Botanical Brouhaha Podcast

In this episode, Natalie (my BB podcast co-host), Meg, and Erin of Native Poppy sit down with me to talk about Flower Moments, their new book. We talk about everything: the 95-page proposal, the agent they emailed until she wrote back, and the publisher who came along at the perfect time. They also share what it took to write and photograph a floral design book around full-time jobs, young kids, and the two biggest flower holidays of the year. Along the way, you'll hear about a shoot where they built every project in reverse, a DoorDashed bagel, a tour bus that no one has offered yet, and the honest truth about how much money they'll make from the book. They wrote Flower Moments because they wanted anyone to be able to pick up a book and feel invited to play with flowers. It's a funny, generous conversation, and I think it will leave you feeling that a big, slow dream is possible.

You can find show notes and more episodes of The Botanical Brouhaha Podcast at https://www.botanicalbrouhaha.com/, and you can find Amy on IG at either @botanicalbrouhaha or @bloomtrustco and Natalie at @hey.nataliegill or @native_poppy

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee.

Marsha Parker is back on the podcast two and a half years after her first visit in Ep. 118, just before she retired from teaching high school and devoting her time to growing her floral business. A thriving three-time cancer survivor, she now runs Refined Gatherings full-time as a social enterprise, offering floral workshops for cancer survivors and social and emotional learning workshops for teens. She won the 2025 Flowering with Purpose grant from Bloom Trust Co and stretched the grant money to produce flowers and education for a school workshop, a photo shoot, and a charity auction. She also shares what changed once she stopped comparing herself to other florists. Hint: she began attracting clients who hire her for who she is as an artist and what her business stands for!

This episode of the Botanical Brouhaha Podcast is brought to you by: Madrid Blooms

Design Talks. Workshops. Installations.

The European floral congress shaping the future of botanical design. MADRID BLOOMS brings together acclaimed designers, professionals, and students to learn and explore new visual languages and push the boundaries of floral artistry.

You can find show notes and more episodes of The Botanical Brouhaha Podcast at https://www.botanicalbrouhaha.com/, and you can find Amy on IG at either @botanicalbrouhaha or @bloomtrustco and Natalie at @hey.nataliegill or @native_poppy

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee.

We're back with Semia Dunn who first joined us on the BB podcast back in Episode 35, sharing how she bought a flower shop at 22 and later launched Flowers by Semia (which was later rebranded as SEMIA) and then The Floral Reserve, a wholesale flower company (built by a florist, for florists!). In this catch-up episode, Semia returns to reflect on what's changed and what hasn't. She talks candidly about growing her team, breaking into destination weddings, building a new e-commerce system for the wholesale business, and holding onto the values that got her here. It's a grounded, honest look at what scaling a floral business actually takes, and what stays the same no matter how big things get.

Join us as we chat with Semia about:

• Growing The Floral Reserve from 1,200 to 3,200 square feet
• How the pandemic accelerated shipping and shaped her wholesale business
• Partnering with New York Flower Group to launch a new e-commerce web shop
• Retaining employees long-term, including a 20+ year team member
• Breaking into destination weddings
• The logistics of traveling for weddings
• Growing planner relationships and what percentage of business now comes from planners
• Wholesale pricing, and educating florists on the true cost of flowers
• Confidence and mindset shifts gained through experience
• Current color palette and design trends in the industry
• Revisiting her original definition of success from our interview years ago

This episode of the Botanical Brouhaha Podcast is brought to you by: Madrid Blooms

You can find show notes and more episodes of The Botanical Brouhaha Podcast at https://www.botanicalbrouhaha.com/, and you can find Amy on IG at either @botanicalbrouhaha or @bloomtrustco and Natalie at @hey.nataliegill or @native_poppy

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee.

