From Chopping Stems to Calling the Shots

In today's BB Podcast episode (No. 140), we're visiting with Juliana McWilliams, owner of Sweet Memories Flowers in Visalia, California. Julia grew up in her mother’s shop, where she began experimenting with floral design at just 11 years old—using leftover materials and eventually reverse-engineering corsages when customers began asking for them. What started as childhood curiosity evolved into a full-fledged career, as she eventually stepped into ownership of the shop herself. Rooted in family legacy and shaped by years of hands-on learning, Juliana has built a floral business that blends tradition with innovation. From navigating the challenges of COVID and shifting to a home studio, to reviving the retail shop with a simplified, intentional retail model—including her now-signature grab-and-go cooler—her story is one of evolution, resilience, and heart.

Join us as we chat with Juliana about:

• Learning floral design without YouTube (aka creative problem-solving as a kid!)
• The challenges and beauty of growing up in a family business
• Navigating the transition from daughter/employee to shop owner
• Taking bold steps during Covid-19 to help her business survive and return strong
• Developing a simplified retail model with a highly effective grab-and-go cooler
• The importance of community, mentorship, and continuing education
• Respecting traditional floral mechanics and learning from older generations

Links mentioned in this episode:

• Max Owens
• Chapel Designers
• Sinclair & Moore
• Bloom Trust Co
• CamFlor

This episode of the Botanical Brouhaha Podcast is brought to you by:

Madrid Flower School

You can find show notes and more episodes of The Botanical Brouhaha Podcast at botanicalbrouhaha.com, and you can find the BB Podcast co-hosts on IG @botanicalbrouhaha and @hey.nataliegill.

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee.