Victoria Free Floristry - Website

Overview

A complete website redesign for Victoria Free Floristry, a bespoke luxury florist serving Essex, Suffolk, Hertfordshire and London. The client required a modern, elegant site that would better communicate with today's customers while reflecting the quiet luxury of her floral artistry.

The primary goal was to modernise the customer journey - integrating WhatsApp for instant enquiries, streamlining the consultation booking process, and presenting services in a way that feels personal and approachable rather than transactional.

The Brief

The client wanted a site that felt premium but not unapproachable - a digital space that mirrored the warmth and personal touch of her in-person consultations. Key requirements included modern communication channels (particularly WhatsApp integration), clear service categorisation for weddings, funerals and everyday bouquets, and a design that would photograph well for social sharing.

Software

• Design & Build: Adobe Dreamweaver
• Code Editor: Visual Studio Code
• Graphics: Adobe Photoshop
• Image Optimisation: Squoosh, ImageOptim

Technical Stack

• Structure: Semantic HTML5
• Styling: Custom CSS with CSS Grid layouts
• Typography: Playfair Display, Cormorant Garamond, Montserrat
• Animations: Intersection Observer for scroll reveals
• Communication: WhatsApp Business API integration

Brand Colours

Key Features

• WhatsApp Integration: Direct messaging link with pre-filled enquiry text, enabling instant communication for the modern customer
• Service Sections: Dedicated areas for weddings, funerals, bouquets and workshops with appropriate imagery and pricing
• Gallery Layouts: CSS Grid masonry-style galleries for wedding and funeral portfolio work
• Scroll Animations: Subtle reveal effects create an elegant, unfolding experience
• Mobile-First: Fully responsive design optimised for how customers actually browse

Modern Communication

The standout feature is the WhatsApp integration - recognising that today's customers prefer instant messaging over phone calls or contact forms. The site prominently features a WhatsApp CTA that opens a conversation with a pre-filled message, reducing friction and matching how people naturally communicate.

This approach has significantly improved enquiry rates compared to the previous site, with customers appreciating the immediacy and personal feel of direct messaging.

Outcome

A site that feels as luxurious as Victoria's floral arrangements themselves - elegant typography, thoughtful spacing, and a colour palette drawn from natural tones. The design supports rather than overshadows the photography, letting the floristry speak for itself.