ABOUT

You're not broke—you're just undercharging

Profit isn’t optional, friend, it’s the whole floral point.

Feeling like a fraud?

You don’t need more free tips—you need real training that builds confidence and skill.

You’re not a one-woman flower factory

Burnout isn’t a business plan Time to change that.

I'M DARLENE .

Hi, I’m Darlene—wife, mom, entrepreneur, award-winning floral designer, and founder of Petal Academy. With over 30 years in the floral industry, you’d think I had it all figured out. Nope! Even with 15+ years of experience, I nearly quit after opening my studio—I knew flowers, but I didn’t take the business part seriously. That overwhelm? Real. But after investing thousands into business and design training across New York, the Netherlands, and the U.S., everything changed. Now, I’m on a mission to help florists be fearless with flowers and build joyful, profitable businesses—without burning out. Let’s Learn Create & bloom, together.

– Darlene

MY STORY

My floral journey began at age five when I “helped” my mom by cutting every tulip in her garden to make my very first bouquet. (She wasn’t thrilled… but I was hooked.)

After over 30 years in the floral industry, one thing is clear: beautiful design alone isn’t enough to build a thriving business.

I trained in New York, the Netherlands, and across the U.S., learning from world-renowned floral designers. I graduated with honours from Humber College, won awards, and continually invested in my craft. But even with 15+ years of experience, when I opened my own studio—I struggled.

I knew how to design, but I didn’t understand the business side. Pricing, profit, and burnout nearly made me walk away.

That’s when I invested in creative financial mentors and business coaching that changed everything. I finally learned how to build a business that worked with my passion, not against it.

I started Petal Academy to teach florists what I wish I had known sooner: how to feel confident in your skills and your pricing.

Because floristry should be joyful—and profitable.

When we first started out in the floral business- Darlene was one of the most important supporters that we had. Her wealth of knowledge and networking absolutely made a difference in how we could be successful in our first year. She walked alongside us, guided us and answered EVERY question that we could think of. From the small details of design to the big picture vision for business - she was so great. We are VERY grateful for the time she gave to us and her wealth of knowledge was so invaluable."

Peony & Posy Floral

"Darlene is a talented floral artist. Her passion to teach and share her knowledge of all things floral shines through"