Blooming on Her Own Terms: How Jess is Redefining Farming and Floristry
Breaking the Mold
For a long time, Jess Connor thought she had to show up a certain way to be taken seriously in farming and business. Even in the most supportive spaces—like The Farm, where women growers often outnumber men—farming life can still feel like a boys’ club. She felt the pressure to work harder, toughen up, and fit into an idea of what a grower shouldbe.
"But here’s what I know now," says Jess. "I don’t need to fit in. I need to trust my gut and lead in my own way. My strength isn’t in following the traditional mold—it’s in breaking it."
For Jess, growing flowers is just one part of a bigger journey. It’s about shifting perspectives, challenging outdated ways of thinking, and proving that success in farming isn’t just about hard work—it’s about working with the land, trusting the process, and bringing creativity and care into every step.
Farming, Differently
Poppy & Fern isn’t just a flower farm—it’s a return to thoughtful growing. Every bloom Jess plants or designs with is grown on-site at The Farm or sourced from nearby growers, keeping things seasonal, local, and deeply connected to the land.
"I never set out to build an all-female team," she admits. "Yet here we are, and I wouldn’t have it any other way."
The way she farms and designs reflects the way she leads—with thoughtfulness and intention. By rejecting floral foam, single-use plastics, and wasteful design practices, she’s proving that floristry can be both beautiful and sustainable. And through her courses at the Byron Bay Flower School, she’s passing that knowledge on—empowering others to do the same.
Cultivating More Than Flowers
Jess isn’t just growing flowers; she’s growing confidence in those who, like her, may have once questioned their place in the industry. Her flower school has become a gateway for more people to step into agriculture and floristry on their own terms.
"So many people come to my classes thinking they need to know it all before they start. But that’s the thing—you don’t. You just have to start."
By sharing her knowledge openly, she’s shifting the culture of farming and floristry from competition to collaboration. The students who leave her courses don’t just walk away with new skills—they walk away with the confidence to create, to grow, and to step into this industry on their own terms.
Women in Farming: The Next Chapter
At The Farm, we’re lucky to work alongside women who are shaping the future of food and farming in their own way.
Venetia turns locally grown bananas into Baynana chips, tackling food waste with a simple but clever idea.
Katerina, through Byron Fermentary, brings age-old fermentation techniques into modern kitchens, creating probiotic-rich foods that celebrate both tradition and health.
Flavia stewards the Food Forest, proving that working with nature—not against it—can regenerate land and produce abundance.
Lynette, from Greens at The Farm, is out there every week, making sure fresh, locally grown produce reaches markets and tables across the region.
This International Women’s Day, we celebrate the women shaping the future of farming—here at The Farm and beyond. Their work is a reminder that agriculture is always evolving, driven by those who aren’t afraid to get their hands in the soil and make change happen.
The future of farming is diverse, thoughtful, and full of possibility—and we’re proud to grow alongside it.