The Aligned Florist Podcast
The Aligned Florist (formerly Coffee Wine & Flowers) is the go-to podcast for wedding florists, floral designers, and creative entrepreneurs ready to grow a profitable floral business with more clarity, ease, and intention.Hosted by Sarah Wahhab — floral designer, business strategist, and founder of Mulberry & Moss — this show delivers weekly mindset shifts, marketing strategies, and systems thinking for the modern floral entrepreneur.Whether you're navigating floral pricing, attracting high-end clients, refining your brand voice, or looking for a more sustainable approach to business — you'll find guidance, encouragement, and no-fluff strategy to support your next level.With episodes covering floral business education, intent...
48. Stop Putting Off Building The Thing That Would Save You Time
This episode is for the florists who feel like there’s never enough time.
Maybe this sounds familiar: You hear about a system that would make your business easier and think, "I really need to do that." Months later, it's still sitting on the list.
In this short episode, I'm sharing the story of a messy kitchen countertop, what life has looked like on the other side of a system I recently built, and why the systems we put off until we have more time are often the exact ones that would give us that tim...
47. Find Your Edge: How to Get Chosen in a Competitive Market
If you've done all the pricing work, you know exactly what you need to charge, and you're still watching brides go with the florist who came in lower, this episode is for you.
This past month, I did something I told myself I'd never do again. I sent full proposals, renderings and all, to two planners I didn't have a relationship with. One came back asking if I could get from $27K down to $24K, and then went in another direction anyway. So I'm right there in the trenches with you on this one. And it...
46. A Wedding Week That Feels So Calm It Should Be Illegal
Some wedding weeks feel chaotic before the flowers even arrive. Others can involve a massive scope, a full team, multiple events, complicated installs—and somehow still feel surprisingly calm.
In this episode, I’m breaking down what I’ve changed over the years to make production weeks feel easier, and a lot of it has very little to do with what happens during production week itself.
Physically prepping hard goods before flowers arrive is great- but it's only the tip of the iceberg in planning for a smooth production week. I'll also share how I get in...
45. Five Systems I Can't Run My Business Without
Florists are incredibly resourceful—which is probably why we can function inside some truly questionable systems for YEARS.
In this episode, I’m sharing five systems I genuinely can’t imagine running my floral business without anymore—and how each one has evolved as my business has grown. This isn’t about convincing you that you need five new tools by Friday. It’s about noticing where you’ve gotten really good at compensating for unnecessary chaos... and where one better system might make your business feel dramatically easier to run.
In this episode:<...
44. When to Design For The Clients You Want Vs. The Clients You Have
What if every wedding didn’t have to be the best work you’ve ever created?
As florists, it’s easy to feel pressure to make every wedding portfolio-worthy—using the most impressive flowers, pushing the design further, or putting more of our profit back into the work because we want it to attract bigger budgets and better-fit clients.
But not every wedding needs to do the same job for your floral business.
In this episode, I’m sharing how I decide which weddings to optimize for profit and which are...
43. The $50k Pinterest Board with the $5k Floral Budget
What happens when you get the dream inquiry... paired with a totally unrealistic budget?
In this episode, we’re diving into the conversation many florists are having right now: what to do when a client’s dream Pinterest board and their budget do not match. We unpack these types of inquiries step-by-step, as we uncover things like how to quickly assess whether an inquiry is worth pursuing, when to rely on a pricing guide or a short phone call, and how to protect your time without defaulting to frustration or underpricing.
...
42. Where Did All The Money Go?
You start the year with an exciting, booked calendar of high-value events. Then you get to the end of the season and it feels like all the money disappeared. Where did it all go?
In this episode, Sarah explains why florists can have strong revenue and still feel financially stressed. The episode points out two places money leaks most often happen: inside individual weddings and in business overhead. Sarah shares strategies for spotting habits, tracking spending, and reducing overhead without a drastic change to your pricing model. In typical Aligned Florist fashion, this...
41. Redefining Florist Culture: From Chaos to Clarity
The business you're craving does exist. We just don't talk about it enough.