In this episode, we sat down with Bloom Trust Co and Circle member Shelley O'Neill, a former fourth-grade teacher turned florist who recently added a retail shop called Oyster Flower Co. to her existing wedding flower business in Annapolis, Maryland! Shelley walks us through what pulled her into CIRCLE (we talk more about that in the episode), what's kept her in Bloom Trust Co. for three years running, and together we break down exactly what's inside: the resource library, Office Hours, meetups, a private podcast called The Back Room, and the Flowering with Purpose grants.

If you're a florist (and it doesn't matter if you're a retail florist, wedding/event florist, or farmer florist), we built the BTCO community for you! We're in no hurry to expand it beyond the point where we know your name and your business model. We thrive on the connections and relationships built slowly with an attention to trust and accessible floral resources.

When you succeed, we all succeed! We firmly believe that. It's why we do what we do.

In this episode, we talk with Shelley about:

• Her path from event planning to full-time floristry to opening Oyster Flower Co.
• Leaving a career as a fourth-grade teacher for flowers
• Opening a retail flower shop and finding the support of the BTCO community along the way
• The real difference between CIRCLE (8-week deep dive, twice a year) and Bloom Trust Co. (year-round community)
• The scope of floral resources inside Bloom Trust Co
• How Office Hours work and why they're never recorded
• The Flowering with Purpose grant and past recipients

This episode of the Botanical Brouhaha Podcast is brought to you by: BLOOM TRUST CO. You can learn more about Bloom Trust Co here.

You can find show notes and more episodes of The Botanical Brouhaha Podcast at https://www.botanicalbrouhaha.com/, and you can find Amy on IG at either @botanicalbrouhaha or @bloomtrustco and Natalie at @hey.nataliegill or @native_poppy

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee.

In part two (Ep. 151) with Alex Vaughan of FLWR Shop in Nashville, Tennessee we dig into the real, tactical side of her decision to step away from wedding florals. Alex opens up about the politics and power dynamics of working with luxury wedding planners, the financial reality of pivoting to retail and corporate events, and how she and her husband Quinn split the business responsibilities between them. She also gets specific about staffing, delivery logistics, website headaches, and what it actually means to lead a team well.

Join us as we chat with Alex about:

• Why she stepped back from wedding florals to focus on retail
• Taking a public political stance and the fallout with wedding planners
• The power dynamics between florists and luxury wedding planners
• Advice for florists considering adding planning services to their business
• Rebuilding revenue through a new retail location and corporate events
• Team structure and staffing at a full-service flower shop
• Website and POS struggles (Squarespace, Hana, and exploring Shopify)
• Delivery logistics and staying a day ahead of orders
• How she and Quinn divide roles in the business
• Gift buying philosophy and building a cohesive brand
• Social media approach and staying personally involved with followers
• Making hard financial decisions: layoffs vs. investing in the shop
• Defining good leadership and what it means to be a good boss
• Her new brand and business consulting offering

This episode of the Botanical Brouhaha Podcast is brought to you by: Madrid Flower School

You can find show notes and more episodes of The Botanical Brouhaha Podcast at https://www.botanicalbrouhaha.com/, and you can find Amy on IG at either @botanicalbrouhaha or @bloomtrustco and Natalie at @hey.nataliegill or @native_poppy

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee.

How Alex Vaughan Built a Beloved Flower Shop

Alex Vaughan of FLWR Shop in Nashville built her shop with her partner Quinn from nothing — no family money, no connections, just a rented house, a second mortgage, and a vision for what a flower shop in Nashville could be. In Episode 150, she traces the wild, winding path that took her from a hippie commune in the forest to a flower shop in Boston to celebrity orchid maintenance in LA, and eventually to the city she now calls home. We talk about what it actually took to open a shop, survive a tornado in March 2020, and come out the other side with a business — and a life — she's genuinely proud of.

