What a $9 Jacket Taught Me About Pricing My Value (Not Just My Stems)

Hey flower friend, got a lil story time for you,

On Sunday, it was raining and moody (my favourite weather), the perfect excuse to go browsing at one of my favourite curated second-hand stores. I wasn’t really looking for anything, just wanted a little autumnal treat. You know the vibe: a cosy, French-ish oversized knit, maybe a linen blouse. Something to romanticise the season.

This shop is the dream. Chilled music, beautiful lighting, everything styled so effortlessly. All second-hand, but carefully chosen - pieces that feel like they’ve lived a life before you. Great quality, beautiful fabrics. Prices usually range from $60 to $200, and everything always feels worth it.

I tried on an oversized brown leather jacket. Gorgeous. Just… a bit too big. The shopkeeper and I got chatting (as you do), and he mentioned he had something out back I might love.

He came back with a slouchy denim jacket. It fit perfectly. That kind of effortless, comfy-but-cool fit you don’t find often. I asked the price and he said, “Not sure yet, it’s not on the rack, but probably around $150.”

Totally in line with what they usually charge.

I kept trying it on, admiring it in the mirror, hand in the pocket, and..

I feel a little piece of paper.

I pull it out.

The original price tag.

$9.

I froze.

Suddenly, the jacket didn’t feel as good. I felt weirdly betrayed. Like… you paid nine bucks for this and now you want to charge me $150?

I took it off. Bought a couple other pieces. Walked to the car feeling a bit off. But as I sat there, I started thinking it through.

The truth is—there was nothing wrong with the price.

I don’t enjoy digging through racks at op shops.

I’m not particularly good at spotting gems.

Even if I’d seen that jacket for $9, I probably wouldn’t have recognised it as a good find.

But they did.

They curated it. Styled it. Created an experience around it.

And I loved that experience. I loved the vibe, the music, the aesthetic, the conversation.

So why was I mad that they were making good money?

Then it hit me.

As a florist, I’ve been trained to justify my pricing based on what it costs me.

"Flowers are expensive. It takes hours to make your wedding. I need a cool room and a van."

But what if that’s not what pricing should be based on?

What if we stopped pricing from the bottom up—and started pricing based on the value we’re delivering?

→ The convenience

→ The experience

→ The creativity

→ The exclusivity

→ The resources

→ The knowledge

That denim jacket taught me something.

Clients don’t just buy the product.

They buy how it makes them feel.

They buy the ease, the curation, the vibe, the trust.

And maybe, just maybe, you’re not undercharging.

You’re just not clearly communicating the value of what you bring to the table.

Not just flowers in a vase.

Not just bouquets on a timeline.

But peace of mind. Creative vision. Problem-solving. Elevated design. Beautiful execution.

A wedding experience they’ll never forget.

So if you’re stuck feeling like people “won’t pay” what you want to charge…

Don’t race to drop your prices.

Start learning how to communicate your value better.

That’s the shift that changes everything.

Price for the experience, not just the stems. Start learning how to make your value undeniable 🔥 Learn to communicate what sets you apart, and get paid for it.
✨ Join Wildflower Academy today.

Stay cosy,

Ash x