Welcome to The Flower School Business Podcast — the go-to show for florists and creative entrepreneurs who want to turn their passion for flowers into a profitable business. Hosted by the team at Kay’s Flower School, each episode is packed with real-life stories, expert insights and practical strategies for growing a successful floral brand.
Whether you’re just starting out, building your confidence, or ready to scale your flower business, you’ll find honest conversations, behind-the-scenes tips and inspiring guest interviews designed to help you bloom in business.
🌸 Learn how to ✔️Build and brand your flower business with confidence ✔️Master marketing, pricing and selling without overwhelm ✔️Navigate the floral industry with authenticity and purpose ✔️Hear from real florists who’ve grown thriving careers from scratch
This is the podcast that celebrates creativity, community and the courage it takes to grow a business you love — one bloom at a time.
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How to Become a Florist - Top Tips & Navigating the Floral Industry with the Experts
Season 1 · Episode 1
Thursday, May 22, 2025 • Duration 43:58
Dreaming of a vibrant career in floristry? Join Deirdre from Kays Flower School as she chats with two floristry legends, Viv Bradford and Su Whale, in this exclusive Bloom in Zoom session! Discover invaluable advice, current industry trends, and practical tips for success in the ever-evolving world of flowers.
Whether you're just starting your floristry journey, a year or two into training, or a seasoned professional, this episode is packed with insights you won't want to miss. Learn about:
Building Your Network: Why connecting with other florists and joining supportive communities like the Floristry Geek Facebook group is crucial for growth and shared knowledge.
Staying Current: How resources like the Flowers to Trade Club keep you updated on everything from HR to legal advice, and the latest trends from major shows like Chelsea Flower Show.
Mastering the Business of Flowers: Viv Bradford shares her expertise on the essential administrative systems, including contracts, risk assessments, and email templates, vital for setting up and running a successful floristry business. She also touches on crucial aspects like understanding grades and ripeness when buying flowers.
Marketing & Getting Customers: Get creative strategies for attracting clients, from hosting workshops and demonstrations to leveraging local partnerships and pre-selling bouquets to manage stock and minimize waste.
Navigating Challenges: Practical solutions for common hurdles, including managing deliveries without a car, and finding reliable local sources for flowers and foliage.
Flower Care & Longevity: Learn expert tips for keeping your blooms fresh, especially wedding bouquets in hot weather, including surprising hacks and conditioning techniques for various flowers and foliage. Su Whale also highlights why some garden-grown flowers aren't suitable for cutting and what to look for when buying from wholesalers.
This conversation is a must-watch for anyone passionate about floristry, offering a glimpse into the realities and rewards of the industry from those who know it best.
Ready to turn your passion into a profession?
Kays Flower School offers comprehensive online floristry training that empowers you to learn from anywhere in the world! Our modules cover everything from foundational skills to advanced techniques, ensuring you gain the knowledge and confidence to launch and grow your own successful floral business.
Learn more about Kays Flower School's online courses and start your floristry journey today!
Connect with our Guests:
Viv Bradford: Check out her Flower Bibles and Admin Package. Find her writing on the Flowers to Trade Club.
Want to take your flower skills to the next level but not sure how to do it ?? Check out our FREE Online Flower Taster Course Here - ideal for the total beginner or those who dabble to want to go a bit further -
How to Sell as a Florist - Selling Language for Florists with Danielle Serpico
Season 1 · Episode 1
Thursday, May 8, 2025 • Duration 59:26
Danielle Serpico is a renowned Mind Coach, 2 Times Best Selling Author, Business Mentor, NLP Master Trainer and Hypnotist, specialising in communication, self-leadership and influence to help entrepreneurs, coaches and professionals master the art of persuasion, sales and self-worth.
She believes that ‘your ability to communicate, both to yourself and others —determines your level of self worth and hence success, wealth and fulfilment,’ and so often shares how to grow into the version of you that naturally attracts more.
The founder of The BBMM Academy and creator of The M.A.S.T.E.R Method, Danielle has helped thousands transform their lives and businesses by integrating neuroscience, energetics and high-performance strategies.
