Something I've noticed over the years. Novato comes up a lot. Not every single day, but enough that Bonnie knows the drill when someone calls asking about delivery there. Last month alone we had maybe eight or nine orders headed to that area.
There was Hayley from Oregon calling about get well flowers for her aunt recovering from surgery near downtown Novato. She wanted something that wouldn't feel too formal, maybe some daisies or tulips, nothing that screamed hospital even though her aunt was home recovering. Bonnie walked her through options, got the order placed with our Novato florist, and it showed up that afternoon with this cheerful mix that apparently made her aunt cry happy tears. Hayley called back to say thank you, which doesn't happen as often as you'd think but means everything when it does.
Few days later, Liam calls. He needs birthday flowers for his girlfriend who just moved to Novato for work. He's still in Southern California, hasn't visited her new place yet, and wants to send something that says he's thinking about her even with the distance. We got those delivered by early afternoon. Then this past week, Lauren called needing sympathy flowers sent to a Novato family, someone she worked with years ago lost their father and she wanted to send something meaningful even though she's across the country now in Florida. Phoebe handled that one, she specializes in sympathy arrangements and knows how to talk to people during those awful moments.
These calls remind me why this whole thing exists. People need to send flowers places they can't personally deliver to. They need someone to coordinate that without making it complicated or expensive or uncertain. Novato might not be the biggest city we serve, but those orders matter just as much as the ones going to San Francisco or Los Angeles or anywhere else in our network. Every arrangement represents someone trying to connect across distance, trying to mark a moment that matters.
You place an order with us, either online or by calling. That order information goes to Ayu who processes everything, makes sure the details are accurate, confirms the delivery address is complete and the message is exactly what you want. Then it moves to our partner florist in Novato who gets all those specifications.
They pull fresh flowers from their cooler where everything sits between 34 and 36°F. That temperature matters more than you might think. Flowers are still alive after cutting, still respiring, still aging. Keep them too warm and they age faster, blooms open prematurely and wilt within a day or two instead of lasting a week. Too cold and you freeze cellular structures, damage petals, ruin the arrangement before it even gets created. That narrow range of 34 to 36°F slows the aging process without causing damage. Our florists know this because they've been doing it long enough to understand flower biology at a practical level, not just a theoretical one.
The arrangement gets made that day. Not yesterday, not three days ago sitting in some warehouse. That day. The florist in Novato creates it, loads it for delivery, and gets it to your recipient. Hand delivered, which means they can adjust if traffic is bad near Highway 101, or if the address needs clarification, or if nobody's home and they need to coordinate a neighbor accepting it. Those adjustments matter. A box shipped from some distant facility can't do any of that.
Bonnie stays involved throughout because she's the one who took your call initially, she's the one who knows what you were hoping for. If something goes wrong, if there's a delivery delay or an issue with the arrangement, she's the contact point. One person who knows your order, knows what you need, can actually fix problems instead of transferring you through six departments. That's the advantage of being seven people total instead of seven hundred. Accountability happens naturally when there's nowhere to hide.
We should probably start with the uncomfortable part. We're order gatherers. That means we don't have a physical flower shop in Novato. We coordinate with florists who do. Some people hear that and immediately distrust the whole model, think it's deceptive or predatory or somehow worse than calling a florist directly. I get it. The term has baggage in the flower industry.
But here's the actual story of how this started, and why we're transparent about it now. Years back we had a small shop, coastal town, selling flowers and gifts. Things were rough financially. Really rough. Some days the till had maybe $20 total, which is terrifying when you're trying to run a business and support a family. The phone kept ringing though. People calling wanting flowers delivered somewhere else, somewhere we couldn't reach. We kept saying no, kept turning them away, kept losing potential business while our shop sat empty.
One day my wife and I looked at each other with this blend of desperation and possibility. What if we took those calls? What if we found a florist in the town they wanted delivery to, gave them the order, and coordinated it? Could that work? Would anyone even agree to partner with us?
I remember driving to meet our first potential partner florist, baby daughter in the car seat. I was so nervous. This felt like either salvation or complete humiliation depending on how the conversation went. Walked into her shop, and within two minutes my daughter knocked over a display item. It shattered everywhere. I wanted to leave, wanted to pretend this meeting never happened, wanted to just go back to our struggling shop and accept defeat.
But that florist, she was incredible about it. She picked up my daughter, helped me clean up the mess, and listened to my pitch about coordinating orders. She got it. She understood what we were trying to build. She became our first partner, and that single yes changed everything.
We built slowly from there. One partner became five, became fifty, became hundreds, eventually became thousands. Today we work with over 15,000 florists nationwide including the ones serving Novato. Each partnership started with that same nervous conversation, that same honest explanation of what we do and how we do it. We've never pretended to have physical shops everywhere, we've never hidden the coordination model. Being transparent about it feels better than the alternative, feels more aligned with how we want to run this thing.
For Novato, this model means you get connected to experienced local florists without having to research which one to call, without wondering if they're reputable, without worrying about whether they'll actually deliver on time. We've built those relationships already. We've vetted the quality standards. We know they store flowers at proper temperatures, we know they deliver within realistic timeframes, we know they handle special requests professionally.
The seven of us running this, myself and my wife, Dennis and Dan who are our partners, Bonnie handling customer service, Ayu processing orders, and Phoebe managing sympathy arrangements from Vancouver, we're just trying to make something useful from that original desperate idea. That moment of looking at an empty till and ringing phone and deciding to figure it out rather than keep saying no. Novato deliveries happen through that same basic model. You need flowers sent there, we coordinate with local professionals, they make it happen. Honest, transparent, hopefully helpful.
Cutoff time for same day delivery to Novato is 1PM on weekdays, 10AM on Saturday. Those times aren't random. They reflect how long it actually takes a florist to receive your order, source appropriate flowers if they don't have exactly what's needed in inventory, create the arrangement, and complete delivery during business hours.
Order at 11AM on a Tuesday, the Novato florist has four hours to make it happen before the 1PM cutoff closes. That's realistic. Order at 2PM and you're asking them to compress everything into maybe three hours maximum before evening hits, and that's assuming they have zero other deliveries scheduled, which they always do. The cutoff protects both quality and feasibility. We'd rather get your flowers there tomorrow looking fresh and beautiful than rush something out today that arrives wilted or poorly arranged.
Saturday cutoff moves earlier to 10AM because weekend delivery schedules compress. Fewer hours available, more personal orders competing for the same delivery windows, florists often running smaller weekend crews. That 10AM cutoff gives them enough working time to handle Saturday demand without sacrificing quality.
Novato's proximity to Highway 101 actually helps delivery logistics. Florists can access most of the city reasonably quickly, but they still need buffer time for traffic patterns, for verifying addresses in newer developments, for coordinating with recipients who might not be home midday. Local florists understand Novato geography in ways a distant warehouse never could. They know which neighborhoods have confusing street layouts, they know where businesses cluster near Novato Boulevard, they know how to navigate efficiently. That local knowledge makes same day delivery possible when other models would fail.