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Blossoming business success: The Edible Blooms story

Blossoming business success: The Edible Blooms story

Australian brand Edible Blooms has landed at Workspace and their novel chocolate flower arrangements are taking the UK by storm. Find out how the sister duo is spreading the love this Valentine's Day – one heart-shaped bud at a time.

Nothing says I love you like a bouquet of edible flowers, right? What if you could gift your loved one flowers that never died? Abbey Baker and her sister Kelly Jamieson have created just the answer: chocolate bouquets to suit all tastes – literally.

Now their brainchild, the award-winning Edible Blooms sells everything from bunches of Ferrero Rochers and chocolate-filled Christmas Trees, to flower pots sprouting Champagne bottles direct to consumers through their online store.

The business venture was born in Australia and hit $1 million in its first full financial year with an Edible Blooms product being delivered every two minutes in Australia and New Zealand. Now its global footprint includes offices in Switzerland and London (Workspace's Morie Street Studios in Wandsworth).

"We love celebrating and giving in our family so the chance to create joy for others was something my sister and I jumped at." says Abbey. "Every day our delicious gifts create moments of joy as they arrive on doorsteps and workplaces around the UK, Europe, Australia and New Zealand."

"The perfect romantic gift is flowers and chocolates so we deliver it in one," she says. "This year, especially for Valentine's Day, we have stunning red rose chocolate bouquets that were created in collaboration with the Instagram paper atelier, Amanda May. Underneath the rose petals are the five languages of love... very romantic!"

"We also love the chance to personalise our gifts for our corporate clients with their branding for product launches, celebrations and business events through the year," she says.

2017 was a big year for the business. As well as being named the number one online florist for Australia by Canstar, they opened their first offices in London and Geneva. 

"We discovered Workspace when we were looking to open our first London location. We loved the flexibility and central location of Workspace and it’s great to be part of the family of exciting businesses," says Abbey.

The sisters both embarked on working holidays in the UK in their early 20s and loved it, but establishing a brand here was an exciting new adventure. They thought carefully about honing their offering and messaging to fit a UK audience. Now they deliver all over Europe, including Barcelona, Paris and Italy.

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With a much more concentrated population in Europe than Australia, the company has been able to benefit from greater flexibility in the delivery process. "We're currently a team of five in London but we’ll be hiring new team members to help us with busy Valentines production!" says Abbey.

It seems there are always interesting projects and product developments in the Edible Blooms pipeline. "Our red roses sharing the 5 languages of love is definitely a team favourite that we are releasing for Valentine’s 2020," says Abbey. Keep your eyes peeled for your dose of edible flowers this Valentine’s Day.

Get 10% off Edible Blooms orders and many more exclusive discounts for Workspace customers on the online customer offer platform, WorkspacePerks. Log in to your account to claim and upload your own offers.

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