Whitney Bromberg Hawkings is the o-so-glamorous Co-Founder and CEO of the booming online floristry business, FLOWERBX. Rooted in luxury, the company has a stylish client roster, supplying flowers to the likes of Dior, Bottega Veneta, Jimmy Choo and Tom Ford - and it's easy to see why with their gorgeous blooms.
The Net-a-Porter of the flower business, having conquered the UK, their impressive business plan sees impending expansion into Europe, Russia and the Middle East. Collaborating with other leaders in their field - namely the fashion industry, recent partnerships include Laura Bailey as well as London-based womenswear designer, Emilia Wickstead. Here, the Bailey Bud Vase Collection, consisting of 5 beautiful hand-blown bud vases is best accompliant to any mantle piece and with the Emilia Wickstead Collection - think sleek, cylindrical statement brushed brass vases.
Felicity Carter: Tell us about FLOWERBX...?
I started FLOWERBX a little over two years ago and am happy that it has resonated with so many people, so quickly and that the growth has been so significant.
FC: Why flowers?
WBH: The floral industry is one that hasn't been disrupted and for which there is no real, branded on-line solution. I am so happy that we have been able to create what I hope will be the first international flower brand.
FC: Who is your customer?
WBH: Our customer is a time-starved, discerning individual who is looking for quality and value. He or she likes the convenience of online shopping but is also looking for an exceptionally smooth and curated luxury experience.
FC: How has the brand evolved?
WBH: While we started out as purely an online flower delivery service, we were quickly asked to apply our clean, branded aesthetic to events for a lot of our individual and B2B clients. While this was initially not something we had intended to do, it was impossible to refuse both the sales’ potential and the incredible marketing and exposure we get from doing events.
Vases were an obvious evolution to selling flowers, and we have been able to provide elegant and simple solutions for people that have, until now, been slightly fearful of “doing their own flowers."
FC: You've collaborated with Wickstead and Bailey - what other collaborations do you have coming up?
WBH: We have many exciting collaborations in the pipeline! As we expand internationally, we hope to also include international style icons as our inspirational muses.
FC: How did the collaborations come about?
WBH: Both Laura Bailey and Emilia Wickstead are friends and women whom I have admired for a long time for their strength, beauty and incredibly strong personal style. I have a handful of women and men that I keep in mind when launching new items, and both Emilia and Laura were both at the top of my list. I was thrilled that they agreed to collaborate on these projects and think it adds another layer to an everyday object to see it presented in this way.
FC: You're soon to launch a range of candles and room sprays, was that a move you always wanted to make? Will you be branching out in other areas?
WBH: While the core focus of FLOWERBX is flowers, our very successful vase launches have proven that our customer is willing to look to FLOWERBX as a lifestyle brand. Candles and room spray are an obvious evolution and can be built around our ethos of a single-note branded offering.
FC: What do you have in store for 2018?
WBH: After launching National delivery across the UK in the next month, we plan on opening in France before the end of the year and expanding to other European territories soon after that. With our lean business model and central hub in the Netherlands, the current structure will allow us to expand across Europe and as far as Russia and the Middle East.
FC: Importantly, which is your favorite floral offering and why?
WBH: My favorite floral offering is any bunch of one single flower - whether it be a hydrangea or a carnation - in a simple, apothecary vase. As with most things, less is more with flowers.
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