Zoe Lamont is the founder of Sydney based online florist, Petal Post. Born out of her pure love of flowers and the joy they bring to others, Zoe started Petal Post to supply Sydney-siders fresh, affordable, beautiful blooms while simultaneously supporting local Australian flower farmers.
In this interview, Zoe shares how she started her business after having her three beautiful children Hayden, Blake and Asher, as a way to fuel her passion and creativity for flowers while enabling her to be with her growing little family.
Zoe noticed a gap in the market. She realised buyers were being stripped of their very own creativity to arrange their own flower arrangements and so started Petal Post in May 2015. The concept behind Petal Post is different to all other florists in Sydney, and the business lives by its mantra, “Flowers by us, creativity by you.” Petal Post does just that – they deliver flowers from local farmers in a bespoke box, leaving the arranging to their customers, allowing them to curate their own flower arrangements!
Enjoy a Petal Post fresh flower subscription with regular deliveries to your doorstep! Each week, Petal Post choose one selection of the freshest flowers direct from their growers. Choose if you would like a gorgeous Petal Post box delivered each week, fortnight, month or quarter. Ideal for your home, as a gift or for the office.
The best part of my job is…
Aside from working with flowers everyday, which is amazing, the best part of my job is touching base with our regular customers and hearing how they are enjoying our flowers and service. It sounds cliché, but honestly, to get feedback on how a subscriber loves this week’s selection makes my day! It’s what I love about offering such a personal service, keeping in touch with our customers and making sure we’re nailing each and every delivery.
I chose to enter this field of work because…
After taking some time out from my career to have my kids, I thought about what I could do that enabled me to be around for the kids, and also something that I was passionate about. The Petal Post concept was born from my love of flowers. I knew that by offering just another flower delivery service wasn’t going to cut in such a competitive market. I’m passionate about supporting local, and once I began developing the box design, it all just came together!
The greatest challenge in my career has been…
Balancing home and work is a challenge everyday. Most of the time, business is totally consuming. You’re never not thinking about it, and every spare second there’s an email to write, or strategy to plan. It takes practice to know when to switch off, set a side a few hours just for yourself or for family and friends. Much of my loved pastimes, like reading a good book, have been put on hold. If I start reading a book, I’m usually asleep within a few sentences! I’m getting better at it, and as the business grows, you can afford to allow yourself a little time more and more.
The funniest misconceptions about my industry/company/brand are….
Everyone is always in absolute shock and disbelief that I get up at ridiculous-o’clock to go to the markets. There’s a whole world happening before the sun rises! The markets have such an awesome vibe, a flurry of activity, trolleys stacked high with foliage and flowers, traders and buyers sharing a joke – it’s fantastic! To be amongst the growers who have so much knowledge and pride in their product, there’s always something to learn and interesting varieties to see. I recommend it to everyone to go at least one morning to check it out!
The most influential person in my career has been…
This might sound corny, but I’m totally inspired by other female business owners, especially those who have created something from nothing, built from passion, persistence and dedication. I gravitate toward these like-minded women, whether it’s on the school play-ground, or in circles of friends and associates. I love learning about their different approaches to challenges and how they’re making a success in their respective marketplaces.
If I could give one piece of advice to my 18-year-old self, it would be….
Be confident, believe in yourself, and stop binge drinking! Haha! Those wise words… if only I knew then what I know now then! I’ve always been ambitious in whatever I’ve set my mind to, but when you’re young, there’s an absence of peace and contentment that seems to come as you get older. I have no regrets, every choice that I ever made has led me to where I am now, and I’m feeling pretty good about that!
My greatest achievement has been…
My greatest achievement has been to date has been keeping my three kids alive and running the business, and juggling both at the same time. Hopefully I’m doing OK in both areas!
The greatest personal challenge I have over come is…
An ongoing personal challenge of mine is I’m learning the piano. I took lessons as a kid so I can play a little bit and as we’re now introducing our kids to music, I find it the perfect way to switch your brain onto something other than the hustle of the day. I’m learning ‘Hey Jude’ at the moment – and no … I won’t be giving a Christmas Concert this year!
I don’t understand why…
There’s such a thing as decaf
I try to relax by…
My biggest fear is…
Losing one of my children … they really do move fast
I can’t live without…
Strong coffee always
I really wish I had…
A lap pool
The greatest lesson I have learnt is….
If I had one super power, it would be….
To clone myself
If I could invite four people to a dinner party, they’d be…
Hayden, Blake, Asher (my kids) and a Jedi Knight – to see the look on the kids’ faces would be priceless!
Zoe Lamont is the founder of Sydney based online florist, Petal Post.
Born out of her pure love of flowers and the joy they bring to others, Zoe started Petal Post to supply Sydney-siders fresh, affordable, beautiful blooms while simultaneously supporting local Australian flower farmers.
Zoe noticed a gap in the market for delivering flowers and providing the individual with the ability to embrace their own
creativity through the simple art of flower arranging, and started Petal Post in May 2015. The concept behind Petal Post is different to all other florists in Sydney, and the business lives by its mantra, “Flowers by us, creativity by you.”
After 12 years working in hospitality, events and weddings dresses, and styling floral arrangements for the events and functions she was hosting, Zoe developed a passion for flowers and the incredible power they have of unleashing people’s creativity. Petal Post is delivered in a bespoke box, leaving the arranging to the customers, allowing them to curate their own flower arrangements with what has been carefully provided in each box.
While most Sydney-siders are asleep, the mother of three is at the flower markets each morning carefully choosing flowers according to their freshness, quality and seasonality. Zoe enjoys the morning rush and loves being surrounded by endless amounts of flowers.
The accidental entrepreneur never thought she’d run her own business, but loves the collaborative elements of working with likeminded brands and businesses, and Petal Post has continued to flourish through it’s first full year of business, now delivering Sydney-wide.
For more information on Zoe and Petal Post, visit: www.petalpost.com.au, or follow Petal Post on Instagram @petalpostsyd and Facebook: www.facebook.com/petalpostsydney.
Enjoy a Petal Post fresh flower subscription with regular deliveries to your doorstep!
Each week we choose one selection of the freshest flowers direct from the growers.
Packed in bespoke boxes protecting every petal, with flower information and arrangement suggestions specific to each delivery.
Express your creativity!
You choose the frequency – a gorgeous Petal Post box delivered each week, fortnight, month or quarter. Ideal for home, gift or office.