We were down at the breakwall one night, must've been around 1981, camping at Calypso Holiday Park with the family (not sure it was called that back then). Dad had this massive beach rod, the long ones you know, and we'd been out there for hours catching nothing much. Just as we're about to pack it in, boom, he gets this huge bite. Started reeling it in and the thing kept getting heavier and heavier. Turned out it was tangled in some old net, had to cut the poor thing out. Biggest flathead I'd ever seen - Dad's 6'4" right, held it in one hand with his forearm parallel to the ground and the tail was literally dragging on the sand. Chucked it back in, watched it swim off. Still think about that fish sometimes.
Funny how places stick with you. Now, all these years later, we're sending flowers to Yamba pretty much daily through our partner florists. Same beaches, same breakwall, just now we're the ones with kids and a flower business that somehow covers the whole of Australia.
We took Asha and Ivy back there just last year actually. Andrew was knee-deep in the mangroves near the boat ramp, watching the kids fish, when suddenly he jumps back and falls straight into the water. We laughed about it for days - turned out it was a pod of dolphins swimming past in the shallows but he was convinced it was a shark. The kids still bring it up at dinner, oh the mocking...
That's the thing about Yamba though, you need to know the place. Our partner florists there, they get it. They know if someone's staying at those apartments near Pippi Beach or if they're way up near Angourie Point. They know the Pacific Hotel gets packed on weekends, that the marina fills up in summer. Can't get that from some warehouse in Sydney shipping flowers overnight in a box.
Right, so when you order flowers to Yamba - whether you jump online or ring our team in Armidale - here's what goes down. Your order gets routed to one of our local partner florists based on the postcode, but also what's fresh that day. Say you want 24 red roses delivered to West Yamba but our main florist only has 12 left. No worries, the order shifts to the next closest partner, maybe in Maclean if needed, and they'll get them delivered same day if you order before 2PM weekdays.
These are proper florists with actual shops, not some production line setup. They've got the fridges, the work benches, the whole setup. Some have been with us since 2009 when we were just figuring this whole thing out. They hire local kids, know the delivery routes, understand that getting flowers to the caravan park is different from delivering to the golf club.
Back when we had the shop in Kingscliff, around 2008, we kept getting these calls. "Can you send flowers to Yamba?" "My parents have a holiday house in Yamba, can you deliver?" Must've turned away hundreds of calls before we finally clicked - what if we just found a florist there and worked out a deal? No fees for them, they just add a few extra flowers to cover our commission. Simple as that.
Yamba was in that first batch of locations we set up, along with places like Port Macquarie and Ballina. Made sense really - all those holiday homes, people wanting to send flowers for arrivals, birthdays while they're away fishing. Still working with some of the same florists 15 years later, though the network's grown to over 800 partners now. Our first partner florist in Yamba was Flowers By Debbi May.
> Learn how we went from a shop to flowers online
The locals tend to go for natives - banksia, waratahs, that sort of thing. Holiday visitors? They're after the impressive stuff - long stem roses, oriental lilies. We do loads of welcome arrangements for the rental properties, especially those fancy ones overlooking Turners Beach.
You can chuck in extras too - bottle of bubbles for those Pacific Hotel celebrations, box of chocolates, teddy bears for the new bubs at the hospital. Plants are big for the longer stays. Starts around 60 bucks delivered, goes up from there depending on what you're after.
We've got over 3000 reviews on Feefo now, even won their service award this year. Not bad for a business that started in a daggy old shop painted lime green.
> Read all Lily's Florist reviews
Look, whether you're sending to Yamba proper, out to Wooloweyah, or up to Angourie, we've got it sorted. Ring us on 1300 360 469 if you want to chat. Or just order online, whatever's easier.
Same day delivery Monday to Friday if you get in before 2PM, Saturdays usually fine too but ring to check.
Next time we're down there fishing, might try that spot near the mangroves again. Though Andrew reckons he's staying on dry land...