Inspiring women:
 Kelly Baker – Managing Director, Edible Blooms
In 2005 Kelly Baker founded Edible Blooms, a unique online gift delivery service. Her successful business has just scooped two prestigious Telstra Business Awards, including National MYOB Small Business of the Year.
We caught up with Kelly about the challenges of running a fast growth business.
What path has your career taken to date?
My career background is marketing and business development. Prior to kick starting my own business, I started as an office junior and worked my way up to management roles in a range of industries that included positions in professional services, membership organisations and publishing organisations. I applied the same enthusiasm and dedication to these positions as I do working for myself. I believe that a great attitude as an employee is an investment in yourself to either progress your career or eventually start up your own venture.
Where do you find inspiration? Who have been your role models?
I have been a member of TEC (The Executive Connection) since 2007 and benefitted from the mentorship and guidance that this business support group has provided the journey of Edible Blooms. I also seek inspiration and guidance from constant reading and my family.
Do you see yourself as a role model to other women? Please elaborate.
I hope that the business success of Edible Blooms will inspire other people to start their own ventures and follow their own dreams.
 What experiences are you really proud of? Highlights, achievements, celebrations?
The highlight for Edible Blooms is definitely the recognition that we achieved in the recent Telstra Business Awards.
Winning the National MYOB Small Business of the Year and Telstra Business of the Year SA award for our home state was an absolute dream less than four years after opening our first store. We are still celebrating! (See picture at left.)
What has been your biggest challenge? What have you had to struggle with in your career?
The biggest challenge running a fast growth business is managing cash well. Positive cash flow is my key focus as we have grown our business debt free. I am very proud to be where we are today without debt, particularly in the current economic environment.
What advice would you offer other women who are struggling to reach positions of leadership?
Never give up! In my experience, every challenge presents a new opportunity. I recommend problem solving through someone else’s eyes to get a fresh perspective. An original approach to problem solving is priceless and my experience is that women are very good at lateral thinking!
What do you look for in recognition for your achievements?
At Edible Blooms, we recognise that there is a big team behind every business success and we celebrate together. When we were invited to the National Telstra Business Awards in August, we flew in each of our store managers to Sydney so that we could enjoy the experience together – after all, that is how we got there in the first place.
Have you ever mentored/provided support to other women around leadership issues?
I am a member of a group called ‘Online Divas’, which was created to connect established online women in business with new starters as a source of advice and leadership. Internally I also provide an important role to guide and develop the dynamic young women that manage our stores to motivate their team and deliver the best results possible for our customers.
Have you ever been mentored? Please elaborate.
My mentor is Amanda Cole, an amazing business woman who always asks me the right questions about my business and my work/life balance. I would highly recommend a mentor role to other women, however it’s really important to find the right fit for each individual. Just because a relationship works for one person, it won’t necessarily work for another.
What hurdles do you think women face today?
As a woman in business, I do not believe that it presents any hurdles at all. In fact, quite the opposite! The tables are turned and I have found it to be a great advantage to be a young woman in business in Australia.
How do you think women can support each other in their ambitions?
Firstly, communicate your goals and ambitions to your colleagues. Secondly, for the women who already at the top to realise that there is plenty of room for other women.
What challenges are on the horizon for you?
Overseas markets are our next challenge and we are really excited by the opportunities it presents Edible Blooms.
Is there a quote you stand by or rules of thumb you live by?
Yes, one in particular. Wayne Gretsky, Great Ice Hockey Player, said ‘You miss 100% of the shots that you never take’. I live by the ‘getting out there and giving it a go’ attitude in both my business and personal life.
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For more, visit:
Edible Blooms
Telstra Business Awards
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