Spotlight | Emily of Ruby Lane Flower Co.

Meet the florist behind Toowoomba’s posy of the day delivery

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Emily Richardson is a florist who has just moved back to Toowoomba after some years away.

Emily’s business Ruby Lane Flower Co creates a new posy each day, and you have until midday to order for same-day delivery. It’s a simple concept, and a perfect last minute gift idea. With posies starting at just $30 (including delivery), you might just make a habit of it… Off the back of her successful business, Emily has also started to offer workshops, to share the flowery love around.

So we sat down with Emily to learn about how her business works, why she moved back to Toowoomba, and what her current local favourites are.

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Name: Emily Richardson
Occupation: Florist
Known For: beautiful same-day posy deliveries at Ruby Lane Flower Co
Born: Toowoomba
LOCAL SINCE: july 2018

Welcome (back) to Toowoomba, emily! What made you and your husband uproot your brisbane life and move back?

We had been considering moving for a while, mostly just to do something different. We looked at different options up and down the coast but honestly kept coming back to the idea of purchasing a house (waaay more affordable in Toowoomba!) and raising a family here.

what is ruby lane flower co? what do you do differently?

Ruby Lane Flower Co is a same-day flower delivery service, where people can either pre-order posies, or wait to see the posy of the day each morning before ordering. I take deliveries until 12pm, so it’s perfect for those last minute ‘whoops forgot my mum’s birthday’ kinda orders. I love natural, wild flower vibes so aim to create something a little less structured and a whole lot of pretty.

What have you learned about doing business in Toowoomba?

The main thing I’ve found is people in Toowoomba really support local, small business. I love the quote ‘When you buy local, the owner does a happy dance’. You don’t get that with big corporations and I love the idea of supporting a community of business owners running with their passion!

Toowoomba seems to really support that.

What does an average day look like for you?

An average morning is waking up around 7am and having a coffee with my border collie (he doesn’t get the coffee just a pat). I then head to the flower market to pick out the day’s blooms. Once I’m home, I check some emails and write up orders for the day before putting together the posies. My afternoons consist of hand delivering around Toowoomba, before heading back home and doing some admin, doing up quote for brides and getting back to emails.

What does your ideal Toowoomba weekend include?

The Baker’s Duck, always.

My husband and I said we would try to find all the cafes in Toowoomba, but this gal loves a doughnut and when they add lavender to it… I just can’t not go there on a Saturday. We also love the gardens and if we have friends from Brisbane we take them on a little tour to all of them – especially the Botanic Gardens, Newtown’s Rose Garden and Laurel Bank Park.

Only a Toowoomba local would know…

How great the security guard with a moustache was at JB Hifi! So much that he had his on FB page!


PERK UP: Ground Up. Good. Coffee.

RELAX: getting my hair done at Cropt with a great cup of tea in a Katey’s Ceramic mug

EAT: El Attar or Sofra. Or Junk is a new fave!

INDULGE: The Baker’s Duck… love a doughie.

SHOP: Currently obsessed with buying homewares so Wild Haven Collective or Bungalow & Basket.

CATCH UP: Sweet Talk – love the good vibes and amazing service.

BE INSPIRED: I love just walking down Ruthven and Margaret street at the moment! There’s something so energising about seeing all the shops that have popped up. There’s just such a buzzing vibe as more businesses emerge all the time and it excites me as a business owner.

You can find Ruby Lane Flower Co through Emily’s website, or on Instagram.
Look out for the posy each day, and get your order in by midday for same day delivery.
Posies start from just $30, including delivery!

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