In today’s episode, we’re talking about the patterns that are too normalized in the floral industry—like hustle culture, being “booked out” as a status symbol, or doing everything yourself—and the beliefs I’d love to see florists normalize instead: things like rest, clarity, leadership, alignment, and yes.... a manicure whenever you want.
If you’ve ever felt like you don’t quite fit the mold of what a successful florist is “supposed” to look like, I hear you, and this one...
40. From Price-Shopped to Aligned: The Magic Booking Filter Every Florist Needs
This week on The Aligned Florist, we’re zooming in on one of the most misunderstood parts of your business: your pricing. But not in the way you might think.
We’re not talking formulas, markups, or COGS — we’re talking about how you structure and present your pricing so it quietly works behind the scenes as a booking filter. Because if you’re still sending out a price list and hoping the right clients will “get it,” you’re probably letting in more price-shoppers than you’d like.
I’ll walk you through my 3-Layer P...
39. Three Steps to a Brand You Can Talk About (Not Just Show)
What if your audience could feel like they knew you—before you ever met?
If you’ve ever felt like your marketing is just floating out there without real connection, or like potential clients see your work but don’t really understand the person and purpose behind it…this episode is for you.
In this episode of the Designed to Lead series, Sarah explores the power of telling your brand story—not just once on your About page, but strategically and repeatedly in ways that deepen connection and build trust.
She shares how...
38. Before You Grow, Get Clear: Why Messaging Matters More than Visibility
In this episode of The Aligned Florist, we’re diving into one often-overlooked step and a key part of brand growth: messaging.
If you’ve ever found yourself wondering, “How do I get more clients to find me?”—or feeling tempted to invest in ads, try a new viral trend, or overhaul your brand visuals—this conversation is for you. Host Sarah shares hard-earned lessons and real examples from her own business journey to reveal why clarity needs to come first, before amplification.
We’ll walk through:
Why followers, reach, and ads won’t convert without...37. Building Deeper, Not Higher: How Vision Creates Peace and Growth
In this episode of The Aligned Florist, we’re diving into a topic that often goes unnoticed but is crucial for sustainable success: vision and alignment.
In this episode of The Aligned Florist, host Sarah explores the transformative power of aligning your business with a clear vision. If you've ever felt overwhelmed or like you're constantly chasing trends, this episode is for you. Sarah shares personal insights and practical advice on how to lead with intention and build a business that truly reflects your values.
We’ll walk through:
How to recognize when...36. If You’re Holding It All—Something Isn’t Working: Why Systems Matter More Than You Think
In this episode of The Aligned Florist, we’re talking about something that doesn’t always get the spotlight—but quietly runs the show behind the scenes: your systems.
If you’ve ever found yourself exhausted, overwhelmed, or rewriting the same proposal at 10pm for the third time… this one’s for you. I’m sharing a real-life moment from my own business that forced me to face the truth: the systems that got me here couldn’t take me where I was going.
We’ll walk through:
How to know when your systems are no longer serv...35. Fewer Offers, More Flow: Why Simplifying Creates Space to Lead, Grow, and Actually Breathe
In this episode of The Aligned Florist, we’re unpacking a truth that might feel a little uncomfortable—but deeply freeing:
More offers don’t mean more success.
I’m sharing why simplifying your offer suite is one of the most powerful shifts you can make as a creative entrepreneur—and how trying to be everything to everyone is quietly draining your energy, your clarity, and your ability to grow.
We’ll talk about:
→ Why every offer is basically its own full-time job
→ How simplicity can amplify your brand, not limit it
→ An...
34. Build a Brand That Speaks (So You Don’t Have To): The Energetic Cost of Always Explaining Yourself
What if your brand could speak for you—before you ever said a word?
If you've ever felt like you're constantly explaining your process, defending or justifying your pricing, or answering the same questions about your services over and over again...this episode is a must-listen.
In this episode of the Designed to Lead series, Sarah explores one of the most overlooked sources of burnout for florists: constantly having to explain your value, pricing, or process.
She shares how a well-crafted brand isn’t just about aesthetics—it’s a boundary, a filter...
33. Come Home to Your Power: A Gentle Reminder That You're Allowed to Choose How This Goes
In this episode, we’re kicking off the Designed to Lead series—an invitation to step into your role as a grounded, intentional leader.
