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Behind the Stems

Behind the Stems

Hosted by: Ash Wheelhouse

Business, burnout and blooms, let’s talk about it. A no-fluff, no-filter space where I share what’s really going on in the wedding floristry world. Sometimes it’s strategy, sometimes it’s a spicy rant and sometimes...

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Episodes

She Books You Without a Quote and She's Not Sorry with Chloe from Your Day By Chloe | Ep 40

Six years in, Chloe from Your Day By Chloe has planned and styled some of the most beautiful weddings in NSW and I interrogated her. About quotes (she doesn't believe in them), about petal tosses (she's over it),...
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The Magic Book Everyone's Asking About | Ep 39

So my comments have been absolutely wild lately and I owe you guys an answer. If you saw my recent carousel about my business journey, you'll know I mention a book that changed the way I thought about business. And...
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My 3 lazy Instagram strategies (and why they work) | Ep 38

Okay, confession: I started a third Instagram account. I'm not proud of it. But it forced me to get really ruthless about how I'm spending my time on social media, and the three strategies I landed on are working well...
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The Content Series That Actually Books Weddings with Jade from Willow & Sage Botanics | Ep 37

In this episode, I’m chatting with Jade from Willow & Sage Botanics, an Auckland-based wedding florist who stumbled into flowers during COVID, ditched retail (because… no), and built an incredibly intentional...
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What's working for me on Instagram right now | Ep 36

I accidentally started a third Instagram account. And no, this is not something I ever wanted to do. In this episode, I’m sharing a very honest, behind-the-scenes snapshot of how I’m using Instagram in 2026, why...
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Wild Flowers and Wild Focus. Flower Farming with Luen Free | Ep 35

In this episode, I’m sitting down with Luen Free — flower farmer, former DJ and radio host, and one of the most thoughtful voices I know in the local growing space. We talk about Luen’s path from nightlife and DJ...
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This Is What's Damaging the Floral Industry | Ep 34

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...
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You’re Not Stuck, You’re Just Believing the Wrong Story - with Giorgio Genaus | Ep 33

This episode started as a conversation about mindset — and turned into one of the most grounding, clarifying, and honestly relieving conversations I’ve had in a long time. I’m joined by Giorgio, a mindset coach who...
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Instagram Is a Free Money Machine (If You Stop Being Mad at It) | Ep 32

I recorded this episode in my robe (again), slightly over-caffeinated and fresh off scrolling a comments section that honestly made my eye twitch. I saw thousands of people yelling at the head of Instagram because...
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From Freelance to Founders: Building Sonder Studio Without Burning Out | Ep 31

In this episode, I’m sitting down with Yen from Sonder Studio. We talk about what actually happens when you move from freelancing into business ownership, why “just vibing it” works… until it really doesn’t, and how...
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Florists! Stop Hiding. Your Face Is Your Best Marketing Tool | Ep 30

I recorded this episode in a hotel-grade robe, drinking what accidentally turned into garlic tea, which honestly feels on brand for how this year is starting. This episode is for the wedding florists who know they...
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The Things I Didn’t Buy (and Still Booked $30–40K Weddings) | Ep 29

I’ve been a wedding florist for over 15 years, booking $20–40K+ weddings… and I don’t have a van, a cool room, or a fancy logo. I'm talking through the things I don’t think you need to invest in when you’re growing...
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