Back in 1920 a florist, Joe Dobson, of Leighton's Seedsmen and Florists in Glasgow, and a nurseryman, Carl Englemann in Saffron Walden, Essex were looking to increase their business. They knew of the Florists Telegraph Delivery Association (now known as Florists' Transworld Delivery) which had existed in the US since 1910, and applied to join as foreign members. In 1923 the UK arm of the FTDA was officially formed and had seventeen members across the UK. Back then, one of the straplines used in advertising was Flowers by Wire when the telegraph was actually used to communicate between florists. Later, telegrams were sent from member to member requesting deliveries to be made in the recipient florists area.