Nothing brightens a room up like a fresh bouquet. As a dining table centrepiece, on your dresser or in the living room, flowers bring colour and life to a space. It can get tricky though – how do you know the blooms you’re buying are fresh and aren’t going to droop the next day? New flower service Floraly wants to fix that quandary – and more about the industry.
According to Floraly, more than 40 million flowers wither in stores across Australia each year. The Sydney company, which was launched this year by Alec Ramsey and Stefan Muff, says the issue stems from the fact that a lot of the flowers just don’t get bought. Floraly bouquet designer Erin Finn adds, “Because physical shops need to keep a large amount of stock at all times, inevitably a lot of flowers die before being bought, ending up in the bin.”
So Floraly is introducing a farm-to-vase model that sees flowers cut only after an order has been placed. It says this model reduces flower waste from the industry standard of 30 per cent to about three per cent.
The company works directly with farmers across Australia, including East Coast Wildflowers in NSW, The Tulip Garden Nursery in Victoria and Robertson Flower Farm in Queensland. After you place your order, the flowers are picked, then packaged in an elegant hard letterbox to keep them safe until they arrive at your door, delivered by courier. (Recipients outside Sydney, the Central Coast, Newcastle, Wollongong, Melbourne and Brisbane will receive their packages via Australia Post Express.)
Floraly offers three types of arrangements: a seasonal pick, a more premium bouquet and a bunch featuring one flower variety. The company also offers a subscription service: for $130 each month, recipients will receive one bouquet created by the head florist.
Orders for Floraly’s full-sized bouquets start at $40. It offers free next-day delivery to Sydney, the NSW Central Coast, Newcastle, Wollongong, Melbourne and Brisbane.
This article first appeared on Broadsheet on July 5, 2019. Some details may have changed since publication.