As senior vice president of communications at Tom Ford, where she worked for nearly 20 years, Whitney Bromberg Hawkings would often buy and send flowers on his behalf. Unhappy with the quality and costs of the bouquets on the mainstream market, she decided to start her own company, turning luxury flower buying into a flourishing business, with a flagship at Corinthia London and clients like Chanel, Dior, Tiffany, Tom Ford and more. Her sought-after stems are also available online, and the platform has now bloomed from the UK to the UAE.
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As a working mom, I was buying everything in my life online, from my clothes to my fresh groceries. Flowers were the one thing I couldn’t buy, in a simple, chic and convenient way, online. I also understood that waste is a huge problem in the floral industry. So we created an innovative, zero-waste, cut-to-order business model that offers extraordinary freshness and value with every delivery – with sleek, effortless and sustainable packaging.
Before starting Flowerbx, as someone who was lucky to receive a lot of floral gifts, I was appalled by the waste I saw in the floral industry – always wrapped in cellophane with gift cards stuck on a plastic stick. I learned that up to 60 per cent of flowers end up as waste in a landfill from traditional florists. Every element of our packaging is recyclable and compostable – from our water pads to our flower food. We also deliver our flowers in electric vans and compost all of our green waste in our studios.
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This season’s floral pantone is very much centred on coral, peach and apricot. We have a record number of brides weaving this arresting colour scheme into our most lavish weddings. Like a lipstick indicator, when times are tough, flower colours get hot!
We have a package online that is 1,000 roses delivered either in one enormous bouquet or in 10 clear vases, and we usually sell one every month or so. I always feel bad for our delivery team, but they secretly love it.
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White lilies, white tulips and white roses all symbolise a fresh start. That said, I don’t think the variety matters much, as long as the flowers are super-fresh, seasonal and beautifully presented with a heartfelt card that conveys your sincere apology.
