Flowers Delivered Australia-Wide, Never From a Box

Family owned, Australia wide

Welcome to Lily's Florist

Our journey into flowers started 20 years ago when we bought a florist and gift shop in Kingscliff, NSW. We were a young family, I was 8 months pregnant, with a simple belief: that sending flowers should be a beautiful, personal experience. We learned early that a bunch of flowers can't be there in your place. What it can do is carry the fact that you wanted to be, and for the person on the other end, that is usually enough. Today, that small shop has grown into a community of over 800 of Australia's best florists, but our original promise to deliver your message with care remains at the heart of everything we do.

Our story

From a Florist Shop to Australia-Wide Delivery

We bought a florist and gift shop, planning to expand the gifts and just try flowers for a while before pushing harder into gifts, skincare, organic food, and baby products. Given I was pregnant at the time, that made sense. Our accountant's advice was blunt: don't buy it. Nineteen years on, they still do our books. The real turning point came when we started getting calls for deliveries to places like Pottsville, Taree, Murwillumbah, and Coffs Harbour, and we had to keep saying "no", thanks to a Yellow Pages advertisement the previous owner had taken out just before we took over. Turning away so many calls never felt right, and the penny dropped. What if we simply said "yes", took the order, then found a florist in that region who could help with it? It worked. Before the ecommerce boom, a lot of orders were done this way; they are commonly called "wire flowers". There is a longer version of this story, with some shop photos, here.

"What if we simply said 'yes', took the order, then found a florist in that region who could help?"

Our first flower shop, Kingscliff NSW, 2006.

Before the network, we did the local runs ourselves. One of them was Murwillumbah Hospital, Asha screaming in the back, 37 degrees, five minutes to get a bunch to reception and nowhere to park. We built the network so the flowers would already be in the town, not stuck in traffic behind a panicking parent.

After 3 years in the shop, we made a big change. We sold the shop and gifting business, moved into a home office in Pottsville, and went fully online with a national brand, Lily's Florist, focused on building our network one florist at a time. We hired our first employees, Anna and Will, both florists, and set out to create a community built on trust and a shared passion for quality. From 2009 to 2013 our network grew from a few partners to over 160, and since then to around 800 dotted all over Australia. In late 2013 our team moved to Armidale, and we are still based there now, 12 years on.