Behind The Counter at Edward & I

Behind The Counter at Edward & I
what happens behind the counter at a successful florist in Melbourne’s outer east? We took a peek behind the petals into what makes Edward & I tick.
by Emily Toone Jan 10, 2023 — 1 min read
Behind The Counter at Edward & I

About this series

Behind The Counter

Behind The Counter

Have you ever wanted to take a peek behind the counter at your favourite restaurant, cafe or salon? In this series, we asked Square sellers to share their setups to learn about how they operate their businesses, manage their teams and improve customer experiences.

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Florist and creative lady Cassie Metcalfe knew she had created something special when people started dubbing the emerald green colours of her walls as the Edward & I green. But what happens behind the counter at a successful florist in Melbourne’s outer east? We took a peek past the petals into what makes Edward & I tick.

In case you missed it, you can catch more about Edward & I’s story here.

Square Edward I 22-(1)

On The Counter

Keeping it simple with Square Stand. ‘What drew me to Square was the ability to make it portable. It is very user-friendly and straightforward. Square Stand has a modern, contemporary, sleek design that suits our space and I like that the Ipad can be taken out of the stand if need be.’

Square Edward I 17

Behind The Counter

‘Our customers love that they have a choice in how they receive their receipt via text, print or email. Sending a receipt via email makes it really easy to send a tax receipt for any business purchase. And sending a text reduces the amount of paper we use too which we love.’

Inventory Management helps collate our sales data and stock holdings. *‘The insight to what stock is and isn’t moving is a great feature. It is easy for me to see an overview of what type of flower arrangements sell the best, as well as our homeware and gifting ranges.’

We occasionally have pop-up flower stalls and I like that we can also take Square with us.’

Square Edward I 47


‘My favourite feature is being able to save customers’ details – this includes contact, payment and special dates, such as anniversaries or birthdays. Customers also really like that they can easily see the amount they are spending on the large screen.’

Emily Toone
Emily Toone is a Content Manager at Square where she covers everything from how businesses can start, run, and grow, to how enterprise companies can use tools and data to become industry leaders.

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