Gathered and Styled: A Comprehensive Business and Design Course for Wedding Florists

Are you starting out as a wedding florist or growing your part-time business?

Discover the secrets to building a thriving floral studio and becoming a successful designer. Build confidence in your brand of beauty, and eliminate the stress of finding clients and buying flowers.

Are you a retail florist looking to break into the event world?

Learn how to professionally manage clients and their expectations, even if you are just starting out in wedding work. Create industry relationships that pay off, and crush day-of execution, from delivery to clean up.

Are you an established wedding florist looking to up your game?

Master the latest techniques and reboot your creativity so that you never get bored designing again. Learn to create unique personal flowers and large installations with high ROI, like chuppah, arches, and floral trees.

Hi, I'm Holly!

I am the creative visionary and designer behind Holly Heider Chapple Flowers. I am also an inventor, and my "egg" and "pillow" product line with Syndicate is changing the industry. But I'm most proud of my accomplishments as "the Flower Mama," a title given to me by my students. As a leader in the florist industry, I have taught floral design around the world and throughout the USA. I am known as an instructor for my practical knowledge, gained during my 28 years of wedding and event experience, and for my passion for helping my students and empowering anyone who wants to be a successful florist. Including you.

As a mother of seven who started her business in her kitchen, and as a designer who has worked on trendsetting weddings and in the White House, I'm excited to invite you, wherever you are in your floral journey, to enroll in our life-changing course. I want to educate everyone who wants to work in this industry, but I can only reach so many students in person. That's why I filmed Gathered and Styled, so we could learn together, wherever you are in the world.

I'm ready to enroll!

What Holly's students have to say about Gathered and Styled

"I absolutely LOVE Gathered + Styled. Holly and Evan filled this course to the brim with the most valuable and pertinent information possible. They take you behind the scenes of their business and share EVERYTHING about how they work with their clients and run their business--all the while teaching it in a way that is comfortable and lighthearted, like sitting down for coffee with friends. Gathered + Styled is worth its weight in gold. I've been in the business for close to 20 years and learned so much from the course! "

Tiffany Landuyt
Studio Bloom Iowa

"I love, love, love Holly’s design aesthetic. But even more importantly, I love that Holly (particularly on Instagram) often talks about staying true to ourselves. When we start out it is easy to fall into the trap of trying to mimic another designer’s work instead of learning to improve on our own aesthetic. Can’t tell you how impactful her message is and how much that has helped me as I have built my own reputation (albeit on a very small scale!)."

Karen Pritchard
Meeting House Gardens

"I REALLY had a hard time deciding on whether or not to purchase the course because I was afraid. Afraid that I wouldn't get enough out of it to justify the cost. Afraid it was geared mainly towards new event florists and I would be retreading old territory. Afraid that I would be wasting money that frankly I don't have too much of to lose. Then I listened and watched. SO much information and it was just the first section. It was perfect. Methodical and sensible and professional advice from a true business person speaking directly to me. I have run a successful retail florist for 10 years and had finally decided that I wanted to grow and make profitable my event work. Time management and profitability has always been challenging, and so much of what you shared in the course speaks directly to that. "

Allison Schrade
Bantam & Bloom Farms

"I'm so glad I invested in the online course! It's given me confidence and been a source of inspiration!! Holly is a flower hero and shares her knowledge graciously. I sing her praises to every designer I meet. I would love to see universities teaching floral design incorporate this into their curriculum! I'm not sure I've ever had such a thorough explanation on the value of our services and how to price accordingly. Kudos for raising the bar!! "

Elycia Feldman
Wild Blossoms Studio

"The cost held me back, but then when I thought of how much Holly was giving, I didn't think I could find anyway of gaining all that knowledge for twice the price. That is what made me able to take the leap! And I loved all the classes! I love how Evan and Holly do it in interview style and the banter they have."

Troy Villager
T Villager Designs

Gathered and Styled: A Comprehensive Business and Design Course for Wedding Florists

Gathered and Styled is broken down into 16 lessons, including 8 hours of video content, supplemental notes, checklists, and recipes. Plus, Holly's husband Evan provides complete specs for large installations like chuppah and arches, among others.

Lesson 1: Building the Business

In this lesson, you'll discover the model for growing a profitable and long-lasting business. Become financially stable--even in lean times.

  • 25 min video lecture
  • Lesson 1 PDF


Lesson 2: Building the Team & Industry Relationships

In this lesson, you'll learn how to build the right team for your brand and befriend vendors that value your business.

Lesson 3: Portfolio Building & Marketing

In this lesson, you'll learn how to create a strong portfolio and get your brand out there with social media.

  • 36 min video lecture
  • Lesson 3 PDF

Lesson 4: Client Management

In this lesson, you'll gain confidence needed to speak with clients and determine if they are right for you.

  • 15 min video lecture
  • Lesson 4 PDF
  • Welcome Letter PDF
  • Event Design Welcome Letter PDF

Lesson 5: The Client Consultation

In this lesson, you'll master strategies in upselling and maximizing value, for both you and your customer.

  • 31 min video lecture
  • Lesson 5 PDF
  • Bouquet Shapes PDF
  • Flower Colors PDF
  • Contract Template PDF

Lesson 6: The Contract

In this lesson, you'll prepare client contracts that price fairly for your labor and protect you with terms and conditions.

  • 39 min video lecture
  • Lesson 6 PDF
  • Contract Terms & Conditions PDF

Lesson 7: The Final Consultation & Recipe Writing

In this lesson, you'll finalize the designs, and flowers, needed.

  • 19 min video lecture
  • Lesson 7 PDF
  • Production Contract PDF
  • Sample Flower Order PDF

Lesson 8: Our Daily Process

In this lesson, you'll master the Monday-Saturday schedule of every wedding week.

  • 28 min video lecture
  • Lesson 8 PDF
  • Daily Procedures PDF
  • Supplies Checklist PDF
  • Doctor Bucket Checklist PDF
  • Processing Guide PDF

Lesson 9: The Wedding Day

In this lesson, you'll get prepped and ready to go for the big day. No one is prepared for everything could go wrong, but this will get you as close as possible.

  • 21 min video lecture
  • Lesson 9 PDF
  • Event Run Sheet PDF

Lesson 10: Cascading Bridal Bouquet

In this lesson, you'll watch Holly demonstrate how to build one of her world-renowned cascading bouquets.

  • 47 min video demonstration
  • Lesson 10 PDF

Lesson 11: Bridesmaid Bouquet & Personal Flowers

In this lesson, you'll discover how to differentiate the maids' bouquets from the bride's, and how to profit on personals, like bouts and corsages.

  • 49 min video demonstration
  • Lesson 11 PDF

Lesson 12: Designing with the Pillow

In this lesson, you'll see the benefits of working with the "pillow" (#foamfree container) from the designer who invented it.

Lesson 13: More Pillow Uses & Fall Flowers Grown at Hope

In this lesson, you'll discover more uses for the pillow and how to use beautiful fall flowers from the farm.

  • 12 min video demonstration
  • Lesson 13 PDF

Lesson 14: Elevated Floating Design

In this lesson, you'll create a design with that overhead "hanging arrangement" look, even when you have nothing to hang from!

  • 28 min video demonstration
  • Lesson 14 PDF

Lesson 15: Large Scale Tree Installation

In this lesson, you'll learn the mechanics and techniques to stun guests with a tabletop tree design. WOW them with that first look.

  • 25 min video demonstration
  • Lesson 15 PDF

Lesson 16: Large Scale Installations

In this lesson, you'll uncover the secrets to engineering large-scale installations like chuppahs and arches on a budget.

  • 16 min video demonstration
  • Lesson 16 PDF
  • Birch Chuppah/Arch PDF

Bonus feature of enrollment!

In addition to the expansive course content detailed above, enrollees also receive free access to our online community of floral education, Greenhouse.

Learn and grow in Greenhouse!

Greenhouse is an online community where Holly and her team will give you a behind-the-scenes look at the beauty and, yes, the chaos of the flower business. Greenhouse includes:

  • Near-daily educational content and discussion topics about Flowers/Growing, Business/Marketing, or Design/Delivery.
  • Resources that will help you and your business grow.
  • Early bird and discounted access to our exclusive educational opportunities and retreats that typically sell out, such as Flowerstock and Chapel Designers conferences.

Greenhouse is a $10 monthly subscription service, but Gathered & Styled students have lifetime, free access.

Gathered and Styled: A Comprehensive Business and Design Course for Wedding Florists

Purchase lifetime access to course content:

Sale price $1399!


Frequently Asked Questions

That's a great question.

COVID-19 has had a huge impact on the wedding and event industry. As if the weddings and events being cancelled themselves wasn't devastating enough, so too have countless education opportunities for people working in this industry.
We had to cancel Chapel Designers conferences and workshops scheduled around the world and at our farm. As educators, the impact on our business was worrisome, but we were more concerned about what it meant for our students: how could they continue to learn and grow as professionals without access to teachers or the hands-on training of doing event work?
We had a potential answer to that question in Gathered & Styled. After all, we filmed the course precisely for people who couldn't study with us in person (which, when coronavirus struck, happened to be everyone).
But it just felt inappropriate on some level. How could we expect people, who we knew were feeling a pinch like us, to make an investment in education right now? We saw a boom in online education offerings immediately after the world shut down and, to be frank, some of the marketing made us feel queasy. It seemed to be ignoring the seriousness of the moment.
Three things have happened since April that have changed our perspective, though.
First, someone asked about the course. Then two more. Then several more after that. It turned out more people had been waiting for us to open enrollment again than we knew. And many of these people felt like now was precisely the time to study and grow; after all, they suddenly had all the time in the world to do so!
Second, we saw our business survive--specifically because of the practices and design smarts we teach in Gathered & Styled. When we filmed the content of the course, we never could have anticipated COVID-19 or its impact...and, yet, the foundation of our business, built in a pre-coronavirus world, is exactly what's helping us pivot and survive in it. We're proud of our education and more impassioned about sharing it than ever before.
Third, we have HOPE that weddings and events will happen again soon, and we can help you be ready to deliver for those returning clients.

Yes! The course is designed so you can learn at your own pace. You have access to the course through your online student portal, and you can go in and out at your leisure. We filmed this online course so we could help people who don't have time to travel to in person workshops.

Once you view all of the course content, we are happy to provide such a certificate on request. We know that some employers or education-based grants require certificates or other documentation, and we are happy to work with you to provide whatever you need.

Forever. Purchasers have lifetime access to the course content through their online learning portal on Kajabi.

If we edit content or add new content to the course in the future, you will automatically gain access to it.


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