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BB+ Episode 18: LuAnn Dickson

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Headshot of LuAnn Dickson, owner of a floral ordering platform called EveryStem

TODAY’S GUEST: LuAnn Dickson | EveryStem | IG: @everystem_

TOPIC: Pricing & Ordering Flowers for Profitability

LuAnn Dickson was the owner and lead designer of Verbena Floral Design in Austin, TX from 2006 to 2018 before she ventured on to become a freelance floral designer and tech entrepreneur who helps floral designers minimize waste and maximize profits through her internet-based flower recipe platform, EveryStem

In this episode, we talk about pricing challenges commonly faced by floral designers and discuss some of the benefits of using LuAnn’s new software, EveryStem. Join us as we talk about:

  • How pricing with confidence and accurate ordering can lead to a financially sustainable business
  • Why frustrations with retail math can lead floral designers into a cycle of emotional pricing 
  • How her experience as a floral designer and retail business owner led her to build an online tool that ends the cycle of emotional pricing and hit-or-miss profitability
  • Why each designer needs to determine the markup that’s right for their floral business and how that leads to financial sustainability
  • How she recognized there was a lack of tools when it came to pricing and ordering in the floral industry 
  • The process of starting a software program that works the way florists think and helps designers make the best decisions for their individual businesses
  • Why we should make profitability a priority rather than an afterthought 
  • How using the right tools to price and order your flowers can end your fear of looking at your financials
  • The freedom you have as a creative artist when you use a program to assist you and do the math for you
  • How using a tool like EveryStem can help to build up your pricing muscles 
  • How EveryStem fits into the workflow of floral designers and helps them save time
  • How to feel confident that you are giving your clients maximum value while achieving your profit margin goals

EveryStem is an internet-based software program for floral designers. It streamlines the difficult process of pricing, recipe-building, and flower ordering. Floral designers use it to track their profitability on every event, prevent pricing errors, and avoid over-buying. 

Memberships are $24.99 a month or $249.99 a year accompanied by a 90-day money back guarantee. 





CLICK HERE to see what floral designers are saying about EveryStem

the founder of EveryStem floral ordering app standing in her kitchen surrounded by buckets and vases of flowers


LuAnn gifted a lucky BB Podcast listener with one annual membership to EveryStem. Winner was contacted and announced via Instagram on August 27, 2021.



Giveaway Rules (Giveaway Closed): 

  • Valid to US residents only, you must be over 18 years old to win.
  • Entries are open from August 23rd, 2021 until midnight Thursday, August 26th, 2021. After this date, no further entries are permitted. The promoter reserves the right to change the beginning or end date.
  • One grand prize winner.
  • Retail value $249.99.
  • Enter to win by providing your name, email address, business name, and IG handle at
  • One entry per person.
  • The winner will have one week to claim their prize. Membership sign-up window is August 28th to September 4th, 2021.
  • The free membership will expire one year after the winner’s sign up date.
  • Giveaway winner must follow the sign-up process and agree to the EveryStem Privacy Policy and Terms of Service to claim the prize and activate membership.
  • There is no entry fee and no purchase necessary to enter.
  • Winners will be picked at random with random name picker.
  • Winner will be notified via email and Instagram August 27th, 2021.
  • There is no monetary alternative.
  • Your Instagram profile must be public so we can verify entries.
  • This giveaway is not in any way endorsed, sponsored, or associated with Instagram.

Today’s episode is brought to you by:

Looking for floral resources you can trust and a safe place to ask questions? Check out the carefully vetted and curated resources available at Bloom Trust Co. 

Host: Amy McGee (Botanical Brouhaha)

BB+ Podcast Sound Engineer: Grayson McGee

Music Written & Performed by: Landon McGee

If you enjoyed this episode, you might also like our conversation with Alison Ellis ( about  Rental Pricing & Floral Markups.  Click here to listen.





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