About Us

Australia's original chocolate bouquet company

Our FamilyEdible Blooms burst open its colourful doors in Brisbane in 2005. A unique concept in the Australian market, founder Kelly Baker-Jamieson followed her heart rather than her head and put her savings into a business idea that she loved rather than her first home deposit. That passion and determination paid off, with demand for the delicious wares becoming so high that Kelly was soon joined by her sister Abbey in the business and they proceeded to open stores in Sydney, Melbourne and Adelaide within the first year of operation. In 2008, Edible Blooms launched its first international store in Auckland, New Zealand.

Starting with a range of just nine blooms in 2005, today Edible Blooms offers over 100 unique gift solutions with new product being added weekly for you to devour!

Highest quality, consistently great service

With a focus on using only the highest quality ingredients and providing personal customer service, Edible Blooms has continued to grow and develop a loyal following. Edible Blooms remains family owned and operated, ensuring a consistent product and service across the country with a tight national delivery network. As we like to say, our blooms come from the heart, are handmade with love and are delivered with happiness!

In 2009 we were thrilled to have our hard work recognized in the Telstra Business Awards, taking out the overall state title of South Australian Business of the Year, plus the national title of MYOB Small Business of the Year.


We have a goal at Edible Blooms that’s behind everything we do - we want to ‘wow’ you with a seamless ordering experience and we want to ‘wow’ your recipient with a stand-out gift delivery that can’t help but inspire happiness. Years of working to this goal has borne three values that help us achieve it:

We inject an element of FUN into everything we do – from our people to our products and our work environment. We encourage each other to come up with FRESH ideas – being creative, finding new and innovative ways of doing things and constantly improving. And we stay AUTHENTIC – what you see is what you get as we promise to be honest and transparent, take responsibility and remain genuine with our customers and each other. We grow our Edible Blooms family based on these values and we think they’re what make your experience with us great!

Entrepreneurial spirit

One of our favourite quotes at Edible Blooms is “You miss 100% of the shots you never take”, famously said by ice hockey player Wayne Gretzky. It was on this philosophy of ‘giving it a go’ that our business was first launched and we continue to foster an entrepreneurial culture within our stores.

It was Edible Blooms’ first ever employee, Sarah Bruce from Brisbane, that returned home to Auckland in 2008 to open Edible Blooms New Zealand as her own business. in 2011 our very own founder, Kelly Baker-Jamieson, nabbed the state title of Telstra South Australian Business Woman of the Year proving what you can do with a big idea and even more determination!

Partnering with the community

In 2010 Edible Blooms launched its Community Partner Program. That year $10,000 was donated to a microfinance community group in West Timor through Opportunity International, providing loans, training and support for members to establish their own small businesses and break free of the poverty cycle. In 2011 we began our partnership with the Ovarian Cancer Research Foundation, donating $15,000 to help fund vital research into an early detection test for ovarian cancer.

Getting hands on in 2012 and 2013, founder Kelly Baker-Jamieson donned her best lycra and joined the South Australia Governor’s team in the Cancer Council’s Ride for a Reason across the Barossa. With her personal fundraising matched dollar for dollar by Edible Blooms, over $10,000 was donated to the Cancer Council in support of their life saving work. Continuing the hands on tradition in 2013, our Relationship Manager Tanami Kaye shaved her head to raise funds for the Leukaemia Foundation’s World’s Greatest Shave.

In addition to our charity donations, we are committed to supporting the local communities of our stores in Sydney, Melbourne, Brisbane and Adelaide. Each year we donate up to $40,000 in value of products and vouchers to local community organisations, schools and non-profit groups to assist with their fundraising efforts. In 2009 and 2011, Edible Blooms also donated money from the sale of products to the recovery funds established for the 2009 Victorian Bushfires and 2011 Queensland Floods.

Got a burning question?

If you'd like to know more about Edible Blooms, give us a call on 1300 768 996 or email us at fresh@edibleblooms.com.au – we'd love to hear from you!