about this concept that I’ve dedicated this week’s podcast episode to the topic.

Listen to the episode below (or click here).

Being a Flower Business Owner Requires More Than Just Design Know-How

At the end of the day, the single most important thing to remember when you start a flower business is that you are starting a business. As in a for-profit-problem-solving-marketing-machine. 

So many florists make the mistake of thinking starting a flower business is easy. It’s just a matter of throwing a few things up on Instagram and shazam, money walks in the door. But they completely overlook the idea that they’re starting a business.

People, I’m here to save you the heartache. To make sure you know exactly what it takes to make money in your flower business.

Better yet, you don’t need to go to some expensive business school or complete a marketing degree to run a successful flower business – I’m here to help. 

Regardless of whether you’re a self-taught designer or have years of formal training under your tool belt, if you’re on a mission to make more money in your flower business, check out my Flower Boss Bootcamp.

My Flower Boss Bootcamp is the only program available to floral designers, flower lovers and flower farmers focused entirely on the business of flowers. The program is run entirely online, so we can work together no matter where in the world you’re located.

Inside this program, I’ll teach you about branding and sales. I’ll give you access to my exact how-to guides when it comes to setting up your websites. I'll teach you how to effortlessly attract those dream customers.

We’ll focus on overcoming your limiting beliefs and get crystal clear on your vision for your business. If you’re dreaming of making more money in your flower business but feel like you’re stuck in reactionary mode, I’m here to help.

This program will change the trajectory of your flower business. I promise.

At the end of the day, flowers are fun. But so is making money.

Click here to learn more about working with me.

LBB Blog Images Pinterest Tile Templates (3)

The Difference Between A Florist And A Floral Designer

“Is there any difference between a florist and a floral designer?” I saw this question being asked somewhere and I thought to address it today in this blog post.

This industry can be filled with a lot of pretentious wankery (is that even a word?).

Now, don’t get me wrong, I’m so in love with what we do and am on a mission to educate the world, open up the curtains and show the world the real value of floral design.

But I also see two very different ends of the flower spectrum: grabbing a cheap bunch of blooms from the grocery store (who knows how long they’ve been setting there, right next to the bananas - eeekkk!) and the artistry of some of my most favourite and over the top floral designers.

When you’re new to the industry, it is so intimidating. The aura of “us” versus “them” is palpable (it’s Mean Girls come to life).

It’s easy to feel totally and utterly alone in our industry. The late nights, the early mornings… add on the social media veneer and it’s a recipe for disaster.

What's The Difference Between a Florist and a Floral Designer?

To us, language matters a lot. I’ve heard designers refer to themselves as “Floral artists” and “Flower stylists” and of course, there are the signs on the front of the old mum and pop flower shops that just say “FLORIST” in giant painted letters.

Some designers hold on to their title so tightly and do like to portray an air of elite pretentiousness.

But that’s not my style. Nor do I think it’s what the majority of customers can relate to.

Of course, if you’re focused solely on the exclusive, high-end, fancy pants events, labelling yourself a “floral artist” might be exactly the right thing to do. It aligns with your brands and adds to the overall vibe of fanciness you might want to work with $100,000 clients.

For the rest of us, using the term florist makes it easier to get found. Quite literally. It’s the term most often searched on Google and that means it matters when what you’re trying to do is cater to the masses.

If you’re confused by all things SEO, check out this super helpful article I wrote here.

I’m sure, from an academic point of view, there are dozens of differences between “florist” and “floral designer” but from our customer’s point of view, it’s one and the same.

And, when it comes to getting orders and making money, focusing on what matters to our customers is job #1.

You're Invited

Doesn't matter if you call yourself a florist or a floral designer.

It is lonely. There is such an aura of “them” versus “us”, isn’t there? And I’ve always felt like such an outsider.

I lived in a small town, away from the city hipsters. We ran a retail shop, the exact opposite of the trendy too-cool-for-school Instagrammers.

And with all the early mornings and late nights, combined with the perfectly curated bubble of Instagram, I see the same thing happening to designers spread around the world.

One day I was explaining to my mentor, “I just wish I could find my people.” Do you know what she said to me? Totally straight-faced, “Kathleen, if you’re not getting invited to the table, set your own dang table.”

So I did.

And now you can be a part of it. Sign up for my Flower Boss Bootcamp. Classes begin on 17 May.

Celebrating Diversity+ Inclusion For Florists and Floral Designers

My table is different from everyone else’s in the industry. No matter your background, you are invited to sit around our table. We celebrate diversity and inclusion, regardless of race, ethnicity, education, or income.

I don’t care if you call yourself a florist, a floral designer, or a floral artist. In fact, qualifications, experience, and expertise are irrelevant. No matter where you’re from, what language you speak, you’re invited. Your floral design style, personal preferences on mechanics, ingredients selection do not matter. Come, pull up a chair.

No, this isn’t one of those dang Facebook groups; this is a sacred space filled with designers on a mission to build a business. To add a tremendous amount of value to the world. My Flower fairies continue to learn and grow and experiment with new ideas. They learn how to make money.

I call them my people. I love them so much and I am so honored to be able to share my experience and know-how with them every single day.

We laugh, we cry. We share stories of frustration and triumph. There is total and utter acceptance, no judgment, and an ongoing effort to practice celebrating our progress.

As one of my clients, Janine, describes it as the “umbrella of love”.

In fact, it’s too good not to share it with the world. I want to give you a taste of what it’s really like inside this sacred space.

Check out this week’s podcast episode here. Or listen in on the player below:

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