Whitney's Fabulous Flowers

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...?
Whitney Bromberg Hawkings: After working for TOM FORD for 19 years and feeling frustrated with the cost and inconsistency of the flowers I was buying and sending, I wanted to create a branded floral offering. Also, as a working Mom, I buy everything online. My weekly groceries are from Ocado, my clothes from Net-a-Porter or Matches.com and everything else from Amazon. Flowers were the one thing I couldn't buy, in a simple, chic way, online.

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."