Case Study: Team Flower achieves global, sustainable membership growth with Memberful

How Team Flower planted their success in people

Team Flower, founded by floral designer and educator Kelly Perry and her husband Jesse, is a worldwide community and education platform for professional florists that grew out of their studio, Philosophy Flowers. They sell online courses, run in-person events, produce podcasts and tutorials, and publish a weekly blog. Their challenge was that early growth depended heavily on Facebook advertising, which became saturated and produced lower-quality leads, forcing them to find a more sustainable, high-conversion approach for their membership model.

Their solution was to diversify strategies, play the long game, and treat customers as individuals: conducting deep, frequent surveys to learn real needs, combining an engaged online community with regular in-person events, and prioritizing quality over raw numbers. That approach drove organic growth—today their emails reach all 50 states and 98 countries and serve thousands of members—improving conversion, deepening customer relationships, and enabling a profitable, sustainable business built on a core of highly engaged members.

Team Flower

Kelly Perry

Floral Designer and Educator