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Florists by Blood. Business Coaches by Choice.

Floristry isn't just our business. It's in our blood.

Floristry isn’t just our business. It’s in our blood.

Three generations of our family have built their lives around flowers. It began with Great Granny Grace at The Willows, a country corner store in Victoria.

On 17 November 1971, Granny Grace and her daughter Treudie moved to Ballina and bought Summerland Florist. Treudie still owns the business today. Now, a fourth generation is beginning to show the same love of floristry.

The Roots of The Florist Coach

Granny Grace had an extraordinary love for plants and flowers. They were never simply decoration; they were her world.

Recognising her passion, our grandfather, Gordon, built a nursery behind their home. From that simple act of love and support, a business was born.

Gordon was a natural entrepreneur, successfully turning his hand to everything from tobacco farming and logging to ventures most people would never dare attempt. He had an instinct for opportunity and the courage to back himself.

It is no coincidence that The Florist Coach exists today. We are quite literally the combination of both legacies: Granny Grace’s deep love of flowers and Gordon’s drive to build something bigger.

Two legacies. One business.

Meet Granny Grace — A Life of Care and Flowers

Before floristry became part of the family legacy, Granny Grace was a nurse. Caring for others came naturally to her, and that same nurturing spirit was reflected in her extraordinary love of plants and flowers.

Granny Grace and her husband, Gordon, ran The Willows, a country corner store in Victoria. Recognising her passion, Gordon built a nursery behind the store, giving her love of flowers room to grow.

Granny Grace was more than the beginning of a florist business. She was the heart behind it—proof that care, passion and purpose can grow into a lasting legacy.

Meet Mum, Treudie — The Original Florist

On 17 November 1971, Treudie moved from Victoria to Ballina with Granny Grace and bought Summerland Florist. More than five decades later, she is still there.

Through early mornings, late nights, Valentine’s Day rushes and countless wedding seasons, Treudie has dedicated her life to her craft, her community and her customers. She did not simply operate a florist shop—she built a legacy.

The business came with an Interflora membership, which Treudie has maintained ever since. Summerland Florist later became Flowers in Paradise, reflecting her ability to evolve while remaining true to the business’s roots.

When her younger brother Bruce first suggested creating The Florist Coach, Treudie’s answer was simple: “No thanks. I’m happy in my shop.”

After more than five decades, she has earned the right to say that.

Meet Tiffany — The Florist Coach

Tiffany grew up in Summerland Florist. By five, she was sweeping floors and cleaning buckets. By seven, Treudie and Granny Grace were teaching her floristry. At seventeen, she stepped into management, helping give Treudie more time away from the daily demands of the shop.

When Tiffany’s sister, Alicia, joined the business, they engaged a business coach—and saw firsthand what the right guidance could achieve. The business expanded, the team grew and, at its peak, completing up to five or six weddings a weekend.

Tiffany later moved to Brisbane and spent twenty years with one of Australia’s largest florist wholesale sundry companies, building her sales territory from the ground up and from scratch. After starting her family, she moved into indoor sales and administration. Her daughter Grace, named after Great Granny Grace, is now beginning to show the same interest in floristry.

When her uncle Bruce approached her with the idea for The Florist Coach, Tiffany immediately recognised the opportunity to combine generations of industry experience with practical business coaching. In 2025, she left employment to focus on coaching florists full-time.

Today, her work is dedicated to helping florist business owners improve their profit, strengthen their systems and build businesses that do not depend on them every minute of the day.

Meet Uncle Bruce — Your No-Nonsense Business Coach

Bruce Frame is Treudie’s younger brother and Tiffany’s uncle. His career began as an electrician at Melbourne’s Tullamarine Airport, maintaining runway lighting.

He later built a successful career in the automotive industry, eventually becoming General Manager of a large international company. After deciding the corporate grind was no longer worth the cost, Bruce founded Bruce Frame Business Coaching in 2001.

Over more than twenty years, Bruce has helped more than 400 businesses grow and has mentored coaches developing specialist programs across industries, including hair and beauty. That experience has helped shape The Successful Florist BloomPrint into a coaching framework created specifically for florist business owners.

Bruce is known for his direct but supportive style. He cuts through excuses, challenges business owners to act and provides practical strategies they can implement.

Like his father, Gordon, Bruce has a talent for simple business advice that sticks. Some client favourites include:

“Throw mud at the wall and see what sticks.”

“Bite off as much as you can chew—then chew like buggery.”

“No plan is still a plan. It’s just a really bad plan.”

Florists by Blood.

Business Coaches by Choice.

Floristry isn't just our business.

It's in our blood.

Floristry isn’t just our business. It’s in our blood.

