Dilly Lily

What Dilly Lily does

Dilly Lily is a privately held, high-end floral design shop and full-service event company founded in 1997 by Christine Noelle and headquartered at 742 W Fullerton Pkwy in Chicago's Lincoln Park neighborhood. The business operates from a single physical showroom and an owned e-commerce storefront at shop.dillylily.com, delivering floral arrangements to Chicago and surrounding suburbs. Its product portfolio centers on signature garden-style arrangements (Designer's Choice: Bright, Soft, Seasonal Budvase; Forest Floor; Wild and Free; WOW! Dilly Lily Style) plus plants and a curated Gifts catalog (candles, stationery, jewelry, accessories, chocolates). Sourcing emphasizes premium novelty flowers from sustainable farms, with preference for local and organic product when available.

Revenue is generated across three streams: (1) one-time retail floral and gift purchases via walk-in and online channels, (2) full-service wedding floral design with tiered budgets from $4,500 to $18,000+ (averaging ~$7,500 per wedding), inclusive of consultation, delivery, setup, changeover, strike, and rentals, and (3) non-wedding event floral for baby showers, birthdays, corporate gatherings, and similar occasions, initiated through dedicated consultation intake forms. The go-to-market is relationship- and consultation-led for events, with the physical showroom serving as a destination for retail and gift customers.

The company is led by Owner & Creative Director Eric Phillips, who was personally trained by founder Christine Noelle; the shop was sold first to Rick McVey in 2016 and subsequently to Phillips, who continues Christine's design tradition. There is no institutional capital, no disclosed headcount, and no evidence of proprietary technology. Customer segments are consumer-only — wedding clients, event clients, and retail/gift shoppers — with delivery and event service limited to the Chicago metropolitan area. Reported financials, booking volumes, and employee counts are not disclosed.

Name

Dilly Lily

Legal name

Dilly Lily

Website

https://dillylily.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

Dilly Lily is a privately held, high-end floral design shop and full-service event company in Chicago's Lincoln Park, serving retail, wedding (full-service from $4,500), and event clients with garden-style floral arrangements and curated gifts across Chicago and surrounding suburbs.

Ownership category

akta.pro rank

Product category

Floral Design Services

NAICS

Florists (459310)

akta.pro primary industry

Event Floral Design & Arrangements (HSACAOAA)

akta.pro secondary industries

Wedding & Bridal Floral (Bouquets, Boutonnieres, Corsages) (HSACAOAJ), Indoor Plants, Faux Florals & Botanical Décor Retail (CRAIACAG)

Keywords

• Floral design services
• Wedding floral design
• Fresh flower arrangements
• Event floral styling
• Curated gift shop

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Floral Arrangements & Retail Flowers: Sale of fresh floral arrangements including designer choice arrangements (Bright, Soft, Seasonal Budvase), specialty designs (Forest Floor, Wild and Free, WOW! Dilly Lily Style), and individual stems. Products sold both in-store and via online shop.
2. Wedding Floral Services: Full-service wedding floral design with minimum budget of $4,500 and average full-service wedding around $7,500. Services include delivery, set up, changeover, and end of event strike. Rental options available with full-service packages.
3. Event Floral Services: Custom floral design for events including baby showers, birthdays, and other celebrations. Clients provide event details including date, venue, guest count, color palette, and budget through consultation forms.
4. Gift & Home Goods: Curated collection of gifts including hand poured candles (P.F. Candle Co, LINNEA, Dilo brands), jewelry, letterpress greeting cards, home scents, stationery, house plants, and curiosities. Sold through physical shop and online store.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

Dilly Lily is a high-end floral design shop and full-service event company in Chicago's Lincoln Park neighborhood, selling fresh floral arrangements and curated gift items through its physical store and online shop. It provides full-service wedding and event floral design — including consultation, custom arrangements, delivery, setup, and strike — with a full-service wedding minimum of $4,500. The company serves retail walk-in customers, online flower shoppers, and event clients across Chicago and surrounding suburbs.

Product overview

Dilly Lily is a high-end floral design shop and full-service event company based in Chicago's Lincoln Park neighborhood. The company offers a core product of fresh cut floral arrangements designed in their signature garden-style with premium novelty flowers and seasonal blooms. Their product portfolio includes signature arrangements (Designer's Choice collections in Bright, Soft, and Seasonal Budvase styles, Forest Floor, WOW! Dilly Lily Style, Wild and Free), potted plants (Mini Phalaenopsis Orchid), and a curated Gifts category featuring home scents (candles, diffusers, incense from P.F. Candle Co, LINNEA, Dilo brands), stationery and cards, accessories, and chocolates. The company also provides full-service wedding and event floral design with consultation services, with full-service minimum pricing starting at $4,500.