She teaches you how to reprogram limiting beliefs, develop unshakable confidence, and use language as a tool for influence, attraction, and sales.
She is also the author of The BlackBelt MasterMind and a highly sought-after speaker who brings a unique blend of science and energy work, combining practical business and sales strategy with subconscious transformation and quantum principles.
Danielle’s approach is rooted in freedom, happiness, and alignment — because success isn’t just about money, it’s about designing a life that feels as good as it looks. She has empowered countless individuals to break through self-doubt, master the psychology of influence and scale their businesses with ease —without sacrificing their joy or freedom.
Her high-energy talks, transformational coaching and proven methods have helped thousands of entrepreneurs and leaders step into their power, sell with confidence, attract their dream clients and build a business that supports the life they truly want.
Com.Post - Hannah & Fiona talk about the success of sustainable florists who are composting their floral waste
Friday, January 3, 2025 • Duration 23:00
Hannah and Fiona talk to Deirdre about how Florists can turn their floral waste into compost easily.
The COM:POST system takes Florist's weekly green waste and turns it into reusable compost. This helps to reduce the florists environmental impact and reassure their customers of their sustainable practice.
There are 4 stages
Stage One: The Florist.
We provide all our florists with compostable paper sacks which they in turn fill with green waste - either from conditioning or when they return from a wedding or event.
Stage Two: The Collection.
We regularly collect the full sacks from our florists, either via our wholesaler partners or using our fleet of vehicles.
Stage Three: The Composter.
We work with composting partners across the UK. It takes up to 16 weeks to turn all green waste into rich, nutrient filled compost. The compostable sacks are a valuable addition as it helps with the process.
Stage Four: The Grower.
We pride ourselves with creating a closed loop system as all compost produced by our system is returned to growers for food and flower production.
For more information on how you can get involved and use Com.Post for your business - contact Compost on contact@com-post.uk or visit their website - https://www.com-post.uk/
Wedding Florist Mentor Vicky Laffey talks to Deirdre from Kays Flower School
Season 1 · Episode 1
Thursday, May 8, 2025 • Duration 58:11
Welcome to our latest Bloom in Zoom session! In this insightful webinar, we're joined by the incredibly experienced Vicky Laffey, a renowned Wedding Florist Mentor, who shares her invaluable wisdom alongside Deirdre from Kay's Flower School.
If you're a wedding florist looking to refine your client consultation process and streamline your business for smoother operations and more bookings, you won't want to miss this!
In this video, Vicky and Deirdre delve into:
Mastering the Wedding Consultation: Discover key stages and essential elements to create a successful consultation that converts inquiries into confirmed bookings.
Streamlining Your Workflow: Learn practical tips and tools, including the power of CRM systems like 17 Hats, to organize your business and save valuable time.
Attracting Your Ideal Clients: Understand how to refine your online presence to connect with the right couples and manage expectations effectively.
Website Essentials for Wedding Florists: Get advice on whether you need a website, what platforms to consider, and how to make it work for your business (including SEO!).
Navigating Client Communication: Learn strategies for prompt and professional communication to build trust and avoid ghosting.
Making the Most of Marketing Efforts: We discuss the effectiveness of platforms like Hitched, wedding fairs, and the dos and don'ts of boosting social media ads.
Essential Advice for New and Experienced Florists: Vicky shares her top tips for those just starting out and valuable insights for established florists looking to refresh their approach.
Plus: Real-world anecdotes, practical advice on creating content, and the importance of networking within the floristry community.
Whether you're just starting your wedding floristry journey or looking to optimize your existing business, this webinar is packed with actionable advice to help you thrive.
Simplifying Your Sales Orders with Gemma Wakerley Digital Florist
Thursday, April 24, 2025 • Duration 20:29
Sorting orders and deliveries at Florist peaks like Valentines Day, Mother's Day & Christmas as be logistical challenge for retail and studio florists.
Gemma from Digital Florists explains to Deirdre how they have developed a software system that takes all the headaches or planning and organising orders simply and effectively.
To find out more about Digital Florist, contact Gemma at gemma@digitalflorists.co.uk
website : Digitalflorists.co.uk
Make sure to ask about the Kay's Flower School Discount
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Want to take your flower skills to the next level but not sure how to do it ?? Check out our FREE Online Flower Taster Course Here - ideal for the total beginner or those who dabble to want to go a bit further -
Depending on the country you live in you may be eligible for funding towards training here at Kays Flower School - Funding Available for Training as a Florist
From Passion to Profit - Amanda Delaney on Mentorship, Mindset & Marketing Success
Wednesday, March 26, 2025 • Duration 31:28
Welcome to The Flower School Business Podcast, where we spotlight inspiring journeys and actionable strategies to grow a thriving flower business with heart. In this episode, Amanda Delaney, entrepreneur and founder of the Passion to Profit Academy, shares how she transitioned from the fitness and beauty world into powerful mentorship — helping others align their personal values with business goals.
🎧 What you'll learn in this episode
The difference between mentoring and coaching – and how both can accelerate your growth
Why clarity on your values is the key to attracting aligned clients
The mindset shifts every business owner needs to succeed
How Amanda built a thriving community of empowered entrepreneurs
Practical tips for overcoming fear in marketing and finding your voice
Whether you're just starting out or pivoting to your next chapter, Amanda's story will inspire you to lead with authenticity, embrace mentorship, and grow with confidence.
🔗 Connect with Amanda and explore her Passion to Profit Academy, designed to help entrepreneurs turn their passion into purpose-led profits.
From Accountancy to Floristry - Jen Collins on Weddings, Honesty Box Sales & Growing a Flower Business
Saturday, March 22, 2025 • Duration 25:15
Welcome to The Flower School Business Podcast — where passion meets petals and business blooms! In this inspiring episode, Jennifer Collins shares her journey from a career in accountancy to thriving as a wedding florist, grower and creative entrepreneur.
Jennifer talks about her love for growing and arranging flowers, how she built her honesty box flower business and the mindset shifts needed to thrive in the floral industry. She offers honest, practical advice for aspiring florists — from getting hands-on experience in a flower shop to understanding the financial side of the business.
🌸 In this episode, Jennifer shares
Why she left accountancy to follow her passion for flowers
The power of real-life experience before starting your own flower business
Her unique honesty box model for selling homegrown flowers
How to balance personal life and entrepreneurship
Tips for trying new things and not letting others' opinions hold you back
The importance of community, collaboration and financial awareness in floristry
Whether you're dreaming of starting a floral business or already in the industry, Jennifer’s story will inspire you to trust your instincts, take creative risks and lean into the support of fellow florists.
Want to take your flower skills to the next level but not sure how to do it ?? Check out our FREE Online Flower Taster Course Here - ideal for the total beginner or those who dabble to want to go a bit further -
From Budget to Luxury – The Bold Journey of House of Bernal
Wednesday, March 5, 2025 • Duration 28:46
🔥 Episode Highlights
Jennifer shares her bold move from budget-friendly floral design to luxury events
Why she wanted her work to be a layered sensory experience — beyond flowers
The power of intentional branding and hosting a strategic rebrand launch
Shifting to higher prices, fewer weddings and a deeper client experience
The importance of a strong, updated portfolio when increasing your prices
Creating a full sensory experience at weddings — from flowers to linens and candles
Hosting a rebrand party - How inviting the right people made a big difference
🛠️ Mentorship & Coaching
Jennifer now offers mentorship and coaching programs for florists and creative entrepreneurs at every stage
💡 One-time session - For those who want to pick her brain or address a specific challenge
🔁 Three-session package - To refine a strategy over time
🚀 Six-month mentorship - For those ready to dive deep into scaling and transformation
➡️ She also offers consulting for florists who’ve been booked for their first high-end/luxury wedding and want guidance on pricing, logistics, mechanics and execution.
