A third-generation Penshurst florist is using artificial intelligence to help customers design custom arrangements, blending traditional floristry skills with modern technology to stand out in a competitive market.

Rose & Thorn, which has operated from Penshurst Street since 1962, introduced an AI design tool last month that lets customers describe what they want and see digital mockups before committing to purchase.

“Customers often struggle to describe what they’re imagining,” explained owner Maria Santos, whose grandmother founded the business. “They say ‘something nice’ or ‘maybe pink?’ The AI helps us understand what they actually want.”

How It Works

The process begins with customers describing the occasion, their colour preferences, and any specific flowers they like or want to avoid. They can also share inspiration images or describe the recipient’s personality.

The AI, developed in partnership with Team400.ai, generates several arrangement concepts as digital images. Customers can request modifications until the design feels right.

“It’s like having a conversation with a designer before we touch a single stem,” Santos said. “By the time we start building the arrangement, we know exactly what the customer wants.”

Maintaining Craftsmanship

Santos emphasises that AI doesn’t replace floristry skills. The generated images guide the design, but the actual arrangement is created by hand using traditional techniques.

“My grandmother would roll over in her grave if we let a computer make bouquets,” she laughed. “The AI is a communication tool. The artistry is still entirely human.”

The technology has actually highlighted the value of skilled floristry. When customers see a beautiful digital design and then receive something even better in real life, they appreciate the craft involved.

Customer Response

Early adopters have responded enthusiastically. Corporate clients particularly value the ability to see and approve designs before events.

“We ordered centrepieces for a company dinner,” said Kogarah business owner Amanda Liu. “Being able to see exactly what we’d get, make adjustments, approve the final design, it removed all the stress. And they matched the digital images perfectly.”

Wedding clients have also embraced the technology. Brides can experiment with different bouquet styles and colour combinations without the florist needing to source samples of every flower.

Competitive Advantage

The tool has helped Rose & Thorn compete against online-only flower delivery services, which often offer limited customisation and uncertain quality.

“With those services, you pick a pre-made option and hope for the best,” Santos noted. “We offer a collaborative design experience that online-only can’t match, but with the convenience of digital previews.”

Sales of custom arrangements have increased 40% since introducing the AI tool, with average order values also rising as customers feel confident investing in more elaborate designs.

Industry Interest

Other local florists have expressed interest in the technology. Santos is open to sharing her experience but notes that implementation requires both technical investment and a willingness to adapt workflows.

“It’s not just buying software,” she explained. “You need to integrate it into how you work with customers. That takes thought and practice.”

For now, Rose & Thorn enjoys a competitive advantage in the St George market. Santos sees the AI tool as an evolution of her family’s 60-year commitment to customer service, not a departure from it.

“Grandma adapted when refrigeration changed the business. Mum adapted when imported flowers became available. I’m adapting to AI. Each generation finds new ways to serve customers better.”