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 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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Ep. 142: Diane Szukovathy: Standards for Flower Growers
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.
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Ep. 141: Twisted Willow Flowers: A Family Floral Story
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.
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Ep. 140: Juliana Grew Up in the Shop—Now She Runs It
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.
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Ep. 139: Inside Tulipina: Building a Global Floral Brand with Kiana & Nate Underwood
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 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.
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.
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