Florence, James, Clover, Becki and Huxley

1 January 2020

Own a piece of Petalon

When Florence’s husband James needed to send a bunch of flowers one day about 5 years ago, they both realised that there wasn’t much choice out there for people who wanted to send a beautiful, interesting bunch of flowers for a reasonable price. Surrounded by James’s bicycles from his own bicycle manufacturing business, Florence and James began to form an idea for a better kind of flower delivery. And so Petalon was born, with the aim of offering beautiful yet affordable flowers, in a sustainable way. That was 2014. And what a journey it’s been.

We began delivering by bicycle just to East London. In 2015 we featured in Vogue in an article titled ‘Most Fashionable New Florists in London’ which boosted both our ego and our word of mouth. To our utter delight, people started asking if we’d do their wedding flowers or teach workshops. In 2016 we published a book, called Flowers Every Day. We steadily increased our bicycle delivery zone as customers requested new postcodes. Customers with friends and relatives further afield asked if we’d ever deliver outside of London, so in 2017 we launched our national delivery service, offering next-day flower delivery to the rest of the country. Later that same year, we began offering delivery 7 days a week to include weekend delivery for the first time.

Thanks to a wonderfully loyal customer base, word of mouth and some lovely and very flattering bits of PR along the way, we have managed to grow this business organically in a way we never dreamed possible.

And now we’re looking for an army of super-fans to help us with the next stage. In the next month or so we’ll be launching a crowdfunding campaign to help us raise money for something we’ve never done before – marketing. As a small business, things like advertising and marketing have often been at the bottom of the pile in terms of what we can afford to spend our money on. We’re looking for lots of small investors so we can raise awareness of Petalon across Britain. We would love to do this with the support of our amazing customers who have helped us get this far. Our roots are in London and as such, so are the majority of our customers, but with your help we can spread the word across the country and become a truly national business. We’ve got the team, the processes, the structure and the determination in place, we just need a bit of help getting the word out.

What’s in it for you? In return for your investment*, you will own a part of Petalon, a business which we hope you would be proud to say you have a share in. You will get discounted flowers for life, a signed copy of our book and we’re even offering free workshops depending on how much you’re able to give.

If you’d like to register your interest you can sign up here. Don’t worry, there’s no obligation, it simply means you’ll be the first to know once our campaign is live. Thank you, as ever, for your support. We wouldn’t be here without you and we’d love to take you with us on the next part of our journey.

*Capital at risk.

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