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CASE STUDY

Say It With Flowers

Florist & Gifting | Omnichannel Retail | Melbourne, VIC
Lifestyle. Retail.Online.

30%+ of total business revenue now comes from the online store

www.sayitwithflowers.com.au

The Brief

Say It With Flowers came to us with an ambitious brief: design an online store that was beautiful, functional, and truly best-in-class for floristry.

The goal wasn’t just ecommerce — it was creating a digital extension of their high-end retail experience, complete with complex delivery scheduling, local SEO, and floristry-specific integrations.

Strategy + Solutions:

We started with a full Shopify build, complete with a custom theme, delivery scheduling logic, and floristry tools tailored to the business. But this project quickly became more than a website.

We developed their photography direction, upgraded their brand visuals, and even consulted on the layout and experience of their second retail concept: The Gifting Lab. From curated product selection to custom gift hamper builder apps, we’ve helped shape the digital and physical sides of their growing business.

Ongoing, we continue to support the team with annual visual upgrades, biannual audits, training, and creative campaign development — all with a deep understanding of their customer and operational needs.

Front Of House

Back Of House

  • Floristry-specific integrations and tools
  • Local SEO optimization
  • Annual visual upgrades and audits
  • Staff training and creative campaigns

Why We Did It This Way

We started with a full Shopify build, but this project quickly became more than a website.

We developed their photography direction, upgraded their brand visuals, and even consulted on the layout and experience of their second retail concept: The Gifting Lab.

The Say It With Flowers website keeps going from strength to strength with a strong market position and first in class online performance year over year.

The Gifting Lab

From curated product selection to custom gift hamper builder apps, we’ve helped shape the digital and physical sides of their growing business.

Ongoing, we continue to support the team with annual visual upgrades, biannual audits, training, and creative campaign development.

Specialised shipping, delivery and logistics.

What Makes It Work

Floristry is a detail-driven, fast-moving industry with real logistical complexity. Our understanding of this – paired with a clear, strategic design approach – allowed us to create something that feels effortless for the customer and sustainable for the business.

"The trust we have in Firestone Digital lets us explore bold ideas and build systems that really work — not just for customers, but for our team behind the scenes."
Julie Bird
Director

Q&A With Our Client, Julie from Say It With Flowers

We worked with a number of different web developers and options over the years.

When I bought the business I inherited an old archaic website. The first website developers I worked with improved it somewhat initially, but then the business outgrew them.

After that, we went to a more design-focused company that worked with us redeveloping the site but the site was quite standalone from the business.

It really didn’t reflect our business or brand as much as really wanted it to.

So working with Sam, the website became a much more integrated part of the business that was able to reflect the business’ personality.

Floristry is such a visual industry, and Sam has some expert skills in that department – she had a real eye for that.

She spent a lot of time understanding the brand to the point that she was able to provide brand guidance on some new projects such as when we opened our new store in Brighton. The same with the gift store arm of the business – Sam helped with the design of that physical store and carried it through in the online presence.

With Sam it really felt like a lot of her suggestions or structure of the way she approached things was based on sales and the marketing.

She built the website with a conversion focus which was great.

Well apart from the things I mentioned already, the biggest impact has been on the sales growth through having a strong online presence. 

Beyond that, working with Sam has just been so great for our business. And she has got a great resource bank of contacts and referrals. Whether it’s marketing or product photography,

Sam’s network has been really helpful and the connection through Firestone Digital has meant that we’re all on the same page.

Probably just that it’s given us a greater ability to grow the business and given us the confidence to branch out.

The success of the e-commerce side of the business is something we can now leverage off.

And the other thing is just how easy it’s been. I’m not a web expert but Sam was really helpful setting us up with templates so that we could update product listings ourselves so we only need to go through them for bigger stuff.

This ease and flexibility of the training and resources they provided, has given me the skills to maintain things and keep the website current and up to date.

Helping develop The Gifting Lab from concept to execution; including visual strategy, ecommerce build, and retail fit-out guidance showcased how deep partnership can shape not just a site, but a whole new revenue stream.