How Flwr’s Minimalist Bouquet Brand Bloomed with Custom WooCommerce Magic

Flwr.co.nz: A Modern Take on Floral E-commerce

At the heart of Flwr’s story is Elena’s bold decision to quit her florist job and launch her own service. Without a shop window, the site had to build trust through clean design, warm copy, and clear messaging. Fresh local blooms, styled to order, became the central promise.

A Different Approach to Inventory

Flowers is seasonal and unpredictable. Rather than list hundreds of specific stems, Flwr offers six flexible color palettes. Customers choose a palette and the team selects the best blooms available on delivery day. This model gives Elena control over quality and keeps customers excited by the surprise factor.

Building the Right Tech Foundation

Wildlabs migrated Flwr from Squarespace to a self-hosted WordPress install on DigitalOcean. By using Cloudways for server management, they set up automatic backups and easy scaling. They then crafted a custom theme from scratch, only building in the features they needed to avoid slowdowns.

Streamlining the User Experience

Every page was audited for performance. Unused CSS was removed and JavaScript only loads on pages that require it. The checkout flow includes a blocked slot for same-day deliveries within 24 hours. Local pickup is available for Auckland clients who want to visit the home studio.

Photography and Brand Authenticity

To make the brand feel real, they used friends and repeat clients as models. Elena and Artem shot initial images at home, then teamed up with a professional photographer friend for final edits. The homepage features full-screen photos and short videos that document the bouquet-making process.

Operations and Next Moves

Orders come in through WP Admin. Elena arranges each bouquet and sends a photo to the customer for approval. Weddings remain the largest source of revenue, and she is exploring a small studio space for bigger events. A blog will launch soon to share styling tips, while Instagram at@flwr_NZdrives most traffic.

Key Results

Flwr delivered a seamless shopping experience that mirrors its hands-on style. By focusing on a narrow product set, leveraging custom design, and using a small set of trusted plugins, the brand achieved a site that is fast, stable, and true to its visual identity.