The Patchwork narrative
Case Studies
How Katelyn Werner Exited Wedding Floral & Stitched Together a New Creative Vision
Katelyn Werner, founder of Field and Hand Floral, built her reputation creating lush, emotional florals for weddings.
But by 2025, the fire had gone out. Her calendar was nearly empty, and instead of panic, she felt relief. The question became: what’s next?
The Season She Invested
The Meet Cute <3
Katelyn stepped into coaching during a season that was equal parts exhaustion and possibility. Years of wedding work had left her overwhelmed and burned out (a feeling I could deeply relate to).
Her 2025 calendar was nearly empty, an unusual reality for a florist, but one that brought more relief than fear. Layered on top of that were financial pressures and the stress of a looming house hunt, all while she had no clear sense of how to transition into new offerings.
What she craved most wasn’t another quick fix, but the consistency, confidence, and courage to reimagine her business from the ground up.
We’d already built a rapport through in the DMs, but after I zeroed in on Katelyn during a group mastermind session, we both knew the timing was right. Katelyn was one of the first creatives I had ever pitched for business coaching, and despite not knowing each other very well, she knew she needed someone in her corner who could hold the big-picture vision and the day-to-day accountability.
“I went from being in a pit unsure of a way out, to finding so many resources within the dirt walls to build a ladder—nay, a SPIRAL STAIRCASE—to get myself out, along with an amazing story to tell.”
“Your excitement about where I wanted to move my business was so encouraging, and I knew that having someone deeply in my corner was exactly what I needed.”
The PATCHWORK NARRATIVE
What we did together:
Rather than chase one “perfect” pivot, we leaned into Katelyn’s natural gift for patchwork storytelling: Weaving together endings, beginnings, and the in-between. What are fields if not very (very) big patches of grass?!
- Crafted messaging for a graceful exit from weddings
- Relaunched Instagram with captions + visuals that embraced imperfection
- Introduced accountability systems + deadlines for consistency
- Built visibility through vulnerability as a brand pillar
LAUNCHING WHAT'S NEXT
“Talking things out with you was like driving over those little speed boosts in Mario Kart.”
Our coaching container gave Katelyn both structure and freedom; The scaffolding to experiment without fear of collapse. Her vision wasn’t to “replace” weddings, but to open space for creative offerings yet to be dreamed.
- Publicly announced her exit from weddings (and went viral doing it!)
- Developed an Instagram rhythm that felt natural and aligned
- Experimented beyond the wedding world: Pitching and creating offers that connected her floral artistry to new, non-wedding opportunities.
- Built the mindset + confidence to launch new ventures…including a brand new podcast that weaves all of the stories of motherhood and entrepreneurship: The Patchwork Narrative.
““The things I got done while working with Heather for 4 months probably would have taken me a whole year—if I even did them at all.”
REFLECTIONS
Katelyn left weddings behind without leaving herself behind. She’s now crafting her business as a living patchwork—stitched from intuition, vulnerability, and vision. Coaching didn’t hand her a linear map. It gave her a quilt to wrap herself in while she builds what’s next.
Field and Hand is no longer defined by weddings, but by Katelyn’s evolving narrative: bold, vulnerable, and uniquely her own.