If you’ve ever felt like your business is running you, this conversation is your cue to pause, breathe, and come back to center.
Sarah explores what it really means to reclaim your power, and reveals a list of sneaky ways you might be handing it over without even realizing it. You’ll hear personal reflections, quiet mindset shifts, and practical strategies for moving from reaction...
32. A New Chapter (and a New Name): Why This Podcast Needed a Pause—and What’s Coming Next
Welcome to The Aligned Florist — formerly Coffee Wine & Flowers. In this kickoff episode, Sarah Wahhab shares why she pressed pause, what’s changed behind the scenes, and how this new season of the podcast is rooted in deeper alignment, purpose, and clarity.
If you’re a wedding florist, floral designer, or creative entrepreneur craving more freedom, strategy, and soul in your business… this episode is your official invitation to lead differently.
Tune in for a behind-the-scenes look at Sarah’s business evolution, what’s coming next for The Aligned Florist, and why this podcast is still your f...
31. 5 Tips for Executing a Flawless Luxury Event
Planning a luxury event can be overwhelming, but what if you could make it easy - and fun? My first $10k wedding had me shaking in my boots, and stressing for months on end. I lost sleep, and basically turned my world upside down making sure everything went off without a hitch for my first big high-end gig. But since then, I've learned a ton, and our team has tackled events exceeding $50k budgets with a sense of ease and flow, and today I'd like to share with you how we do it!
In this episode, we...
30. Your Complete Guide to Pricing With Confidence
Unlock the secrets to mastering floral pricing in this essential episode! Join me as I dive into the nitty-gritty of pricing, transforming this often daunting task into a powerful tool for your business success. Ever wondered if you're using the right markup? Or how you should charge for delivery, transportation, and setup fees? This episode will provide answers to all of that and more, giving you an empowered sense of direction for creating your own strategic pricing model.
Hang in there! There's a lot of meaty information in this episode, but i've created a free guide for y...
29. Floral Pricing: The First Steps No One Talks About
Unlock the secrets to confident and effective floral pricing in this game-changing episode! Join me as I unpack the often daunting topic of pricing, transforming it from a source of anxiety into a powerful tool for your business. With personal stories and practical insights, I'll guide you through the essential strategies for setting prices that reflect your value, ensuring both profitability and client satisfaction.
In this episode, you’ll discover the importance of knowing your clientele and the transformative impact it can have on your business. I’ll show you how to overcome the common challenges of unde...
28. Bold Moves: Reclaiming Joy & Freedom Through Business Alignment
Ready to transform your business journey and align it with your life’s deepest passions? In this episode, I'm diving into the heart of creating a business that seamlessly fits into your life. Join me as I explore the transformative power of committing to an aligned business and the courageous steps needed to get there.
I'll share my personal journey of juggling a growing family and a flourishing business, and the tough choices that come with being a solopreneur. We'll discuss the importance of remembering why you started, recognizing where you want to go, and making transitions fo...
27. Balancing Creativity & Profitability: Cultivating Your Dream Business with Janelle Thomson of Lavenders Flowers
You are going to love this conversation!
In this episode, Janelle Thomson, owner of Lavender Flowers and Tono & Co, shares her inspiring story of how she fatefully acquired Lavender Flowers (on Craigslist) and transformed it to align with her creative vision. She walks us through how she rediscovered her creative voice after hitting her "business rock bottom," and figured out a way to create financial sustainability in her business without sacrificing her creative urges.
Ever encountered the dilemma of feeling pulled to those irresistible blooms that are outside the client's budget? Or trying to communicate...
26. How to Stand Out To Your Dream Clients
It's all in the title folks! I'm going to take you on a journey in this episode and reveal to you the mindset shift I made that opened up the floodgates to building connection with my audience.
If you're looking for the secrets to standing out to your dream audience, this episode will not disappoint! And it doesn't involve reinventing your artistry. You already have everything you need to succeed. Ready to dive in? Hit Play.
Join us at our Spring Workshop Intensive!
Dive into hands-on floral artistry and business education for building...
25. Get Your Instagram Sh** Together - Part 2
Need ideas for hook phrases that are sure to get you results?
