Ellen Frost Visits for Open Farm Day

Republished with permission from author Ellen Frost.

I first met Lisa Mason Ziegler of The Gardener's Workshop after a presentation I made at the ASCFG national conference. I definitely knew who she was before she approached me. Lisa was one of the most flower-famous people in attendance. She had just published her book Cool Flowers. It was a big deal. She told me she was impressed with the creative events at my shop (Bloom Battle, Mystery Arrangement, Book Club). I was flower star-struck.

Lisa started her mentoring right away: She recommended I write a book. Well that hasn't happened (at least not yet), but we kept in touch and caught up at ASCFG events. Lisa became my ASCFG regional director, and I learned more about her farm, business and media initiatives through her column in Cut Flower Quarterly, a publication for members.

Lisa was building a vast audience through social capital. She had online rizz. Her followers knew, liked and trusted her through her success as a farmer, author and teacher. Her media catalog was growing with more books and her online classes. She started to recruit other subject matter experts to deliver content on her platform.

My friend, and flower OG, Dave Dowling was her first target. Lisa recognized his deep flower farming knowledge and the potential to create a valuable asset. Lisa's team recorded, packaged and delivered the expert knowledge Dave acquired over his career. The course is a huge success. It wasn't long before Lisa tapped Jennie Love, of Love 'n Fresh Flowers, for her expertise in design and wedding floral services. After Jennie, it turned out that I was next on Lisa's list.

I've created two online courses for The Gardener's Workshop. The first is called Growing Your Business with Local Flower Sourcing. The second is called Preparing to Sell to Florists. Both are based on my 15+ years of experience as a florist sourcing flowers from local growers.

In June I traveled to Lisa's farm in Newport News, VA for the third year to participate in her Open Farm Day. This is the annual event when Lisa opens her farm and warehouse to visitors. I did four different design demos in the warehouse, the topics were:

• Mason Jar Floral Design: Summer Edition

• Zinnias: The Secret to Stunning Centerpieces

• The Art of Dried Flower Bouquets: A Beginners Guide

• Hand-Tied Bouquets for Every Occasion

I recorded the Mason Jar Design demonstration, please enjoy!