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 talking about the moment I nearly got kicked out of a floral Facebook group — all because I didn’t join the pile-on when another florist launched a $16 DIY wedding flower ebook.

The thing is, the reaction to that ebook said way more about scarcity, fear, and misdirected blame than it did about DIY brides.

So in this chat, we unpack:

– Why a florist selling DIY resources is not your competition
– The real reason other florists’ prices trigger you (and what that’s actually telling you)
– How confusing their client with your client creates panic, comparison, and burnout
– Why every industry (yes, every single one) has DIY, mid-range, and premium options — and why floristry isn’t special
– How obsessing over what others are charging quietly drains your energy, focus, and momentum
– The difference between telling people you’re valuable… and actually showing them
– Why publicly tearing down other florists teaches the industry that “price is all that matters”
– And the mindset shift that instantly reveals whether this is about them… or about your books being quiet

This is not a polite episode.
It’s not a “let’s all agree” episode.
It is a “stay in your lane, build your business, and stop outsourcing responsibility” episode.

If this episode hit a nerve or made you realise you’ve been leaking energy worrying about things you can’t control, this is exactly the kind of mindset + strategy work we do inside Wildflower Academy.

It’s where wedding florists learn how to:

• clarify their niche

• communicate value without defending their prices

• build demand without burning out

• and grow businesses that don’t rely on comparison or chaos

If you’re ready to stop spiralling and start building with intention, you’ll love it in there.

Alright.
I’ll let you get back to your walk / drive / flower prep / doom scroll reset.

Talk soon!
Ash x