5 Things I Wish I Knew Before Starting My First Year Flower Farming Business
A bridal bouquet from the field: a reminder of how small beginnings bloom into something beautiful.
Sierra Flower Farm was born from a gut feeling—a deep, overwhelming peace that made it “feel right.” I had been searching for fulfillment, and through that search, I found flower farming. Despite the tears and hustle, there is nothing else I would rather do. Sure, flower farming is not for the faint of heart, but for the right person, it can be the most rewarding thing in the world.
In those early days, I was fueled by adrenaline and passion—an infatuation with this new, exciting endeavor. Much like the puppy-love stage of a new relationship, this phase doesn’t last forever. But it gives you enough time to figure out if you’re ready for a long-term commitment.
If you’re just starting out, you might feel like flower farming is all beauty and ease. And that’s okay—it’s part of the dream that sparks this journey. But as I learned, flower farming is as much about resilience as it is about flowers. Our customers often tell us how much comfort, joy, and hope our blooms bring to their lives. That impact is what makes this work so meaningful and worth every challenge.
From the start, I had to ask myself a tough but necessary question: “Do I want to run Sierra Flower Farm as a business or a hobby?” At first, I resisted answering, but deep down, I knew the answer.
If you’re in the dreaming phase and still figuring it out, that’s completely fine. Grow flowers, experiment, and share them with friends and family. But if you’re planning to sell flowers—even just to recoup costs—you’re stepping into the business world. And with that comes responsibilities and commitments.
One of the first hard truths I learned is that pricing and quality matter—not just for you but for the entire industry. Undervaluing your work or undercutting others doesn’t serve anyone.
So, if you’re ready to take the leap from hobbyist to business owner, welcome! Here are the top five lessons I wish I’d known when starting my flower farming business.
Sunrise over our DIY propagation houses, a reminder that with resourcefulness and intentionality, you can build your dreams one step at a time—even through the toughest seasons.
1. Budget
Let’s start with my least favorite topic: budgeting. It’s the one Graham has called me out on time and time again, and he’s not wrong.
When we started Sierra Flower Farm, we had very little money to pour into this dream. You’d think that would have forced me to stay lean from the start, right? Nope! I went wild buying every pretty seed I could find. I didn’t research affordable seed suppliers for professionals or think strategically about what crops I could grow successfully versus those I might fail at. Instead, I took the "broadcasting" approach—planting a little bit of everything and hoping for the best.
This was not the best approach.
I was a new grower, learning how to grow flowers, harvest them, design with them, and run a business all at once. It was overwhelming. Every dreamy dahlia picture I saw had me buying one or two tubers at sky-high retail prices. I approached my crop planning from a place of emotion rather than strategy, and it cost us in time, money, and energy.
Here’s the hard truth I learned: without good soil, there are no good flowers. Start with the foundation. Budget for the essentials first—soil health, space, and tools to grow your flowers successfully. Then, build your crop plan around that foundation. Snag a soil test to figure out what your land needs and what crops will thrive in your conditions.
Beyond growing, there are business basics you need to budget for: a website, domain name, professional email, business licenses, insurance, and more. Then there are the day-to-day expenses: bouquet sleeves, custom stamps, rubber bands, buckets, trellising, fertilizers—the list adds up fast.
Here’s my advice: don’t spend your last dollar on fancy flower varieties when there are so many other critical things to pay for. Start with the essentials, make a plan, and let your business grow organically. It’s easy to get caught up in the dream, but a solid budget will help you turn that dream into reality without massive debt.
It’s also okay to make do with less in the beginning. An air-conditioned room or secondhand fridge from Craigslist can hold you over before investing in a walk-in cooler. Likewise, don’t rush into buying a high tunnel before you know what crops to grow in it or how to sell those crops. Go lean, especially in today’s market climate, and let each investment earn its place in your business.
Every social media photo tells a story—what you don’t see are the countless hours of effort behind the blooms. Embrace the beauty, but don’t forget the journey.
2. Social Media… the Necessary Evil
When I first started planning and dreaming about flower farming, Instagram was a huge part of my research. I’d hunt down bigger flower farmers and farmer-florists, look for growers in similar climates and hardiness zones, and scroll endlessly for inspiration. I’ve never spent so much time on social media in my life!
But then, something shifted. The gorgeous Instagram posts that once inspired me began to discourage me. My flowers didn’t look as perfect. My harvests weren’t as bountiful. What?! They already had sweet peas blooming? They still had dahlias going strong?!
Without realizing it, I’d started comparing myself and my farm to others. And it wasn’t just about the flowers—I even started comparing follower counts, which seems silly now but can creep up on you if you’re not careful.
Here’s the truth: we’re all on our own journeys.
We have different starting points, challenges, and successes. Comparing yourself to someone else’s highlight reel is not helpful. Instead, focus on your growth, celebrate your wins, and learn from your mistakes.
