In this episode, Debra chats with Franceska McCaughan, founder of The Hotel Florist®, about turning your floristry skills into steady, contract-based income with hotels and other corporate clients.

Franceska shares how she went from Googling “how to be a florist” to building a subscription-style business working with hotels, long-term care facilities, retail stores and more. She explains what hotels are actually looking for in a florist, how to confidently ask for budgets, why you need contracts in place, and how to stop giving away free flowers in the hope of ‘exposure’.

If you’re running a florist shop (or dreaming of it) and want to move beyond one-off weddings and events into reliable corporate work, this one’s for you.

We chat about:

• What a hotel florist really does and how it works

• Approaching hotels and corporates without feeling salesy

• How to talk budget and stop price-shopping in its tracks

• Why contracts matter for corporate floristry and long-term accounts

• Ideas for subscription-style flowers in smaller towns (beyond hotels)

• Simple ways to track weekly/monthly orders without overcomplicating things

• Mindset shifts to start running your floristry business like a CEO

Keywords: floristry business, running a florist shop, how to make money as a florist, how to be a florist, corporate floristry, hotel florist, corporate flower contracts, subscription floristry.

A plain-speaking check on what your shopfront (and website) is saying before you’ve said a word.

Deb shares real moments—a grimy sign, staff bickering in earshot—and turns them into a simple, repeatable audit so your space feels professional, calm and clearly… a florist.

• Why street appeal and basic cleanliness set the standard

• How staff tone shapes trust (and whether people come back)

• Visual basics: tidy counters, presentable uniforms, safety (shoes on!)

• Make it obvious you sell fresh flowers (not just gifts)

• Give your website a quick zhuzh: current pics, easy to use, no clutter

• A quick monthly “walk past and walk in” audit to keep standards up

Outside

• Signage wiped (yes, including bird poo), windows clean

• Footpath swept; entry clear and inviting

• Check it from across the street: can you read it, does it look current?

Inside

• Counter clear; no boxes piled where customers stand

• Staff tone: friendly, professional; save hard chats for out back

• Appearance: neat, tidy, work-safe

• Obvious offer: fresh flowers visible (vases or a small ready-to-go range)

Website

• Updated this quarter (copy, pricing, images)

• Loads quickly, easy to navigate

• Clearly shows you sell fresh flowers right now

The Flowery Folk Podcast is your fortnightly bloom boost for florists, floral designers and flower lovers who want to grow creatively and build a successful flower business. Hosted by Debra Pemble—an award-winning florist, educator, and founder of The Posy Crew—this podcast delivers practical tips, industry insights, and inspiring stories from across Australia’s floral community. Whether you're a seasoned florist or just starting out, you’ll find tools, strategies, and real talk to help you run a business that’s as successful as it is stunning.

www.thefloweryfolk.com

insta @thefloweryfolkemail hello@theposycrew.com.au

Find more about Debra at The Posy Crew www.theposycrew.com.au

This is an independent Podcast

In today's Bonus, quick tip episode Debra explains why using negative space in your designs not only helps you create unique and striking pieces, it'll also save you heaps of Money.

Selling Air or using Negative space is how smart designers are creating more for less.

About The Flowery Folk 🌸Welcome to the fortnightly flower podcast that helps every florist shop—from out-of-the-way farm gate studios to busy Main-Street flower shops—run a smarter, more profitable Florist Business. Broadcasting from her rainforest workspace outside Port Douglas, award-winning designer & educator Debra Pemble distils over 20 years of Floristry know-how into 20-minute episodes packed with:

If you’re searching for floral design inspiration, flower arranging tutorials, wedding florals, or the latest on sustainable floristry, hit follow and binge the back catalogue—new episodes drop every second Tuesday.

Stay connected & keep learning

Instagram → ⁠⁠https://instagram.com/thefloweryfolk⁠⁠

TikTok → ⁠⁠https://tiktok.com/@thefloweryfolk⁠⁠

Website & free resources → ⁠⁠https://thefloweryfolk.com⁠⁠

Listen, implement, and watch your Florist Business thrive.