The Floral CEO

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 Episode, You’ll Learn:Why florists often feel guilty about wanting to make moneyHow the industry glorifies overworking and underchargingWhat it really means when your business isn’t profitableHow Jeni redefined success and created space by working smarter, not harderThree new ways to think about profit:Profit = Purpose SustainedProfit = Paying YourselfProfit = The Power to Choose💡 Key Quote:“You can’t pour from an empty vase — and profit is what keeps it full.”🌿 Resources Mentioned:The Floral CEO Mastermind — Join Jeni and other florists for mentorship, pricing strategy, and growth support: http://floralceo.com/mastermindDM Jeni on Instagram: @‌thefloral.ceo to chat about your pricing or profit struggles✨ If You Loved This Episode:Subscribe to The Floral CEO wherever you listen to podcastsLeave a review to help other florists find the showScreenshot and share your favorite takeaway on Instagram — tag @‌floral.ceo so Jeni can cheer you on!

In this week’s episode, Jeni dives deep into one of the most profitable and creatively fulfilling parts of floral design — installations.She shares how installations have generated over $100K in revenue for her business and breaks down exactly how to make them a powerful, consistent income stream in yours.💡 You’ll learn:Why installations can completely change your business revenueHow to develop creative concepts that set you apartThe mechanics, materials, and confidence needed to execute big ideasHow to price correctly so you never resent your work againWhy documentation is the key to attracting your next dream clientFrom understanding structure and weight to pitching premium clients and documenting your art — this episode gives you the real talk and the roadmap to elevate your floral design business.👉 Plus, Jeni shares how the Floral CEO Mastermind can help you build confidence, strengthen your pricing, and make 2026 your breakthrough year. - https://www.floralceo.com/mastermind🎧 Listen now and start building installations that wow your clients and your bank account.

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.🧠 Key Takeaways1️⃣ Done Is Better Than PerfectPerfectionism is one of the biggest thieves of peace for creative business owners. Jeni shares how releasing the pressure to make everything perfect — every bouquet, email, post, or plan — can actually free you to show up more consistently and authentically.2️⃣ You Deserve SpaceYou can’t pour from an empty vase. Whether it’s taking a walk alone, setting boundaries with clients, or saying no to something that doesn’t fit this season of life, space isn’t indulgent — it’s essential to creativity and sustainability.3️⃣ Redefining SuccessYou don’t have to chase six figures or viral posts to be “doing it right.” Maybe success for you looks like profitability and presence — serving your clients beautifully and still being home for bedtime.4️⃣ Balancing Relevance and RestThe floral industry moves fast. It’s easy to feel like you’re falling behind if you’re not constantly posting, producing, or booking. Jeni talks about how to stay visible and relevant without losing your peace — and how consistency doesn’t have to mean constant output.5️⃣ The Real Weight of the Mental LoadEven when things look effortless from the outside, every business owner is quietly carrying an endless checklist in their mind — from meal planning to marketing strategy. Jeni normalizes the exhaustion and offers gentle encouragement for anyone who feels unseen in that effort.🔗 Listen + Connect🎧 Listen now wherever you get your podcasts.📸 Follow Jeni on Instagram: @‌thefloralceo💌 Learn more at http://thefloralceo.com

Being busy doesn’t mean you’re successful — it just means you’re tired.In this episode, Jeni shares the hard-earned lessons from years of chasing “busy” and finally learning that true growth comes from understanding profit, not just bookings.She dives into:💐 Why tracking your expenses is a non-negotiable part of being a floral CEO💸 The hidden costs that steal your profit — delivery, teardown, and labor🌿 How underpricing keeps you working harder for less✨ Why smart systems (not spreadsheets) build sustainable successIf you’ve ever finished wedding season exhausted and wondering where the money went, this episode is your wake-up call.🎧 Tune in to The Floral CEO and learn how to stop being busy and start being profitable.

