From corporate finance to flourishing floristry: Business marks a decade of floral delight

Daily Blooms is celebrating its 10th anniversary, marking a decade of spreading joy through flowers across Geelong and Melbourne.

Founded in 2014 by Courtney Ray, Daily Blooms revolutionised the flower delivery industry with its innovative approach and commitment to freshness and beauty.

Courtney quit her corporate career and embarked on a new journey in the world of floristry with little experience but a clear vision.

Daily Blooms introduced a pioneering business model featuring a daily rotating selection of curated bouquets, available for same-day delivery.

“Unlike traditional florists that might have flowers sitting in the shop window for days, we solved the inventory dilemma by offering a daily bouquet,” Courtney said.

“When we’ve run out, that’s it. With zero waste, we can offer competitive pricing and ensure our customers know they’re getting the freshest flowers, every single day.”

Daily Blooms have recently introduced their beautiful for longer promise, taking their commitment to freshness one step further.

“This means if you aren’t 100 per cent happy with your flowers or you don’t think they are as beautiful and fresh as they should be, we will send you a replacement bouquet – no questions asked,” she said.

Over the past decade, Daily Blooms has achieved several milestones, including reaching 1,000 orders per day, expanding operations to Sydney, Perth and soon Brisbane.

However, Courtney finds the most fulfilment in the heartfelt feedback from recipients, knowing that her business fosters emotional connections in times of both hardship and celebration.

“It’s just so lovely to hear feedback from someone that might have been having a bad day but then they received our flowers and it totally turned that around,” she said.

“They might have lost their job, lost their dream house at an auction, received some bad news, found out a relative is sick — anything that life throws at us, really.”

“Something so simple but special (like a surprise bouquet of flowers) can bring some joy to the everyday.”

“It could be the other end of the spectrum: an engagement, wedding, birth of a child, or high school graduation, people want to celebrate the happy moments in life.”

Continuously striving to minimise Daily Blooms’ environmental footprint, Courtney and her team use locally grown flowers wherever possible, ensure all packaging from the signature Daily Blooms is compostable from wrapping to rubber bands, and offers a carbon offset option for all deliveries at checkout.

Today, Daily Blooms is a fully-fledged gifting platform, with big plans to increase their delivery radius to Australia-wide.

“When you send a Daily Blooms bouquet or gift, you are sending a display of affection: a message of love, thanks, friendship, condolence or even a ‘just because’ gesture,” Courtney said.
“Every time someone receives one of our bouquets, they know that someone is thinking about them. That’s our job done.”

Head to dailyblooms.com.au for more.