Streamline Your Flower Business Like a Pro : Joseph Massie x Digital Florists

^{Image - Gemma Wakerley, co-creator of Digital Florists; Software developed for FlorIsts}

I wanted to share something interesting I’ve come across recently, something that’s genuinely impressed me as someone who already values strong systems.

In our industry, good organisation isn’t optional.  Some of us already have reliable processes in place, and some are still making do with a mix of Post-its, spreadsheets, and crossed fingers.  It kind of works most of the year, but when peak season hits (Valentine’s, Mother’s Day, Holiday Season), you aren’t given a second chance.  Suddenly it can feel like you’re spinning plates while juggling flaming torches.

That’s why I was intrigued when I heard what Gemma Wakerley from Booker Flowers in Liverpool has been working on.  Gemma’s been in the business a long time, running a thriving floristry business since 1985.  She’s someone who already had high standards for how things ran behind the scenes, but even with good systems in place, she knew things could be easier, smarter, better.

Gemma told me something that really resonated:

“I couldn’t find a system that actually worked for how florists operate… so I built one.”

That stopped me in my tracks.

Instead of settling for “good enough,” Gemma partnered with Lewis, a developer from Liverpool John Moores University, and together they built Digital Florists, software designed specifically for the way florists actually work.

What impressed me most :

They didn’t develop it in a bubble.  This was shaped in a working shop, tested through real peak seasons, refined until it actually helped, not just in theory, but in practice.

And because of that, it does things I haven’t seen all in one place before:

•  Pulls orders from every source; walk-ins, websites, relay services, into one streamlined dashboard.
•  Shows delivery schedules, team task lists, and inventory updates at a glance.
•  Lets drivers update statuses and send delivery photos instantly.  And honestly, it’s not about being more “techy.”  It’s about breathing space.  Time back.  Headspace to design, to look after clients properly, to actually enjoy this work we all love.  Genuine support where you need it most, so you can do what you love most.

The sustainability side :

It’s designed to run paperless if you want it to, digital worksheets, delivery lists, production reports. Not only does that cut down costs and errors, it aligns beautifully with how many of us are trying to run more sustainably.  Drivers can also update delivery statuses in real time and even send customers a photo when their flowers arrive, a small detail, but one that offers a level of service that makes people remember you.

Weddings and events :

If you do weddings or events, this is where I really saw the potential.  Quotes, recipes, shopping lists, timelines, all stored and tracked digitally so you can handle larger, more complex projects with confidence.  It’s like having another pair of hands keeping track of everything, and the kind of professionalism that impresses clients and makes bigger jobs feel manageable.

The human touch remains :

Here’s what technology will never replace: your artistic vision, your understanding of flowers, your ability to comfort someone who’s grieving or celebrate someone’s joy.

What a system like this does is simply remove the barriers that prevent you from doing those things well.  When you’re not stressed about whether an order was recorded properly, whether a delivery will arrive on time, or whether you remembered to follow up with last week’s bride, you can focus entirely on creating beauty and serving others.

Looking forward :

Our industry is evolving, and those who embrace thoughtful technology will thrive.  We’re not losing our artisan roots, we’re supporting them with tools that let us be more creative, more sustainable, and more successful.

Why I’m sharing this :
Because in floristry, anything that genuinely gives us more time for design, for clients, for creativity, without compromising standards, is worth knowing about.

If that resonates with you, it might be worth a conversation with Gemma and Lewis and book a demonstration.  They’ve built something that feels like it’s for us rather than adapted to us, and I think that’s rare.

Here’s to more flowers and fewer spreadsheets.

P.S Go ahead a explore Digital Florists for yourself at  https://digitalflorists.com or reach out via email on [email protected]