‘Our gift packages make people feel looked after’

Steph Douglas, 36, lives in Richmond, London, with her husband, Mark, 36, and their children, Buster, six, and Mabel, four.

‘When I get a message from someone who’s received one of our gift packages, telling me how it made them feel special, there’s no greater sense of job satisfaction. It could be a woman who’s exhausted after having a baby, a person who’s been bereaved, or simply someone having a birthday. There are so many moments when we need some TLC, and that’s where I got the idea for my company, Don’t Buy Her Flowers.

After I had my first child in 2010,

I was deluged with deliveries of flowers from well-meaning friends and family. However, tired and hormonal, what I really wanted was to feel looked after.

So, when my friends began to have babies, I put together little bags of treats for them – a magazine, some hand cream, a home-cooked meal – things to let them know I was thinking of them in a practical way. Their thrilled reaction told me I’d hit upon an idea for a business, but then life got in the way.

I returned to my job in communications in 2011, when Buster was 11 months, and then, in September 2012, Mabel was born. While looking after two young children, I started a blog about my experiences of motherhood, which really took off. It was the first step towards starting the business. It gave me the belief that I understood how other women felt, as well as the confidence to try to turn my idea into something real.

In May 2014, I quit my job and invested £13,000 of our savings into setting up my business. It was nerve-racking walking away from a secure wage, but I knew I would regret it if I didn’t try.

Mark encouraged me to take the leap. He works in sales and believes the best businesses are the ones with a real “reason” behind them, which mine had.

SPECIAL DELIVERY

To research the market, I created an anonymous online survey that I got friends and family to share, and ended up with around 300 responses from women. My brother-in-law came on board to build and manage the website, in exchange for equity in the company.

The biggest start-up cost was stock for the packages, which I ordered from wholesale suppliers, along with branded packaging and tissue paper. I wanted them to feel handmade but not homemade, so someone receiving a box would feel spoiled. I also set up a deal with a company supplying vouchers for home-cooked meals delivered to your door. One of our bestsellers is our ‘Care Package’, which costs from £27.50 and includes chocolates, a scarf and a glossy magazine. Customers can personalise our packages, with additional items.

The day I launched the website in November 2014 it crashed because so many people were trying to access it, having heard about it through my blog and social media. That was exciting – we weren’t expecting so much traffic!

For the first two years, I ran the business from our three-bedroom home. Two rooms were stuffed with stock and packaging, while Buster and Mabel had to share a tiny bedroom. I’d often pack boxes in the evening when everyone was sleeping. It was hard, but I knew it was the start of something special.

Then, last September, I took out a lease on a unit in Gloucestershire, where I’m originally from, and my brother Chas joined the company as head of operations. We also hired some part-time packing staff to assist him. Chas is based there and I commute when necessary, looking after marketing, promotions and the growth of the business from home.

Although we started out catering for new mums, the range quickly grew in response to demand and feedback. We now send packages for a variety of reasons and milestones.

I’m proud that I’ve built the business up myself with no outside investment or bank loans. It’s a special feeling to know your work brings a smile to people’s faces, and lets them know they’re loved.’ • dontbuyherflowers.com