In this powerful episode, Jeni dives deep into one of the most common questions she gets from florists and creative entrepreneurs: “Can I really double my revenue next year?”Spoiler alert — yes, you can. But it requires clarity, commitment, and a plan.Jeni shares:🌸 The first step every florist must take before trying to grow — knowing your actual revenue.💸 Why your business can look “busy” but still be unprofitable.🌿 The marketing strategies that actually move the needle (and the ones that waste your time).🪞How to audit your client sources, track your ROI, and double down on what’s working.👭 Why support, systems, and boundaries are essential if you want to grow sustainably.Whether you’re dreaming of leaving your 9–5 or ready to take your floral business from 100k to 200k, this episode gives you the roadmap (and the mindset) to make it happen.🎧 Listen now and start mapping out your wheel of success.

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).🌸 You’ll learn:What an equal energy exchange looks like — and how to spot time-wasters earlyWhy you shouldn’t meet too soon (and how Zoom saves hours)How to set pricing expectations upfront to avoid ghostingThe importance of clear timelines and next stepsHow to confidently explain your process without sounding pushyThese five tweaks can completely change your booking rate — and your confidence.🎧 Listen to The Floral CEO Podcast wherever you get your podcasts.👉 Join the Floral CEO Mastermind for templates, systems, and support at http://floralceo.com/mastermind

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:Why you always need a cushion of time (and the chaos that happens when you don’t)How undercharging leads to resentment and burnoutThe real ROI behind styled shoots and “marketing opportunities”Why you need more help than you think — and what that actually meansThe power of creative rest in avoiding burnoutHow to analyze your time by ROI, not effortWhy coaching and community change everything for growth-minded florists✨ Plus: The behind-the-scenes chaos of a $26K wedding week gone sideways — and how it reminded me of every lesson I’m sharing here.🎧 Tune in and tag me with your biggest takeaway: @‌thefloralceo

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.🌸 What You’ll Learn:How to turn a styled shoot into a revenue-generating open houseWhy collaboration with venues is the key to getting on preferred vendor listsHow to politely ask for cost-sharing or compensation for your flowersSmart strategies for using silks or drieds to save on flower costsThe creative mindset shift that helps you design for inspiration, not obligationWhy you should only participate when there’s clear marketing and visibility ROIHow to pitch venues on ideas that benefit both of you — and land future bookings💡 Key Takeaways:Don’t just show up with flowers — show up with strategy.Styled shoots can be powerful marketing tools when leveraged the right way.Exposure is great, but exposure that converts to clients and connections is better.You can (and should!) ask for money, trades, or shared costs — your time has value.Creativity can coexist with boundaries — know when to say no.🎧 Perfect For:Floral designers, wedding pros, and creative entrepreneurs who want to make smarter marketing decisions — and ensure every petal, partnership, and post leads to growth.

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.💐 In This Episode, You’ll Learn:Why you feel like you’re “never getting ahead” (and why that’s not true)The difference between visible and invisible progress in your businessHow to reframe your mindset around momentum and successSimple ways to measure growth beyond revenue and followersWhy consistency compounds — and how small, steady steps lead to big resultsThe power of reflection, benchmarking, and celebrating your winsHow to build accountability and routines that make progress inevitable💡 Jen’s Key Takeaways:Grace and grit can coexist. You can be proud of how far you’ve come and still want more.Celebrate invisible progress. Growth often looks quiet — new systems, stronger boundaries, better energy.Micro momentum matters. Big changes start with small 15-minute steps.Consistency compounds. Showing up again and again builds trust, confidence, and results.Release the timeline. Slow growth is still growth — and often more sustainable.🌿 Jen’s Quotes to Remember:“You are allowed to be proud of what you’ve done and still want more.”“Progress isn’t always loud. Sometimes it’s showing up again quietly when no one is watching.”🌸 Mentioned in This Episode:The Floral CEO Mastermind – A community for florists ready to scale, set boundaries, and finally gain momentum.Join here ➡️ http://www.floralceo.com/mastermind💕 Connect with Jen:Instagram → @‌thefloralceoWebsite → http://www.thefloralceo.com

