From the beginning, Lovingly has been driven by a single purpose: to give local florists the financial and creative freedom they deserve.
When CEO Joe Vega first entered the floral industry, he spent his days working directly with local florists. What he witnessed changed everything. Florists were being undercut, undervalued, and overshadowed by companies pretending to be real flower shops. These Order Gatherers were profiting at the expense of the hardworking florists actually creating and delivering the designs.
Joe was stunned by how widespread and damaging these practices were. He saw talented florists losing income, losing control over their own products, and losing the chance to build meaningful relationships with their customers.
It was clear something had to change.
That realization became the foundation for Lovingly.
For more than 15 years, Joe has dedicated himself to building tools that empower local florists, strengthen customer connections, and create a more transparent and sustainable floral industry.
Today, Lovingly continues to stand firmly with local florists. We believe real community florists should be the ones rewarded for their artistry, their care, and their commitment to every customer they serve.
Joe’s story is where our mission began, and it continues to guide everything we do.