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Sarah Campbell of Intrigue Designs has built a career most florists dream about: large-scale installations, a Netflix competition, workshops and retreats around the world. But what struck me most in this conversation was how openly she talked about the parts nobody posts. Burnout. Pricing that nobody can quite figure out. Teaching an assistant to cut chicken wire on camera. This one is worth your time.
Roughly 80% of your results come from 20% of your effort. It is not an exact mathematical rule, it is a mindset for figuring out what actually moves the needle. In Episode 128, I’m walking through how this changed the way I look at our farm: which flowers are truly workhorses, which customers drive the revenue, and how much time I have spent on things that felt productive but were not.
Most people have never thought about where their flowers come from before they land in a vase. The honest answer surprises almost everyone. In Episode 126 I sat down with Jake Mitchell-Keyser of Flowrfwd, who left a national sales role at a global floral company after realizing he was selling a story that was not quite true. We talked about the 80% number, why local costs more, and what a buyer actually looks for in a farm partner.
Building a successful flower farming business takes more than growing beautiful flowers. In this behind-the-scenes episode, we share the lessons we’ve learned about pricing, scaling, profitability, and why we’re creating practical courses to help aspiring flower farmers avoid the mistakes we made.
In Episode 117 of The Flower Files, Liza Goetz talks with Shannon Everhart of The Tax Chick about the financial side of growing a creative business. From tax write-offs and receipt tracking to cash flow, flower pricing, owner pay, and scaling wisely, this episode helps flower farmers, florists, and small business owners understand the numbers behind a profitable business.
Listen as Liza sits down with Shannon Everhart, enrolled agent and small business financial guide, to talk about the foundational money pieces every business owner needs to understand. From choosing a business name and reporting income to keeping receipts, separating business funds, understanding LLCs and S corps, and charging what we’re worth, this episode is full of practical advice for anyone starting or growing a small business.
There is nothing quite like making your first sale! Whether it is your first flower bouquet,...
In this episode of The Flower Files, we sit down with Ellen Frost, founder of Local Color Flowers, to talk about how local flowers move from farms to florists. We explore floral hubs, wholesale markets, flower education, seasonality, and what the future of the American-grown flower movement could look like.
A beautiful product is not always enough to make shoppers stop. In this episode of The Flower Files, we talk about what really makes a farmers market booth stand out—from layout and signage to body language, product flow, and customer experience.
Selling at a farmers market is about more than showing up with beautiful flowers. From booth placement and pricing pressure to copycats and market dynamics, success often comes down to strategy, professionalism, and understanding how the market really works.
In Episode 108 of The Flower Files, we sit down with branding and marketing expert Christine Blasdale to talk about what it really takes to create a brand for your business. From niche strategy and storytelling to websites, video, and social media, this conversation breaks branding down into practical steps small business owners can use right away.
Want to turn your flower garden into a reliable income stream? In this episode of The Flower Files, we walk through the entire system—from planning your seed beds and building a sales mix to harvesting, bouquet recipes, and beginner-friendly sales channels. If you’ve ever grown beautiful flowers but struggled to actually sell them, this guide is for you.
In this special 100th episode of The Flower Files, Liza Goetz and the team take you behind the scenes of their podcasting journey. From unexpected fan-favorite topics to learning how to grow a brand beyond the mic, this episode is packed with honest insights, future plans, and a lot of laughter. Dive into what it really takes to podcast from a flower farm.
Let’s get real and talk about the beauty (and the power) of starting late, starting small, or starting over. No matter where you are in your gardening journey, you are not behind! You’re simply beginning where you are, and that’s enough.
This season isn’t about grand resolutions—it’s about choosing smaller shifts that lead to bigger growth. In this episode, we reflect on what worked, what we’re letting go of, and how we’re making space for more intention, creativity, and connection on the farm.
As the year comes to a close, this flower farming podcast reflects on growth, challenges, and lessons learned at Wildly Native Flower Farm—one petal, one season at a time.
A curated wedding vendor event in Delaware became a powerful reminder of what makes the industry thrive: connection, creativity, and community. From edible floral garnishes and hand-calligraphed name tags to real conversations between florists and planners, the Wed Society Unveiling redefined what a networking night can be. This behind-the-scenes look captures the beauty of intentional gatherings that prioritize craft over clout—and collaboration over competition.
Liza chats with The Budget Besties about creating a simple, stress-free budgeting system for florists and creative entrepreneurs. Learn how to build money habits that support your business and your life — without spreadsheets, shame, or financial overwhelm.
In a digital-first world, the wedding industry is rediscovering the magic of print. In this episode, we chat with Wed Society Delaware about their stunning Book of Weddings, the value of local vendor collaboration, and why print just might be your secret wedding planning superpower.
Are you ready to move beyond bouquets and grow your floral business into something larger? In this episode of The Flower Files, we sit down with e‑commerce strategist Neil Twa to explore how flower farmers and florists can scale from local markets to national reach—via platforms like Amazon. You’ll learn how to treat your brand as more than just a product, test smart launches, and connect your farm‑stand roots with an online storefront. It’s not about abandoning your local presence—it’s about planting new seeds for growth.
We believe that sometimes, the life you’re looking for is closer than you think—maybe even hiding in a handful of blooms. In this episode, we talk about how growing flowers with our kids led to deeper connection, new income streams, and a thriving flower farm we never saw coming. It all starts with one small step.
In this episode of The Flower Files, wellness advocate Lindsay Crick opens up about the cost of chasing passion without boundaries. From pop-up fitness classes to running three studios, Lindsay’s journey offers a deeply honest look at burnout in entrepreneurship and the power of choosing yourself.
When flowers become medicine, the garden becomes more than just a hobby—it becomes healing. In this vulnerable episode of The Flower Files, Lizzie Frey shares how gardening taught her to slow down, let go, find joy in small moments, and reconnect with herself and others. It’s a beautiful reminder that, sometimes, all we need is one bloom to feel whole again.
Florists: Getting ghosted after a consult? You’re not alone—and it’s not your fault. In this brutally honest episode, learn why some clients walk and how rejection can be a gift that makes space for dream bookings.
Asking for reviews can feel weird — but it shouldn’t. In this episode of The Flower Files, Liza Goetz breaks down how customer feedback builds trust, boosts visibility, and reminds florists why their work matters. Discover easy, heartfelt ways to ask for reviews and use them to grow your business with grace.