🌸 Why Mentorship Matters
Mentorship organically evolved through social media and community-building
Jennifer believes in community over competition — one person’s success doesn’t diminish another’s
Professional consultation is common in every industry — it should be normalized in floristry too
Confidential, supportive, and strategic mentoring is available to help florists grow with confidence
✨ What Jennifer Wishes She Knew Starting Out
Authenticity is Everything
Staying true to your own creative vision and voice is key. Don’t chase someone else’s version of success.
Put On Your CEO Hat
It’s not just about the craft — understanding numbers, pricing and strategy is essential to longevity in business.
Behind the Blooms - The Journey of a Florist Entrepreneur Joeanna Caffrey
Sunday, February 16, 2025 • Duration 30:58
In this episode, we take a deep dive into the world of floristry and entrepreneurship with Joeanna, a passionate florist who’s grown her business from the ground up. From humble beginnings to opening four shops in just a few years, Joeanna shares her inspiring journey, the challenges she faced and how she navigated the highs and lows of running a growing business.
Topics Discussed
Joeanna’s Journey - From working in a small corner of a warehouse to opening four shops in eight months. Joanna explains how she adapted to each new opportunity, from pop-up events to managing multiple locations.
The Reality of Running a Business - Behind the beauty of flowers, Joeanna opens up about the hard work, financial struggles and long hours involved in making it all happen. She shares the importance of working through challenges and being adaptable.
The Importance of Passion and Kindness in Staff - Joeanna reveals what she looks for in staff – passion for the job, kindness, and a willingness to learn. She emphasizes how customer service is key in building a successful florist business.
The Role of Family in Business - With her husband helping with the admin side of the business, Joeanna talks about the dynamic of working together as a couple and maintaining boundaries to keep the business thriving.
Trends in Floristry - From the rise of dried flowers to the shift in consumer demand, Joeanna shares her thoughts on changing trends and how the floral industry continues to evolve.
Overcoming Financial Struggles - Joeanna recounts the early days of her business when cash flow was tight, and she had to make tough decisions to ensure the survival of her business.
Advice for Aspiring Florists - Joeanna offers practical advice for anyone looking to break into the floristry industry, including the importance of hard work, adaptability and passion.
Key Takeaways
Success in floristry isn’t just about beautiful flowers—it’s about hard work, dedication and the ability to adapt to changing circumstances.
Building a business requires passion, resilience and the willingness to do the behind-the-scenes work.
Relationships, whether with staff or family, play a crucial role in business success.
The Art of Floral Design and Business Wisdom with Sharon Griffin
Monday, January 27, 2025 • Duration 47:50
In today’s episode, Deirdre, chats with Sharon Griffin, an experienced florist and business owner, about the evolving world of floristry and the lessons she's learned in building a successful floral business. Sharon shares her insights on the artistic side of floral design, from creating architectural flower arrangements to understanding the emotional impact flowers have on major life events like weddings.
Sharon also opens up about her business journey, offering advice for new florists, emphasizing the importance of knowing your numbers, managing expectations and the unique challenges of running a wedding-focused business. Tune in for a deep dive into floristry, business growth and the value of personal connections in the industry.
Key Takeaways
The New Wave of Floral Design
Sharon discusses how floral design is evolving to incorporate more architectural and sculptural elements, focusing on creating unique groupings and shapes within shapes. She highlights the growing popularity of using fruits and vegetables in floral arrangements to add texture and dimension.
Flowers as the Emotional Backdrop
Flowers are not just decorations – they are the backdrop that creates the atmosphere for significant moments in life. Sharon explains how flowers set the mood at events like weddings, leaving a lasting impact through photos and memories.
Lessons Learned in Business
Sharon shares four key lessons she’s learned over the years
Know your numbers and keep track of your finances
Don’t stress over what others think; focus on your own growth
Embrace flexibility when working with a team
Focus on what truly matters in your business, like customer care and attention to detail.
The Wedding Industry’s Unique Business Model
Sharon breaks down how florists operate differently in the wedding industry compared to other types of businesses, emphasizing the one-time nature of client relationships and the importance of word-of-mouth marketing.
