The Floral CEO

Have you ever worked your ass off all day, gotten to 11 o’clock at night, and thought:

What the hell did I actually accomplish today?

You answered emails.

Ordered supplies.

Scrolled Instagram for inspiration.

Washed buckets.

Updated something in Canva.

Ran errands.

Stayed busy all day.

But somehow, you still feel like you did not move anything meaningful forward.

In this mini episode, Jeni breaks down a simple productivity framework to help you stop confusing busy with productive.

...

Does selling make you feel gross?

Do you worry that following up makes you annoying?

That recommending something more expensive makes you pushy?

That asking someone to book feels like pressure?

In this episode, Jeni breaks down why good sales does not have to feel sleazy, manipulative, or uncomfortable.

At its core, sales is helping someone make a decision.

And as a service-based business owner, your job is to provide solutions.

That does not mean convincing every inquiry to hire you.

Sometimes the...

How many times have you talked yourself out of doing something before you even gave yourself the chance to try?

“I can’t raise my prices because people will stop booking.”

“That planner probably already has a florist.”

“Nobody will buy this.”

“My market won’t support it.”

“I don’t have enough followers.”

“I need a better website first.”

“I’m too old.”

“I’m too new.”

There are so many stories we tell ourselves that sound incredibly logical.

And that is exactly what makes them dang...

What if somebody came in and took over your floral business tomorrow?  Jeni walks through exactly what she'd audit first if she took over a florist's business — from revenue and expenses to inquiries, conversion rates, and average booking value. She breaks down why profitability, not just revenue, is the real health metric of a floral business, why bigger weddings often beat more weddings, and why the biggest bottleneck in a business is often the owner herself. She closes with a look at what members get inside the Floral CEO Mastermind.

Episode Time Stamps:

“Can you just give me a ballpark?”

Florists hear this question constantly.

It might sound like a simple request, but throwing out a number before understanding the full event can create confusion, unrealistic expectations, and serious pricing problems later.

In this episode, Jeni explains why she does not give ballpark prices for entire weddings or events.

It is not because she is trying to hide her pricing.

It is because no two weddings are identical.

A client might ask what flowers for 150 guests usually cost, but guest coun...

If you want to build a floral business that generates $200,000, $250,000, or more—especially in a seasonal wedding market—you may eventually need to figure out how to execute multiple events in the same weekend.

But taking on more weddings does not automatically mean making more money.

If your team, production schedule, ordering, transportation, communication, and logistics are not ready for the volume, a big revenue weekend can quickly become an expensive, exhausting shitshow.

In this episode, Jeni pulls back the curtain on a recent weekend where her studio produced approximately $43,000–$45,000 in wedding work and ex...

How many times have you told yourself:

“I’ll do it when I’m ready.”

“I’ll raise my prices when I feel more confident.”

“I’ll reach out to planners when my portfolio is better.”

“I’ll launch the offer when everything is in place.”

“I’ll do the big thing when the timing feels right.”

In this episode, Jeni challenges the idea that readiness is something you need to feel before you move.

Because there is a really good chance that feeling is never coming.

You may stil...

What happens when you have been going hard for so long that your energy starts feeling completely depleted?

You do not always need to burn everything down, reinvent your business, or wait until January 1st to start over.

Sometimes you need a reset.

In this episode, Jeni shares how she is intentionally using the next 30 days to rebuild her energy after one of the busiest stretches of her year—and how you can do the same.

The idea is simple: stop treating yourself like something that should perform endlessly on the ch...

Stop Setting Goals. Start Setting Floors.

“I want to post more.”

“I want to follow up more.”

“I want to network more.”

“I want to make more money.”

Those sound like goals, but they are also incredibly vague.

In this episode, Jeni shares a different way to approach goal-setting: stop focusing only on the ceiling and start creating a floor.

Your floor is the minimum standard for how you operate.

Instead of saying, “I want to post more,” your floor might be:

I publish...

A $15,000 wedding does not automatically make you more money than a $6,000 wedding.

In fact, it is completely possible to book a large event, work yourself into the ground, and walk away with almost nothing if you are not paying attention to where your profit is leaking.

In this episode, Jeni breaks down the anatomy of a profitable wedding from the initial inquiry all the way through final cleanup.

She starts with one of the most important questions: is this wedding actually a good financial fit in the first place?

A beautiful...

Bigger weddings can mean bigger revenue—but they can also come with bigger expenses.