Join us as we chat with Alex about:

• Growing up in Miami with zero exposure to flowers
• Falling in love with flowers at a tiny flower shop
• Seeing a peony for the first time
• Working her way through flower shops in Boston, LA, and New York
• Meeting her partner Quinn through a shared courtyard
• Why they chose Nashville
• Moving to Nashville with $3,000 in a shoebox
• Opening their first shop: a Victorian four-square in East Nashville
• Renovating a shop while living upstairs
• Building a brand, not just a flower shop, in a city that didn't yet have one like it
• Losing visibility after losing their retail location to a tornado
• Why physical presence matters for a flower business more than most people think
• Letting go of weddings and why that was the right call
• Why running events and retail simultaneously is really running two different businesses

Connect with FLWR Shop:

• Website
• Instagram

This episode of the Botanical Brouhaha Podcast is brought to you by: Madrid Flower School

You can find show notes and more episodes of The Botanical Brouhaha Podcast at https://www.botanicalbrouhaha.com/, and you can find Amy on IG at either @botanicalbrouhaha or @bloomtrustco and Natalie at @hey.nataliegill or @native_poppy

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee.

We've waited so long for today's episode to drop (Ep. 149)! We're chatting with Sophie Felts, Founder and CEO of Sophie Felts Floral Co, along with her President and Director of Operations, Erica Gamble. We're thrilled to introduce them as the newest CIRCLE Weddings facilitators — and we think it'll be clear within the first few minutes of the interview that this was worth the wait.

Based in the Washington DC area, Sophie and Erica have spent a decade building a wedding floral business with a team of 15 and a hard-won philosophy around profitability, sustainable staffing, and doing work they're genuinely proud of.

In this conversation, they talk about how they built the business from the ground up, why they said yes to CIRCLE Weddings, and what they're hoping to give back to the floral community that poured into them when they were just getting started.

CIRCLE Weddings isn't a traditional mastermind or course, but rather a small group of ten people that will learn together in real time every Tuesday in July and August 2026. After years of hosting CIRCLE sessions, we believe in building a safe space where confidentiality within the group allows for vulnerability and open discussions about the realities of running a wedding/event flower business. We'd love for you to join us if that sounds like the space you've been yearning for.

Registration is open for the 10 available seats in 2026

CIRCLE Weddings 2026 July & August 2026: Click here to grab a seat or learn more.

You can find show notes and more episodes of The Botanical Brouhaha Podcast at https://www.botanicalbrouhaha.com/, and you can find Amy on IG at either @botanicalbrouhaha or @bloomtrustco and Natalie at @hey.nataliegill or @native_poppy

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee.

Decades in the Soil at Mountain Flower Farm

Walt Krukowski didn't set out to become a flower grower for life — he just wanted to grow something, make a little money, and have the winters free to ski in Vermont. Nearly three decades later, Mountain Flower Farm has become a thriving operation across 10 acres, known for its organic peonies, hydrangeas, and the idea that growers and floral designers succeed best when they're genuinely connected to each other. In this conversation (Ep. 148), Walt shares the honest, unhurried story of how the farm evolved, what he's learned about building something that lasts, and why the relationship between farmers and florists matters more now than ever.

Join us as we chat with Walt about:

• Why Mountain Flower Farm shifted away from annuals and now grows more hydrangea by volume than any other crop
• The ecological balance that comes with decades of organic farming — and why the first five years are the hardest
• What it's really like to farm with a family: the postcard moments, the missed dinners, and the real sacrifices
• How he keeps the farm manageable year-round
• Growing peony roots as a secondary business and the ripple effect of helping new farms get established
• Consulting services Walt offers for aspiring flower farmers, and the free Peony Blueprint resource on the Mountain Flower Farm website
• How to order from Mountain Flower Farm — and what floral designers can expect from the process
• Shipping logistics: why Walt only ships Mondays and Tuesdays, and the case for air shipping as an alternative to FedEx
• Why floral designers who build direct relationships with growers tend to see their businesses grow
• The most popular peony varieties right now for wedding florists, including a surprising answer about what outsells everything else
• Tips for conditioning peonies after arrival

This episode of the Botanical Brouhaha Podcast is brought to you by: Madrid Flower School

You can find show notes and more episodes of The Botanical Brouhaha Podcast at https://www.botanicalbrouhaha.com/, and you can find Amy on IG at either @botanicalbrouhaha or @bloomtrustco and Natalie at @hey.nataliegill or @native_poppy

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee.

