Balla Florists go online after Covid business boom
By Tom Gillespie
WHEN online sales multiplied ten-fold during Covid it was a no brainer for Judi Roche of Balla Florists to move the business entirely online.
And from the new year, Judi and her staff of nine move to a purpose built, fully operational studio in Mayo Abbey, where customers can be assured of a highly professional service.
Judi, who has been in the florist business for 20 years, assured customers there is nothing negative about the new arrangement.
Judi explained: “When you have a retail unit and you have hours on the door, nine to six, so every day you have to be here. The business is sort of built around me. It is fantastic in one way but in another way it means I have to be always here.
“During Covid everybody was able to order online for 18 months and they didn’t need a shop. They just rang us.
“Once the customer knows what they are getting, and they know they are getting a good product and a good service, the whole traditional element of getting into your car and driving to Balla - wasting time in a lot of ways - is not necessary when you can ring us.”
She added: “I made the decision during the summer to bite the bullet and go online. We are remaining here in Balla until Christmas and between Christmas and the new year people can ring us or order online.
“Everything will still be fully operational and as of the first of January 2023 we will be going fully online and we will be available on the phone. Nothing is changing. The website is there too and the phone numbers are the same and all the staff are coming with me.”
Looking back, she recalled: “We are in business nearly 20 years. I started in a very small shop up the street and then we moved down here and business just boomed.
“Before Covid I had an idea to go completely online and then when Covid came and once it settled and we knew what we were doing it became a very good online business.
“We are well renowned for weddings. We won Irish Wedding Florist of the Year several times. But I never really concentrated on the retail side because we were all so busy in the shop.
“However, the online footfall just boomed during Covid. It multiplied by 10. I put in a software system which is very safe. So we can go on a system now where all the information is safely stored and when I get an order I know that ‘Mary’ does not like lilies or ‘Johnny’ does not like red. It means the communication and the service is first class.
“We have a full-time delivery driver on the road six days a week. It is a great service where the flowers are brought to your door. We cater for all occasions - birthdays, anniversaries, funerals, everything. We know every single church, all the undertakers, so our knowledge is massive.”
Mother of three Judi continued: “We have a lot of weddings booked in. We will continue to do our contracts and we will be online 24/7. We have a good reputation. We are here a long time.
“So the whole key is that Balla Florists is still fully operational just in a different format. We are getting rid of the bricks and mortar idea and going online.
“We have nine staff and they have their own lives and if any of them are off work I have to jump in the van and do deliveries and sometimes I am all over the place. So the new system will take the pressure off me and in a sense I don’t have to have a door open on a main street in a bricks and mortar shop in a town.
“A lot of other flower shops and other businesses have gone online. I am probably the first this side of the Shannon and a lot will follow suit. After a few weeks when we settle in we will figure out a click-and-collect operation.”
With the new year move, Judi added: “We are running a massive sale at the moment as being a wedding florist I managed to gather a lot of stuff over the years for different trends and everything, and this is my opportunity now to share it all with everybody. So we are selling off everything relatively inexpensive. There is something for everyone.
“We are doing this to make way for the studio move and it will allow us streamline everything for the new year when we will start off afresh after 20 years experience.”
Judi told me: “I was introduced to floristry at the age of three years as my mum had four shops. I prepared my first wedding at eight years old.
“After earning two degrees in mechanical engineering and a B.A. in English and maths, I decided I had to live my dream of rediscovering my love of floral design.
“Throughout my life, I've been a creative person and have enjoyed the beauty that flowers have brought to my life.
“At a young age, I knew I wanted to be a floral designer. Flowers move and intrigue me. Through flowers, I work to express the personalities and sensibilities of my clients and create the true essence of their needs, either for the passing of a loved one or their wedding day.
“I seek out unique materials that are hard to find, research various blooms tirelessly, to bring only the most exceptional blossoms and most unique vision to the table. I love nature and people and that is what inspires my designs each and every day.”
Balla Florists' Christmas flowers are live on their website from December 3, to order online for delivery or click and collect - fully operational in Balla F23 EV 96 until Christmas.
Balla Florists can be contacted on (094) 9366858 or email customer.service@ballaflorists.com.
Keep up to date on social: