Back in May 2024, Mike had the chance to chat with Kelly Jamieson on The Troubleshooters Podcast. When you think of entrepreneurial success, you might picture a lone wolf conquering the corporate world. But what if the secret to success is collaboration? Kelly Jamieson, co-founder of Edible Blooms, sat down with Mike for the Troubleshooters Podcast over a year ago to share her inspiring journey of building a thriving business with her sister. A year on, I have been reflecting on the invaluable insights she shared.

Kelly and her sister, Abbey, have navigated the ups and downs of business together, proving that family can be an asset rather than a hindrance. Their secret? Straightforward communication and complementary strengths. While Abbey excels in operations and team training, Kelly drives business development and management. This duo show how leveraging each other’s strengths can create a successful partnership, despite the age-old adage that warns against mixing business with family.

Kelly’s entrepreneurial spirit flared at a young age on a farm in South Australia, where she and Abbey learned the harsh realities of business by baking biscuits for a local shop. Fast forward to 2005, and the sisters launched Edible Blooms, combining fresh flowers and gourmet treats in a groundbreaking online business. Kelly recalls, “There was no such thing as being an entrepreneur back then—just business owners and employees.” With a desire to create something unique, she used her savings to bring her vision to life, embracing the risk of starting a business without a safety net.

Starting a business in the mid-2000s came with its own challenges, particularly in securing funding. Kelly candidly shares her struggles with banks that were hesitant to invest in a startup without a proven track record. “Sometimes, when you have a tight budget, you make every dollar count,” she reflects. This scarcity fuelled their creativity, pushing them to innovate and adapt rather than burn through cash. Perhaps necessity is the mother of invention after all.

Kelly believes that making mistakes is not just acceptable—it’s invaluable. “Making mistakes is gold,” she states, emphasizing the importance of learning from failures. Her company fosters a culture of openness, encouraging team members to share their missteps and the lessons learned. This approach not only builds resilience but also cultivates a spirit of entrepreneurship within the team.

With the rise of digital marketing and e-commerce, Kelly was quick to embrace new technologies to scale her business. She recalls the excitement of leveraging Google AdWords when it first launched, as well as her early adoption of social media for customer engagement. However, she also learned that jumping on trends too early can sometimes lead to challenges. “You need to be willing to adapt,” she advises, highlighting the importance of being responsive to market changes.

One of their notable innovations was the introduction of an “Instant Gift It” option on their website, allowing customers to send gifts via email, giving recipients the flexibility to choose their delivery date. This adaptation stemmed from recognising friction points in the customer journey and a commitment to continuous improvement.

Kelly’s journey hasn’t been without recognition. After just four years in business, Edible Blooms won the Telstra Business Awards, which served as a turning point for her confidence as an entrepreneur. “You really don’t know how you’re benchmarking against others in the startup space,” she shares, highlighting the importance of external validation. Such recognition can not only validate your hard work but also provide valuable insights into your business’s standing in the market.

Kelly’s story reminds us that while the path of entrepreneurship is full of twists and turns, it’s also a rewarding adventure, especially when shared with the right partners.