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.💐 In This Episode, You’ll Learn:How perfectionism disguises itself as “preparation” or “high standards”Why “done is better than perfect” is your new business mantraThe difference between progress and perfection in your floral businessHow to set time limits and boundaries to keep projects movingWhy building your “messy action muscle” creates unstoppable momentumThe mindset shift that frees you from people-pleasing and comparison💡 Jen’s Key Strategies:Adopt the “done is better than perfect” mindset.Shift your focus from being perfect to making progress.Set time limits on decisions — give yourself a deadline for “good enough.”Celebrate messy action — track imperfect wins to rewire your brain for momentum.🧠 Jen’s Quote to Remember:“Perfectionism feels like protection, but it’s really procrastination in disguise.”🌿 Mentioned in This Episode:The Floral CEO Mastermind – Jen’s signature coaching community for florists ready to scale their business, set boundaries, and take confident action.Join here ➡️ floralceo.com/mastermind🌸 Connect with Jen:Instagram → @‌thefloralceoWebsite → http://www.thefloralceo.com

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! 🌸Has your floral business (or life) ever felt like a total hot mess? Maybe your weddings are running behind, your flower orders are showing up sad and wilty, and clients are texting you at 11 p.m. You feel like your business is running you — not the other way around.In this episode of The Floral CEO Podcast, we’re talking about what to do when everything feels like a dumpster fire and where to start when you’re totally overwhelmed.Here’s what we cover in this episode:🔥 Why your business feels chaotic (hint: it’s usually a lack of systems, not a lack of hustle)📝 The “Audit Your Chaos” exercise — how to identify what’s really broken🎯 Prioritizing your fixes so you stop reinventing the wheel every day⚙️ How to create systems + processes that free up your time and brain space💻 Tools and tech that can help you automate (like Calendly + templates!)✨ How systems create freedom and protect your creativity so you can get back to designing and growing your businessWhether you’re just starting your floral business or are fully booked and drowning in weddings, this episode will help you breathe, make a plan, and get back in control.🌷 Perfect for:Wedding florists who feel constantly behindEvent florists overwhelmed by client communicationFloralpreneurs who want more freedom and profit, not more stress🎧 Listen now and take your first step toward a business that feels good again!💡 FREE RESOURCE: If you’re just getting started and need help setting up your floral business, grab my Florist Starter Kit at floralceo.com/starter— it’s loaded with tools to help you create systems from day one.

Hello flower friends! 🌸 In this week’s minisode of The Floral CEO podcast, we’re diving deep into one of the most important questions every florist should ask: Are you truly being the CEO of your business, or are you just working as its only employee?As a floral business coach, I see this all the time — talented wedding and event florists who are drowning in day-to-day production, running around sourcing flowers, designing, delivering, and reacting to problems… but never actually creating space to grow their business.In this episode, I share:✨ The key difference between working in your business vs. working on your business✨ Why staying stuck in “employee mode” keeps you overwhelmed and limits your growth✨ Real-life examples of how networking, collaborations, and refining your systems lead to more bookings and easier sales✨ Questions to ask yourself to see if you’re stepping into your CEO role✨ Practical tips for creating time and space to focus on strategy, processes, and profitabilityIf you’ve been feeling like you’re stuck on a hamster wheel of designing, delivering, and reacting — this episode is your permission slip to step back, breathe, and make the shifts needed to grow your floral business with intention.🌷 Perfect for:Wedding and event florists who want to grow beyond survival modeFlower shop owners ready to scale without burning outCreative entrepreneurs seeking better systems, pricing, and consistent leads🎧 Listen now and start showing up as the visionary CEO your business needs!And if you’re ready for accountability, strategy, and support, join me inside the Floral CEO Mastermind → floralceo.com/mastermind

