So there we were, sitting in our small shop, and the phone just kept ringing. Call after call, people wanting to send flowers to places we couldn't deliver to, and we kept saying the same thing, sorry, you'll need to call another florist. My wife and I must have turned away twenty calls that day alone, maybe more, and at some point we just looked at each other with this blend of curiosity and excitement. What if we stopped saying no? What if we took the order, charged the customer, then called a florist in the town they were sending to and coordinated the whole thing ourselves? I mean, nobody was doing this, at least not that we knew of, and the idea felt equal parts thrilling and terrifying.
That first coordinated delivery in 2007, I drove to meet the florist in person, my baby daughter Asha came along for the ride. She promptly knocked over a gift display, glass everywhere, I wanted to disappear into the floor. But the florist was incredible about it, she was smitten with Asha actually, and we cleaned up together while I nervously explained my proposal. I would build her a website, put our phone number on it, send her all the orders exclusively, no fees charged to her, all I asked was she throw in a few extra flowers to cover our commission. She got it immediately. She was on board. That one yes became the foundation for everything that followed.
Over the next few months we built that first website, then another, then five more, then fifty. Each time we connected with a florist who understood what we were trying to do, partner with them rather than compete. By 2009 we had moved our entire operation from the shop into a home office, just my wife and I answering phones and building websites. Eventually we built a national brand, hired a small team, and kept expanding. The concept that started with one nervous conversation and a baby knocking over breakables evolved into coordinating with over 15,000 vetted florists across the country. From one small shop taking a chance on an untested idea to connecting customers in places like Richmond with quality local florists, honestly, it still feels surreal sometimes. The whole thing happened because we decided to try something different when the easy answer would have been to just keep turning people away.
Angela called last week needing get well flowers for her aunt in Marina Bay who was recovering from surgery. She wanted something cheerful and bright, her aunt loves sunflowers and yellow tones, and Angela was calling from Nevada so she needed someone local who actually knew the Marina Bay area. We talked through options, discussed timing for a weekday delivery when her aunt would be home resting, coordinated with our Richmond florist who understands waterfront access and those specific addresses. Why does this matter? Because Angela could have ordered from any corporate site with their automated checkout, but she called us because Bonnie spent real time understanding what she needed.
David called about a sympathy arrangement for Point Richmond, a longtime family friend had passed and the service was happening that weekend. He needed something respectful and substantial but wasn't entirely sure what was appropriate for the family's home. These calls require sensitivity, you cannot rush through them, and that is where having actual people like Bonnie makes all the difference. She walked David through what our Point Richmond florist partners typically create for sympathy deliveries, explained sizing and presentation options, made sure the timing worked with the family's schedule.
Then there was Lisa ordering anniversary flowers to the North & East neighborhood for her parents' 40th anniversary. She wanted classic roses, her mom has always loved red roses, and she wanted the delivery to arrive in the morning so her parents could enjoy them all day. We coordinated with a florist who knows the North & East area well, understands the neighborhood layout and delivery logistics there. These three examples, Angela, David, Lisa, they show the variety of what we handle daily and why having a small team that actually listens matters more than having slick corporate automation.
Here is exactly how it works, no corporate double talk. You call us, Bonnie answers from our office, she talks through what you want for your Richmond delivery. She gets all the recipient details, confirms the neighborhood whether it is Marina Bay waterfront or Iron Triangle or Point Richmond, makes sure the timing works. Then Ayu, who has been with us for years now, processes your order into our network. She coordinates directly with our vetted Richmond florist partners who create and deliver your arrangement. We are not shipping flowers in boxes, we are connecting you with established local florists who maintain proper coolers at 34 to 36 degrees and know Richmond's layout intimately.
Same day delivery cuts off at 1PM weekdays and 10AM Saturday. Why those times specifically? Because florists need adequate time to create quality arrangements and navigate delivery routes, especially in a city like Richmond where you have waterfront areas requiring different access than inland neighborhoods, BART station proximity affecting traffic patterns, the whole geography matters. Rush a florist and corners get cut, it is that simple. We learned this over eighteen years of coordinating deliveries, not from some manual but from actual experience.
Our Richmond florist partners maintain the same temperature and freshness standards we require across our entire network. Flowers stored improperly at room temperature wilt faster, period. When you are spending your money on something meant to brighten someone's day or honor their memory, you deserve flowers that were handled properly from cooler to delivery van to doorstep.
We are order coordinators, we work with local florists rather than shipping directly, and we are completely upfront about that. Most big corporate flower companies hide this fact, pretending to be the actual local shop when they are doing exactly what we do. We figured honesty was smarter. You deserve to know who you are working with, and if you want the full story about how we built this from one small shop to a nationwide network, you can read more on our about us page.
It is just a small team here. My wife and I, our business partners Dennis and Dan, Bonnie handling customer calls, Ayu processing orders into the network, Phoebe working remotely on sympathy arrangements. No giant marketing department, no legal team, no corporate retreat weekends. We work from a small office, we answer phones ourselves, we care about getting your Richmond delivery right because that is what keeps people calling us back.
Richmond has distinct neighborhoods, from the waterfront condos in Marina Bay to the historic charm of Point Richmond to the community feel of North & East and the evolving Iron Triangle area. Our florist partners know these neighborhoods, they understand delivery logistics, parking situations, access points, timing considerations. That local knowledge matters especially when you are coordinating from out of state and need someone who knows Richmond specifically, not just California generally.
After eighteen years of doing this, we have learned that being small and transparent beats being big and opaque. Richmond customers seem to appreciate that based on the repeat business we get. We make mistakes, sure, but we own them and fix them, and that transparency counts for something in an industry full of corporate sites pretending to be local shops.