Sarah Donjuan didn't set out to become a florist. In 2018, fresh out of business school and looking for a creative side hustle, she landed on a 1967 Volkswagen flower truck — and accidentally started a floral business with staying power in Atlanta. In this episode (Ep. 147), Sarah walks us through the full arc of JJ's Flower Truck and Shop: from a curtained kiosk at Ponce City Market to a 1,500-square-foot Dunwoody dream shop, and from a one-woman operation to a full, talented team. She's honest about the highs, the lows, and everything in between — including what it really takes to build a business that can run without you.

Join us as we chat with Sarah about:

• Starting a business with no industry experience and a "figure it out" mindset
• Growing from a pop-up model to a brick-and-mortar shop
• Listening to customers to decide what to offer next
• Building and sustaining a team — hiring, firing, and building culture
• Launching national flower shipping
• Competing with large floral brands in the online marketplace
• Balancing entrepreneurship with marriage and children
• The long-term vision: satellite shops in Chicago, LA, NYC, and Austin
•

Connect with JJ's Flower Shop:

•

• Website
• Instagram

You can find show notes and more episodes of The Botanical Brouhaha Podcast at https://www.botanicalbrouhaha.com/, and you can find Amy on IG at either @botanicalbrouhaha or @bloomtrustco and Natalie at @hey.nataliegill or @native_poppy

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee.

Building a Sweet Pea Seed Brand

In this episode (Ep. 146), we sit down with Colleen Raney, founder of Songbird Seed Co and Diadem Flower Co. If you love a great story, this one's for you. Colleen's path into the flower world is anything but conventional. From studying aerospace engineering and training as a professional actor, to performing Irish music internationally, to building a flower farm in Maine, to moving the farm to Washington—and ultimately launching a specialty sweet pea seed company—Colleen's story is full of pivots, curiosity, and entrepreneurial strategy. And don't even get us started on her sense of humor!

Colleen shares how a season of burnout and big life shifts led her to the garden—and how a simple fascination with sweet peas slowly grew into a thoughtfully built seed company. Our conversation wanders through topics like creativity, business strategy, and the realities of building something in the floral world, all anchored by the sense of wonder that keeps pulling us back to flowers.

Join us as we chat with Colleen about:

• Starting a flower farm in Maine and building a thriving local floral business
• Moving back to the West Coast and adapting to a different flower market
• Why sweet peas became the foundation of her seed business
• The process of researching and launching a niche seed company
• Branding, packaging, and storytelling as marketing tools
• Growing seed stock and preserving rare varieties
• Identifying your ideal customer and staying focused on a narrow market
• Managing comparison, visibility, and self-doubt as a creative entrepreneur
• Shifting away from "content creation" toward documenting real work on social media
• Building authentic community around a niche product

This episode of the Botanical Brouhaha Podcast is brought to you by: Bloom Trust Co. Circle Retail 2026 Simple -- Soulful -- Connection. Click here to learn more.

You can find show notes and more episodes of The Botanical Brouhaha Podcast at https://www.botanicalbrouhaha.com/, and you can find Amy on IG at either @botanicalbrouhaha or @bloomtrustco and Natalie at @hey.nataliegill or @native_poppy

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee.

Linda D'Arco returns to the Botanical Brouhaha podcast nearly five years after her first appearance to share what's changed since we last spoke. Based in northern New York, Linda is the founder of Little Farmhouse Flowers and Ampersand Bulb Co., and she brings a valuable, behind-the-scenes perspective on importing flower bulbs, ethical sourcing, and sustainable supply chains. Drawing from firsthand experience as a bulb importer, Linda breaks down how tariffs work, why they've dramatically increased costs for small farms, and how these policies affect the future of local flower production in the U.S.

