I've had some experience with collecting coleus seeds, and it's actually quite rewarding! You're right that the seeds come from the flowers. The key is to let the flowers fully mature and dry on the plant, which usually means waiting until they turn brown and start to look a bit crispy. That's the best time to collect them.
When the flower heads are ready, gently pinch them off and place them in a paper bag. This lets them further dry and ensures that any seeds that fall out are easily collected. I usually keep them in the bag for a week or so to make sure they're really dry, which helps prevent mold during storage.
Before storing, you'll want to separate the seeds from the flower debris by lightly rolling the flower heads between your fingers. Once you've got the seeds, keep them in a cool, dry place like an airtight container with some silica gel packs if you have them.
It's been a great way to ensure a steady supply of coleus year after year. Plus, collecting seeds feels like a fun little victory at the end of the growing season!