Want to know my strategy behind posts that send new subscribers to my email list DAILY - even months after posting?
We're continuing the conversation from last week about instagram strategy, and today were getting deeper into posts that drive specific results - whether the result you want is to gain more followers, generate more engagement and build trust with your audience, or get sales!
Plus, I'll give you 4 different formulas for writing hooks that are sure to capture the attention o...
24. Get Your Instagram Sh** Together Bestie
Hey friends! In this episode, I'm diving deep into Instagram strategies, and specifically how to stand out on instagram in a competitive space in 2024! We start by discussing the ever-changing social media landscape and the importance of standing out amidst the chaos. It's all about understanding that your audience may not initially care about your offerings, but it's our job to make them care by addressing their needs and desires.
We tackle the common fear of appearing too salesy on Instagram and debunk the myth by sharing data showing that a...
23. Rethinking Rentals: Elevate Your Brand & Bottom Line
In this episode, we delve into the world of wedding floristry rentals, exploring the why and how behind incorporating them into your business model. From profitability considerations to enhancing the customer experience and brand perception, we break down key strategies for strategically offering rentals. We discuss pricing strategies, labor optimization, and the importance of aligning rentals with your business goals and ideal client. Whether you're just starting out or looking to refine your rental offerings, this episode provides valuable insights to help you navigate the world of wedding floristry rentals.
Resources and Links from the episode:
...
22. Five Things I Do During Slow Season
Hello, floral friends! Welcome back to the show. I hope this finds you well and thriving in your floral pursuits! Today, we're diving into a topic that holds a special place in my heart – making the most of the slow season. As floral enthusiasts, we often find ourselves immersed in the whirlwind of events, but the slower periods bring a unique opportunity for reflection, planning, and nurturing both our business and creativity.
Here's a preview of the episode and the 5 things I love to do to take full advantage of downtime during the wedding off-season.
21. Portfolio Mastery: Creative Solutions to Propel Your Success
Introduction:
In this episode, we delve into the art of strategic portfolio building for wedding florists, unlocking the key to attracting high-end clients and elevating your business. Your portfolio is your visual resume, and we'll explore how cultivating an impressive showcase can significantly impact your credibility and revenue.
Section 1: Showcasing Your Vision:
Your Instagram is a window to your world. If you want to attract clients with a specific style, your portfolio must reflect that. We discuss the importance of portraying your desired aesthetic consistently to draw in clients who resonate...
20. Five Ways to Level Up in 2024
It's a brand new year of possibilities! In this latest podcast episode, "5 Ways to Level Up in 2023" we explore strategies to elevate your floral business in 2024. Join us on this journey as we unlock the doors to success.
Reflecting on Progress
Before we dive into 2024 strategies, take a moment to reflect on your business's past year. Celebrate markers of growth, whether it's increased wedding totals or assembling an exceptional team. Distinguish between intentional short-term goals and delightful surprises, emphasizing the importance of having a clear, long-term vision.
The Essence of Clarity
...
19. Comparison vs. Staying in Your Lane
Introduction:
Welcome back to our podcast, where we delve into the intricacies of running a floral business. After a short break, we're back with renewed energy and a commitment to bringing you valuable content. In this episode, we explore a crucial aspect of entrepreneurship—making decisions and facing tough questions. As business owners, it's common to seek answers externally, but we advocate for looking within to find the confidence and direction needed to steer your business.
Segment 1: Why a One-Size-Fits-All Approach Doesn't Work:
We celebrate the individuality of the floral industry, emphasizing that your uniqueness is...
18. Unleash The Power Of AI and ChatGPT In Your Floral Business
Unleashing the Potential of AI for Florists
Welcome back to the Coffee Wine & Flowers Podcast! In this episode, we invite tech-savvy entrepreneurs to explore the exciting realms of internet technology, specifically artificial intelligence (AI). Join us as we uncover how florists and creative entrepreneurs can leverage AI mindfully to elevate their businesses.
Controversies Surrounding AI in Business
As we approach 2024, the business landscape witnesses rapid advancements in AI, raising concerns about job displacement, ethics, and creativity. However, as independent business owners, we see these challenges as opportunities for growth...
