In Bloom Studio Florist
In Bloom Studio is one of Edinburgh's most loved florists — a creatively led, independently run business with a beautifully curated shop which started in Marchmont and a growing reputation well beyond the city now in Longniddry.
Julie and Sophie have built something with real character: a physical space that feels considered and warm, and a product range that goes well beyond flowers into workshops, subscriptions and seasonal experiences.
We've worked alongside In Bloom Studio for over five years. What started as a website project has developed into a broad creative partnership spanning ecommerce, branding, print, interior direction and everything in between. It's the kind of relationship where the work evolves because the business does — and where understanding the brand deeply enough to respond quickly and well has become one of the most useful things we bring.
Where it started
The initial brief was a significant one. In Bloom Studio had an existing Shopify website that worked functionally but didn't reflect the personality or quality of the business behind it. The offline experience — the shop, the floristry, the care that went into every arrangement — wasn't coming through online. And the platform itself had become increasingly fragmented: different tools and third-party apps handling different parts of the business, none of them talking to each other particularly well.
The decision to move to Squarespace was about consolidation as much as aesthetics. The goal was a single, cohesive platform capable of handling ecommerce, workshops, subscriptions, email marketing, blogging and invoicing without relying on a stack of external integrations. Simpler to manage, easier to keep consistent, and more aligned with how the business actually operated day to day.
Words from the client
“Working with Studio Creates feels like having an experienced creative and digital partner within our own team. Sarah has supported In Bloom for several years, from major website developments and new services through to ongoing design and website support. She knows our business incredibly well and can take an idea, understand what we’re trying to achieve and work out the best way to make it happen. She’s proactive, practical and always thinking beyond how something looks to how it works for our customers and the business. We trust her judgement completely and genuinely couldn’t imagine In Bloom without her support.”
Research and planning
Before any design began, we invested time in understanding the audience properly. User personas were developed for In Bloom Studio's core customer groups — the people buying bouquets for delivery, the workshop attendees, the subscription customers, the wedding enquiries — and those personas shaped the site structure and content hierarchy throughout.
A detailed sitemap was developed and signed off before wireframing began. Wireframes mapped the key journeys: browsing and purchasing flowers, booking a workshop, setting up a subscription, making a wedding enquiry. Getting those flows right at the planning stage is far more efficient than redesigning them after the site is built — and for an ecommerce business with multiple product types and customer intents, the structure of those journeys directly affects conversion.
Copywriting was handled by Holly Thomson of Blonde Creative, with SEO focused on Edinburgh florist search terms, same-day delivery and local visibility — the kinds of searches that drive real commercial traffic for a business like this.
The build
The design brought In Bloom Studio's offline brand identity into a digital environment that could finally do it justice. The warmth, the creativity and the visual character of the physical shop came through in the typography, imagery and layout across every page.
Automated email flows were built into the platform from the outset — an abandoned cart sequence, a new customer onboarding journey and ongoing marketing communications that kept In Bloom Studio's products present for customers between purchases. Those flows compound in value over time, and building them properly at launch rather than retrofitting them later makes a considerable difference.
Mobile optimisation was treated as a primary consideration throughout, not an afterthought. For a florist receiving significant traffic from local and gifting searches, the mobile experience is often the first and most important one.
What followed
The results in the first year were significant. Website traffic increased by 391% year on year. Online sales doubled. Workshop sessions launched and sold out within a week. The second year brought a further 34% increase in traffic and 79% growth in sales. Entering 2025, the site continued to grow — up 59% in traffic and 12% in sales year on year.
Those figures reflect more than a good website launch. They reflect sustained attention to the platform over time: ongoing optimisation, seasonal updates, new functionality as the business has expanded its offer and a creative partnership that understands where the business is heading well enough to support it proactively.
The relocation
Most recently, Studio Creates supported In Bloom Studio through a full studio relocation — one of the more complex and wide-ranging projects in the partnership.
Moving a well-established business to a new location requires more than updated address details. The new space needed to feel like In Bloom Studio from the moment it opened — visually, experientially and commercially. Our involvement spanned interior colour consultation, graphics and signage for the new space, launch event support, website updates, revised messaging, new email marketing communications and new course development.
It's the kind of project that draws on everything built up over five years of working together — the understanding of the brand, the audience and the way the business operates that only comes from a long-standing creative relationship. Getting a relocation right, and making it feel like an exciting new chapter rather than a disruption, requires that depth of knowledge.
What five years looks like
In Bloom Studio is a different business from the one that first came to us — bigger, broader and operating well beyond Edinburgh. The website and brand have kept pace with that growth, evolving as the business has rather than being replaced each time something changes.
That's what a long-term creative partnership should do. Not just produce work, but stay genuinely useful as the business it supports continues to develop.
Are you looking for a long-term design and website partner? We can help (we’ve done it before!).
