Behind the Stems

Ash Wheelhouse
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Business, burnout and blooms, let’s talk about it. A no-fluff, no-filter space where I share what’s really going on in the wedding floristry world. Sometimes it’s strategy, sometimes it’s a spicy rant and sometimes it’s just me rambling after a 2am market trip. You’ll hear the wins, the wobbles, the big ideas and the behind-the-scenes mess most people don't share behind their curated floral grids If you’re a wedding florist who’s building a business, figuring it out as you go, emptying out your disgusting van and craving honest conversation, you’re in the right place.

  1. 3 DAYS AGO

    The Magic Book Everyone's Asking About | Ep 39

    So my comments have been absolutely wild lately and I owe you guys an answer. If you saw my recent carousel about my business journey, you'll know I mention a book that changed the way I thought about business. And now I have dozens of comments all asking the same thing: What's the book? I've been avoiding answering because I don't want you to think it's some magical solution that's going to make you suddenly good at business. It's not. So in this episode I'm finally answering the question properly, the book, the honest truth about it, and everything else that's actually made a difference in how I run Wildflower Academy. Because here's the thing. After that first book I read hundreds more, listened to hundreds of podcast hours, and spent thousands and thousands of dollars on coaching and courses. Every single one taught me something different. There is no one magic book. And if someone tells you there is, they're selling you something. I break down all the books that have actually stuck with me, what I took from each one, and, more importantly, the stuff that no single book will ever teach you but that will actually move the needle in your business.

    15 min

  2. 7 MAR

    My 3 lazy Instagram strategies (and why they work)

    Okay, confession: I started a third Instagram account. I'm not proud of it. But it forced me to get really ruthless about how I'm spending my time on social media, and the three strategies I landed on are working well enough that I wanted to share them. In this episode I'm sharing exactly what I'm doing on Instagram in 2026. Trial reels — Instagram's tool for getting your content in front of people who don't already follow you. No ads required. I'm batching simple 7-second clips, slapping on a trending sound and a hook, and letting Instagram do the heavy lifting. It's a numbers game and it's working. Welcome messages — When someone hits follow, I send them a warm automated DM via ManyChat. Not salesy, not spammy, just a genuine hi. The unexpected perk? It reminds me there are real humans behind every follow and some of the conversations that spark from it are genuinely lovely. Turning your Instagram into a TV show — This is the big one. The creators growing fastest right now aren't treating Instagram like a content dump or a portfolio. They're running it like a series. There's even research showing people need to consume around 75 minutes of your content before they buy and a series is the fastest way to get there. I'm picking five repeatable formats and rotating them. Less brain fry, more consistency. If Instagram has been feeling like it's eating you alive, this episode is for you. Leave a comment and tell me which one you're going to try first, I'd love to know!

    20 min

  3. 21/10/2025

    More weddings ≠ More money | Ep 20

    When I first fell in love with floristry, I was obsessed, completely consumed by it. I wanted to learn everything, do everything, say yes to every opportunity. I thought being busy meant I was successful. But somewhere along the way, I built a business that was running me instead of the other way around. In this episode, I share how saying yes to everything led to exhaustion, anxiety, and, ironically, less profit. I talk about the moment I realised that more weddings don’t equal more growth and what actually does. If you’ve ever felt like your business is thriving on the outside but draining you on the inside, this one’s for you. Inside Wildflower Academy this month, we’re diving into this exact topic in a module called The Floral Empire Architect where I’ll teach you how to design a business that gives you freedom, not fatigue. Click here to join 🌸 Busy isn’t the goal. Fulfilled is.

    31 min

  4. 30/09/2025

    From panic ordering to profit ordering: Why you don’t make money when you sell your flowers | Ep 18

    Ever wheeled a market trolley piled high and felt that little knot in your stomach? Same. This episode is a calm reset before busy season: I’m making the case that profit doesn’t happen when you quote or invoice, it happens when you buy. If you’ve been panic-ordering “just in case” stems, this is your sign to shift into profit ordering so your designs still feel generous while your margins finally make sense. We're going to get practical: how to design with function in mind, use every part of each stem, and swap strategically when availability or prices flip. I’ll walk you through the five Savvy Stems Principles I use at the market and a real Wildflower Academy case study where we moved a wedding from about 50% to about 75% margin and saved over $2,000, without compromising the look. Your one-question filter to take to market: “Is this stem paying me back, or just filling a bucket?” Links & goodies: Wildflower Academy: workshop replay is in the Library: https://www.wildfloweracademy.co/ Free mini-guide: Savvy Stems Profit Ordering ChecklistMy Flower Recipe Calculator: The Bunch Cruncher  Come say hi on Instagram and tell me your biggest “just in case” flower weakness 🌸

    12 min

  5. 20/09/2025

    Stop competing on price! 10 reasons couples will choose the more expensive wedding florist | Ep 16