This conversation goes far beyond bulbs. Along the way, we explore what it means to let go of offerings you love, build businesses that reflect your values, and take responsibility for the ripple effects of your work.

Join us as we chat with Linda about:

• Letting go of offerings to make room for more aligned work
• Building a wholesale flower bulb company
• Ethical sourcing, sustainability, and supply-chain transparency
• How flower bulbs are grown—and why they take years to produce
• How tariffs affect American flower farmers and florists
• The environmental tradeoffs between importing bulbs vs. cut flowers
• Frozen agricultural grants and their downstream impact on farms
• Using your business as a vehicle for values and advocacy
• Choosing your audience—and being okay with who opts out
• Parenting, boundaries, and designing a business that supports real life

Connect with Linda D'Arco:

•

• Little Farmhouse Flowers
• The Tulip Workshop
• Ampersand Bulb Co.

This episode of the Botanical Brouhaha Podcast is brought to you by: BLOOM TRUST CO. A curated collection of floral resources you can trust. Click here to learn more.

You can find show notes and more episodes of The Botanical Brouhaha Podcast at https://www.botanicalbrouhaha.com/, and you can find Amy on IG at either @botanicalbrouhaha or @bloomtrustco and Natalie at @hey.nataliegill or @native_poppy

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee.

In this bonus episode, Amy and Natalie take a deep dive into Bloom Trust Co. CIRCLE—what it is, why they started it nearly five years ago, and how it's evolved since that very first session in 2021. They reflect on how CIRCLE grew from just an idea about how to connect with other florists into a trusted, small-group community for florists who want a safe, candid space to talk about the real work of owning a flower business. They cover how CIRCLE works (and why it's not a course), the importance of community, transparency, and talking about numbers. And they discuss the unexpected impact it's had helping businesses develop systems strong enough to allow them to sell when the time was right. Whether you're thinking about opening a shop, wanting to take the next step to expand and grow your retail business, or just curious what CIRCLE really is, this episode gives you an honest look behind the scenes. If you are interested in joining either CIRCLE Retail or CIRCLE Weddings, you can contact Amy directly through email or DM to find out more.

You can find show notes and more episodes of The Botanical Brouhaha Podcast at https://www.botanicalbrouhaha.com/, and you can find Amy on IG at either @botanicalbrouhaha or @bloomtrustco and Natalie at @hey.nataliegill or @native_poppy

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee.

Redefining Success as a Florist

In today's BB Podcast episode (No. 144), we're visiting with Evelyn Krebs, a Swiss florist, shop owner, and creative entrepreneur with nearly three decades of experience in the floral industry. As founder and owner of Stil & Stiele in Zurich, Switzerland, Evelyn shares what 25 years of shop ownership taught her about growth, courage, and building a business that actually supports your life.

We talk about her unconventional path—from apprenticing in the late 1990s to owning a long-running flower shop in Zurich, launching a concept-driven retail store, and reimagining what a sustainable, values-aligned floral business can look like. This conversation explores courage, redefining success, and building a business that truly serves your life—not just industry expectations.

Whether you're a florist questioning traditional shop hours, dreaming of a different retail model, or simply craving permission to do things your own way, this episode offers thoughtful perspective and real-world insight.

Join us as we chat with Evelyn about:

• her journey into floristry and opening her first flower shop in Zurich
• using farmers markets as a high-end marketing and client acquisition tool
• balancing creative work, management, and personal health
• the impact of staffing, scale, and "growth at all costs" thinking
• why fewer employees can sometimes mean higher profit and less stress
• building a second, non-floral concept shop with higher margins and fewer demands
• flexible staffing models using shared calendars and trust-based systems
• selling emotion and experience rather than just products
• redefining success over a long career
• courage, boundaries, and opting out of the hamster wheel
• self-service flower shops and retail models in Switzerland

Links mentioned in this episode:

• TimeTree App – Shared scheduling tool
• Poschtilädeli – Evelyn's second shop

Connect with Stil und Stiele:

• Website
• Instagram
• Evelyn's second shop, Poschtilädeli

This episode of the Botanical Brouhaha Podcast is brought to you by: BLOOM TRUST CO. A curated collection of floral resources you can trust. Click here to learn more.

