Seven Strategies to Grow Your Wedding Flower Business

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Let’s talk about strategy.

Not the stiff, corporate kind or the kind that fits in a spreadsheet. But the kind that lives in your creative practice, the kind of strategy that allows your work to grow deeper roots and wider branches.

Because here’s the thing: you can absolutely build a lovely little business just by saying yes to whatever comes your way. But if you want more than that, if you want to design for the kind of weddings that light you up, work with clients who really see you, and build a business that’s as sustainable as it is successful, then strategy isn’t optional. It’s essential.

These seven strategies helped to shape every stage of my wedding business. They helped me move from doing a bit of everything to doing the work I loved - and being paid well for it. They're the foundation of everything I teach inside The Wedding Masterclass, and now I’m sharing them with you here, because they work.

Let’s get into them.

1. Price for Profit

Let’s begin with the bones of your business - pricing. If the numbers don’t work, nothing else will.

I know pricing can feel daunting, especially when your heart’s involved. But this isn’t just about covering costs. It’s about building something that lasts.

My pricing formula is simple, and it hasn’t changed in years:

• Cost of flowers × 3

• Add 30% for labour

• Add your extras - travel, van hire, candles, ribbon, packaging, setup and strike time

• Add VAT / Tax / GST, if applicable

It’s not magic. But it is consistent. It gives you clarity. And it makes sure your business isn’t surviving on passion alone.

Pricing for profit allows you to breathe. To pay yourself. To take a day off. To invest in better tools, better flowers, better support. It gives your business space to grow - and that’s what we’re here for.

2. Create a Heartstopping Portfolio

If you want to be hired for better work, you need to show better work.

Your portfolio is your proof. It's what says: I can do this. I’ve done it before. I can do it again - for you.

A strong portfolio isn’t just a dump of pretty pictures. It’s a curated experience. And I like to break it into three sections:

• The Heartstoppers (top 20%) - these are your best pieces. The ones that make people stop scrolling. Use them to lead.

• The Heart (middle 60%) - your bread and butter. The work that shows your range, your sensitivity, your service.

• The Heartfelt (final 20%) - moments of connection. The couple laughing in front of the arch. Your team mid-setup. The behind-the-scenes that humanise your brand.

This balance builds trust. And it tells a story, not just about what you do, but how you do it.

3. Break the Internet (Gently)

Your website is your digital front door. Whether you work from a shop, a studio, or your spare bedroom, this is where people decide whether to walk in - or scroll on.

The basics:

• A homepage that speaks to your ideal client

• A clear, confident “Work With Us” page

• A curated portfolio that feels like you

• A simple, well-structured contact form

From there? Add testimonials. Add FAQs. Add little touches of your voice, your values, your process. This doesn’t need to be complicated. But it does need to work.

Remember, you’re not just selling flowers. You’re selling an experience. So let your website reflect the care and clarity you bring to everything else.

4. Content & Consistency

When it comes to marketing, consistency wins every time.

You don’t need to be everywhere. But you do need to show up - regularly, intentionally, with something to say.

Start with what you’ve already got. One wedding can give you weeks of content: the bouquet, the ceremony flowers, the table designs, the thank-you message, the photographer’s gallery. Share them slowly. With thought. With context.

Then, choose the platform that makes sense for your audience. For most wedding florists, Instagram and Pinterest are key. But don’t spread yourself too thin. Better to show up fully in one place than vaguely in five.

And above all - let your content sound like you. Don’t try to copy someone else’s tone. Speak as yourself. That’s what people connect with.

If this is striking a chord - if you’re reading these strategies and thinking this is exactly what I need - you might love The Wedding Masterclass. It’s where we go into all of this in far more detail, with real examples, templates, and tools to help you put each step into practice.

5. Lead with Honey

One of my favourite little strategies - and one of the most effective.

When you send out a proposal, sweeten the deal. Offer a small bonus if they book quickly - but make sure it’s low-labour and high-impact.

Think:

• Complimentary vase hire

• A small bar arrangement using leftover flowers

• 10% off the full balance if paid within 7 days

Set a clear expiry. Stay kind, but firm. It’s not a hard sell - it’s a thoughtful prompt. A gentle nudge. And it works.

6. Social Proof

In an industry built on emotion and trust, testimonials matter.

But don’t stop there. Social proof can include:

• Real weddings published on blogs

• Recommendations from venues or planners

• Styled shoots with your name attached

• Reposts by photographers or happy clients

The goal? Let people see you from multiple angles. Let your work travel. Let your name come up more than once.

When people keep hearing good things about you, they start to believe them.

7. You Gotta Sell Yourself

This one makes some florists squirm - but it’s essential.

You are your business. Your ideas, your taste, your service, your creativity - that’s what people are buying.

You don’t need to become a personality brand. You don’t need to overshare. But you do need to show up. Introduce yourself. Tell your story. Let people feel who you are.

Because flowers don’t sell themselves. People do.

And a word on planners…

Planners can be game-changers. But the timing matters.

Don’t reach out before you’re ready. Make sure your website’s polished. Your portfolio’s clear. Your pricing is solid. Then - and only then - start the conversation.

Keep it short. Kind. Professional. And follow up. Sometimes that first email opens the door. Sometimes it’s the third.

But when it works? It’s magic.

And that’s it - the seven strategies that built my wedding business.

Each one of these can move the needle. But together? They create something stronger. A business with direction. With clarity. With momentum.

If this feels like the kind of growth you’re ready for, The Wedding Masterclass is the next step. It’s where I walk you through every detail - from creative design and styling, to sales, strategy and sustainability. No fluff. Just the tools and structure to help you grow with confidence.

You can build the wedding business you dream of. You just need a strategy that’s as beautiful as your flowers.