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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

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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Turns Out We Were the Drama: Creativity, Control & Building a Business That Actually Fits with Josh Jay | Ep 28

I’m joined by Josh Jay a former wedding photographer turned business coach who somehow went from hating structure to becoming obsessed with helping creatives understand money, energy, and how business actually...
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The Story You’re Telling Yourself That’s Costing You $10K Per Wedding | Ep 27

For years, I told myself I didn’t want high-budget weddings. I said they were boring. Too basic. Too polished. Too “not me.” But the reality was they scared me and I was avoiding doing the hard workSo I criticised...
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The Birth of The Bunch Cruncher | Ep 26

I’ve been starting my mornings with coffee, headphones, and a blank page, just writing instead of scrolling. One morning, a single journal prompt cracked something open in my brain and sent me straight down memory...
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