18/08/2025
We're heading in to our 10th year in December, which seems SO surreal, so I thought we'd have a look back at our last 10 years.
Writing this has been emotional â tears of joy, gratitude, and yes⌠a little trauma from what it takes to run a small business.
Thank you to every single person whoâs been part of this journey â my family, my staff, our growers, our customers, our community. Youâve all had an impact greater than youâll ever know.
We truly have the most beautiful job in the world â serving the people of Newcastle, through flowers and kindness. đ¸
đ¸ 2015 â The Garage Days đ¸
Ten years ago, I started The Posy Post from my garage in Kotara while working in sport. Back then, if you wanted to send flowers to a client or friend, there was nothing small, stylish, and affordable in Newcastle. It just didnât exist.
Meanwhile, the creative in me had fallen head over heels for flowers. Iâd wake before sunrise, drive to the Sydney Flower Markets, pick armfuls of the prettiest blooms, make little bundles of happiness, and drop them to family and friends on my way to work â just because it made me happy.
And then The Posy Post was born.
The very first deliveries? They went to âthe girliesâ â the very first Posy Post recipients.
In December 2015, I launched Posy Post, hired my very first employee, my beautiful sister in law (Tracey) on day one to help with deliveries, and the rest was history.
At the time, I was still in my corporate job â so Iâd wake at 2am, drive to Sydney, make the flowers, and Tracey would deliver them while I headed to the office. My dad would ride his bike over at 4am to help strip flowers. Those mornings still make me smile.
đ¸ 2016 â Baby News & Repeat Customers đ¸
One month later, I found out I was pregnant with my first son, Lewy.
At first, I thought this business would be a little side hobby. But it took off, with a baby on the way, I was like, what the heck is even happening!
Iâll never forget Ali and Lyndell â my first repeat customers â who used to send flowers to each other. I was so excited to deliver to them.
"When I scroll back through our old Instagram, sure â itâs filled with beautiful flowers. But itâs not really about the flowers at all. Itâs always been about the people. Thatâs what makes this business truly special.
The customers who message to say our delivery pulled them out of a bad day. The growers. The staff and their families. Photographers. Community organisations. Behind-the-scenes helpers like Glen who keep things running quietly but powerfully. The delivery drivers. The florists. My husband. My dad. I couldnât have done any of this without them.
Itâs been thousands of market trips, countless front-door moments, pats with delivery dogs, and working alongside incredible Newcastle businesses.
When Lewy was born, I hired my first florist, and then my best friend who grew up next door who is also a florist â and she came back to help.
Around the same time, we were doing flowers for a close friendâs wedding⌠and went into labour the day before. Everyone came into my house to get the flowers while I was in labour, lol.
đ¸ 2017 â All In đ¸
When Lewy turned one, the business got busier than ever. My husband, Tim, left his job as an ecologist to help with Lewy and the business. He gave up his dream so I could chase mine â the ultimate husband.
Dad was still there for everything â stripping flowers, building a database to manage orders, creating systems, doing deliveries. Without him, this business simply wouldnât be here.
đ¸ 2018 â Rapid Growth đ¸
The team grew, our delivery area expanded, we outsourced many aspects of the business, and flowers took over the entire downstairs of our home while we searched for a location.
This was also the year we made a big change: going eco-conscious â foam-free and using locally grown flowers, no imports.
đ¸ 2019 â Toby Arrives đ¸
Our second little boy, Toby, was born.
đ¸ 2020 â The Warnerâs Bay Studio & Covid Chaos đ¸
We found our first official location in Warnerâs Bay, purchased with the help of my dear friends Ben and Mel.
Then Covid hit.
During the first lockdown, we were renovating the studio while the business was toilet-paper busy. Imports stopped, increasing the demand for local flowers, wholesale prices tripled, and logistics became a nightmare.
Our amazing staff worked extra hours while homeschooling their kids.
Toby was waking every hour for two years straight. I was exhausted. Grateful to still be operating, but honestly, the challenges during this time nearly broke me.
đ¸ 2021 â More of the Same đ¸
Busy, but still so hard in ways people donât see.
đ¸ 2022 â The Kindness Project đ¸
We launched one of my favourite things weâve ever done â The Kindness Project. We gave flowers to strangers and people in the community doing amazing things. After Covid, connection mattered more than ever.
đ¸ 2023 â The Toughest Year Yet đ¸
The worst year for florists â ours included. Interest rates went up, and overnight it felt like people stopped buying flowers. The financial stress was huge.
Thatâs when I reached out to my dear friend Laura Higgins and said, âHelp Meeeeee."
It started a two-year journey of not just business changes, but deep self-reflection, mindset shifts, and rediscovering why I do this. Iâll be forever grateful to Laura for helping me through that time, and for the incredible people I met along the way â some of the best humans in business who have now become some of my closest friends.
đ¸ 2024 â Holding On đ¸
Another tough year. There was a moment that I thought, I just canât do this anymore. Two relentless years of holding this thing together had taken a toll on me and my family.
The only thing that kept me going were the messages from customers â telling me our flowers had said what they couldnât find the words for, or that a delivery arrived at exactly the right time, more than I could ever imagine.
Those messages alone were what kept me putting one foot in front of the other. They also taught me something I carry with me now: if you think something kind about someone, say it. Donât just think it. Pick up the phone, send the message, tell them. You never know how much it might mean in that moment.
We scaled the business back so we could reset.
đ¸ 2025 â The Glow-Up đ¸
I can see why so many small businesses close â running one is bloody hard. But weâve hung on through every twist and turn of the small business rollercoaster⌠and weâve made it out the other side.
Weâve spent the last 18 months listening, learning, and refining every part of Posy Post.
Heading into our 10th year, we knew it was time for a glow-up. If you loved Posy before, youâll love it even more now.
We heard your feedback and made changes moving into our 10th year of business.
Itâs the same Posy Post you know and love â just better. Focused on one thing - to delivery kindness and 100% guaranteed to make your loved oneâs days that little bit brighter.
From the bottom of my hear to our amazing community, thank you.
