Flowers for Jane's Petals to Profession: Your Hands-On Introduction to the Floristry Industry

Have you ever thought about a career change? Maybe to a career in floristry? This is where you start.

Most people enter the floristry industry blind—taking whatever job they can find, hoping they'll learn the ropes. But what if you could walk into your first role already understanding how the industry really works?

My 'Petals to Profession' course isn't just about learning flower arranging. It's your insider's guide to the entire industry, taught by someone who's climbed every rung of the ladder. The first 6 weeks begins on Thursday the 5th of March at 6.30pm. I felt an evening floristry course was the best time as you don't have to give up your 9-5 to come along.

The Experience I'm Bringing to You

I'm Cassy Canterford, and I've spent nearly three decades in floristry. I've done it all. I started as an apprentice, worked my way up to florist, then senior florist, went out freelancing, and now I'm the creative director of Flowers for Jane.

Across those 27 years, I've worked in 10 different floristry businesses—traditional shopfronts, online floristry, freelance design, and wholesale operations. Each business ran differently. Each had its own rhythm, challenges, and secrets to success.

That means I don't just know floristry from one perspective. I know what it's like to be the apprentice learning the basics, the florist doing the daily grind, the senior florist managing teams and complex orders, and the business owner making the tough commercial decisions. I've lived your entire potential career path—and I'm bringing all of it to this course.

Why This Changes Your Career Trajectory

Want to know what employers really look for when hiring? Curious about the jump from florist to senior florist? Wondering what it actually takes to run your own floristry business? Thinking about whether a shopfront suits you better than an online-only business, or if freelance life is your calling?

I've been inside them all—at every level. I know what it's really like—the profit margins, the pace, the client expectations, the daily realities, and crucially, what separates florists who advance from those who plateau. This course gives you the rare opportunity to understand the full landscape of floristry before you commit your career to just one path.

You'll learn the techniques, yes. But more importantly, you'll learn where and how those techniques get used in the real world, and what the industry looks like from an apprentice all the way to business owner.

Your Six-Week Industry Immersion

I've deliberately designed this course to give you a taste of everything florists actually do in their working lives:

Week 1: Bunches, Bouquets & Posies

The backbone of shopfront and online floristry. I'll teach you multiple construction methods that you'll use daily in any floristry business.

Week 2: Blooming Bowls & Ceramic Pots

Corporate work, events, and home styling. I'll show you the mechanics (foam, frogs, chicken wire) behind arrangements that last—crucial for flower delivery businesses.

Week 3: Wired for Beauty

Wedding season essentials. I'll teach you flower crowns, headbands, corsages, and buttonholes—the little fiddly skills that separate premium florists from the rest.

Week 4: Statement Vases

High-end design work. I'll guide you through sophisticated grouping techniques with botanicals like succulents, gumnuts, fresh fruit, and unexpected design elements that command premium prices.

Week 5: Wreaths of the Wild

Greenery, texture, interest, and beauty born from ancient tradition. I'll help you master the binding techniques used since Egyptian times—when lotus wreaths crowned royalty—through Greek and Roman garland-making, to today's stunning wreath designs.

Week 6: Elevate Your Table

The most creative and rewarding work in floristry. I'll teach you to design statement centerpieces and display pieces for receptions, ceremonies, and events—where your artistry becomes the focal point of unforgettable celebrations.

What Makes My Course Different

Every Perspective Covered: I've been the apprentice, the florist, the senior florist, and the business owner. I understand what you need to know at every stage of your career, whether you're working for others or yourself.

Real Industry Intel: I'll share how different business models work—from pricing strategies to workflow management, transportation logistics to budgeting realities.

Commercial Viability: I'll show you which designs sell, which ones don't, and why. You'll discover the difference between creating for love and creating for profit.

Practical Business Insights: I'll give you honest answers about working hours, physical demands, seasonal fluctuations, income expectations, and what it takes to progress from entry-level to running your own show.

Hands-On Technique: Each week you'll have a hands-on class where I'll teach you foundational skills every professional florist needs. You may choose to attend other classes we run for more practice.

Professional Portfolio Start: At the end of each workshop, we'll spend time photographing or videoing your work so you can showcase your range—your first portfolio pieces for job applications or going out on your own.

The Skills I'll Teach You

By the end of this course, you will have had a go at:

• Constructing arrangements using professional techniques and mechanics

• Selecting flowers based on seasonality, longevity, and commercial value

• Understanding the different pathways in the floristry industry

• Creating arrangements suitable for weddings, events, shopfront sales, and online delivery

• Identifying which floristry path suits your skills, personality, and lifestyle

• Speaking the language of the industry with genuine understanding

• Understanding what employers look for when filling a vacancy

Your Career Advantage

Most people enter floristry knowing little about the industry. After my course, you'll enter understanding the entire ecosystem—from apprentice to business owner, from shopfront to online, from daily arrangements to high-end wedding work. That's the advantage that gets you into the role that suits you best.

Whether you're eyeing your first apprenticeship, completing Certificate 3 in floristry full time, considering a role in an established florist, thinking about freelance wedding work, or dreaming of eventually launching your own floristry business, this course gives you the foundation and industry knowledge to choose wisely.

Ready to Test the Waters?

Six weeks. A complete career's worth of insight. Unlimited potential.

If you've been wondering whether floristry is your calling, this is how you find out—with your eyes wide open, your hands in the blooms, and a mentor who's walked every step of the path ahead of you.

Upon completion of all six weeks, you'll receive a personalised reference letter from me outlining the techniques you've been introduced to and the arrangements you've created—a valuable credential that shows potential employers you've had hands-on experience.

Miss a class due to illness? Join my makeup week. At the end of the six weeks, week 7 is set aside for those who need to make up a class.

Any questions? Feel free to email me at cassy@flowersforjane.com.au

Save $300 with Early bird prcing. Ending Valentines Day the 14th of Feb 2026. Floristry Course price after this date will be price $1100.

Book into Flowers for Jane's Six-week floristry course here