Marketing will never be easy, because as much as we like to categorize people in demographic buckets, people are individuals. Take a look at this post over at Garden Rant on Hort Couture. Some female gardeners think it's a cute concept, some aren't so hot on the idea. Some are even "completely insulted."
Hort Couture's marketing is obviously not for the gardener who likes to have her hands in the dirt. It's for the decorator who uses flowers. The gardener who likes to have her hands in the dirt doesn't really need to be marketed, I guess you could say.
I did just receive an email this morning, though, that Hort Couture has started a blog, so you can check that out and decide for yourself.