From Florist Orders to a Flower Subscription That Feels Like a Self-Care Ritual
Danielle Walker runs Wreaths & Flowers by Danielle, a florist based in Wakefield with a talent for creating beautiful, seasonal arrangements.
Her flower subscription wasn’t born out of a big marketing plan, it was born out of a simple idea: what if flowers didn’t just mark special occasions… but became a monthly treat? Something to look forward to, like a deep breath in a busy life?
“I started the membership to provide florist-fresh flowers regularly, for gifting or self-care.”
That idea blossomed into Danielle’s Flower Subscription, a simple, feel-good membership that delivers handcrafted flowers to doorsteps across her region.
Now with 8 members and bringing in £260/month, the subscription is growing, powered by joy, local love, and word of mouth.
What’s Inside the Flower Subscription?
This isn’t a faceless flower box from a warehouse. Danielle personally creates each arrangement, using fresh, seasonal blooms that change throughout the year.
Each member receives:
✔ A regular delivery of florist-quality flowers
✔ Seasonal arrangements—designed by hand, not algorithm
✔ The option to gift or keep their blooms
It’s simple. It’s lovely. And it’s built around the idea that everyone deserves flowers in their life, not just on birthdays.
“Because who doesn’t love flowers?”
How She Launched It
The launch was refreshingly low-tech:
📱 Facebook
🌸 Her website
🗣 And recommendations from happy customers
That organic, local growth is still her main marketing engine, and it’s working.
The Hardest Part? Explaining It
Danielle’s biggest early challenge wasn’t logistics, it was clarity.
“People didn’t understand what it was or how it worked. So I split it into 3 sections to make it easier to explain.”
That simple change made all the difference.
She kept the language friendly and straightforward, and once people understood it, they wanted in.
What She’s Most Proud Of
“The fact it exists!”
And rightly so. Turning a hands-on, seasonal service into recurring income is no small feat, and Danielle’s done it in a way that still feels personal and grounded.
What’s Next?
“To grow to a national scale.”
She’s playing the long game. Keeping things local and manageable now, but with a clear vision for expansion as systems and demand grow.
Final Thoughts
Danielle’s membership is proof that you don’t need fancy funnels or big launches to create something beautiful and profitable.
You just need a thoughtful offer, a way to deliver it consistently, and a message people connect with.
In this case, that message is simple:
Flowers make life better. Why wait for a reason?
🌼 Join: wreathsandflowersbydanielle.co.uk
📷 Instagram: @wreathsandflowersbydanielle
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🔗 LinkedIn: Wreathsandflowersbydanielle
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