The Flower Child

SendFlowers is the “flower child” of owners Nick Christensen and Gary Clarke, two veterans of the floral trade in South East Queensland. Nick is a fourth generation flower merchant whose family has owned the Christensen Flower Auction at Rocklea for several years, and Gary has owned numerous florist businesses.

The idea for SendFlowers was borne out of a perceived need to help people buy and send flowers whenever the impulse struck, anywhere, or as a last minute rescue of a forgotten birthday, anniversary or to mark a special occasion.

However, rather than just create a stereotypical, and sterile, online ordering process - where customers deal with “phantom florists” whom they don’t know, the quality of their flowers or where they come from - they decided to “keep it real” and engage customers with local florists in the areas they want flowers delivered to, in real time. This is achieved by customers dialling 1300SENDFLOWERS which connects them with local florists in the delivery areas or by ordering online at www.sendflowers.com.au

Nick and Gary decided the best way to conduct the business was to attract florists to become members of SendFlowers and manage it as a co-op, charge them a nominal fee to have exclusive access to orders placed in their postcodes and let them transact everything with the customer, including payment. Their role is to then ensure the message about SendFlowers, and its members, “gets out there” and they have started an aggressive radio campaign and are using media publicity and word-of-mouth to “spread the word.”

So far, SendFlowers is an idea that has blossomed and found favour with forgetful husbands and wives, partners, friends and others who’ve forgotten that sending flowers is “the thought that counts!” whatever the occasion, or for simply no reason at all.