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Our Story: About Flowers, Business, and a Life Partnership
Behind the KvětinyOnline project stands a married couple – partners in both life and work. In a recent interview published on Femina, we spoke openly for the first time about how we got started, what drives us forward, and what it's like to run a business as a couple. You'll learn about our approach to customer care, why we believe in the power of simplicity, and how we balance flowers, family, and business.
You’ll find the full interview below – we’d love for you to take a peek behind the scenes of our work.
INTERVIEW with Daniel Roh: Spreading Joy Through Flowers
When you think of flowers, you probably think of joy, tenderness, love, or gratitude. Since 2003, that’s exactly what Daniel and Dana Roh have been striving to deliver through their family business, KvětinyOnline. What started as a bold idea back when online shopping was still finding its footing has become one of the most recognized online flower shops in the Czech Republic.
Over the years, they’ve faced challenges, experienced growth, and developed a unique daily routine. But most importantly, they’ve stayed true to their original idea: delivering joy – not just to women, but to anyone who wants to brighten someone’s day.
In our conversation, Daniel reflects on two decades of hard work, recalls their first bouquets, and shares thoughts on couple entrepreneurship and the unspoken power of flowers.
What was the very beginning of your business like?
It was a really tough start. We took over a struggling flower shop that mainly sold potted plants and gifts. The interior looked like something out of a horror movie. Step by step, we switched the focus to cut flowers and minimized accessories. We completely renovated the interior several times until we reached the current design – cozy seating, flowers everywhere, and premium gift items.
What inspired you to launch an online flower shop back when e-commerce was still in its infancy?
We often received calls from Czechs living abroad, asking for flower delivery. But without the option to pay by card and with slow and complicated bank transfers, we were losing customers. So we researched international online flower stores and decided to give it a try. Our first shop ran on a basic provider platform, and we took photos with an 8MP camera – which felt like a big deal at the time! Looking back, it was very amateur, but it worked. Within a year, we teamed up with a developer, Honza Brabec, who we still work with today.
How did you divide responsibilities as a couple? Do you still have clearly defined roles?
From day one, we split our responsibilities strictly and agreed that any work-related argument must end with one of us leaving the shop to cool off. And that rule still works!
Dana is in charge of flowers – purchasing, arranging, and floral design.
I take care of the e-shop – development, marketing, operations, accounting, and logistics. We outsource most services, but I still need to stay on top of everything and understand the processes.
Twenty years is impressive. How have your customers changed over that time?
Thanks to social media, customers are much more informed and ask for trendier, more modern arrangements.
In the beginning, about 50% of our orders were for delivery three or more days later. Today, 60% are for same-day delivery and 30% for the next day.
What have been your biggest challenges – professionally or personally?
In 2018, we realized we were falling behind – the shop's look, bouquet styles, e-shop design, functionality, advertising... everything needed a refresh. So we rolled up our sleeves and worked hard.
Privately? Our life might seem uneventful to others, but we’re happy. We travel around Europe, hike sections of the Camino de Santiago (hopefully completing it this year), explore food culture, ski in winter, and trek in summer. We love it.
Do you remember the moment when you felt things really “clicked”?
Yes – launching our newly designed website was a big one. Another was reading a touching review from a customer living abroad who said their mother was overjoyed and how much it meant to them. That kind of feedback fuels us.
Flowers express so much. What does “spreading joy” mean to you?
A lot of emotions – and sometimes a lot of stress, too, making sure deliveries go exactly as the customer wishes.
Any customer story that really stayed with you?
Yes – on International Women’s Day in 2022, we delivered flowers to a Ukrainian woman. They were sent by her husband who had stayed back home. His note read: “Next time, I’ll give you the flowers in person.” It was full of pain and hope at the same time. We’ll never forget it.
What does a typical day look like when you have dozens of deliveries across the country?
We’re up by 5:30 am, checking orders by 6:00 am. Our team processes them and we plan flower purchases from suppliers. Some flowers we buy directly, others from wholesalers who receive fresh shipments daily, ensuring maximum freshness. We arrive at the shop around 8:00 am and usually stay until 5:00 pm. There’s time for quick meetings or social media updates over coffee. Occasionally we work from home. It’s demanding – but we love it.
What’s it like to work together as a couple for more than 20 years? What keeps you strong – in business and in life?
In business – we genuinely enjoy what we do, and we have a fantastic team.
In life – we share dreams and pursue them together. For example, our pilgrimage to Santiago de Compostela from our home.
How do you balance work and personal life when your business is such a big part of both?
They blend together. It was tougher during our daughter’s teenage years, but in a way, it brought us closer. Weekends have to be carefully planned. Sometimes we need to deliver flowers ourselves when couriers aren’t available – but we combine that with something cultural.
What do you personally enjoy most about your work?
Freedom. If I make a mistake, I take the hit. If we succeed, I own that success too – and so does our team.
What flower best represents your journey as a couple?
The rose – it can prick you, but it always ends in a beautiful, fragrant bloom.
What advice would you give other couples thinking about starting a business together?
- Set clear roles and responsibilities.
- Define hand-off points in your processes.
- Make big decisions together, and when there’s disagreement, use real data to work it out.
- Be open – talk honestly about finances, challenges, and potential issues.
- Always listen to your partner, even if they don’t know everything about the topic – try to understand their perspective. And if things get heated and you say something unkind – apologize, and restart the conversation.
Daniel Roh is a Czech entrepreneur who has been developing his floral business for over two decades. Together with his wife Dana, he co-founded KvětinyOnline, one of the first Czech online flower shops offering nationwide delivery. Their business is built on quality and customer satisfaction.
In addition to the online shop, they run a physical store in Prague 6 – Dejvice, which they opened in 2003. Dana and Daniel Roh are a living example of how family and business can go hand in hand – creating something beautiful that brings joy across the country.
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Tik Tok: @kvetinyonline