You can find show notes and more episodes of The Botanical Brouhaha Podcast at https://www.botanicalbrouhaha.com/, and you can find the BB Podcast co-hosts on IG @botanicalbrouhaha and @hey.nataliegill.

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee.

In today's BB Podcast episode (No. 143), we're visiting with Evelyn Streeter, founder and owner of Eve Floral Co in Cincinnati, Ohio. Our conversation follows Evelyn's deeply personal and inspiring journey as a florist who grew up in the middle of the hum of her mother's small-town flower shop in Michigan.

What began as a family trade became both a lifeline and a legacy when Evelyn unexpectedly took over the business after her mother's passing. Years later, she built her own thriving floral company in Cincinnati—complete with a studio, retail space, and loyal community. But now, standing at a crossroads, Evelyn is considering something few florists ever talk about: selling her business. This conversation unfolds like a love letter to the flower industry—its grit, its heart, and the quiet courage it takes to know when to keep growing and when to let go.

Join us as we chat with Evelyn about:

• Her family roots in Detroit and the flower shop that shaped her path
• Taking over her late mother's shop as a young college student and learning business by survival
• The emotional and financial realities of running a business solo
• What it's really like to consider selling your flower business—and why it doesn't mean failure
• How she's preparing her shop and team for a future beyond her own ownership
• The practical process of valuing and selling a small floral business
• Why success can sometimes mean walking away with gratitude

Connect with Eve Floral Co:

• Website
• Instagram
• Eve Floral Co Shop Instagram

This episode of the Botanical Brouhaha Podcast is brought to you by: Madrid Flower School

You can find show notes and more episodes of The Botanical Brouhaha Podcast at https://www.botanicalbrouhaha.com/, and you can find the BB Podcast co-hosts on IG @botanicalbrouhaha and @hey.nataliegill.

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee.

In today's BB Podcast episode (No. 142), we're visiting with Diane Szukovathy, co-owner of Jello Mold Farm in western Washington and a founding member of the Seattle Wholesale Growers Market Cooperative. Diane shares her decades of experience as a flower farmer and cooperative leader, discussing the realities of small-scale farming, the importance of industry standards, and the newly released Floral Standards Book — a groundbreaking resource that compiles practical, research-backed post harvest care information for more than 230 crops. From her love of plants and an art background to her insights on pricing, sustainability, and cooperation, Diane offers a refreshingly honest look at what it takes to build a resilient flower business and community.

Join us as we chat with Diane about:

• Her journey from artist to flower farmer and the origins of Jello Mold Farm
• The founding and evolution of the Seattle Wholesale Growers Market
• Why the Floral Standards Book was created and how it serves farmers and florists
• What the Floral Standards Book reveals about dahlia varieties, including vase life testing
• The role of quality standards in creating fair pricing and cohesive products
• Cooperative business models — how they function and benefit small-scale farms
• Challenges in U.S. flower farming: land access, climate change, and market pricing
• Lessons learned over two decades: finding niches, doing enterprise math, and taking time off
• The importance of abundance, generosity, and community in a sustainable floral future

Links mentioned in this episode:

• Dr. John Dole – North Carolina State University professor, researcher, and post harvest expert
• ASCFG (Association of Specialty Cut Flower Growers) – professional organization for flower farmers
• Robin Wall Kimmerer – author of Braiding Sweetgrass and The Serviceberry, cited for her perspective on abundance and reciprocity
• Downloadable Case Study: Portrait of a Cooperative Pioneer (The Seattle Wholesale Growers Market Cooperative)

This episode of the Botanical Brouhaha Podcast is brought to you by: Madrid Flower School

You can find show notes and more episodes of The Botanical Brouhaha Podcast at https://www.botanicalbrouhaha.com/, and you can find the BB Podcast co-hosts on IG @botanicalbrouhaha and @hey.nataliegill.

