April 27, 2026
The subscription program, in year five
Three years and four months since we launched our weekly subscription program. 47 households at the start. 612 today. Here's what changed and the patterns that surprised us.
The numbers
- 612 active subscribers, up from 47 at launch in January 2023
- 38% on biweekly cadence, 47% weekly, 12% monthly, 3% custom
- AED 4,800 average annual spend per subscriber
- 74% subscriber retention at the 12-month mark
- 22% of our annual revenue comes from subscriptions, before factoring in their occasion orders
What surprised us
- Subscribers spend 3.2× more on occasions than non-subscriber retail customers. They trust us because they see our work weekly. They order weddings, anniversary bouquets, hospital arrangements — and they don't shop around.
- The most-loyal cohort is the corporate gifting buyer. Office managers who set up a weekly reception bouquet renew at 91% annually. They are the most-stable revenue line in our shop.
- Subscribers refer. 28% of our new subscribers come via existing-subscriber referral. We've started a referral perk — one free upgrade for the referrer, free first delivery for the referee.
What's changing in 2026
- Subscription gift program — give a 12-week subscription as a gift; we're seeing demand
- Pause without notice — pause your subscription mid-week if travel comes up; we'll catch up next week
- Custom vase rotation — for our top-tier subscribers, the vase changes every 3 months
We're grateful to every subscriber. You make the work better.