Botanical Brouhaha Podcast

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 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 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 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 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 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 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 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. 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.

Building Olivee Floral In today's BB Podcast episode (No. 134), we're visiting with Karla Smith-Brown, founder of Olivee Floral. Karla's inspiring journey evolved from a career in public relations to becoming a successful floral artist. Her story isn't just about flowers; it's about weaving passion, sustainability, and heritage with personal connections to make a powerful impact. Starting out, Karla offered pop-up events and hand-tied bouquets, gradually building her brand (named after her great grandmother, Medorah Olivee Wright). With a design aesthetic influenced by her Jamaican heritage, she developed a signature wild yet refined style. As Olivee Floral grew, Karla began to view flowers as a medium for art, not just for traditional events. Now, she works with brands like Vogue, Birkenstock, and Nike, often being sought out because of the strong professional relationships she's built and the unique design aesthetic she's developed. Join us as we chat with Karla about: the significance of using locally grown and sustainable flowers for funeral arrangements addressing the challenges and taboos surrounding discussions of funeral flowers in society innovative approaches to creating sustainable funeral flower designs without floral foam the role of florists in educating families about sustainable options and practices the potential for changing perceptions of funeral flowers to make them more approachable the impact of creative and sustainable practices on the floral industry and communities 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.

In today's BB Podcast episode (No. 132), we're visiting with Layla Robinson, a creative force in the flower industry known for her specialization in dried flower arrangements and installations. This conversation is specifically for you if: 1) you're interested in dried flowers or 2) you're struggling to find your niche in the floral industry. Layla's journey into the flower industry began over 15 years ago with fresh flowers. Living in the UK, she was inspired by the "buy local" movement and saw an opportunity to start a business that could be managed alongside raising her children. However, the challenges of growing, harvesting, arranging, and marketing fresh flowers while managing small children soon became apparent. To extend her offerings throughout the year, especially during the cold Welsh winters, Layla began exploring dried flowers. She started foraging for materials like ivy, dried hydrangeas, and rose hips to create winter wreaths and arrangements. This exploration led her to appreciate the beauty and versatility of dried flowers, which allowed her to take her time with arrangements while her children played around her. The COVID-19 pandemic was a pivotal moment for Layla. The cancellation of a wedding she had been planning for a year made her realize that the pressure of fresh flowers was no longer what she wanted. She decided to fully commit to dried flowers, a significant leap that brought her a sense of freedom and joy. 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.

We're visiting with Cameron Hardesty, owner of Poppy, a wedding floral business based in the Washington, DC area that has seen rapid growth and success. A transformative experience volunteering at the White House ignited Cameron's passion. We walk through her transition from a career in corporate communications to becoming the founder of a company that empowers nearly 900 freelance floral designers, offering them flexibility and opportunities to showcase their creativity. If you've ever wondered what it takes to move a business idea from concept to execution and then scale it quickly, you'll find this conversation enlightening. Cameron shares insights into the fundraising journey, including participation in the Techstars Accelerator program and raising $1.65 million+ in seed funding. She's keen on sharing the knowledge and experiences she's gained over the years in hopes of supporting and encouraging others. 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.

Sullivan Owen's journey into the floral industry is as unique as her designs. With a background in retail merchandising, Sullivan transitioned into floristry in 2009 while planning her own wedding. Her distinct style and dedication quickly earned her recognition, leading to a successful career in luxury weddings. However, the COVID-19 pandemic brought significant changes, prompting Sullivan to explore new creative outlets, including gardening and ceramics. In this episode, we catch up with Sullivan just in time for the inaugural release of her new vase collection which leads to a fascinating conversation about the behind-the-scenes process of developing a product and bringing it to market. This episode will definitely get you thinking about that dream you've held close and wondered if it's feasible! 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.

In Part 2 of this two-part podcast episode, co-hosts Amy and Natalie visit with Sarah Daken and Tom Precht of Grateful Gardeners and Floraponics, who transitioned from careers in law and neuroscience to flower farming. Tom discusses their innovative aquaponics system and the challenges they've faced in securing funding. The couple emphasizes their commitment to sustainable practices and the systemic barriers in agriculture. They advocate for policy changes and support other farmers on topics like grant navigation. Their story highlights the difficulties and triumphs of pursuing a passion-driven, environmentally conscious business. 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.