Local Businesses Form Unique Partnership
Shay McCoy / Writer
Photographer / Michael Durr
When it comes to special occasions, sending flowers is always a kind gesture and can make someones day. Local business owners found a way to put a unique spin on fresh bouquet deliveries by collaborating, and bringing blooms and local brews to doorsteps.
Becky Ruby-Wojtowicz of Lilly Lane and Steve Ruby of Black Acre Brewing Company are siblings who found a way to pivot both of their businesses amidst a pandemic, and deliver local Black Acre beer and fresh flowers to doorsteps across the city.
Lilly Lane began as a company catering to large-scale events like weddings, providing floral arrangements and establishing connections within the community. These relationships have blossomed through the years, Ruby-Wojtowicz says.
There are now close to 10 Lilly Lane babies at my kids day care, she says.
These clients-turned-friends have helped boost the business and create an engaged and devoted customer base, which Ruby-Wojtowicz turned to when she realized the pandemic would force her to adapt. She asked the community on the Lilly Lane Facebook page if they would want the option of home delivery of fresh blooms, and there was resounding enthusiasm.
The Lilly Lane Flower Club allows people to subscribe to weekly or monthly deliveries of fresh floral arrangements and create a more personal experience. They can choose the time frame and then customize, and people who dont live in the Indy area can send arrangements to those who do. Ruby-Wojtowicz uses a local wholesaler that sources flowers from all over the world.
She describes the flowers she sources as the freshest blooms we can get every week – pretty and unique stuff.
While customers love giving and receiving these gorgeous arrangements, Ruby-Wojtowicz says making them is a creative outlet.
Throughout the pandemic both siblings have been running businesses, and they realized there could be opportunities to collaborate and cross over. Black Acre began offering more delivery options in 2020 and brought local beer to peoples doorsteps, but once Ruby-Wojtowicz had a customer say they wanted to deliver flowers along with a beer, she knew a partnership with Black Acre could be something unique and different. They kicked off Beer and Blooms, through which customers can buy a weekly bouquet and get beer delivered as well.
Lilly Lane still caters to events with appropriate social distancing in place, but COVID has certainly changed the way Ruby-Wojtowicz does business in other ways. She uses a weekly model now, and takes a more impromptu approach. Deliveries can be placed on a Tuesday to be sent out on a Wednesday, instead of the four to six weeks it would take for weddings and events before the pandemic. The team at Lilly Lane has learned to work together even more, and make an impact in an industry that is currently difficult to operate in, given the protocols in place.
Lilly Lane has found ways to shift and create opportunities to bring the community unique flower deliveries. Ruby-Wojtowicz looks forward to having the capacity for more collaborations and partnerships. She says support for local businesses is vital.
Its nice to know someone is sitting in Broad Ripple making your bouquets, she says.
She encourages fans of flowers to join the Lilly Lane email list for promotions and discount codes, and to join the Flower Club for even more perks. Beer and blooms can be purchased for delivery through the Black Acre website.
Lilly Lane is located at 6556 Ferguson Street in Indianapolis, and is currently operating by appointment only. For more info, call 317-989-9936 or visit lillylane.com.
Black Acre Brewing Company is located at 5632 East Washington Street in Indianapolis. The business can be reached at 317-207-6266, or at blackacrebrewing.com.