17. Kickstart Your Marketing to Get More Clients
Ever find yourself stuck in a business waiting room, yearning for those dream clients to magically appear? Join us in this episode as we unravel the art of attracting your ideal clients. Whether you're launching or reviving your floral business, proactive marketing is the key.
Crafting a Customer-Centric Experience:
First, let's fine-tune your brand. Envision your ideal client stepping into your brand universe. Identify their style, budget, and values. Conduct a brand audit to ensure your visuals, language, and pricing align with your target audience. Streamline the customer journey from...
16. Rise & Thrive: Navigating Price Changes as a Business Owner
In this episode of the Coffee, Wine & Flowers podcast, join me, Sarah Wahhab, as we delve into the crucial realm of elevating your pricing strategy for business growth. As a seasoned wedding floral designer, business educator, and entrepreneur, I've witnessed firsthand the transformative power of strategic pricing.
We kick off by recognizing the signs of burnout, the silent signal that often whispers it's time to level up. Beyond the fatigue and overwhelm, it's a call to reassess your business trajectory. I share personal insights from my journey, starting a floral business a decade ago with a dream...
15. Client Proposals: Send Help! And Wine.
Today I’m sharing about my process for creating floral proposals for your wedding clients! They are a huge part of our job as wedding florists because they are the thing that sells our work, the key to us booking events and the concept within the proposal is where each new design begins. In this episode I’ll be answering questions like, what is a proposal? What purpose does it serve? What are the elements that should be included in every proposal? How much time should you spend on a proposal? And then I’ll share some strategies for how yo...
14. Big Weddings: What I Wish I Knew Then!
Hello everyone!
Today I am sharing my 5 tips for how to tackle BIG weddings!
There was a season of my business where I turned away from larger weddings for a mix of reasons. For the longest time, I didn’t pursue large jobs, and if planners asked me about my pricing range I would put myself in a very modest category and not necessarily advertising myself as a “big wedding” type of florist. I heard the word ballroom and pretty much drew the line because frankly I was intimidated. I think I was still lacking a bit of...
13. Listener Q&A - Memories, Struggles, and Attracting Your Dream Clients
In this week's episode I answer two questions submitted by listeners.
Question 1
Nad from Dublin asked:
I work mainly with dried and preserved flowers and I have noticed that the demand for low budget weddings is so high at the moment. I’d like to know how to achieve potential clients that I’d be able to provide with more creative and interesting florals and not only a bouquet and boutonniere. Sometimes I think of having a pre-made collection of wedding bouquets on my website like Etsy just to accommodate these low b...
12. How to Have More Fun at Work
In today’s episode, I want to share with you 3 important tips that I believe can help you accomplish your work more smoothly in order to ultimately make more space for joy - not just in your life, but in your work. We spend so much of our life working, so why not make our work enjoyable, and enjoyable for those who work with us and for us?
In my company, creating a fun and positive work environment is so important to me. When we all have fun at work, the...
11. How to Scale Your Business
Episode Summary:
So… How to scale your business? The million dollar question. Today, I’m going to walk you through 5 steps for scaling your business. Each step is important in not only scaling but in making sure you’re in the right position to scale, so that as you take on more clients and more sales, you will have a strong enough structure to support the volume, and that increased volume will lead to noticeable growth in revenue.
Step 1: Decide in What Way You Want to Scale
there are lots of ways to sca...
10. Could This One Thing Be Holding You Back In Your Business?
Today I'm sharing a personal story and a realization that helped me better understand my motivation for my business. If you're feeling stuck, give this a listen.
For full show notes, visit www.mulberryandmoss.com/podcast/episode10
Floral Business Tools & Resources:
www.mulberryandmoss.com/shop
Podcast Home Page:
www.mulberryandmoss.com/podcast
Follow on Instagram:
@thealignedflorist
9. A Time for Hustling and a Time for Rest: Navigating Seasons of Your Business
For full episode show notes, visit www.mulberryandmoss.com/podcast/episode9
Floral Business Tools & Resources:
www.mulberryandmoss.com/shop
Podcast Home Page:
www.mulberryandmoss.com/podcast
Follow on Instagram:
@thealignedflorist
