The Story So Far…
Our Journey
by David & Heike Brown 
Thanks for visiting our website and showing interest in ‘Our Journey’. We are David & Heike Brown. People often ask how we moved from a retail lifestyle business to an e-commerce Floral business, and how we met Phoebe. So, here is a simple, honest version of the journey.
– 2023
Life Before Florify
We are proud to have previously owned and managed one of the UK’s leading lifestyle businesses. The retail business was a combination of vibrant departments including – restaurant, food & plant market, lifestyle and giftware, outdoor living, Christmas decorations and festive ice rink.
During the Covid disruption a £3 Million investment transformed the site into one of the busiest in the UK. There was no plan to sell the site after the development. However, following an approach by the biggest Garden Centre operator in the UK, we decided to sell. Our business partner wanted to retire and we could pursue a new venture. In April 2023 the business was sold.
Summer 2023 was a time of reflection. In September 2023 we had a new neighbour move in. Our new young neighbour had moved alone to Northamptonshire, 2 hours from family and friends near Chester, to pursue his career. Over the coming months we became good friends and were often introduced to his visiting family and friends. His Sister Phoebe was a regular visitor. We often spoke to Phoebe about her work and our previous experiences running a lifestyle business. Phoebe was working for Wedding Décor Trade (WDT) a business selling artificial floral structures and dressing venues for weddings. Phoebe spoke passionately about her work and loved the industry. Having managed the Gift, Lifestyle and Christmas departments in our own business, dealing with products and suppliers from China, USA and Holland, Heike was interested in the Floral Structure concept and international supply.
Summer 2024
We Had An Idea…
Over the coming months, whenever we met Phoebe, we discussed her work. By Summer 2024 Phoebe was disillusioned working in a business with a poor customer service ethos and reluctantly decided to leave her job. Phoebe left her job on good terms. Her employers accepted notice without question. She left with honesty and integrity.
By July 2024, we were looking to invest into a business. We approached Phoebe as we were enthused by her energy and she was not working. Surely our experience in lifestyle retail alongside her passion for florals would be an excellent mix for a new e-commerce business.
We agreed to start a project together. The plan was to design a bespoke range of luxury, real touch floral structures for venues and venue dressers, with discerning clients, looking for something special. The luxury product range would be supported by an exceptional customer service ethos.
Late 2024
Florify Ltd was formed
In October 2024 Florify Ltd was formed – David & Heike (50%) / Phoebe (50%). David would be Managing Director, Heike Company Secretary and Phoebe Sales and Design Director. The business would be 100% financed by David & Heike with no external investors or bank borrowings. In November we visited China to meet one of the leading suppliers of floral structures to the UK to see if they could manufacture our luxury range of bespoke designs.
It took 3 months to finalise the range as we were keen to focus on real touch florals. We wanted a real touch gypsophila, as it was the most common component. Eventually we found a small supplier that could make the ‘first’ real touch gypsophila we needed. Our products were then manufactured and delivered in April 2025. We located a warehouse in Ellesmere Port, close to home for Phoebe. Over Summer 2025 we refurbished the warehouse and office and added a showroom space.
We launched the Florify website in May.
April 2025
A Sour Turn of Events
We were shocked and annoyed that Phoebe’s ex-employer took our website launch as an opportunity to post lies and slander about Phoebe and Florify that were totally untrue, unwarranted and unsupported. We couldn’t believe it! Over the coming months it became clear that their business (WDT) had taken a lot of money from customers for pre-orders and not delivered the goods. Clearly the dishonest comments aimed at Phoebe and Florify were a deflection of their own issues. In the past few weeks their business (WDT) has ceased trading.
As friends and business partners of Phoebe, we were disturbed and angry of the reputational and emotional damage the lies and slander caused a young innocent person. It was unacceptable!
May 2025
Florify Kicks Off at Wembley Stadium
In May, one of our first customers was ‘Wembley Stadium’. Wembley were looking for a range of luxury florals to uplift some of their exclusive hospitality areas in keeping with the exciting summer line up of music superstars including Coldplay & Oasis. Our Santorini and Amalfi ranges along with some individual stems and foliage aligned perfectly with their design and vision and were very well received by discerning hospitality clients. We are proud to supply Wembley.
As this peak summer wedding season was drawing to close and our warehouse refurbishment was complete, we were in a position to start marketing our luxury ‘real touch’ range to venues and venue dressers, looking to upgrade ranges.
August 2025
A Partnership with GNW
In August, in a bizarre twist of fate, we were contacted by our main supplier GNW who were looking for a trustworthy, professional business to be their official wholesaler and distributor in the UK, following the demise of their previous wholesaler Wedding Décor Trade (WDT). As we have an excellent relationship with the owner, there is clearly a vacuum in the UK market, and we have the infrastructure ready to go, we were delighted to sign a partnership agreement.
So, we are now keen to work hard building new business relationships in an industry that is clearly looking for trustworthy supply, care and service, and of course proven products at low prices.
Transforming
through
flowers
We look forward to exciting times ahead!
We are incredibly grateful for the overwhelming support, encouragement, and love that has been shown towards Florify since our launch. Thank you for being a part of our journey — we’re just getting started, and we can’t wait to grow and bloom together with you.
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