Juliana Grew Up in the Shop—Now She Runs It
Subscribe to the Podcast: Apple Podcast | Spotify
Image courtesy of Kelli Avila Photography
From Chopping Stems to Calling the Shots
In today’s BB Podcast episode (No. 140), we’re visiting with Juliana McWilliams, owner of Sweet Memories Flowers in Visalia, California. Julia grew up in her mother’s shop, where she began experimenting with floral design at just 11 years old—using leftover materials and eventually reverse-engineering corsages when customers began asking for them. What started as childhood curiosity evolved into a full-fledged career, as she eventually stepped into ownership of the shop herself. Rooted in family legacy and shaped by years of hands-on learning, Juliana has built a floral business that blends tradition with innovation. From navigating the challenges of COVID and shifting to a home studio, to reviving the retail shop with a simplified, intentional retail model—including her now-signature grab-and-go cooler—her story is one of evolution, resilience, and heart.
Join us as we chat with Juliana about:
- Learning floral design without YouTube (aka creative problem-solving as a kid!)
- The challenges and beauty of growing up in a family business
- Navigating the transition from daughter/employee to shop owner
- Taking bold steps during Covid-19 to help her business survive and return strong
- Developing a simplified retail model with a highly effective grab-and-go cooler
- The importance of community, mentorship, and continuing education
- Respecting traditional floral mechanics and learning from older generations
Image courtesy of Justice Film
Links mentioned in this episode:
Image courtesy of Aimee Sa Photography
Image courtesy of Aimee Sa Photography
Connect with Sweet Memories Flowers:
Image courtesy of Jen Rodriguez Photography
TODAY’S EPISODE IS BROUGHT TO YOU BY:
MADRID FLOWER SCHOOL
Want to study floral design in Europe? Madrid Flower School offers contemporary and traditional styles and techniques with 10 instructors. Check out the professional program which also includes photography, styling, and business essentials. Offered in both Spanish and English. And watch for the Annual Madrid Blooms Floral Design Congress (2026 speakers include September Studio, Putnam Flowers, Studio Lilo, Gregor Lersch, Blue Jasmine Floral, Victoria Clausen Floral Events, and Matagalán Plantae)!
Co-Hosts: Amy McGee (BB + Bloom Trust Co.) & Natalie Gill (Native Poppy)
BB Podcast Sound Engineer: Joel McGee
Music Written & Performed by: Landon McGee
If you enjoyed this episode, you might also enjoy hearing our interview with flower shop owner Anna Stouffer. Click here to listen.
Leave a Reply
Share your Thoughts:
Subscribe and stay connected
This site may contain copyrighted material the use of which has not always been specifically authorized by the copyright owner. It is being made available in an effort to provide educational information about all things related to floral design and production. It is believed that this constitutes a 'fair use' of any such copyrighted material as provided for in section 107 of the US Copyright Law. In accordance with Title 17 U.S.C. Section 107, the material on this site is available for viewing without profit to those who have an interest in reading or viewing the website information for educational purposes. If you wish to use copyrighted material from this site for purposes of your own that go beyond 'fair use', you must obtain permission from the copyright owner. If your copyrighted material appears on this web site and you disagree with our assessment that it constitutes "fair use," please contact us and we will remove it from our site.
Comments: