2025 Female Founder Series: Verity Tuck, Lvly and Goldee AI
From Flowers to AI: Verity Tuck’s Founder Journey
Verity Tuck’s path as a founder is grounded in purpose, creativity, and a deep understanding of how to build products that truly connect with people — from thoughtful gifts to meaningful tech solutions.
In this conversation, Mandy Richards (CEO of Global Sisters) delves into an honest and raw conversation with Verity Tuck to better understand her founder journey. Verity co-founded Lvly- a gift delivery service. The idea for LVLY started with a purpose rather than a product. Verity and her co-founder Hannah wanted to build a business that would help keep loved ones connected and spread a bit of joy in the world. They were living away from home, missing friends and family, and saw a gap in the market to send affordable flowers and gifts that weren’t the traditional red roses and fluffy teddy bears. They sold the business in 2022 and Verity has since created another start up- Goldee, an AI personal assistant for busy families.
Purpose First, Products Second
Lvly wasn’t originally about flowers — it was about making people’s day. That mission became the guiding principle behind every decision, from prioritising same-day delivery to developing modern, joyful packaging. Lvly launched from the back room of Verity’s home. She and co-founder Hannah Spilva handled everything themselves — sourcing flowers at 4 a.m., packing orders, and hand-delivering them across Melbourne. The first orders came from friends and family, and early growth was built through passion and persistence.
The Honest Reality of Early-Stage Life
In the first year, Verity worked full-time on the business without drawing a salary, while co-founder Hannah maintained her agency job due to visa restrictions. When strain started to show, they had an honest conversation — leading to Hannah offering to split her salary so Verity could keep building the business. It was a moment of deep trust and mutual respect, laying the foundation for a resilient partnership.
Growing Through Collaboration
Instead of relying on big ad budgets, Verity focused on smart partnerships and local collaborations. A standout early moment was a joint offering with Melbourne’s cult-favourite Shortstop Donuts, which generated buzz and new customers. Influencers, co-working events, and grassroots networking played a big role in spreading the word.
Scaling with Intention
Lvly’s operations scaled rapidly, especially during COVID, when demand surged. Going from 150 to 1,500 orders a day pushed the team to grow fast while keeping quality high. Expanding to new cities like Sydney brought fresh challenges and lessons, particularly around how much investment a new market really needs to succeed.
A New Chapter: Goldee AI
After selling Lvly, Verity co-founded Goldee AI — bringing her entrepreneurial mindset to the tech space. Although it’s a shift in industry, her approach remains the same: solve real problems with purpose, clarity, and customer focus.
What We Can Learn
Verity’s journey is a powerful reminder that great businesses start with a clear mission, deep care for the customer, and a willingness to roll up your sleeves. It’s about being bold, learning as you go, and always coming back to why you started.
We wish to thank Verity for joining us as part of the Global Sisters’ Female Founder Series- visit our Resources Section in the Sister Portal to hear more founder stories like Verity’s.
