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Q&A with Daily Blooms Founder Courtney Ray

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By Published On: March 6, 20240 Comments

We sat down with Daily Blooms founder Courtney Ray ahead of International Women's Day to talk about the journey of entrepreneurship.

You’ve had a fascinating and inspiring career trajectory – from financial analyst to florist, founder, and CEO. How did you make the decision to make the jump?

I had a pretty unusual path to floristry. I started my career in finance working pretty crazy hours in front of an excel spreadsheet, but I knew deep down that I wanted to spend my life with flowers. Eventually, after many years of dreaming about it, I enrolled myself in a floristry course, quit my job, built the world’s worst website and started Daily Blooms

Initially, I expected it to be a solo venture, but I soon realised there was a significant gap in the market for beautifully crafted bouquets available for quick online ordering and delivery. From there, what began as a one-woman operation quickly expanded to include a team of talented florists. Through early mornings, hard work, and a lot of luck, we’ve grown from a small group of flower enthusiasts to a dedicated team spreading joy with blooms and gifts around Australia. 

I imagine your background comes in very useful in running a business, but on your journey did you face any adversity? How do you deal with that?

My background in finance has definitely been beneficial in running Daily Blooms, but like any journey, I’ve faced my share of adversity. When I started the business, e-commerce wasn’t as widely accepted as it is today. Many people, especially those from my former corporate career, thought I was totally crazy and taking a huge risk by leaving a stable/safe job to pursue something unconventional like an e-commerce business. This external scepticism and pressure certainly fueled my self-doubt, and at times, sheer embarrassment, particularly in the early years.

That little nagging feeling that I might be making a total fool of myself meant I played it a bit too safe at times and avoided taking risks initially. However, as time passed, I began to gain more confidence in both myself and my business. Rather than letting self-doubt hold me back, I’ve learned to use it as fuel to keep pushing forward.

Now, I see that internal dialogue of worry and doubt as a reminder of how far I’ve come and a source of determination to continue growing and succeeding. It’s so nice to sit back and think about where I started as a one woman show to where we are now with a great team and operations throughout Australia.

What’s your advice for others looking to make a leap of faith like that?

My advice to anyone considering making a leap of faith like starting their own business is to recognize that there’s never a perfect time to begin. Once you have a solid idea and a plan for execution, don’t hesitate—just go for it. No amount of preparation can fully prepare you for the reality of running your own business, so be prepared to adapt and pivot as you encounter unexpected challenges along the way.

Additionally, you don’t have to risk everything to start. Starting small or treating your venture as a side hustle can be a smart approach. What’s important is to generate some momentum and take that initial step forward. From there, you can gradually build and grow your business.

The journey of entrepreneurship is filled with highs and lows, but with determination, perseverance, and a willingness to learn (mostly from failures) you will be surprised with what you can achieve.

The theme of this year’s International Women’s Day campaign is Inspiring Inclusion, what does that mean to you and how do you inspire inclusion at Daily Blooms?

I absolutely love the theme of this year’s International Women’s Day campaign.  Embracing and celebrating diversity within our team is a really powerful way to inspire inclusion and aligns perfectly with our values as a business.

By recognizing and valuing the unique backgrounds, perspectives, and experiences that each team member brings, we are able to foster an environment where everyone feels welcomed and appreciated. This not only enhances creativity and innovation but also promotes a sense of belonging among our staff which has proved really important in retaining talent.

At Daily Blooms we have a relatively flat organisational structure that reinforces this inclusive mindset by giving every team member a voice and encouraging them to contribute ideas.  Our collaborative approach ensures that diverse viewpoints are considered and incorporated into the decision-making process, ultimately leading to a more dynamic and successful business.

About the Author: Rosalea Catterson

Rosalea is the Editor of Power Retail. With a keen interest in consumer behaviour and tech, she covers everything ecommerce and hosts the Power Retail Power Talks Podcast.

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