Dec 28

Dec 28 FASHIONABLE FLOWERS

Flowers speak a language of their own. If you aren’t fluent in the tongue, FLOWERBX is your Rosetta Stone for speaking in bouquets. FLOWERBX Founder and CEO Whitney Bromberg Hawkings learned this language rather quickly, as a young woman working as Tom Ford’s personal assistant approximately two decades ago. Now, she’s delivering that freshly cut understanding directly to doorsteps across the pond.

FLOWERBX stands apart from other floral delivery services, in part, because it offers stems of a single variety. Single-varietal bouquets simply speak differently than mixed arrangements. “I have always found that less is more with flowers and that quality and freshness are everything,” professes Whitney. “We cut our flowers to order and offer only premium grade flowers; with perfect, fresh flowers, our signature packaging, vases, and ribbon, it’s impossible to go wrong.”

FLOWERBX Founder and CEO Whitney Bromberg Hawkings

Whitney’s entrée to floral culture began with her career in Paris, where she worked for Tom Ford at Gucci, eventually becoming his Communications Director upon the launch of his eponymous label in 2005. It was apparent to her early on that flowers were the medium through which fashion’s elite communicated. “I came to learn who the flowers were from on the morning of a show before reading the card. Miuccia favoured pink roses, Karl white orchids, Calvin white calla lilies, and Anna white roses—all in single-stemmed bunches arranged beautifully and simply with no filler or fuss,” Whitney recalls, speaking to the power of flower personification.

Yet, finding similar stems seemed to be a challenge for her—Whitney would trek to the flower market near her London home to purchase the same single-varietal bouquets found in her boss’s office because she simply could not find such arrangements elsewhere, and (despite their popularity in the fashion world) same-stem bouquets were difficult to order from florists. Whitney wanted a simple, fuss-free way to send and receive same-stem flowers online, leading her to source her own desire. After 19 years with Ford, Whitney made the bold decision to leave his side for this new venture.

Founded in 2015, FLOWERBX is an online business built upon quality single-varietal flowers that can be bought and delivered to your door within 24 hours, revolutionizing the manner in which blooms make their way into your home or workplace. Traditionally, flowers are cut at the growing farm before making their way to flower markets and, eventually, florists’ studios, entailing days of exposure, reducing the time they last in a vase. With FLOWERBX’s “order, cut, deliver, arrange” business model, the traditional mark-up, waste, and time lapse between these floral middlemen are eliminated, resulting in greatly reduced costs to consumers.

Ford was one of Whitney’s first clients before the fledgling company took Europe by storm. FLOWERBX has expanded from its London base to over 20 countries around the world, manifesting Whitney’s ambition to be the first international flower brand. Despite being based in London, FLOWERBX is intuitively linked to the United States—Whitney is actually a Dallas native. Stateside, FLOWERBX launched in New York City in May of 2019 and made its West Coast debut this past September with the opening of its Los Angeles hub.

In addition to its unique online offerings, FLOWERBX takes great pride in its bespoke services, supplying flowers for the likes of Chanel, Dior, Farfetch, Jimmy Choo, Louis Vuitton, and Vogue, amongst many other fashionable names; the company is able to marry its signature style with the essence of each brand in simple, floral grandeur. Expansion has now led to the introduction of FLOWERBX home fragrances, candles, and floral scissors, as well as plants, holiday home décor, gift cards, and subscriptions

“Someone told me at the beginning of the pandemic that you don’t win the bike race on the downhill, but you win on the uphill. This metaphor has stuck with me, and I have tried to accelerate when the rest of the world has slowed down.”

During a time that many businesses have struggled, FLOWERBX has persevered. “I have tried to lead FLOWERBX through the pandemic with drive and compassion. While I am trying to make the business a commercial success and live up to our high investor expectations, I feel a deep sadness and sensitivity to all of the heartache and sadness around, so I have that at the forefront of all that we do,” shares Whitney. “That said, I have never believed so deeply in our mission of delivering love and beauty as it has never been so necessary. Someone told me at the beginning of the pandemic that you don’t win the bike race on the downhill, but you win on the uphill. This metaphor has stuck with me, and I have tried to accelerate when the rest of the world has slowed down.”