Differentiator

Problem solved

Functional benefit

Products and services

• Fresh Floral Arrangements Signature fresh cut flower arrangements designed by Dilly Lily's floral stylists, featuring garden-style designs with premium novelty flowers and seasonal blooms, sold in-store and online to Chicago and surrounding-suburb customers.
• Designer's Choice: Bright Seasonal blooms arranged in a bright and cheerful palette with pops of color, created as a signature Dilly Lily styled arrangement.
• Designer's Choice: Soft Seasonal blooms in a soft, pastel colorway such as pale pinks, blush, ivory, lavender, and white, created as a signature Dilly Lily styled arrangement.
• Designer's Choice: Seasonal Budvase Classic bud vase arrangement featuring a rose as the focal flower with accents of premium blooms and fresh seasonal foliage.
• Forest Floor Arrangement Foliage-heavy arrangement featuring the season's best greenery, pods, mosses, a living succulent, and modest bloom accents designed in a bark-covered vase.
• WOW! Dilly Lily Style Extravagant display of seasonal premium blooms designed as a centerpiece or taller piece for added drama.
• Wild and Free Arrangement Colorful, striped ceramic vase arrangement inspired by the playfulness of wild flowers, featuring whimsical florals and lush foliages.
• Mini Phalaenopsis Orchid Plant Miniature colored Phalaenopsis Orchid plant dressed with decorative moss in a ceramic pot, averaging 12-14 inches in overall height.
• Full-Service Wedding Floral Design Full-service wedding floral design including consultation, custom arrangements, delivery, setup, changeover, and end-of-event strike, with rental options available for full-service packages starting at a $4,500 minimum.
• Full-Service Event Floral Design Custom floral design for celebrations such as baby showers, birthdays, and corporate events, including consultation, floral styling, delivery, and setup tailored to event date, venue, guest count, color palette, and budget.
• Curated Home Scents Hand-poured candles, reed diffusers, room sprays, and incense from brands including P.F. Candle Co, LINNEA, and Dilo, sold in-store and online.
• Stationery and Cards Letterpress greeting cards, journals, pencils, and enamel pins sold in-store and online.
• Accessories and Jewelry Decorative accessories including enamel pins, banners, keychains, and fine jewelry sold in-store and online.
• Chocolates and Candy Chocolates and candy gift items sold in-store and online.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• FTD: Long-standing national floral delivery brand and network. Overlaps with Dilly Lily in fresh flower e-commerce and gift delivery, but at scale and as a network operator rather than a boutique design studio.
• 1-800-Flowers.com: National floral and gifting retailer covering everyday, gift, sympathy, and event occasions. Broad incumbent that overlaps with Dilly Lily on retail flower delivery and gifting, but operates at mass-market scale rather than premium Chicago weddings.
• Teleflora: National floral network connecting consumers to local florists for delivery and events. Broad incumbent offering the same floral product category as Dilly Lily, but distributed via a wide partner-network model rather than a single boutique studio.

Direct peers

• HMR Designs: Long-established Chicago luxury floral and event design firm specializing in weddings and corporate events. Direct peer given shared premium Chicago positioning, full-service model, and overlapping high-end wedding client base.
• Larkspur Chicago: Chicago floral design studio offering event and wedding florals with a design-forward, boutique aesthetic. Comparable to Dilly Lily in design style, Chicago market, and full-service wedding focus.
• Flora Chicago: Boutique Chicago floral design studio offering wedding and event florals with a modern, design-led approach. Comparable local peer in target customer and premium positioning.
• Kehoe Designs: Chicago-based, high-end floral and event design studio serving weddings, corporate events, and galas. Closely comparable to Dilly Lily in market (Chicago), customer base (premium brides and event clients), and full-service floral offering.
• Bunch Chicago: Chicago-based floral studio providing flowers for weddings, events, and everyday retail. Direct peer competing for the same local premium and mid-market wedding customers.
• Exquisite Designs: Chicago-based floral design house serving weddings, corporate, and social events. Comparable in market, customer base, and full-service floral delivery model.

Emerging players

• The Bouqs Co. Direct-to-consumer online florist focused on farm-sourced, sustainably grown flowers delivered nationwide. Comparable product category and sourcing narrative, but online-only and broader-market rather than Chicago premium weddings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/dilly-lily

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dilly Lily