Whitney is the founder of FLOWERBX, after seeing a gap in the market, sand he went for it. Having worked in fashion for almost 20 years (she worked at Gucci with Tom Ford before becoming the Senior VP for Communication of his eponymous brand), in 2015, Hawkings made the bold decision to start her own company in a completely different sphere — luxury floral delivery, and FLOWERBX was born.
Fast forward to 6 years later, FLOWERBX now covers 24 countries across Europe and including the US, where its West Coast Hub launched ahead of schedule in the midst of the pandemic in fall 2020 and essentially doubled its US distribution in one step. “I know a lot of companies have addressed certain aspects of online flower delivery, but I feel confident no one is delivering on the quality, brand, and consistency, internationally, that we are.” Hawkings says. And she is not wrong.
FLOWERBX is known for its high quality, stylish single-stem flower bouquets FLOWERBX
Seemingly a simple idea, FLOWERBX’s business model is to deliver the utmost fresh, high-quality single varietal bunches of flowers to customers, efficiently and cost effectively. “I think what differentiates us from other florists is that we are buying and selling flowers in a completely new way.” When asked what makes FLOWERBX so unique, Hawkings tells me: “Our unique negative working capital business model means we only order flowers that you have purchased already and deliver them to you the day that they arrive to us from the growers, which eliminates any waste and allows us to offer flowers that are days fresher at a fraction of the price of other florists.”
Hawkings tells me that the biggest upside in the cut-to-order model is the elimination of waste. With her team, she is working hard to build the brand in the most sustainable and ecological way possible. “We decompose all green waste and deliver on green vehicles.” Hawkings says with a smile, The flower food, which eats bacteria and disinfect the water to keep it clear, is also decomposable. Go and order some gorgeous flowers here.