Same-day delivery flower and gifting service LVLY, co-founded by 2019 ISB Top 50 Small Business Leaders Hannah Spilva and Verity Tuck, has entered into a collaboration with iconic Australian fashion brand and global print house CAMILLA to celebrate Mother’s Day.
The partnership involves a limited edition Mother’s Day print, personally designed by Camilla Franks for LVLY, reimagined in an exclusive colourway. The artwork features the totem tiger – which symbolises courage, loyalty and devotion – and is displayed on LVLY flower jars.
“It’s a privilege to see LVLY’s name alongside fashion icon Camilla, the brand’s vibrant and iconic aesthetic is the perfect fit for Mother’s Day, our biggest event of the year,” LVLY co-founder Hannah Spilva said.
“We approached CAMILLA because of our strong brand alignment – [they] set out to disrupt the fashion industry and captured the imagination of the world, with vibrant and colourful designs, retelling stories from her travels through the magic of print.
“With LVLY, what started as building a brand that would make people’s day, has now evolved into a fast growth eCommerce business that has disrupted the Australian flower category and set new standards for same-day delivery,” Spilva added. “Thanks to our market-leading ‘seven-day, same-day delivery’ proposition, we’re proud to be a trailblazer in the eCommerce and logistics space.”
The initiative will see LVLY featured in 18 CAMILLA boutiques across Australia as part of the limited edition collaboration.
“It’s a pinch-me-moment to see LVLY in-store and Mother’s Day is the perfect time to bring this exclusive product offering to life,” Spilva said. “It’s through our ongoing dedication to innovation, risk taking and creativity that we hope to deliver on our mission of being Australia’s most loved and most used flower and gift delivery business. Collaborations are at the heart of what we do, since our inception, we have partnered with international artists, authors, painters and poets including Thank You, Beau Taplin, Luke John Matthew Arnold and Rachael Sarra to name a few.
“The Camilla collaboration is about giving those motherly figures around you something to say ‘thank you,” Spilva explained. “It’s about showing how much you appreciate the magic of motherhood, that despite the tough moments and those days where you feel like your world is spinning, there are people in your life who bring so much colour and strength – you wouldn’t know what you would do without them. That’s what this jar represents. Underpinning all this is a commitment to supporting local – LVLY’s Paddock To Posy promise means longer-lasting flowers for their customers, more support for Aussie flower farmers and better outcomes for the planet.”
A CAMILLA spokesperson said that the brand loves to honour women, mother-figures and spread joy through the unexpected. When the opportunity arose to work with LVLY, an Australian female-founded business on a bespoke print for Mother’s Day, the CAMILLA team were happy to get to work reimagining one of their iconic florals in an exclusive colourway, with the print paying homage to the dual aspects of femininity: its exquisite beauty and its wild nature. It is designed to represent the warmth and sweetness of a parent’s love and the ferocity with which she protects her family.