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee.

From Summer Job to Wedding Legacy

In today's BB Podcast episode (No. 141), we're visiting with Amanda Theodoropoulos of Twisted Willow Flowers in Princeton, New Jersey. What began as Amanda's teenaged plea for a summer job unexpectedly blossomed into a thriving floral design business that now supports two households - hers and her mothers. In this episode, Amanda shares how she and her mom transformed a small-town flower shop into a sought-after wedding and event studio. From working alongside her mom (who bought the shop on what Amanda remembers as a whim) to navigating the leap from retail to luxury weddings, Amanda takes us through the twists, risks, and family bond that shaped their journey. You'll hear about late-night design sessions, tough decisions, unexpected turns—including setting up a wedding just four days postpartum (she doesn't recommend it)—and the deep joy she still finds in flowers after all these years.

Join us as we chat with Amanda about:

• How her high school job led to owning a flower shop with her mom
• The leap from retail floristry to exclusively weddings and events
• Balancing artistry, family, and business growth
• Building relationships with planners and other vendors
• Their client process, from first inquiry to wedding day
• The emotional highs and lows: favorite parts of the work and the heartbreak of floral waste
• Looking ahead: workshops, mentorship, and the future of Twisted Willow Flowers

This episode of the Botanical Brouhaha Podcast is brought to you by: Madrid Flower School

You can find show notes and more episodes of The Botanical Brouhaha Podcast at https://www.botanicalbrouhaha.com/, and you can find the BB Podcast co-hosts on IG @botanicalbrouhaha and @hey.nataliegill.

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee.

From Chopping Stems to Calling the Shots

In today's BB Podcast episode (No. 140), we're visiting with Juliana McWilliams, owner of Sweet Memories Flowers in Visalia, California. Julia grew up in her mother's shop, where she began experimenting with floral design at just 11 years old—using leftover materials and eventually reverse-engineering corsages when customers began asking for them. What started as childhood curiosity evolved into a full-fledged career, as she eventually stepped into ownership of the shop herself. Rooted in family legacy and shaped by years of hands-on learning, Juliana has built a floral business that blends tradition with innovation. From navigating the challenges of COVID and shifting to a home studio, to reviving the retail shop with a simplified, intentional retail model—including her now-signature grab-and-go cooler—her story is one of evolution, resilience, and heart.

Join us as we chat with Juliana about:

• Learning floral design without YouTube (aka creative problem-solving as a kid!)
• The challenges and beauty of growing up in a family business
• Navigating the transition from daughter/employee to shop owner
• Taking bold steps during Covid-19 to help her business survive and return strong
• Developing a simplified retail model with a highly effective grab-and-go cooler
• The importance of community, mentorship, and continuing education
• Respecting traditional floral mechanics and learning from older generations

Links mentioned in this episode:

• Max Owens
• Chapel Designers
• Sinclair & Moore
• Bloom Trust Co
• CamFlor

This episode of the Botanical Brouhaha Podcast is brought to you by: Madrid Flower School

You can find show notes and more episodes of The Botanical Brouhaha Podcast at https://www.botanicalbrouhaha.com/, and you can find the BB Podcast co-hosts on IG @botanicalbrouhaha and @hey.nataliegill.

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee.

In today's BB Podcast episode (No. 139), we're visiting with world-renowned floral artist Kiana Underwood and her husband and business partner, Nate Underwood. Eight years after their first appearance on the Botanical Brouhaha podcast, we invited them back to reflect on the massive evolution of their business, Tulipina—from planting bulbs on their New York farm to becoming a global floral powerhouse with a 10,000-square-foot studio in Lake Como. They open up about building a business in Europe, navigating the luxury wedding industry with integrity, and finding balance between creativity, family, and ambition. It's a powerful conversation about values, resilience, and the courage to dream big while staying grounded.

