This month we caught up with drummer Zoe Lamont, Petal Post to learn about her floral deliveries with a difference, her fresh approach to a growing business and keeping busy with a young family.
Brief background on you and your business journey
My background is in events and hospitality, which gave me opportunities to work in different parts of Australia and abroad. I have always been hands on with work and there’s always been the creative aspect to whatever I have chosen to do. After having my three kids and arriving back in Sydney I knew that a 9 – 5 job wasn’t going to suit having a young family. Although I never thought of myself as someone who would have their own business, since starting Petal Post, I have never looked back.
How did the idea for Petal Post come about?
Petal Post was born from a love of fresh flowers in my home. I knew that by offering just another flower service wasn’t going to be enough. By sourcing the freshest flowers from local growers, bought to order, I’m able to deliver true flower enthusiasts what they want – regular, fresh flowers, delivered safely to their doorstep. By including information about the flowers and styling tips I’m providing people with a fun way to get creative and learn about what’s in the box at the same time. We have also solved a problem by making it easy to transport flowers once they’ve been received, packing them in a specially designed flat-packed box.
What motivates you?
At first it was to start a business, now it is about seeing it through. I get up as early as I do, and work as hard as I do, because I know my product is what people want. It means that I’m doing it for something more than money. To be able to surprise and delight of opening one of our Petal Post bouquet boxes for my clients is exciting. The feedback I get from my customers is a huge motivator. I know I’m on target.
What do you love most about your business?
I love working with great product every day! I also love connecting with the growers and our customers, being part of the process of delivering the freshest flowers and foliage in a totally different way. To be in control of that process is incredibly liberating.
In one word, characterize your life as a start up/ business owner?
Who has been your greatest inspiration? Why?
Since starting Petal Post I am drawn toward other people in business, especially other women. I find it inspiring hearing about their business wins and challenges. Being connected to a network of like-minded women enables me to provide support, whilst receiving it at the same time.
Where do you get your creative energy from?
The product I use. Freshly grown, local produce beats imported semi-frozen product every time. The smell, the look, how the bouquets feel when I put them in a vase, the Petal Post creative process is very tactile. It’s why we encourage our customers to embrace their creativity. We’ll just supply the medium.
What was a watershed moment in your business journey?
That first order. I put myself out there and someone said yes, I’d like some of that! Within 10 min of the website being live, I had an order. It made everything worthwhile!
How is running a successful business different to what you may have thought it would be?
I didn’t realise it would be all consuming, but it is. Coming up to my first two years of business I have never switched off from Petal Post. The business is never out of my thoughts; it is incredibly satisfying and stressful at the same time … a bit like having children really!
What do you struggle with most as a business owner?
Time management. I’m also a mum to 3 beautiful kids and my husband can be away travelling a lot. I’m up at 4am to buy flowers, then school drop offs and running a household, time to focus on the business can be tough. You must compartmentalise and be able to bring others to help you. You cannot do it all by yourself. I now have some staff taking some of the load off me, allowing me to focus more on growing the brand, but time is tight.
What’s next in store for you and your business Petal Post
Petal Post is expanding, so going to the main centres of the East Coast are our next steps. We’ve nailed a assembly and distribution model that works.
Given your experience, what (three) pieces of advice do you have for women starting a business?
- Ask yourself why you are in business. This is so important … if you’re not passionate about what you do, then it will be very hard to get through the difficult times, and there will be plenty those!
- Surround yourself with positive people and seek useful advice (not all advice is good unfortunately, and some people in life aren’t the best influences).
- Remember the bigger picture – where do you want the business to be in 5 years? Set goals to get to this ultimate point. This might shift and change as you and the business evolve, but if you don’t have and end goal in sight, then you’re like a rudderless ship.
Any destination- where could we take you today?
Well it’s raining here today, so a lovely cosy country homestead, stocked with great food and wine, and a bookshelf of great books – reading has taken a back seat in my life at the moment!
Learn more about Zoe’s business Petal Post at www.petalpost.com.au and on Instagram @petalpost_syd