Join the Academy
Behind the Stems

Behind the Stems

Hosted by: Ash Wheelhouse

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...

All Episodes

Episodes

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...
View Episode

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 &...
View Episode

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...
View Episode

She Books You Without a Quote and She's Not Sorry with Chloe from Your Day By Chloe | Ep 40

Six years in, Chloe from Your Day By Chloe has planned and styled some of the most beautiful weddings in NSW and I interrogated her. About quotes (she doesn't believe in them), about petal tosses (she's over it),...
View Episode

The Magic Book Everyone's Asking About | Ep 39

So my comments have been absolutely wild lately and I owe you guys an answer. If you saw my recent carousel about my business journey, you'll know I mention a book that changed the way I thought about business. And...
View Episode

My 3 lazy Instagram strategies (and why they work) | Ep 38

Okay, confession: I started a third Instagram account. I'm not proud of it. But it forced me to get really ruthless about how I'm spending my time on social media, and the three strategies I landed on are working well...
View Episode

The Content Series That Actually Books Weddings with Jade from Willow & Sage Botanics | Ep 37

In this episode, I’m chatting with Jade from Willow & Sage Botanics, an Auckland-based wedding florist who stumbled into flowers during COVID, ditched retail (because… no), and built an incredibly intentional...
View Episode

What's working for me on Instagram right now | Ep 36

I accidentally started a third Instagram account. And no, this is not something I ever wanted to do. In this episode, I’m sharing a very honest, behind-the-scenes snapshot of how I’m using Instagram in 2026, why...
View Episode

Wild Flowers and Wild Focus. Flower Farming with Luen Free | Ep 35

In this episode, I’m sitting down with Luen Free — flower farmer, former DJ and radio host, and one of the most thoughtful voices I know in the local growing space. We talk about Luen’s path from nightlife and DJ...
View Episode

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...
View Episode

You’re Not Stuck, You’re Just Believing the Wrong Story - with Giorgio Genaus | Ep 33

This episode started as a conversation about mindset — and turned into one of the most grounding, clarifying, and honestly relieving conversations I’ve had in a long time. I’m joined by Giorgio, a mindset coach who...
View Episode

Instagram Is a Free Money Machine (If You Stop Being Mad at It) | Ep 32

I recorded this episode in my robe (again), slightly over-caffeinated and fresh off scrolling a comments section that honestly made my eye twitch. I saw thousands of people yelling at the head of Instagram because...
View Episode