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Botanical Brouhaha Podcast

Do you own a flower business or dream of starting one? Are you looking for practical floral design tips? Ever wonder how other florists run their businesses? Or maybe you’re a farmer florist building a flower farm and floral design business at the same time? You’ve landed in the right place!

At the BB Podcast, we serve floral designers, farmer florists, flower shop owners, and aspiring florists by diving into practical tips and insider information from real working florists, floral educators, flower growers, and floral industry vendors to help you find the tools you need to start, run, and grow your flower business.

We like to mix it up! Do you prefer hearing real-life stories or diving into specific flower business topics? Either way, we’ve got you covered.

Listen to our storytelling episodes featuring floral professionals sharing the details of starting and running their flower businesses. So many stories just waiting for you to dig in and learn from those who are doing what you want to do!

Browse our topic-specific interviews where you can expect everything from conversations on marketing, staffing, and floral software to pain points like finding your mojo or listening to your intuition in business.

Amy McGee, Botanical Brouhaha founder, brings years of relationship building with floral designers, farmer florists, and floral professionals to the table and invites you to pull up a chair for the conversations where you’ll learn and be inspired by the nitty gritty transparency of the questions she asks.

The BB Podcast is co-hosted by Natalie Gill, owner of Native Poppy.

Latest Episodes:

Ep. 144: Evelyn Krebs: Choosing Her Own Way as a Florist Jan 15, 2026

Show notes

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 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.

Ep. 143: Eve Floral Co: The Courage to Let Go Oct 22, 2025

Show notes

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:

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 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.

Ep. 142: Diane Szukovathy: Standards for Flower Growers Oct 09, 2025

Show notes

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 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.

Ep. 141: Twisted Willow Flowers: A Family Floral Story Aug 20, 2025

Show notes

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 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.

Ep. 140: Juliana Grew Up in the Shop—Now She Runs It Aug 07, 2025

Show notes

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:

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 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.

Ep. 139: Inside Tulipina: Building a Global Floral Brand with Kiana & Nate Underwood Jul 23, 2025

Show notes

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:

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 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.

Ep. 138: Building a Heart-Led Floral Business with Janelle Gerestein Jul 02, 2025

Show notes

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 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.

Ep. 137: How iBuyFlowers Helps You Buy Farm Direct Apr 10, 2025

Show notes

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 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.

Ep. 136: Rachael Lunghi's Floral Business Insights Mar 27, 2025

Show notes

In today's BB Podcast episode (No. 136), we're visiting with Rachael Lunghi, owner of Siren Floral Co based in Southern California. Siren Floral Co was born out of a wedding and event planning company Rachael founded initially. Her love of flowers led her to eventually focus on floristry full time. Since that time, Rachael has developed a style all her own that's easily recognized and sought after by clients. Leaning into her love of travel, she gradually carved out a destination weddings and events niche for Siren Floral Co. We're honored to bring this conversation to you!

Join us as we chat with Rachael about:

her experiences with destination weddings and travel logistics
pricing strategies for floral services and transparency with clients
balancing work and family life as a new mom
her aesthetic and design philosophy
lessons learned from past business experiences, including closing a retail shop
advice for aspiring wedding planners and florists on contracts and goal setting
the importance of building a supportive team and community

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 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.

Ep. 135: The Evolution of MUD Urban Flowers Mar 13, 2025

Show notes

In today's BB Podcast episode (No. 135), we're revisiting Chloe Murray, CEO/Creative Director of MUD Urban Flowers in Glasgow, Scotland and our second guest ever back in 2017 (Ep. 3) when the BB Podcast was just getting started.

When we last visited, Chloe was only a couple of months into her new business and absolutely on fire! She was seeing quick growth and loving the process. Fast forward to 2025. Today, Chloe has guided MUD Urban Flowers through a pandemic, exponential growth, and significant life changes. And she's still passionate about her business model and the people she serves. And she's done it all without a phone number for her customers from day one! If you wish your flower business was more outside the box, Chloe will get you thinking about the possibilities.

This episode of the Botanical Brouhaha Podcast is brought to you by: BTCO Circle Retail 2025 April 1-May 27th, 2025 Simple.Soulful.Connection Click here to learn more.

You can find show notes and more episodes of The Botanical Brouhaha Podcast at 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.

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