If social media ever stops inspiring you and starts dragging you down, step away. There’s a fine line between inspiration and self-doubt. Once you cross it, take a break and refocus on your journey.
That said, social media is still a powerful tool—but it’s just that: a tool. Stay consistent with your posts, engage with your audience in a way that feels natural, and don’t let it consume your time. You have better things to do, like sowing seeds or writing a blog (Google loves that!).
Social media shouldn’t be your sole storefront.
Algorithms change, and platforms can become less friendly to small businesses. Use social media to drive interest, but make sure you have a professional website to funnel customers to. Your website should be beautiful, functional, and tell your unique story. Pair it with email campaigns to stay connected with customers—you’ll thank yourself later.
For us, email campaigns have been a game-changer. Over the years, we’ve collected emails at farmer’s markets and through our website, and that list became a lifeline for communication. While social media can feel impersonal, email lets us build stronger relationships with our customers.
Social media isn’t about being famous or having a massive following. It’s about connecting with your audience, showcasing what you love, and staying true to your brand. For us, it’s helped remind our community that we’re here for them, driving them to our website to purchase flowers and other products. Plus, it’s allowed us to attract clients who trust our creativity instead of asking us to recreate Pinterest boards.
Be yourself on social media. Let your personality shine through in everything—from posts to your website and emails. It’s that authenticity that will help your farm grow and thrive.
In the glow of sunset, it’s easy to forget the countless hours spent juggling the demands of the field. Flower farming means wearing many hats, but every bloom makes it worth it.
3. Dipping Your Toes in Too Many Ponds
No, I’m not talking about swimming in summer—those days will be few and far between if you’re chasing every opportunity that comes your way.
In our first year, we jumped into everything and said “yes” to almost every request. A bride wanted me to order imported baby’s breath? Completely against my principles and brand, but I did it. A craft fair vendor spot? Sure! A bridal bouquet for $80? Okay...
I’m still recovering from the burnout.
What is burnout? It’s when you’re emotionally and physically drained to the point where you can’t find the energy or motivation to keep going. It’s where life feels like it’s passing you by, and you don’t even care. It’s a dark, scary place that can easily lead to depression—especially in agriculture, where financial stress and long days are constant companions.
Even in flower farming, it’s not all pretty blooms and sunny smiles. The days are long, the work is exhausting, and the monetary return is often slim in the beginning. Avoiding burnout requires boundaries and intentional self-care.
In those early days, I didn’t yet have the confidence to cement my brand voice or stick to my principles. We tried everything: farmer’s markets, bouquet subscriptions, tiny event engagements, plant starts, dried wreaths, pop-up shops, last-minute deliveries, and meetings with curious (but not paying) people. We said yes to everything, thinking it would help us grow, but it left us burnt out and chasing scraps.
You have to experiment, but you also have to track the results.
Take notes. Keep track of how much time you spend, your net profit (not just revenue), and how it affects you emotionally and physically. What did you love? What did you hate? What was profitable, and what wasn’t? Did saying “yes” to certain opportunities gain you loyal customers?
In the beginning, you’ll be excited to be invited or to land engagements, but over time you’ll realize you only have so many toes to dip in ponds. Be wise with your time and resources.
That said, don’t close yourself off completely. For years, customers begged us to grow and sell vegetables. At first, I resisted—why would I use space for veggies when there are plenty of vegetable growers? But eventually, we started offering a vegetable CSA, and it turned out to be an amazing addition. Not only did it bring us new customers, but it also gave us peace of mind, knowing we could provide fresh produce for ourselves and others.
This flexibility also applied to flowers. We started selling to local florists—something we never planned to do—but it’s been a great way to diversify. We even took on smaller, last-minute weddings when everyone’s “plans” went out the window.
Here’s the takeaway:
Experiment with products and outlets, but don’t spread yourself too thin. Focus on what works for your business and aligns with your values. Take a hard look at what’s sustainable and profitable, and don’t be afraid to pivot when opportunities arise. At the end of the day, it’s about finding balance and avoiding burnout.
Saying “yes” to every request is exciting at first but overtime it can lead to burnout.
4. Learning the Comfort of Saying “No”
How does one of the first concepts we learn as toddlers—saying “no”—become so difficult to put into practice as adults?
As flower farmers, many of us are big-hearted people. After all, what are cut flowers for if not to bring joy? Flowers are personal and emotionally raw, and the people who nurture them tend to share those qualities, especially in the early stages of their journey.
But here’s the reality: being a people pleaser is not sustainable.
I know this firsthand. I love making people happy, often at the expense of my own well-being. But when you try to please everyone who asks something of you, the price will be paid—not just by you, but also by your family and your business.
If a request feels unsettling or you have a gut feeling that it’s not right, that’s a sign your answer should probably be “no.” If you’re not ready to say it outright, give yourself some breathing room by saying, “Let me think about it, and I’ll get back to you.” This gives you time to weigh the decision without the pressure of an immediate answer.
