Hello Mentor EP5 | Giden & Penny, The Founders of BloomThis on Starting An E-commerce Business with Your Spouse

Starting a business may not be a bed of roses, but it doesn’t make it any less fulfilling for this power couple!

By Aqilah Naqlis on 2023-11-27 at 7:11 AM

Updated on 2025-03-19 at 5:54 AM

“Our home was our office and production place. We kept the fresh flowers we bought in our own fridge. It was just the two of us handling everything from operations, website building, to customer service and delivery for at least eight months!” 

About the episode

In this inspiring episode of Hello Mentor, we sat down with Giden Lim and Penny Choo, the dynamic duo behind BloomThis, an e-commerce platform specializing in handcrafted designer flowers. Giden and Penny shared their incredible journey of building a thriving business while navigating the challenges of being a couple and business partners. From their humble beginnings—where their home doubled as both an office and production space—to becoming a disruptor in Malaysia’s floral industry, their story is a masterclass in perseverance, innovation, and love.

Getting to know Giden & Penny

BloomThis began in 2015 with a simple yet profound mission: to create unforgettable gifting experiences. Giden, drawing from his family's floristry background, and Penny, with her meticulous creativity and entrepreneurial spirit, envisioned a modern e-commerce business that could elevate flower delivery in Malaysia.

Their journey was far from easy. “Our home was our office and production place. We kept the fresh flowers we bought in our own fridge,” Penny recalled. For the first eight months, it was just the two of them managing everything—operations, website development, customer service, and delivery.

Their experience as former pharmaceutical sales reps taught them valuable lessons in communication, adaptability, and resource management, which became foundational as they scaled BloomThis.

Challenges of Starting an E-Commerce Business as a Couple

Balancing marriage and entrepreneurship is no small feat. Giden and Penny faced a steep learning curve in separating their personal and professional lives. Early on, their work consumed nearly every aspect of their relationship.

“We had no clear line between work and family,” Giden admitted. “Eventually, we learned to compartmentalize and prioritize our relationship as the foundation of everything.” Today, they practice setting boundaries, even scheduling work discussions to maintain a healthier balance.

Another challenge was navigating disagreements—an inevitable part of any partnership. They credit their success to mutual respect and clearly defined roles within the business. Penny, the creative powerhouse, handles product innovation and design, while Giden, the operations expert, oversees business strategy and logistics. This division of responsibilities has minimized conflicts and played to their individual strengths.

Innovation Meets Customer-Centricity

BloomThis’s success lies in its ability to innovate and stay customer-focused. Giden highlighted their "three P’s—People, Process, and Platform" framework as the backbone of their scalability. The team continuously refines operations, leverages technology to automate workflows, and innovates product offerings based on market research and customer feedback.

Penny’s scientific approach to creativity shines in product development. “Creativity isn’t just about abstract ideas,” she explained. “It’s a structured process that involves research, ideation, and meticulous planning.” This commitment to quality and experience ensures that every BloomThis product not only meets but exceeds customer expectations.

Lessons for Aspiring Entrepreneurs

When asked for advice for budding entrepreneurs, Giden emphasized the importance of having a clear "why." “Knowing why you started is the energy that will keep you going through the inevitable challenges,” he said. He also stressed the need for a sustainable and responsible approach to business. “The first rule is simple: don’t run out of cash.”

Penny echoed this sentiment, adding that entrepreneurs should combine passion with practicality. “Passion is vital, but so is accountability. Your decisions affect not just you but the people around you.”

The Magic Behind BloomThis

Customers often describe BloomThis’s products as "magical," thanks to the company’s emphasis on storytelling and attention to detail. Penny believes that the heart poured into every product is what resonates most.

“When the production team takes great care to ensure the flowers are fresh and beautifully presented, it shows in the final product,” she said. This philosophy has turned BloomThis into one of Malaysia’s most beloved floral brands.

Hello Mentor is a podcast show that platforms raw discussions on career, ambition and success with inspiring individuals who are accomplished in their own rights.

Hello Mentor is hosted by Derek Toh, Founder and CEO of Hiredly.

Check out all our episodes on Spotify for your dose of inspiration and career advice from real people who have been there!

If you’re inspired by Giden and Penny’s story, explore career opportunities on Hiredly and discover how you can create your own success story.

By Aqilah Naqlis on 2023-11-27 at 7:11 AM