About Digital Florists
The Software a Working Florist Wished She Had
It's Valentine's week. The printer's jammed, two orders have slipped through, and you're sorting tomorrow's delivery run at stupid o'clock. Gemma Wakerley knows that night, because she has it most peaks at Booker Flowers in Liverpool. That's why Digital Florists exists.
Built and run every day inside a working flower shop, Booker Flowers, Liverpool.
Before the Software, This Was the Job
A florist's year turns on three peaks: Valentine's Day, Mother's Day and Christmas. They land hard and they don't wait. Gemma ran every one of them on software built in a different era, slow, clunky, and quick to fall over on the exact days she leaned on it most.
The day looked like this. Orders printed off and ticked by hand, order bingo across the workroom. Sympathy and wedding work squeezed in between. Delivery routes sorted by hand at the kitchen table the night before, while the team went home late. None of it left much time for the flowers.
Gemma didn't want a tidier version of that. She wanted software built around how a flower shop genuinely runs, not the other way round.
2022
Where Craft Met Code
Through Liverpool John Moores University, Gemma met Lewis, a software engineer. She showed him the routing slog, the bit of the night she'd written off as part of the job. Where Gemma saw a chore she'd accepted, Lewis saw a problem you could solve properly.
The old system couldn't be patched into what a flower shop needs. The bones were wrong, so there was no fix to bolt on. Building from the ground up was the only real route, so that's what they did, working out what a digital florist genuinely needs and building around it. Gemma brings the floristry, every quirk of how a shop runs a peak day. Lewis brings the code. Neither one overrules the other, and that's still how every feature gets built.
Our Live Testing Ground
Our First Customer Was Our Own Shop
We didn't build this in a boardroom. Booker Flowers is where every feature gets tested first, behind the counter, through the rush. If a feature doesn't survive a real Valentine's week, it doesn't ship.
Routing used to take Gemma 2-3 hours at the kitchen table the night before peak. On peak days now, it's about 10 minutes on the delivery portal. On an ordinary day, under a minute.
Every release earns its place on a working shop floor, on the days that matter most.
From a Single Studio to Multi-Location Shops
Booker Flowers is where it started, not where it stopped. Since then, every shop we've worked with has fed something back in, a quirk in how they take relay orders, a different way of running sympathy work, the shape of a busy wedding week. Digital Florists has grown into a wide-reaching platform on the back of it.
That means it fits a single-florist studio running the whole shop from one phone, like Karen at Fleurtatious in Dublin, right up to multi-location florists managing several shops on one dashboard. No two shops run the same way. The software bends to yours, not the reverse.
Run more than one location? Each shop is priced and managed separately, with the day's orders, routes and POS on one dashboard.
It Isn't Only Booker Flowers
Different cities, different sizes, the same relief once the day runs itself. Here's what a couple of them told us.
Delivery routes. I would have genuinely spent 2-3 hours each evening on peak days organising routes and paying for a third-party platform to optimise them. Now it takes 10 minutes.
Digital Florists has helped us work more efficiently, communicate better as a team, and feel more in control.
Booker Flowers, Memento, Fleurtatious, Harpur Centre and florists across the UK and Ireland run their day on Digital Florists.
When Something Breaks at 4pm on Peak Friday
When something breaks at 4pm on the busiest Friday of the year, most software sends your ticket to an outsourced desk and you hear back Monday.
Because we have an owner-manager-developer sitting right here in the business, there are no support tickets sent to an outsourced team overseas. If a problem arises, we fix it. If a feature is needed, we build it. Your feedback shapes every update. We earn loyalty with better software, not lock-in contracts.
The person who built it answers you. Gemma and Lewis are in the business, every day.
Gemma owns and runs Booker Flowers in Liverpool. Here's what the software changed about her day.
The software has made our business operate more smoothly - on a day-to-day basis no more fighting with printers or forgetting to put the bins out. And at peaks, giving us an extra person to help, meaning we all get home a bit earlier. It has freed up my time, allowing me to work on my business rather than in it.
Gemma Wakerley
Owner of Booker Flowers, Liverpool, and co-founder of Digital Florists
What You Can Count On
Support from people who do the job
When you call, you reach people who know what a sympathy order and a wedding timeline involve, because we run a shop too. No queue that goes quiet at peak. Founders pick up and fix it the same day they hear about it.
Updates from florist feedback, not slide decks
Features come from what florists ask for on real peak days. You ask, we build, you see it ship. Your day shapes the software, not the other way round.
Your data, no lock-in
We keep you by being better software, not by trapping you in a contract. Everything in your account is yours, customers, orders, history, and you can pull a copy down whenever you want. From £75/mo, cancel with 30 days' notice.
See How It Works
See What a Day at Your Shop Looks Like on Digital Florists
Book a demo and we'll walk through it on a real peak-day workflow. The orders, the routes, the lot. Built by a florist who runs a shop, for florists who run theirs. From £75/mo, with a 30-day no-card trial.
Questions first? Email [email protected].