    I’m back in your ears, newly married, slightly bumbly and recording with a rolled ankle and a very full heart. Today’s mini-masterclass is for every florist who’s convinced bookings = being cheaper than the studio down the road. Spoiler: couples don’t buy with spreadsheets; they buy with feelings and justify it later I’m walking you through 10 specific reasons couples happily choose the higher-priced florist, things like response speed, brand positioning, referrals, friction-free booking, clarity, trust, and pricing psychology with real examples from my own studio (including this month I booked $68k in florals without a single consult). If you’ve been lowering your rates to “be competitive,” this episode will reset your brain and your booking flow. Try this today (quick wins): - Turn on an instant enquiry auto-reply that sounds excited and personal - Cull 9 photos from your grid and keep the 3 that scream “premium” - Add one higher-tier option to your proposal so “best” is easy to choose Loved this episode? Share it with a florist friend and tag me. If you’re ready to build a premium on purpose brand, this month inside Wildflower Academy we’re deep-diving into client experience, pricing psychology, and enquiry systems that book at your real rate. Come join us!

    36 min

  6. 18/08/2025

    Why generic coaching doesn’t work for wedding florists (and what does) | Ep 15

    This week I’m sharing a story that made my whole week. One of my Wildflower Academy florists sent me an email after we rebuilt her proposals together, she’d been sitting in the 4–5k range for years, and within a couple of days she booked her very first $12k wedding. Cue happy tears. It got me thinking: why did she get that breakthrough with me, even though she was already in a big-name coaching program? The answer is simple, most advice out there just isn’t specific to wedding florists. And our world is… different. In this episode, I talk about: Why wedding floristry is such a unique blend of art, trade, service and luxury. The 3 reasons Wildflower Academy works when generic advice falls flat. How I design the Academy with accountability, clear roadmaps, and dopamine-friendly motivation, especially for brains like mine (hello ADHD). What it means to learn from someone who’s still in the trenches, quoting weddings, hauling buckets, and navigating the same challenges you are. If you’ve ever felt like coaching or courses just don’t quite fit the reality of your business, this episode will help you understand why and what to look for instead. ✨ Want to dive deeper and get support designed specifically for wedding florists? Come join us inside Wildflower Academy it’s where you’ll find the tools, strategies, and community to build the business (and the lifestyle) you actually wantwww.wildfloweracademy.co

    26 min

  7. 11/08/2025

    The $9 jacket that changed how I price my wedding florals | Ep14

    It started as a rainy-day wander through my favourite secondhand store… and ended with a denim jacket, a $9 price tag and a full-blown business epiphany. In this episode, I share the story of how one surprise moment in a curated vintage shop flipped the way I think about pricing in floristry and why breaking down your costs line-by-line isn’t just exhausting, it’s keeping you from booking your dream clients. You’ll hear: The mindset shift that took me from cost-based pricing to value-based selling Why your clients aren’t actually buying “stems” they’re buying peace of mind, creative vision and a stress-free wedding day How to make your pricing feel not just fair, but obvious Real-world examples from luxury hotels, Michelin-star restaurants and wedding planners that prove this works If you’ve ever felt pressure to “justify” your prices, this one’s for you.When you learn to sell the experience, not the ingredients, you stop attracting the nitpickers and start booking the clients who can’t wait to pay you. Mentioned in this episode: ✨ Join Wildflower Academy – The place where wedding florists learn to grow their dream business, increase profits and work less

    12 min

  8. 09/08/2025

    Florist Burnout: How to keep going when you’re ready to quit | Ep 13

    This week, I’m getting real about the burnout season so many florists are in right now. If your bookings have slowed, clients are hesitating and you’re wondering if your business has a future, this episode is the pep talk + practical game plan you need. I’ll share the same three simple shifts I gave a florist in a strategy session this week, the ones that’ll help you: Stop chasing the ever-moving goalpost and actually celebrate the wins you’ve already earned. Design a daily success checklist so you can feel accomplished every single day, not just when big bookings land. Find validation in your actions, not your outcomes so your happiness isn’t tied to algorithms, inquiry counts, or wedding season highs. Whether you’re in a slump, feeling stuck or just need a little florist-to-florist pep talk, this episode is here to help you find your footing again. Links & Resources: Connect with me on Instagram: @academywildflower DM me if this resonate, I'd love to hear from you. Share this with a florist friend who needs to know they’re not failing, they’re just in the middle of “hard”

    20 min
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About

Business, burnout and blooms, let’s talk about it. A no-fluff, no-filter space where I share what’s really going on in the wedding floristry world. Sometimes it’s strategy, sometimes it’s a spicy rant and sometimes it’s just me rambling after a 2am market trip. You’ll hear the wins, the wobbles, the big ideas and the behind-the-scenes mess most people don't share behind their curated floral grids If you’re a wedding florist who’s building a business, figuring it out as you go, emptying out your disgusting van and craving honest conversation, you’re in the right place.

Information

  • Creator
    Ash Wheelhouse
  • Years Active
    2025 - 2026
  • Episodes
    39
  • Rating
    Clean
  • Show Website
    Behind the Stems

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