Where can I listen to this podcast?

This podcast is available on 4 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.

Does this podcast accept guests?

No, this podcast does not typically feature guests.

Behind the Stems

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by Ash Wheelhouse

43 episodes

Updated Daily

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Podcast Overview

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 it’s just me rambling after a 2am market trip. You’ll hear the wins, the wobbles, the big ideas and the behind-the-scenes mess most people don't share behind their curated floral grids If you’re a wedding florist who’s building a business, figuring it out as you go, emptying out your disgusting van and craving honest conversation, you’re in the right place.

Language

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Publishing Since

5/30/2025

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Recent Episodes

June 12, 2026

Why Are Wedding Flowers So Expensive? (Things Your Florist Would Say If They Weren't Worried About Offending You) |Ep 43

Welcome to the first episode of a new series, "Things Your Wedding Florist Would Say If They Weren't Worried About Offending You" Consider this the rant you've been biting your tongue on for years, finally said out loud to the only people who actually get it. First up, the big one. "Why are wedding flowers so expensive? Once you say wedding, the price just triples." If you've been in this industry more than five minutes you've heard it, and in this episode I'm giving you the response I actually want to give, plus the one you can use with a real client without burning the enquiry to the ground. We get into why a $15 bunch from Woolies is not the same product as a full wedding setup (spoiler, a robot probably made the Woolies one), what a loss leader actually is & why supermarket flowers are basically bait, and the chef metaphor that lands every time. Because nobody questions why a private chef costs more than a Macca's meal, yet flowers somehow get the suspicious eyebrow. I also break down where sticker shock really comes from. Most of the time it isn't a bad attitude, it's a wrong reference point. People are comparing apples to apples that aren't apples at all, and a lot of them walk in already braced to be scammed because someone on TikTok told them to be. We talk about how to gently educate instead of getting defensive, and when to just let the cynical ones walk. And the bit I really want you to take away: it's on us to remove the sticker shock before the quote ever lands. Your marketing, your stories, your website, all of it can be quietly doing this work so future enquiries never even have the thought. Pour something, settle in, & enjoy the spicy little vent. Talk soon.

May 26, 2026

Trad Wife Ranty Rant | Ep 42

Okay I went on a bit of a rant this week & I'm not sorry about it. There's a sentence I hear florists say constantly that makes me want to shake you (with love). It came up on a call in the Academy last week & I haven't been able to let it go since. So now you're all getting the rant. We're getting into tradwives, the plumber who quoted me $16k without flinching, the word "spinster" & where it actually comes from, & why the 1950s housewife fantasy is the most expensive cosplay on the internet. If you've ever apologised in a quote, rounded a number down because you felt bad, or watched a Nara Smith video and felt confused about wether you're supposed to be making dough 🥖 or making DOUGH 💰 about it, this one's for you. Welcome to the Failed Tradwife Club. Membership is free. The dues are getting paid properly.

March 29, 2026

You're Not Too Creative to Niche, You're Too Scared | Ep 41

If your website has 57 different inquiry pages, your calendar is full but your bank account isn't, and you've nearly started a retail shop, a wreath business, a ceramics side hustle and a workshop series all in the same year, this episode is going to make you a little bit uncomfortable. Good. Because here's what I actually think is going on. The multi-passionate, jack-of-all-trades, chaotic creative identity that you're holding onto so tightly? A lot of the time it's not a personality trait. It's a very convincing way to avoid the boring, uncomfortable, unglamorous work that would actually grow the business you already have. And I know this because I lived it for an embarrassingly long time. In this episode I'm getting into all of it, what my business looked like before I niched down (busy, chaotic, not profitable, website was a disaster), the moment I finally went all in on weddings and started saying no to literally everything else, and what happened when I did. I went from 80 weddings a year to 20 and made more money. I stopped working summers. I started showing up to my friends' birthday parties. I went to the US for a month. I started a flower market out of my warehouse just because I wanted to. I booked a $30–40K wedding with no quote, no call, no back and forth, just a deposit.   If your business feels stuck and you keep watching other florists fly ahead, it's not because they're more talented than you. It's because they sat down and did the unsexy work. This episode is your invitation to do the same.

43 total episodes available

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What is Behind the Stems?: 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 it’s just me rambling after a 2am market trip. You’ll hear the wins, the wobbles, the big ideas and the behind-the-scenes mess most people don't share behind their curated floral grids

If you’re a wedding florist who’s building a business, figuring it out as you go, emptying out your disgusting van and craving honest conversation, you’re in the right place.
How often does this podcast release new episodes?: This podcast updates daily.
Where can I listen to this podcast?: This podcast is available on 4 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.
Does this podcast accept guests?: No, this podcast does not typically feature guests.

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