Join us as we chat with Kiana & Nate about:

• Life changes since their first podcast appearance, including an empty nest and evolving dreams
• Moving to upstate New York and establishing a second home and business in Italy
• Behind the scenes of building Tulipina's European presence post-COVID
• The challenges and opportunities of working in the "luxury" floral market (although Nate isn't fond of the word luxury!)
• How they structure their business to support creativity and profitability
• Why they don't do design renders—and how they protect creative freedom
• Honest reflections on industry dynamics and staying true to your values
• Kiana's design process from ordering flowers to wedding day improvisation
• Favorite projects, including the epic Paris Opera House wedding
• Thoughts on what luxury and success truly mean—and what's next for Tulipina

Links mentioned in this episode:

• Rachel Birthistle | The Lake Como Wedding Planner
• Greenlights by Matthew McConaughey
• Color Me Floral: Stunning Monochromatic Arrangements for Every Season (by Kiana Underwood)
• Tulipina's Floral Fantasy: Magnificent Arrangements and Design Inspiration from World-Renowned Florist Kiana Underwood
• The Paris Opera House wedding

This episode of the Botanical Brouhaha Podcast is brought to you by: Madrid Flower School

You can find show notes and more episodes of The Botanical Brouhaha Podcast at https://www.botanicalbrouhaha.com/, and you can find the BB Podcast co-hosts on IG @botanicalbrouhaha and @hey.nataliegill.

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee.

In today's BB Podcast episode (No. 138), we're visiting with Janelle Gerestein—better known as Janie of Flowers by Janie—a Calgary-based floral designer whose career spans over two decades and multiple continents. From her early dreams of becoming a wedding florist to launching a successful business in Bolivia, then rebuilding from scratch in Canada, Janie's story is a testament to resilience, creativity, and community.

We're excited to dig into her business strategies, her signature seasonal workshops (flowers + desserts = genius!), and how she weaves purpose into everything she does—including donating wedding florals to women in transitional housing. You'll walk away inspired by her thoughtfulness, practical insights, and generous heart.

Join us as we chat with Janie about:

• Starting a floral business in Bolivia (and its unexpected success!)
• Rebuilding her business from scratch after moving to Calgary
• Scaling up with strategy: from 100+ weddings to a curated 30
• The importance of knowing your numbers and setting minimums
• Hosting wildly successful flower + dessert workshops
• Hiring and working with family, freelancers, and a marketing intern
• Winning the Bloom Trust Co Flowering With Purpose grant
• The intersection of faith, generosity, and business values
• Educational experiences and favorite workshops from around the world
• Designing flowers for mountain weddings

This episode of the Botanical Brouhaha Podcast is brought to you by: Madrid Flower School

You can find show notes and more episodes of The Botanical Brouhaha Podcast at https://www.botanicalbrouhaha.com/, and you can find the BB Podcast co-hosts on IG @botanicalbrouhaha and @hey.nataliegill.

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee.

In today's BB Podcast episode (No. 137), we're visiting with Wilfred de Wit, founder and CEO of iBuyFlowers where florists and event planners can shop online for wholesale flowers directly from 100+ farms in both the US and abroad. Will shares his background in the floral industry and the challenges he witnessed, leading to the inception of his company. The conversation covers the importance of transparency, ethical sourcing, and customer education. Will also talks about his hopes for the role AI will eventually play in personalizing orders for iBuyFlowers customers. If you're looking for a company who believes in building strong relationships with their growers and customers, this episode will be insightful. Will's goal is to educate his customers about the benefits of ordering directly from growers, which can significantly improve the quality and longevity of their flowers.

Special Offer for First Time iBuyFlowers Users:

Get $100 off a first order over $200. To claim this offer, use Voucher Code:

ibfmdpcbotanical100

You can find show notes and more episodes of The Botanical Brouhaha Podcast at https://www.botanicalbrouhaha.com/, and you can find the BB Podcast co-hosts on IG @botanicalbrouhaha and @hey.nataliegill.

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee.