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Struggling to turn your floral design talent into a profitable, scalable, and stress-free business? Welcome to The Floral CEO® Podcast—the ultimate audio destination for wedding and event florists, flower-shop owners, and creative entrepreneurs who want to book bigger budgets, price with confidence, and lead like a true CEO.
Hosted by Jeni Becht, award-winning wedding florist, event designer, and floral business coach with 25 + years in the industry, each weekly episode dives into:
Profitable pricing strategies: markup formulas and minimums fine-tuned for weddings & events
Magnetic marketing & local-SEO hacks: social posts, blogs, and Google tricks that attract high-budget couples and planners
High-converting sales funnels: inquiry replies, proposals, and follow-up scripts that turn curious leads into dream clients
Streamlined systems & smart outsourcing: workflows, templates, and hiring tips that free you from the design bench
CEO mindset & sustainable growth: leadership habits and eco-friendly practices that keep both you and your business flourishing
Jeni pairs real-world success stories with actionable strategies you can implement today, so you’ll spend less time hustling and more time designing breathtaking bouquets, installations, and arrangements.
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Turn your passion for flowers into the six-figure floral business you deserve—one episode at a time.
Website- floralceo.com
Social @thefloralceo.com
Hello flower friends. This is Jen, and coming up with ideas and coming up with unique concepts, coming up with ways to be cre creatively, just like inspired and really having the ability to produce work that you know is attracting that person that is going to be like, I love your work. I. Want you to come up with like some creative ideas or you go and walk a space and they're like, can you come up with some creative ideas?
Uh, that sometimes can be really tricky, and especially the longer you've been a florist, like being a florist, it'll still being a florist and. I wanna talk about today, how to come up with ideas and different tools and tricks that you can use to feed your creativity. So I obviously, with my workshops and all the different things that I do with, um, being the program director for wpa, I am really kind of leaning into actual design and.
Curating an event, curating an experience, curating a theme, uh, on a pretty large level because that to me is now fun. It was fun to come up with that one thing that made me inspired at that person's wedding, or one thing, an event that was really super fun for me. That helped creatively kind of push me in the right direction.
But now I just actually got done with the installation Rockstar intensive, and it was absolutely beautiful you guys. But it had kind of a theme and that theme was Old Hollywood glamor. I took that theme. And it kind of started with me following in love with this installation that had cow lilies kind of dripping from the ceiling from this kind of angular structure.
So I started with that. That was my overall inspiration for the workshop. Then that went to the next level. So the next step was, okay. What can I do? 'cause I was like absolutely in love with this. And I know it's different when you know you're designing a whole event the way you you want, but this can happen with working with the client.
I have had this happen. I have an event next weekend. That is a 62 table event, and it has many elements that they have an overall theme or foundation. But I designed moments to enhance their theme. So I designed, you know, these fun, um, vignettes of flowers, these fun, like just things that I thought would really enhance the event aesthetic.
And so I took their. Cal Lilly picture in essence and develop that further. So how do you do that? Like where do you even start with getting inspired, getting inspiration and the, the first thing that really with me that I use to formulate ideas is anytime I see something on Instagram, I save it. That anything like, I'm like, God, I really like that concept.
I don't wanna copy anybody, but I can take a idea and twist it and mold it into something interesting, something that's inspiring to me and something that I'm proud of, uh, to incorporate with something. And often it's hard to sell something that you don't have some type of visual. And obviously we have.
AI and we have all of those tools. Now we can make virtual mockups, but even for my brain, I, having like a rough kind of foundation is really nice for me. So I have folders in my Instagram that are randomly ideas, bouquet inspiration, uh, centerpiece inspiration. And then when I do a workshop, I have a whole like.
You know, folder that's dedicated to that workshop so that anytime that I see that I can go in and formulate. Okay. I love this. Uh, kind of concept, so I'm gonna put this in the next workshop is the business bouquet and branding. And so I have kind of over the course of the last six months saved pictures that, you know, have our beautiful lavender, light yellow color palette.
They have. I saved. We're gonna have this amazing U-shaped head table. So I, I just kind of took ideas from here and there to develop that concept. And I'm not copying any of it other than like the shape of the table. I just wanted to have a picture that had the shape of the table. But then I found another picture that I love 'cause we're gonna have.
You know, flowers kind of up and down, and I wanna take those pic flowers that are kind of like going up and down and put some candles around it. So like, I'm marrying all these pictures together to come up with my one concept, and that helps me visually kind of going okay. I, I'm really good at mentally smushing pictures together in my head.
Plus then if I am presenting that to a client, I'm not copying anybody. I am taking pictures and putting them together. So then I'm also not held to the standard that it needs to look exactly like that. The word exactly is very stressful and not something that I wanna do. So I go in and put, you know, two to three inspiration pictures.
That I've potentially saved out of Pinterest or Instagram. Then I'm also doing like Pinterest search. So if I have a concept and I'm like, okay, I want, so I'm going to be doing some one-on-one intensives next month. I'm actually, um, just have kind of finalized the details. So if anybody's interested in hearing about this, like first time it is ever happening experience, um, on April 7th.
And April 14th, so it'll be the sixth and seventh and the 13th and 14th, I'm going to be offering a one-on-one VIP experience that you are going to go with me from start to finish and execute a amazing style shoot. There's going to be two themes. One, I found one picture that formulated the whole idea.
It was this beautiful black and yellow. Uh, kind of tablescape that had these really fun black, funky VAEs on it and on and on. So I took that start of the inspiration, had lemons all over it, and I've developed this whole concept around executing this event. I've looked at linens, I've looked at chargers.
I mean, there's so many components that make an event next level. Then for the second one that's on the 14th, I had, I've been in love with chrome flower. You guys, I don't know if you guys have seen this, but taking and painting like Ethereum in a chrome color, like is so fun. And I am in love with, I did it for a open house at one of my favorite venues.
Uh, that was a disco theme, and I just took that concept and developed it a little bit more. But we're gonna add like a Merlot color to it. I found the sexiest velvet ribbon or uh, linens, the some really beautiful silver linens. A just stunning napkin to go with a beautiful charger with a silver rim on it.
And you know, we curate this whole look together based on starting with an in info. And then I also often get inspiration from linens. We have three different linen rental companies. We have two here. And of course I also love Reverie social, and they have sent me a box of samples that I'm absolutely just in love with.
So I go and look at linens and that is a source of inspiration. I can start to visualize what a tablescape is going to look at by starting even with a linen foundation. Like if I love a linen so much, I can develop a whole concept a whole. Pretty much everything. I could develop a wedding around a linen and if you are having a hard time formulating ideas, take that idea and go and put it in Pinterest and just say, you know, or even ai, I formula it.
I found this picture I absolutely love. Can you formulate some ideas to develop this concept? You can do that for a wedding. You can do that for an event, you could do that if you were trying to think of Mother's Day Flowers. Like I absolutely love this idea to add to my Mother's Day catalog and would love some additional ideas from you on how to create a cohesive, um, mother's Day lineup, um, kind of as this design, as the foundation.
And then see what it comes up with. Go into Pinterest and search, uh, modern Mother's Day inspiration or, uh, black and yellow. 'cause that's gonna be the first on a April 7th. That's gonna be the first, um, concept that I'm doing. So, black and yellow wedding inspiration or lemon wedding inspiration. Just go in and look at that and see.
What you can develop from there. Then if this is for a client and they already have an inspo board, definitely make sure that you're asking for their Pinterest board so that you can take images that they are already have self-proclaimed that they like or love, and through that consult. You can actually go and ask them, what do you like about this one?
What do you like? Which one of these is your favorite? Because pick their favorite. You guys, they're already in love with it, and that's just gonna help you set yourself up for success. To close. I ask tons of curious questions during my consults because I want to give myself the best odds in closing that client.
And if you don't ask questions and you just go along with what they are. Thinking that they want and then you deliver a proposal that's missing the mark, you just waste a bunch of time. Or if you came back to them because you asked such great questions, taking their design and concept that they have pinned, you know, a few pins a around and you developed it with a new concept that is just totally capturing and they're in love with, that's gonna, that's gonna get you that wedding.
That's gonna get you that corporate event that's gonna get you more people to say yes on Mother's Day. So if you are wanting to really start developing, start digging into ai, seeing what AI can do for you, start saving anything. 'cause I also, I don't wanna lose every anything like and I, with being a DHD.
Things can go in and out. I have a very visual memory, but I don't want to put the pressure on myself to remember things. So I'll go through and I'll just save folders. Saving folders on Instagram, it will be so helpful. If you're on Facebook, you can create folders, but often I will just go because you can.
Easily save images to your phone on Facebook, but not on Instagram, obviously. 'cause you have to screenshot it on Instagram and if you wanna screenshot something you can and then just create an inspiration folder in your phone. I do the same thing when I'm walking in the wholesaler. If I see a flower, if I see a new rose, if I see a new variety, I'm going to take a picture of it.
I'm going to take a picture of the sleeve that is around it. And then I'm going to take a picture of the, the actual product itself so that I might be so inspired. There's this new kind of vintage lavender with a little bit of gold rose on it, and I am, I'm in love with it, like it is so pretty. And so I'm gonna put that in my back pocket for the next time.
Somebody emails me a kind of vintage lavender wedding, and we could bring in gold accents with that, and it would just be stunning. So use Pinterest, use Instagram, use ai, use linen company and rental companies to help develop concepts, especially if you're doing a style shoot, you guys and you're in the driver's seat and of cultivating all those things together.
This is like your, your start. You can bring that to the next level, and it just starts with like having just a few fresh ideas in your head. And then you turning up the dial on them. Thank you so much for listening, flower friends, and you have an amazing flower filled day.