Three generations of our family have built their lives around flowers. It began with Great Granny Grace at The Willows, a country corner store in Victoria.

On 17 November 1971, Granny Grace and her daughter Treudie moved to Ballina and bought Summerland Florist. Treudie still owns the business today. Now, a fourth generation is beginning to show the same love of floristry.

The Roots of The Florist Coach

Granny Grace had an extraordinary love for plants and flowers. They were never simply decoration; they were her world.

Recognising her passion, our grandfather, Gordon, built a nursery behind their home. From that simple act of love and support, a business was born.

Gordon was a natural entrepreneur, successfully turning his hand to everything from tobacco farming and logging to ventures most people would never dare attempt. He had an instinct for opportunity and the courage to back himself.

The Florist Coach is the natural continuation of those two legacies. We are quite literally the combination of both legacies: Granny Grace’s deep love of flowers and Gordon’s drive to build something bigger.

Two legacies. One business.

Meet Granny Grace — A Life of Care and Flowers

Before floristry became part of the family legacy, Granny Grace was a nurse. Caring for others came naturally to her, and that same nurturing spirit was reflected in her extraordinary love of plants and flowers.

Granny Grace and her husband, Gordon, ran The Willows, a country corner store in Myrtleford, in Victoria’s High Country.. Recognising her passion, Gordon built a nursery behind the store, giving her love of flowers room to grow.

Granny Grace was more than the beginning of a florist business. She was the heart behind it—proof that care, passion and purpose can grow into a lasting legacy.

Meet Mum, Treudie — The Original Florist

On 17 November 1971, Treudie moved from Victoria to Ballina with Granny Grace and bought Summerland Florist. More than five decades later, she is still there.

Through early mornings, late nights, Valentine’s Day rushes and countless wedding seasons, Treudie has dedicated her life to her craft, her community and her customers. She did not simply operate a florist shop—she built a legacy.

The business came with an Interflora membership, which Treudie has maintained ever since. Summerland Florist later became Flowers in Paradise, reflecting her ability to evolve while remaining true to the business’s roots.

When her younger brother Bruce first suggested creating The Florist Coach, Treudie’s answer was simple: “No thanks. I’m happy in my shop.”

After more than five decades, she has earned the right to say that.

Meet Tiffany — The Florist Coach

Tiffany grew up in Summerland Florist. By five, she was sweeping floors and cleaning buckets. By seven, Treudie and Granny Grace were teaching her floristry. At seventeen, she stepped into management, helping give Treudie more time away from the daily demands of the shop.

When Tiffany’s sister, Alicia, joined the business, they engaged a business coach—and saw firsthand what the right guidance could achieve. The business expanded, the team grew and, at its peak, completing up to five or six weddings a weekend.

Tiffany later moved to Brisbane and spent twenty years with one of Australia’s largest florist wholesale sundry companies, building her sales territory from the ground up and from scratch. After starting her family, she moved into indoor sales and administration. Her daughter Grace, named after Great Granny Grace, is now beginning to show the same interest in floristry.

When her uncle Bruce approached her with the idea for The Florist Coach, Tiffany immediately recognised the opportunity to combine generations of industry experience with practical business coaching. In 2025, she left employment to focus on coaching florists full-time.

Today, her work is dedicated to helping florist business owners improve their profit, strengthen their systems and build businesses that do not depend on them every minute of the day.

Meet Uncle Bruce — Your No-Nonsense Business Coach

Bruce Frame is Treudie’s younger brother and Tiffany’s uncle. His career began as an electrician at Melbourne’s Tullamarine Airport, maintaining runway lighting.

He later built a successful career in the automotive industry, eventually becoming General Manager of a large international company. After deciding the corporate grind was no longer worth the cost, Bruce founded Bruce Frame Business Coaching in 2001.

Over more than twenty years, Bruce has helped more than 400 businesses grow and has mentored coaches developing specialist programs across industries, including hair and beauty. That experience has helped shape The Successful Florist BloomPrint into a coaching framework created specifically for florist business owners.

Bruce is known for his direct but supportive style. He cuts through excuses, challenges business owners to act and provides practical strategies they can implement.

Like his father, Gordon, Bruce has a talent for simple business advice that sticks. Some client favourites include:

“Throw mud at the wall and see what sticks.”

“Bite off as much as you can chew—then chew like buggery.”

“No plan is still a plan. It’s just a really bad plan.”

Our Mission

At The Florist Coach, our mission is to help florist business owners build more profitable, sustainable businesses that give them more time, financial freedom and enjoyment.

Through practical education, clear strategy and genuine accountability, we help florists move beyond constant overwhelm and build businesses that support the lives they want to lead.