This Is What's Damaging the Floral Industry | Ep 34

This Is What's Damaging the Floral Industry | Ep 34

From Behind the Stems by Ash Wheelhouse

January 21, 2026 · 24 min

About this episode

In this episode, Ash Wheelhouse discusses the damaging perceptions and reactions within the floral industry regarding DIY resources and pricing competition.

Okay, so this episode started as a casual drive to a friend’s house… and somehow turned into a full-blown rant about what I actually think is damaging the floristry industry. (You’ve been warned.) In this episode, I’m talking about the moment I nearly got kicked out of a floral Facebook group — all because I didn’t join the pile-on when another florist launched a $16 DIY wedding flower ebook. The thing is, the reaction to that ebook said way more about scarcity, fear, and misdirected blame than it did about DIY brides. So in this chat, we unpack: – Why a florist selling DIY resources is not your competition – The real reason other florists’ prices trigger you (and what that’s actually telling you) – How confusing their client with your client creates panic, comparison, and burnout – Why every industry (yes, every single one) has DIY, mid-range, and premium options — and why floristry isn’t special – How obsessing over what others are charging quietly drains your energy, focus, and momentum – The difference between telling people you’re valuable… and actually showing them – Why publicly tearing down other florists teaches the industry that “price is all that matters” – And the…

People in this episode

Host: Ash Wheelhouse

Topics covered

  • floral industry
  • DIY resources
  • pricing strategies
  • competition
  • mindset shift

Keywords

  • floristry
  • DIY wedding flowers
  • pricing
  • competition
  • mindset

Mentioned in this episode

Organizations: Facebook, floristry

Products: $16 DIY wedding flower ebook

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