Building Your Business From The Flower Class Summer Sessions With Matthew Landers

business strategy business strategy for florists collaboration floral business strategy floral design floral education floral insights floral marketing floral sales free floristry education May 29, 2023

This May, Flower Class is coming to you live with FOUR incredible FREE live sessions featuring guest industry experts and one unmissable live finale with Joseph Massie.  You are invited to join us for The Flower Class Summer Sessions.  Flower lovers from around the world are coming together to learn, explore and connect over the things we love - great floral design and incredible floristry education. 

During Session Three, we were honoured to have Matthew Landers, an influential floral designer from Australia and co-host of the popular Flowers After Hours podcast, take the stage. With his extensive knowledge and experience in the vibrant world of floristry, Matthew shared invaluable insights from his background working with prestigious luxury fashion houses, cosmetic giants, and renowned hotel brands worldwide.

Here’s some key takeaways from our chat with Matthew:


Your brand is more than just your logo or tagline. It's the story you tell about your business, and it's what sets you apart from the competition.

"When you understand your brand inside out, you can communicate it effectively to your customers and build a strong community around your business."

Here are some questions to ask yourself to help you understand your brand:

  • What are your core values?
  • What do you stand for?
  • What makes your business unique?
  • Who is your target customer?

Once you have this clarity, you can start to communicate it to your customers through your marketing materials, website, and social media presence.


Find your tribe by starting conversations!

Don’t be afraid to reach out to other businesses to collaborate or even just tell them how well they’re doing. This is a great way to get your name out there and build relationships with potential customers. Matthew suggests approaching local businesses, particularly if you have leftover flowers -  create a bouquet and personally deliver it with a  simple message "Thought of you."

Building a community around your brand and your business is a great way to leverage some free advertising!


The biggest investment you can make in your business is in your team and in yourself. Continuous learning and personal development will help you grow your business and achieve your goals.

"People buy people."

Matthew emphasises the importance of taking care of yourself and recharging your creative batteries. When you're feeling good, you're more productive and creative. His biggest piece of advice?

"Remember, in moments of self-doubt, find the strength that initially propelled you to start and then ... keep going."

Discover the full conversation by signing up for The Flower Class Summer Sessions and enjoy the replay today!


Team Joseph Massie