Studio rent. Coolers. Ladders. Lifts. Rental inventory. Delivery vehicles. Equipment. Staffing.

And if you are not careful, all of those expenses can start eating away at the profit you were hoping to make by taking on larger events.

In this episode, Jeni shares some of the practical hacks she has learned after more than 20 years in the floral industry for scaling into larger weddings without feeling like you need to buy everything first.

She starts by challenging th...

You can post consistently, create beautiful work, get likes, rack up views, and still wonder why the inquiries are not coming in.

Because marketing is not just about being seen.

It is about creating a clear path that helps the right person notice you, understand what you do, trust you, see themselves working with you, and know exactly what to do next.

In this episode, Jeni breaks down how to make your marketing actually lead to inquiries instead of simply creating more noise online.

She starts with one of the biggest...

Beautiful flowers absolutely matter.

They get attention. They stop the scroll. They make someone say, “Oh my God, that is gorgeous.”

But beautiful flowers alone are not a marketing strategy.

In this episode, Jeni breaks down why florists can have incredible portfolios and still struggle with inconsistent inquiries, low-quality leads, poor website conversion, price shoppers, and weak referral pipelines.

Because pretty flowers answer only one question:

Can you make beautiful flowers?

Your potential client has a lot more questions.

Can I trust you?
Are you...

What if you could build a consistent sales pipeline without immediately spending money on ads?

In this episode, Jeni shares how she has built relationships that have turned into a powerful referral sales engine for her floral business. She explains why transferred trust is such a valuable asset and how a recommendation from someone a potential client already knows, likes, and trusts can make it much easier to close the sale.

A strong referral pipeline is not built by begging people to send business your way. It is built by delivering an exceptional experience, becoming...

A client complains. A freelancer lets you down. A proposal gets rejected. You make a mistake, forget something, receive a bad review, or have a wedding that does not go according to plan.

The event itself may only last a few minutes or a few days. But the story you create around it can affect your business for weeks.

In this episode, Jeni talks about one of the fastest ways to regain momentum after something goes wrong: stop ruminating and start reflecting.

Reflection helps you understand what happened, identify what was within your...

You can be an incredibly talented florist and still struggle to build a profitable wedding floral business.

Beautiful flowers may get people’s attention, but floral talent is only one part of building a business that grows, pays you, and supports the life you actually want.

In this episode, Jeni shares her top five pieces of advice for building a successful wedding floral business. These are the lessons she has learned through more than 20 years of business ownership, over 1,700 weddings, and years of coaching florists through pricing, sales, marketing, profitability, and growth.

Jeni be...

The Floral Rockstar Retreat is officially less than three weeks away, and only a couple of spots remain!

In this mini episode, Jeni gives you an inside look at the full three-day retreat experience happening August 16–18, 2026, at Becht Acres in Dennison, Minnesota. She walks through the schedule, shares newly added experiences, and answers some of the most common questions she has received from florists considering attending.

The retreat begins Sunday evening with a relaxed welcome celebration featuring charcuterie, cocktails and mocktails, a farm tour, a custom cowboy hat bar, a bonfire, and s’mores. It is a...

In this episode, Jen shares the hard-earned lessons she has learned over the years about working with freelancers — how to build better working relationships, what red flags to stop ignoring, and how to protect both your peace and your business. She talks candidly about wanting freelancers to feel valued, have fun, learn, and grow, while also realizing that too much blurred energy can become detrimental to the business.

Jen walks through the patterns she has seen over time: unreliable communication, unclear expectations, blurred personal boundaries, talent without reliability, energy that shifts the whole tone of...

In this episode, Jen talks about one of the biggest shifts that changed her business: stopping the side-hustle energy, stepping out of overwhelmed employee mode, and fully embodying the CEO identity. She shares how so many business owners say they want more money, better clients, stronger boundaries, and less chaos — but they are still operating with the same habits, same mindset, and same self-concept that kept them stuck in the first place.

Jen explains why identity always shows up in business. How you see yourself affects what you charge, what you tolerate, how you follow up, how yo...

5 Things to Focus on to Drive Revenue in Your Business

In this episode, Jen breaks down five of the most important things florists should focus on if they want to drive more revenue without feeling strung out, reactive, or constantly overwhelmed. She shares why revenue does not come from doing everything. It comes from focusing on the right things with intention.

Jen talks about how easy it is to get distracted by shiny objects, random advice, and the feeling that you should be doing everything all at once. But if your business feels chaotic and...

Quick question—how much time do you really spend working ON your business (not just IN it, arranging flowers, answering emails, running errands, etc.)? Be honest! If you’re like most florists, there’s a good chance you look up and it’s a new month, but you’re stuck with the same old problems: Money stress. Overbooking. Saying yes when you want to scream no. Chaotic processes that make you want to facepalm.

Let’s be real: It’s easy to get stuck in the hustle, reliving the same frustrating moments on a loop. Total “Truman Show” vibes, rig...

Have you ever set an ambitious goal, felt completely motivated, and then found yourself overwhelmed or discouraged just a few weeks later?

You're not alone—and the problem probably isn't your motivation.

In this episode of The Floral CEO Podcast, we're talking about one of the biggest mistakes entrepreneurs make when setting goals: focusing only on the outcome instead of the actions that create the outcome.

Whether your goal is reaching six figures, booking more weddings, growing your flower farm, improving your marketing, or simply creating a healthier work-life balance, success comes from bu...

In this episode, Jen breaks down exactly how she gets wedding leads off third-party platforms like Zola, WeddingWire, The Knot, Instagram DMs, and other places where couples often reach out with very little commitment.

If you have ever felt frustrated by doing a lot of work for leads who are hiding behind a platform, ghosting you, or asking for too much without giving much back, this episode is for you. Jen shares the process she uses to create a stronger equal energy exchange, protect her time, and move people into her own ecosystem where she can communicate...

In this episode, Jen shares five of the biggest business hacks that have helped her create more clarity, momentum, and growth in her floral business — without adding more chaos. If you have been feeling stuck, distracted by shiny objects, or unsure where to spend your time, this episode is all about the habits and systems that actually move the needle.

Jen talks about why the best business growth strategies are not always flashy. Sometimes they are simple, repeatable things that make your business feel easier to run and help you work with more intention. From her Sunday re...

In this episode, Jen talks about what to do when every task in your business feels huge and overwhelming. Instead of focusing on giant moves, she shares 10 small, actionable things you can do to create momentum in your wedding floral business. These are practical steps that help you stay visible, build relationships, strengthen referrals, and keep moving forward without feeling like you need to climb a mountain every day.

Some of these ideas are things Jen has used for years, and others are newer habits that have worked really well for her in growing connections and visibility...

00:00 Getting honest feedback for growth
05:43 Improving floral portfolio focus
09:27 Building trust and positioning expertise
12:31 Improving brand perception
15:56 Building Confidence for Business Success
18:20 Different service tiers and pricing
22:31 Boosting Bookings through Brand Confidence
25:48 Success stories from the Mastermind

Ready to join the mastermind?
http://floralceo.com/mastermind

In this episode, Jen shares all the details about the final workshop of the year: Floral Rockstar Retreat, happening August 16–18 on her family farm in Dennison, Minnesota. This is not just a floral workshop — it is a restorative, portfolio-building, creativity-fueling experience designed to help florists slow down, connect, create, and walk away with an upgraded body of work they can actually use.

After seeing how attendees used the images from previous workshops, Jen completely rethought and upgraded this experience. That means more intentional styling, more sets, more content, and more opportunities to leave with portfolio images that feel...

In this episode, Jen shares some of the biggest lessons she has learned after years of working as a florist and doing a high volume of weddings. These are the things she used to do because she thought they made her a better florist, a nicer person, more accommodating, or more bookable — but in reality, many of them were costing her money, peace, creativity, and joy.

This episode is all about boundaries, discernment, and learning to run your floral business in a way that actually feels good and makes sense. From last-minute emergencies and undercharging, to promising sp...

In this episode, Jen talks about something every florist and creative business owner faces at some point: how hard it can be to access creativity when life feels loud, heavy, overstimulating, and exhausting. Between loss, motherhood, summer schedules, consultations, weddings, and the everyday chaos of life, it can feel like creativity gets buried under stress.

But Jen shares an important reminder: chaos does not mean you lost your talent. It does not mean something is wrong with you. It may simply mean your nervous system is overloaded, your energy is depleted, and your creativity needs a softer...

In this special interview episode, Jen sits down with Carol from Blissful Bloom Studio, one of her favorite flower friends inside the Floral CEO Mastermind. Carol shares the story of how she went from working in the floral industry for 35 years — including years in a demanding corporate floral job — to finally stepping out and building a business of her own.

This conversation is for any florist who feels stuck, overwhelmed, scared to make a big move, or like it might be “too late” to change their life or business. Carol opens up about what pushed her to start so...

3 Things You Need to Know Before Starting a Floral Business

If you have been dreaming about starting a floral business—or you have already started and feel like you are not getting the momentum you want—this episode is for you. Jen breaks down three foundational truths every florist needs to understand before building a business around flowers.

Because the truth is, loving flowers is not enough.

You can love flowers deeply and still struggle if you do not understand how to run a business, price profitably, communicate clearly, and build something that actu...

If you have ever looked at your to-do list and thought, I am doing so much… but am I actually doing the right things? — this episode is for you.

In this minisode, Jen breaks down one of the biggest struggles florists and creative business owners face: figuring out where to spend their time for the greatest impact. Because the truth is, not everything in your business deserves your time equally. Some tasks feel productive because you are checking a box, but they are not actually creating traction, momentum, or revenue.

Jen talks about how many flor...

In this minisode, Jen talks about the very real shift that happens when school gets out, summer begins, and suddenly motherhood, wedding season, and business all collide at once. As a mom with kids home for summer and a floral business to run, Jen shares how she is approaching this season differently—and why summer does not have to feel like survival mode.

This episode is all about creating more peace, more structure, more support, and more intention so that summer can feel less like chaos and more like something you can actually enjoy. Jen shares practical st...

In this episode, Jen sits down with Melanie and Michelle, the founders of Fleurspace, a brand new platform designed to help florists solve some very real problems in the floral industry — like finding temporary studio space, renting cooler space, hiring freelancers, finding setup crews, and getting support in new markets.

If you have ever wondered how you would pull off a bigger wedding, work in another state, find freelance floral help, or rent studio space for a few days, this episode will introduce you to a tool that could make all of that easier. Melanie describes Fleurspace as...

There is a lot of noise in the wedding industry right now.

People are talking about slower wedding seasons, lower booking projections, market changes, and all the reasons to panic. And when that kind of energy is everywhere, it can be really easy to start spiraling and focusing on everything that feels uncertain.

In this episode, Jen shares a powerful reminder: stop spending your energy on everything you cannot control and start focusing on what you can.

Because while you may not be able to control the economy, industry projections, or what everyone...

Busy season does not have to mean losing yourself.

In this episode, Jen shares practical strategies for staying grounded, protecting your peace, and leading your business well when life and work both feel full. After coming off a busy weekend with two weddings, family responsibilities, and everything else that comes with real life, she reflects on why she felt calm instead of cracked in half — and what has shifted in the way she approaches busy seasons now.

This episode is for florists and creative business owners who are tired of feeling like stress, chaos, and bu...

In this episode, Jen talks about something that can feel uncomfortable but can completely change your business: feedback. After receiving some difficult client feedback this week, Jen breaks down how she handled it, what she learned from it, and why feedback is one of the most important tools florists can use to improve their consultations, client communication, and overall wedding experience.

If you are a florist, wedding vendor, or creative business owner, this episode will help you understand how to ask for feedback, how to sort useful feedback from emotional noise, and how to use both positive...

In this episode, Jen dives into one of the biggest things holding florists back: worry. From specific flower varieties not coming in, to imposter syndrome, to worrying about what other florists are doing, this episode is a reminder that so much of what drains your energy is not actually helping your business move forward.

Jen shares 10 things she wants florists to stop worrying about, along with practical shifts to help you let go of what is slowing you down and focus more on what actually matters.

In this episode:

Have you ever felt weird about following up with a bride or couple after sending your proposal? Have you worried that you were going to sound pushy, annoying, desperate, or just plain sleazy?

In this episode, Jen breaks down 10 practical ways to follow up with a bride professionally, confidently, and effectively—without sounding like you are begging for the booking. Because follow-up is not about chasing people. It is about leading the process, giving direction, and helping couples know what to do next.

If you are a florist, wedding vendor, or creative business owner who st...

In this episode, Jen breaks down what it really takes to deliver a seamless wedding day experience — because delivering flowers is not just dropping off product, it is delivering a brand experience.

After reflecting on her recent Business, Bouquets and Branding Workshop and a bouquet-only wedding that reminded her how important clear expectations are, Jen dives into the real reason some wedding days feel smooth and polished… while others feel chaotic and stressful. The difference is not just how hard you hustle that morning. It starts long before the wedding day itself.

A flawless wedding deli...