Ex Sydney advertising exec Sarah Regan trades meetings for flowers launching new company Little Flowers based on a concept by Idea Gallery
Founded by ex-advertising executive, Sarah Regan, Little Flowers is a new kind of flower company which has just launched its brand in partnership with Idea Gallery.
Little Flowers offers just the one (and best) bunch of flowers fresh from the markets each day, and as a result the company has created a better, more affordable way of sending flowers. Now people can send a fresher, slightly smaller bunch of flowers in Sydney for just $25, and that includes delivery. The aim was to make flower giving more accessible, allowing more people to send flowers, just because it’s a nice thing to do.
Each day the fresh new bunch is posted on the website, Facebook, Instagram and Twitter and the crowd is notified when the flowers have been sold out – usually within hours.
Regan has spent the last 12 years in top London and Sydney agencies and was keen to trade her 9am client meetings for 5am flower meetings with her team at the markets.
When approached by Idea Gallery she jumped at the chance to bring the idea to life. Idea Gallery then worked with the Little Flowers team to create the branding, website and social platforms.
Says Regan: “I loved the idea from the start, sending flowers is all about the gesture not the size or type. We’re making it easier to send flowers again and that’s a good thing.”
Retaining a small part of every company or idea they’re involved in allows Idea Gallery to maintain a revenue model where their client’s success is their success.
Says Benjamin Sampson, Idea Gallery co-founder: “The world is looking for innovation and many categories are prime, it doesn’t have to be a technical innovation, just a simple human one and Sarah has brought this idea to life amazingly well.”
7 Comments
I’ve used Little Flowers and can vouch for how awesome their service is! BEAUTIFUL blooms beautifully arranged 🙂
This will kill it. The type of idea that releases you from the shackles of an industry that gives back very little for all your hard work. Congrats!
Awesome, love it. Very jealous.
I love innovation in the floral industry, but am concerned with the pricing as a point of difference. Sending flowers is a gesture and, if this brand gains any traction, the gesture will be seen as token.
I own a florist that designs exclusively for weddings, so my experience is relevant yet not identical, and I know one of the biggest undertakings with our business is logistics. As mass business model may end up costing you more than you think.
If you can breach the ‘kitsch’ style of most florists in Australia with your brand, you are on a winner – but why discredit your designs with a bargain price? Your target market will be people who appreciate your efforts to break the Inteflora (very average and suburban) standard of delivered flowers, so why limit yourself to trying to make a profit off a $25 bunch of flowers delivered?? Your product is niche, not mass, and I believe you would sell just as many bunches of flowers for $80 or $150 per bunch, with more scope for design, a much better product, and a much higher value gift, than an average bunch of flowers at $25.
Look forward to following your progress and wishing you all the best!
I hear what Cam B says, but frequently find the cost of flowers so exorbitant that I choose not to send them at all. Why pay $100 for a gift that has a lifespan of only a few days? It makes more sense to convert that $100 into some other non-floral gift with longevity. At least at $25 you feel the price matches the purchase. I don’t mean to discredit the amazing artistry and talent of some specialist florists, but from a purely objective standpoint, a. $25 investment is something I would be likely to take up much more frequently.
Whether it’s roaring success, or not, I have huge respect for anyone with the guts to open their own business. Australia needs more people like Sarah Regan.
Luv it. Gonna use it. Wish I was doing something like it.