The Annual Artistic & Business Intensive for Floral Professionals & Flower Lovers Eager To Learn | 22–24 April | 8:00AM-6:00PM JST | Online | Global Access
The Future of Flowers Starts Here
17 Structured Artistic Intensives
Featuring Demonstrators From Around the World
3 Flower Biz Accelerator Workshops
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“I’m Working So Hard - But I’m Making No Money.”
The Inconsistent Income Problem
With Flower Mentor Nadine Brown (The Ivy Institute)
Early-stage florists often:
- Say yes to everything
- Undercharge
- Have unpredictable bookings
- Feel busy but not profitable
In this session, you will:
• Calculate your realistic income target
• Identify your minimum booking threshold
• Design a simple offer ladder (3 clear services)
• Align your workload with your revenue goalsYou leave with a pricing and income structure that reduces chaos and guesswork.
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“How Do I Actually Get New Clients?”
The Lead Generation Problem
With Ash Wheelhouse (Academy Wildflower)
Posting alone is not a strategy. In this session, you will build:
• A simple sales lead funnel (Social → Inquiry → Booking)
• A repeatable cold outreach framework for venues, planners & collaborators
• A collaboration strategy to create referral flow
• A basic follow-up systemYou leave with a clear plan to generate new clients - not wait for them.
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“How Do I Stand Out in the Algorithm?”
The Signature Style & Personal Brand Problem
With Luen Free (Luens Flowers)
If your work feels beautiful but interchangeable, you compete on price. In this session, you will:
• Define 3 aesthetic anchor words
• Clarify your creative direction
• Refine your visual consistency
• Craft a simple personal branding statementYou leave with a clearer signature style and a stronger presence online.
Clear your calendar. Get ready to take your floral practice to the next level.
Ticket Details
The Flower Biz Conference Workbook (50+ Pages)
Who this conference is for
A Truly Global & Flexible Event
Full Schedule (listed in Japan Standard Time)
Hayley O'Byrne (Carmel Floral), Canada
"A Week in Spring"
Carmel Floral operates out of deep reverence for the living world, with a floral practice that is guided by a responsiveness to the ever-changing seasons as well as to the exquisite grace and prolificness of plants. By thoughtful design, living materials are introduced to each other and the viewer, in hopes of stoking inspiration and offering connection to the natural world.
In This Session, You Will Learn:
• How to design with seasonal materials that reflect the moment in nature
• How to combine aged and fresh botanical elements in a single arrangement
• How to create floral compositions that express the quiet transition from winter to spring
You will leave this session with a deeper understanding of how to observe and work with the natural rhythm of the seasons, creating arrangements that feel grounded, poetic, and alive.
Melanie Stapleton (Cecilia Fox), New Zealand
"From Creation to Compost"
Melanie has been immersed in the flower world for more than 3 decades and holds a deep respect for the past, present, and future of our natural world which informs every element of her designs. Melanie and her florist, Cecilia Fox, create dreamscapes of nature in the form of botanical installations, seeking beauty in the unlikely and the untamed.
In This Session, You Will Learn:
• How to approach creating botanical installations spontaneously with local materials
• How to source and design effectively using hyper-local and native materials
• How to build sustainability into your material choices and design process
You will leave this session knowing how to confidently design and communicate environmentally responsible work to your clients.
Polina Chentsova, Russia
“Spring Structure”
Polina Chentsova is a floral designer based in Moscow who has been working with flowers for over 13 years and grown an instagram following of over 120k followers. Beginning as a bouquet florist, she later moved into large-scale private and commercial events, and gradually moved toward a quieter more minimalistic style inspired by Ikebana. She has collaborated with brands including AD, Bvlgari, Chanel, Gucci, Miu Miu, COS, and Cartier.
In This Session, You Will Learn:
• How to observe and work with the natural lines of spring flowers
• How to combine different seasonal materials into one clear structure
• How to create floral compositions that feel balanced, modern, and expressive
You will leave this session with a deeper understanding of how to work with form and structure in floral design, creating arrangements that highlight the natural beauty of each stem.
Clément Bouteille, France
"The Planetary Garden: Composing with Wild and Cultivated Nature"
Clément Bouteille is a Paris-based floral designer who has been creating immersive botanical environments for the fashion and luxury industries, in France and internationally. Guided by a wild, exotic, and rustic aesthetic, he works primarily with seasonal blooms and foraged elements, embracing a sustainable and considered approach to floral design. Working in close collaboration with his sister, who oversees floral production, they form a complementary duo that balances artistic vision with technical precision. Together, they create poetic and contemporary floral work, driven by a shared passion for plants and the living world.
In This Session, You Will Learn:
• How to combine wild and cultivated flora into one cohesive composition
• How to work with native and non-native plants in a natural, expressive way
• How to use spontaneity and movement to guide your floral designs
You will leave this session with a deeper understanding of how to create floral arrangements that reflect biodiversity and balance - designing compositions that feel organic, dynamic, and inspired by a shared global garden.