Pricing doesn’t have to be confusing or overwhelming. In this episode of The Floral CEO Podcast, Jeni shares how to simplify floral pricing by using base recipes and formulas you can rely on for every wedding and event.Whether you’re a wedding florist or event designer, this episode will help you:💡 Build pricing formulas that make quoting faster and easier💡 Confidently price for profit (and stop second-guessing yourself)💡 Educate clients on realistic budgets with “starting at” pricing💡 Stop reinventing the wheel for every proposalJeni breaks down her floral layers method — greenery, coverage blooms, show blooms, transition blooms, filler flowers, dancing flowers, drippy/cascading elements, and line flowers — and explains how to build a base recipe for centerpieces, arches, bouquets, and installations.You’ll also learn:✅ Why pricing based on wholesale costs + markup + labor = profit✅ How to quickly adjust for premium blooms like peonies and ranunculus✅ The importance of having “starting at” pricing to filter inquiries✅ How base recipes help you qualify leads and protect your time✅ Why confident pricing sells more and builds trust with clientsIf pricing stresses you out or you dread building proposals from scratch, this episode will be a game-changer for your business!📥 Free Resource:Download Jeni’s free Pricing Guide → http://floralceo.com/pricingThis guide will give you formulas, examples, and cheats for pricing installations by square foot.

Hello, flower friends! 🌸 In this episode of The Floral CEO Podcast, I’m sharing a candid conversation about a post that stopped me in my tracks—and honestly, triggered me.It was a florist’s post advertising a “$2,500 wedding” with pricing that seriously undercut the real cost of flowers, design time, and labor. While I love pricing transparency, what I saw wasn’t just low—it was misleading and potentially harmful for florists trying to run a profitable business.In this episode, you’ll learn:✨ Why undercharging for weddings hurts not just you, but the entire floral industry✨ How to recognize when your pricing isn’t covering your costs (and what to do about it)✨ The hidden costs florists forget—delivery, setup, tear-down, and labor✨ How confidence and positioning can help you charge what you’re worth✨ The mindset shift that took me from barely breaking even to running a profitable, thriving floral businessIf you’ve ever lost a wedding to an underpriced competitor, felt frustrated by “budget breakdown” posts online, or wondered if you’re charging enough—this episode is for you.👉 Download my free pricing guide at http://floralceo.com/pricing  to learn how to price with confidence and protect your profit.🎧 Available on Apple Podcasts, Spotify, and wherever you listen to podcasts.

Hello, flower friends! 🌸 In this episode of The Floral CEO Podcast, I’m diving into a concept you might not have considered before: creating a To-Don’t List.We’re all familiar with to-do lists—but what about the things you won’t do? Setting these boundaries is just as powerful for growth, profitability, and peace of mind.In this episode, you’ll learn:✨ Why a To-Don’t List is just as important as your to-do list✨ How boundaries create space for growth, clarity, and balance in your business✨ Real examples of things I refuse to do in my floral business (and why)✨ How saying “no” to misaligned opportunities helps you say “yes” to the right ones✨ Practical tips to create your own To-Don’t List that reflects your values and goalsWhether you’re tired of being pulled in a million directions or simply ready to protect your energy, this episode will inspire you to define what you’re not available for—and how that decision can change everything.👉 Listen now to learn how to create your own To-Don’t List and step into your role as the confident CEO of your floral business.🎧 Available on Apple Podcasts, Spotify, and wherever you listen to podcasts.

Hello flower friends! 🌸 In this week’s episode of The Floral CEO Podcast, I’m diving deep into the world of styled shoots. You know the email—the one that makes you feel special because a venue, planner, or photographer invites you to “collaborate.” But let’s be real: florists often carry the biggest cost in these styled shoots, and too often, they turn into mini-weddings you’re funding for free.In this episode, I’ll walk you through:✨ The pluses and minuses of participating in styled shoots✨ How to decide if a styled shoot will actually benefit your business✨ Smart ways to negotiate financial participation from other vendors✨ Questions to ask before saying yes (from mood boards to vendor lists)✨ How to repurpose your flowers for more images and maximize ROI✨ Why pairing styled shoots with venue open houses can double your exposureStyled shoots can be incredible portfolio builders if you go in with strategy and boundaries. Done wrong, they can drain your time, energy, and profit. Done right, they can fuel your marketing with fresh images, create powerful vendor relationships, and put you in front of dream clients.Key Takeaway👉 You don’t have to say “yes” to every styled shoot. Always ask: Will this move my business forward? Will my future self thank me for this investment?Resources & Links🌸 Join the Floral CEO Mastermind for real conversations and strategies: floralceo.com/mastermind