Milla Rose
About the Company
Milla Rose is a boutique dried flower arrangement business based in Melbourne, Australia. The company specializes in selling dried flowers that can last for years, unlike fresh flowers that wither within days. The primary appeal of dried flowers is their long-lasting nature, making them an attractive decorative option for homes and gifts. Milla Rose’s designs focus on neutral tones and Australian native flowers, distinguishing it from competitors who use more vibrant colors.
The business started in June 2020, during the peak of the Melbourne lockdown. Since then, it has grown significantly, with nearly 3,000 arrangements sold across Australia. Alexandra’s focus on quality, aesthetics, and unique designs has allowed her brand to carve out a niche in the crowded flower market.
Idea Behind Company
Alexandra was inspired to start Milla Rose after receiving a dried flower arrangement for her first Mother's Day during the 2020 lockdown. She noticed a growing interest in home decoration due to the lockdown and recognized an opportunity in the dried flower market. At the time, Alexandra had already explored several entrepreneurial ventures, including a food blog and a catering company, but she struggled to scale those businesses.
Her passion for creating something of her own and her background in digital marketing motivated her to try her hand at the flower industry. She combined her skills in photography and SEO to build a brand that could stand out in a saturated Instagram-driven market. Alexandra's goal was to offer unique, long-lasting flower arrangements that resonated with customers looking for something different.
Creating the Company
To start Milla Rose, Alexandra invested $300 in dried flower stems sourced from local suppliers in Melbourne. She spent time experimenting with different arrangements and testing them on her website and Instagram. She had an advantage in product photography from her food blog, allowing her to capture high-quality images that attracted potential customers. Early on, she leveraged her digital marketing background to drive sales through Google Ads and organic Instagram growth.
One of the key factors that helped her business succeed was the lack of pressure to sell stock quickly, as dried flowers do not expire. Alexandra also fine-tuned her product line by paying attention to customer feedback on social media, which helped her understand which designs were most popular. Over time, Milla Rose developed a core collection of arrangements that consistently sold well, and the brand’s neutral, earthy aesthetic set it apart from the competition.
Launching the Business
Alexandra launched her business by pivoting an Instagram account she previously used for her catering company and creating a Shopify store within 48 hours. The business gained traction during Melbourne’s lockdown, as customers sought online options for sending gifts when they couldn’t visit florists. Milla Rose’s early success was driven by low price points and strong demand for dried flowers, which were relatively unknown but gaining popularity.
With initial sales coming through Google Ads and organic traffic, the business quickly grew. Alexandra used her background in SEO to optimize the website for search engines, writing blogs and optimizing product pages. This strategy paid off, with organic search becoming a key driver of sales. As demand increased, the business expanded, allowing Alexandra to hire employees, including family members, to help with fulfillment and operations.
Earnings
Milla Rose’s revenue quickly grew, with the business generating around $10,000 in the third month of operations. The company’s monthly revenue has since doubled, reaching approximately $9,600 per month. Alexandra attributes much of the company’s financial success to a combination of organic search traffic, effective Google Ads campaigns, and growing customer loyalty.
Despite the business’s rapid growth, managing cash flow has been a challenge. Alexandra and her husband reinvest most of the profits into the business, and they pay themselves and their employees modest wages to keep the company sustainable. With gross margins around 60%, the business continues to grow steadily, and future plans include expanding the product range and exploring new revenue streams, such as offering dried wedding flowers.