Pricing Transparency
Sharon talks about how she educates her clients on the cost breakdown of her services, helping them understand the pricing formula and why certain prices are non-negotiable. This transparency builds trust and helps clients feel more comfortable with the pricing.
The Power of Word-of-Mouth Marketing:
Sharon highlights the importance of customer referrals and networking within the wedding industry, explaining how a strong reputation and word-of-mouth are far more effective than traditional advertising.
A Summary of what Danielle talks about in this masterclass
Focus on Emotion, Not Logic: The masterclass emphasizes that people buy based on feelings and experiences, not logic. Instead of immediately discussing price or product features, connect with the customer's emotions.
Ask Emotion-Based Questions: Start by asking questions that explore the customer's feelings and desires. For example, instead of asking "Which bouquet do you want?", ask "What feeling do you want to convey with these flowers?".
Create a Vision (Future Pacing): Help the customer visualize the positive outcome of the purchase. For example, in the transcript, Danielle suggests asking, "Imagine your sister receiving these flowers. How would she feel?".
Build Rapport: Connect with the customer by mirroring their language, validating their feelings, and making them feel seen and heard.1
1.
What is customer rapport? (+8 ways to build it) - Zendesk
www.zendesk.com
Handle Objections Effectively: When a customer says "I'll think about it," don't shut down the conversation. Instead, ask "What specifically would you like to think about?" to uncover the underlying concern.
Use Confident Language: Use words like "when" instead of "if" to convey certainty and build trust.
Assume the Sale: Approach every customer with the assumption that they are there to buy.
Remember You're a Memory Maker: Reframe your perspective. You aren't just selling a product or service; you're creating a positive experience and a lasting memory for the customer.
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Want to take your flower skills to the next level but not sure how to do it ?? Check out our FREE Online Flower Taster Course Here - ideal for the total beginner or those who dabble to want to go a bit further -
Want to take your flower skills to the next level but not sure how to do it ?? Check out our FREE Online Flower Taster Course Here - ideal for the total beginner or those who dabble to want to go a bit further -
Want to take your flower skills to the next level but not sure how to do it ?? Check out our FREE Online Flower Taster Course Here - ideal for the total beginner or those who dabble to want to go a bit further -
Want to take your flower skills to the next level but not sure how to do it ?? Check out our FREE Online Flower Taster Course Here - ideal for the total beginner or those who dabble to want to go a bit further -
✉️ For bookings, weddings and mentorship - All links in the episode description
If you’re dreaming of moving into the luxury market, launching a rebrand or simply want support from someone who’s walked the path — Jennifer is a phenomenal mentor and florist with a heart for community and a serious talent for elevated design.
🌸🌸🌸🌸🌸🌸🌸🌸🌸🌸🌸🌸🌸
Want to take your flower skills to the next level but not sure how to do it ?? Check out our FREE Online Flower Taster Course Here - ideal for the total beginner or those who dabble to want to go a bit further -
Want to take your flower skills to the next level but not sure how to do it ?? Check out our FREE Online Flower Taster Course Here - ideal for the total beginner or those who dabble to want to go a bit further -
[05:00] The rise of architectural floral designs and the use of fruits and vegetables in floristry
[15:00] The emotional role flowers play in weddings and special events
[25:00] Business advice for florists: managing finances, building a team, and balancing creativity with business operations
[37:00] How Sharon built her business using word-of-mouth marketing and customer relationships
[50:00] The intricacies of pricing and how Sharon ensures her clients understand the cost breakdown
Thank You for Listening!
If you enjoyed today’s episode, please subscribe, rate, and leave a review. Share this podcast with friends who are interested in floristry, entrepreneurship or simply love a good chat!
We’ll see you next time on The Flower School Podcast!
Want to take your flower skills to the next level but not sure how to do it ?? Check out our FREE Online Flower Taster Course Here - ideal for the total beginner or those who dabble to want to go a bit further -
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