Laval PME: a box that goes far beyond the flowers

By transforming and expanding the supply of family business services to the flower box, the Sisters Stéphanie and Marie-Ève Joly, who took over, propelled it: online sales have more than tripled inone year and turnover increased by 30 %.

"And 2022 will be an ambitious year!"Joyfully announces Stéphanie Joly, director of the florist division of the Laval company.We want to improve our presence on the web, improve our website and double our online sales.»»

Founded 55 years ago by Denise Locas, grandmother of the Joly sisters, with the flower box is first of all a florist.But with the arrival of new blood, ideas are jostling and projects are multiplying: Marie-Ève Joly develops, in 2010, a gourmet space, with delicatessen, cooked dishes to take and bistro corner.

The products in stores are diversifying: decorative items, baby clothes, children's games, body products, notebooks...Everything is meticulously chosen and a large place is granted to Quebec artisans.They represent 95 % of what is found on tablets.

Online sales exploded when the entrepreneurial duo operated the gift baskets, ordered online and sent by post in pretty boxes, also locally manufactured. « Les thématiques les plus populaires, en ce moment, ce sont les boîtes apéros festifs, les boîtes pour les familles, avec des mélanges à biscuits, des pâtes alimentaires multicolores, du caramel, ou encore les boîtes détente et cocooning»», affirme la femme d’affaires de 38 ans.

The gift baskets change according to the seasons, and according to the trends of the moment.At Mother's Day, last spring, in full wave of coronavirus when people could not see their loved ones, sales were dazzling. « On a géré 400 commandes en ligne en un week-end !»», lance la mère d’un garçon de 5 ans.

About 60 % of online sales come from business community. De grandes entreprises, comme Cascades, Desjardins, Danone, Couche-Tard, la Banque Nationale, sont devenues des alliées, car elles sont fidèles, souligne M^me Joly, visiblement fière.

Strong and female leadership

Stéphanie Joly does not hide it: business growth is well managed because leadership is strong.Her mother, Francine Locas Joly, who took over her own mother's business in 1995, is still the owner and oversees activities.The team, almost entirely female, has almost doubled in 10 years: there are now 16 to open the shop, seven days a week.

Selon M^me Joly, l’enjeu principal de la gestion des ressources humaines est la qualité de vie.

"We have reduced our opening hours to allow better work-family conciliation.We are very attentive to their needs. Et surtout, nous voulons qu’elles aient du plaisir»», ajoute-t-elle.

She firmly believes that by giving control and autonomy to her employees, a healthy relationship of trust has settled throughout the group."We are working in an area of creation," she recalls, "it is necessary to be pleasant, happy, relaxed!My team continues to impress me.»»

A network that opens doors

Stéphanie Joly, graduate in presentation design and management of McGill University, has skillfully created a network around the company.She is involved in the Quebec Business Women Network, where she has held the post of Laval Regional President since September. Elle a aussi décroché la certification internationale « WEConnect»» qui assure une propriété, une gestion, une indépendance et un contrôle majoritairement féminins dans une entreprise.

"Between business women, we discuss our challenges and goals," she notes.As much for support as for tools and resources, it's worth it!And I'm not even talking about business opportunities.I think I underestimated, at the start of my journey in 2010, the importance of contacts... Ça ouvre des portes !»»