Failing to say “no” leaves you vulnerable—not only to burnout but also to undervaluing your time and treating your business more like a charity than a professional operation. Yes, we’re not coldhearted corporations, but at the end of the day, flower farming is still a business.
If you want to give flowers away, do it on your terms.
I love the idea of “surprise and delight.” For example, I always keep a few extra stems at the market booth to brighten someone’s day, whether it’s the sweetest kid with an ice cream-smeared face or someone who just seems like they need a little extra sunshine. These small acts of kindness are meaningful, but they should come from your heart—not from outside pressure.
Here’s the truth: giving away the cow makes it hard to profit from its milk.
Over time, saying “no” becomes easier, and you’ll feel relieved. Mapping out your goals, products, and sales outlets will help guide you. If you don’t want to take on floral design, say no. If edible flowers don’t interest you, say no. Stick to what aligns with your values and passions.
Planning helps, but it’s also okay to reassess and pivot when needed. For example, we said no to farmer’s markets when they stopped aligning with our goals and instead focused on selling through our website and collaborating with other small businesses. On the flip side, we said yes to edible flowers as a fun addition to our vegetable CSA. It’s about choosing what feels right for your business.
Saying “no” doesn’t mean the world will end or that your business will fail. Sometimes, saying “no” is exactly what your business needs to grow.
In the long run, chasing every opportunity can lead to burnout and mediocrity. Instead, focus on your niche and passion. Yes, growing cut flowers is a passion, but it’s also the foundation for something bigger. By setting boundaries and saying “no” when necessary, you create space for your business to flourish on your own terms.
5. Flower Farming is Not One Size Fits All
These days, you’ll find plenty of courses promising that if you follow their exact formula, you’ll achieve the same results. Enter fireworks and stars falling from the sky!
Sure, some of their advice might work for you—but more often than not, it won’t.
When I first started Sierra Flower Farm with just 1,500 square feet, I got caught up in what I thought flower farming was “supposed” to look like, basing my vision on other flower farms. Instead of working within my means, I tried to fit their models: their seed-sowing dates, their spacing recommendations, and their so-called “essential infrastructure.” I remember thinking, If a small-scale flower farm is one to two acres, what does that make my 1,500 square feet? A joke?
I couldn’t afford a walk-in cooler or a high tunnel back then, and guess what? I survived without those “essentials” for years. Now, with about half an acre under cultivation, I can see how those early challenges laid the foundation for where we are today.
I made mistakes, like planting crops further apart than necessary for our specific climate, but those missteps taught me something important: flower farming is not one size fits all.
What works for someone else might not work for you, and that’s okay. Every flower farming journey is shaped by unique circumstances: your land, your climate, your market, your story. Even flower farmers in the same region will attract different customers because of their individual brands.
For example, my ideal bride is someone laid back and adventurous—someone who trusts me to create custom florals without being glued to a Pinterest board. That’s not everyone’s ideal client, and that’s okay. There’s room for everyone in this industry, and the diversity is what makes it exciting!
Take advice, but tailor it to your operation.
Learn from seasoned growers, dig into the “why” behind their methods, and adapt those lessons to your farm. Remember: there’s no “right” or “wrong” way to be a flower farmer. There will be trial and error. You’ll say yes and regret it, and you’ll have moments of self-doubt. But the only way to truly fail is to give up.
The shriveled seedlings on your tray don’t define your success—they define your growth, because now you know what not to do. Your farm has something no other farm has: you. Your creativity, your story, your unique take on floral designs—those are the things that make your operation special.
Don’t get stuck trying to copy someone else’s farm. Yes, do the basics: get a website, business cards, and be the face of your brand. But customize those elements to reflect you and your vision. This isn’t a copy-and-paste business. Flower farming is as individual as the people who pursue it.
With patience and determination, you and your flower farm will find your rhythm together, season by season.
Conclusion
The process of growing your flower farming business will teach you so much about yourself—what inspires you, what challenges you, and what drives you forward. It’s a humbling and powerful journey.
Flower farming may seem simple in theory, but putting it into action is one of the most rewarding, gritty, and fulfilling endeavors you’ll ever take on. When you achieve success—however you define it—it will be that much sweeter because of the effort you’ve poured into it.
So take a moment to reflect on your flower farming journey:
Do you want it to be a hobby or a business?
If you’re ready to run it as a business, take the time to budget and set intentional goals.
Avoid the comparison trap on social media and stay focused on your growth.
Experiment with products and sales outlets, but don’t dip your toes into too many ponds.
Learn the comfort of saying “no” when something doesn’t align with your vision.
Finally, remember that flower farming is not one size fits all.
There is no right way or wrong way—there is only your way. Each season is an experiment, and with time, you’ll get better at weighing risks and knowing your limits.
If you’re ready to take the next step in refining your goals, check out our blog: Goal Setting for the Flower Farmer.
We are looking forward to sharing more blooms with you soon.
Jessica & Graham