Justine Hansen, Australia
"Botanical Delight"
Jardine’s ardent love of plants began in childhood and has deepened over time as she’s been immersed and awed by the natural world. Jardine lives in the Blue Mountains in Australia nestled in a beautiful cold climate garden surrounded by the bush. Jardine works on weddings and events in NSW and Tasmania under the name "Jardine Botanic" and when not working can be found bush walking or gardening.
In This Session, You Will Learn:
• How to create a “rambling garden” effect within a structured urn arrangement
• How to use foam-free mechanics to build sustainable and stable designs
• How to introduce natural movement using floral and botanical elements
You will leave this session with a fresh approach to floral design - able to create expressive, garden-inspired arrangements that feel both abundant and refined, while working in harmony with natural form and sustainable techniques.
Carolina Garcia, Germany
"Between Two Worlds – Ikebana, Mexican Soul & Contemporary Floral Art"
Carolina García is a Mexican floral artist based in Frankfurt am Main whose work bridges cultures through flowers. Rooted in her Latin American heritage and inspired by contemporary European design and Ikebana philosophy, she creates ethereal compositions defined by movement, space, and sensitivity. For Carolina, floral art is a ritual practice - a way of connecting people to beauty, memory, and emotion.
In This Session, You Will Learn:
• How to draw on your personal and cultural influences to shape your floral style
• How to use structure and negative space to create clarity and intention in your designs
• How colour and symbolism can bring emotion and storytelling into your arrangements
You will leave this session with a deeper understanding of how floral art can reflect identity - allowing you to create meaningful, cross-cultural arrangements.
Nixon Tran, Vietnam
"Ikebana Through Time: Emptiness, Impermanence, and Revelation"
Nixon Tran works in the Sogetsu ikebana tradition, with attention to the relationship between flowers, space, and stillness. His path began in San Francisco flower shops and deepened through study with Soho Sakai, leading to the founding of 'When Still' in Saigon as a space for practice, teaching, and exchange. His work centers on listening to the materials and using ikebana as a way to observe, learn, and build community across different backgrounds.
In This Session, You Will Learn:
• How to use negative space (ma) to create clarity and balance
• How to approach the natural fading of flowers (shinaserubana) as part of the design process
• How subtle movement (mie-kakure) creates depth and interest
You will leave this session knowing how to apply the principles of ikebana in your own work - creating contemporary arrangements that honour tradition without simply copying what you see online.
Joe Rotella, United States
From Form to Feeling: The Ohara Approach to Ikebana
Joe Rotella is an Associate 2nd Term Master of the Ohara School of Ikebana and the founder of the Central Ohio Shibui Study Group. He has studied ikebana for over 30 years, with a focus on the Ohara School’s naturalistic approach to expressing landscape and seasonality.
He teaches regularly in Columbus, Ohio, where over the past two years he has conducted more than 1,000 individual lesson critiques - helping students learn to see, refine, and express nature through the Ohara School. Joe also presents workshops and lectures across the United States, known for making traditional principles accessible, engaging, and deeply relevant to contemporary practice.
His work is inspired by both Japanese and North American landscapes, emphasizing the quiet dialogue between structure, observation, and personal expression.
In This Session, You Will Learn:
• How the Ohara School approach moves from structured form to expressive design
• How to build a strong foundation through the Hana-isho Rising Form, focusing on balance and proportion
• How to expand this foundation into a seasonal Moribana arrangement that reflects a living landscape
You will leave this session with a deeper understanding of how technique can evolve into expressive, nature-inspired arrangements, creating a stronger connection between form and feeling.
Azzmin Frances, Australia
"Impermanence - Flowers as a Metaphor for Life!"
Azzmin Frances is a floral artist and founder of Braer, known for sculptural installations and immersive floral works for galleries, brands and events. Her practice is deeply informed by the art of Ikebana, which she has studied for many years, and by a commitment to working with local growers and seasonal materials. Through her work, she explores themes of impermanence, materiality and our relationship to the natural world.
In This Session, You Will Learn:
• How the principle of impermanence can guide the way we create, observe, and transform floral arrangements
• How to embrace disruption in the arranging process by gently breaking and rebuilding a composition
• How practising non-attachment allows you to respond intuitively to change in your materials
You will leave this session with a deeper appreciation for flowers as a metaphor for life - learning how to work with change, impermanence, and intuition to create arrangements that evolve rather than remain fixed.
Cynthia Fan, United Kingdom
"Learning From; Learning About Plants."
Cynthia Fan is an artist and researcher whose practice explores plant morphological development through a combination of scientific inquiry and visual expression. Her work investigates the relationships between plants, humans, and their environments, and takes shape in exhibitions, installations, writing, and curated projects. She has presented work internationally, contributed to Plant Magazine, and been artist-in-residence at Cold Spring Harbor Laboratory. Her first book, 'Among Willows: Essays on plant form and family', will be published in May this year by Batis Books.
In This Session, You Will Learn:
• How to approach plants as collaborators by observing their natural gestures, growth patterns, and life cycles
• How research and close observation can deepen your understanding of plant behaviour and inform your design choices
• How responding to what a plant “wants” - rather than imposing form - creates more thoughtful and alive arrangements
You will leave this session with a new way of working with plant material - learning how to observe, listen, and respond to each element so your arrangements emerge through dialogue with nature rather than control.
