WholesaleRoses.com
A catalogue you can shop by eye
WholesaleRoses.com ships farm-direct bulk roses across the United States from its Miami base. The inventory runs to hundreds of named varieties, most of which mean nothing to a buyer until they see the bloom.
01 — The challenge
A wholesale catalogue is only useful if you can find the bloom in your head.
Wholesale rose buying is visual and deadline-driven. A florist building a wedding palette is not searching for a variety name — they are looking for a specific blush, a specific bloom size, a stem length that works in a tall arrangement. A conventional ecommerce grid of hundreds of SKUs makes that job harder, not easier.
On top of that, bulk buyers need the practical numbers before they commit: stems per bunch, bloom size, petal count, vase life, and when the box will actually land.
The catalogue had to answer a design question and a logistics question on the same screen.
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200+
Rose varieties merchandised in the catalogue
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5
Rose categories: extra-long, garden, premium, spray and tinted
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1
Colour-first navigation layered over the whole catalogue
02 — Our approach
Merchandise by colour and category, then put the specs where the decision happens.
We built the store around two navigation paths that match how buyers actually shop: shop by colour, and shop by rose type. Every colour lands on its own collection with the same filter and sort controls, so a buyer chasing a blush palette sees only blush, at bulk pricing, with the category tabs still in reach.
Product presentation carries the wholesale detail inline — stems per bunch, bloom size, petal count, aperture, vase life and stem-length options — so the specification and the photograph are read together instead of on separate screens.
The rest of the site does the trust work a farm-direct supplier needs: the sourcing story, a plain three-step select, pack and deliver explanation, sustainability and fair-labour sourcing, and a review band using real customer arrangements rather than stock photography.
Working with Web Tonic has been a fantastic experience from start to finish. Their team took the time to understand our business goals and delivered exactly what they promised. Communication was excellent, and we've already seen a noticeable improvement in our online visibility. Highly recommended!
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