Many view flowers as a luxury to be purchased only occasionally, yet FLOWERBX is thriving amidst the COVID-19 pandemic, turning that notion on its head. “Never before has a small thing of beauty done more for one’s mental health!” claims Whitney, who makes an excellent argument as to why freshly cut flowers should be considered essential rather than occasional. “Having fresh flowers or plants in one’s home or office is scientifically proven to lift one’s mood and enhance well-being. There is also no better way to stay connected or show your love than sending a gift of fresh flowers, as few things evoke the same level of emotion as a beautiful bunch of flowers.”

Preferred blooms have a way of silently reflecting individuality. “I find it endlessly and wonderfully amusing how much one’s flower preferences say about their personality. From the deep romantic who loves passionate red roses, to the bold, design-loving classicist who favours architectural hydrangeas, there is a flower for every type of person and a type of person for every flower,” at every time of the year. FLOWERBX sources blooms in accordance with the seasons. “We have different sourcing, but always go straight to the growers, and always locally if possible,” shares Whitney.

Embracing the floral offerings of a given season is one of the delights of displaying freshly cut flowers year-round. “Ranunculus and anemones are the cheeriest and chicest thing about January, and they lift my spirits endlessly when the holidays are over,” Whitney says of her favorite seasonal stems. “Ranunculus tide us over in the beauty department until the beginnings of peony season in the spring.”

Arranged to Perfection

Deliver happiness, foster friendship, and renew spirit with the gift of freshly cut stems.
Clockwise from top left: Whispering Angel Amaryllis. Lilac Lust Dutch. Tulip Siren Pink Double Tulip. Tulip Mint Parrot.

Flowers tend to carry a feminine connotation, yet they play a distinct role in momentous occasions for humankind in general. “I think that old-fashioned notion that flowers are for girls is RUBBISH. Beauty is universal. Love is universal.” Whitney innately understands how flowers transcend gender roles and expectations. “I don’t know a man that isn’t happy to receive flowers; but also, to be the recipient of the love and sentiment conveyed by the flowers. I hope that FLOWERBX can be disruptive in its business model but also disruptive in its ideology and undo the notion that ‘flowers are for girls’ or ‘men buy women flowers.’”

Upon receiving your bouquet, Whitney recommends the following measures: “Remove any foliage that would be below the waterline to avoid contaminating the water. Re-cut the stems at a 45° angle to encourage maximum water absorption. Place the stems in a clean vase with freshly drawn, lukewarm water as soon as possible. Ensure the stems are positioned out of direct sunlight, away from drafts or heating and avoid extreme temperatures. Change the water regularly to keep the flowers and branches happy and healthy. Please use the flower food to prolong life. In the absence of flower food, a drop or two of bleach will help.”

Working with single-varietal stems beautifully simplifies bouquet composure, yet vase arrangement can be a challenge for some. “To create the optimal shape, I would leave a couple of inches between the neck of the vase and the bloom with a small amount of foliage forming a ‘collar’ around the head of the flower,” Whitney advises novices in flower arrangement. “Make sure that the flowers in the centre of the arrangement are slightly taller so that the arrangement doesn’t have a ‘flat top’ but rather a beautiful domed shape.”

Harkening back to her time spent alongside Ford, Whitney’s credentials as a tastemaker and decades’ worth of experience in the high-end fashion and luxury goods industry, have facilitated a loyal following of, and close relationships with, prestigious brands, press, and influencers, yet her blooms command their own accolades. Quality and convenience are at the core of FLOWERBX, who also understands the impact of busy lifestyles; with their unique delivery service, customers can choose what suits their needs best from the Same Day, Next Day, Pre-12, and Click & Collect delivery options, depending on their location. Visit www.flowerbx.com to discover what floral cheeriness is currently in season, and don’t hesitate to share that delight with your loved ones!