How Fashion’s Favorite Florist Is Conquering The World With Blooms

No. And even less so with the current global state of retail due to COVID. Our unique negative working capital business model means we only order flowers that you have purchased already (cut to order) and deliver them to you the day that they arrive to us. This eliminates any waste and allows us to offer flowers that are days fresher at a fraction of the price of other florists, making our model much more sustainable (and affordable) than a traditional flower shop.

That said, flowers are a very visual product, so we have enjoyed having a temporary and effective physical presence with strategic pop ups with other brands. Tiffany & Co. hosted a FLOWERBX pop up store in their flagship next door in the lead up to Valentine’s Day which was hugely effective and helped convey what we are about as a brand and company.

Can you elaborate on the language of flowers that plays a role in the fashion industry, but is so often overlooked elsewhere?

After 19 years working for Tom Ford, I was constantly asking the florists to send single stem bunches and would incessantly repeat – no filler, no mixed bunches, no baby’s breath, just single stem bunches. In the fashion world, flowers are currency, and sending the “right” flowers is seen as an extension of the brand’s image. Especially with the emergence of Instagram and social media, the bunch of flowers that you send will get seen by potentially thousands and will be a reflection of you and your brand. I noticed that everyone who was sending flowers to the office for Tom, from Karl and Anna to Calvin and Miuccia, were sending single stem bunches and had a floral signature….and the seeds of FLOWERBX were planted.