Sit with Whitney Bromberg Hawkings for a few minutes and you’ll soon discover that the visionary and talented CEO of the world’s first luxury flower brand is truly a reflection of the seasonal florals she has to offer. Lively and sophisticated, the Whitney is classic and modern, refined but with a strong sense of purpose and drive. But what prompted the former Tom Ford SVP of PR to leave a 19-year career with one of fashion’s most iconic designers and jump into the world of roses and ranunculus?and how FLOWERBX Elevating everyday flower consumption to luxury flower appreciation on a global scale?
Whitney Bromberg Hawkings, founder of FLOWERBX
Seven years after its founding in London, FLOWERBX has become the flower source of choice for an international audience of designers, entrepreneurs and fashionistas in over 20 countries in Europe and since 2020 on both sides of the US. While the client list resembles a veritable Who’s Who of Fashion, including Jimmy Choo, Vogue and Louis Vuitton, FLOWERBX isn’t just for influencers and C-Suite executives. Its convenient and streamlined online shopping platform has proven itself as a viable everyday alternative to traditional flower shop products for birthdays, anniversaries or home decor needs.
From its individual packaging, exquisite floral selection, sleek web design and unique product collaborations, FLOWERBX embodies more than just luxurious flower delivery and convenience. It is a brand created specifically to meet the needs of discerning customers, with the same craftsmanship and customer-centric values as the chic fashion house. While the world of luxury paints is dominated by cashmere and silk, FLOWERBX attracts a loyal clientele with a medium of fresh monovarietal bouquets of the world’s most lush and inspiring flowers. FLOWERBX is about personal indulgence and generosity, but with a modern elegance in harmony with nature and the founder’s personal values.
Coldwell Banker Global Luxury Recently had the opportunity to speak with Whitney about her inspiration for FLOWERBX and the social values that drove its evolution from a niche European delivery service to an international flower and accessories supplier.
Coldwell Banker Global Luxury FLOWERBX has a beautiful aesthetic that makes it more of a fashion brand than an online florist. How did your professional experience with Tom Ford influence your vision when launching the brand in 2015?
Whitney Bromberg Hawkins
When I started FLOWERBX, I thought the real opportunity was to create an international flower brand whose consistency of product, quality and image has become synonymous with luxury fashion, but never applied to the flower industry. I couldn’t have learned from a better teacher than Tom how to build a successful, well-known and strong brand, but also learned the art of creating desire, and I’ve applied all of that learning to FLOWERBX.
Coldwell Banker Global Luxury
While FLOWERBX was born in London, your flowers can now be shipped across the US. Do your international clients have specific needs, such as regional customs or etiquette?
Whitney Bromberg Hawkins
One thing I’ve noticed – with a particular focus on social media – is that the world is much smaller today. Having a global community to buy online means that in terms of variety, shade or style, FLOWERBX customers around the world are primarily interested in high-quality, single-variety seasonal flowers, rather than regional or transatlantic taste differences, in a sustainable way. Practice and infinite beauty are at the core. Just like luxury fashion, our shoppers are excited about every new season in store, looking forward to frilly tulips in spring or peonies in midsummer. Seasonality and sustainability are critical to our customers, wherever they are.
Coldwell Banker Global Luxury
A single-variety bouquet is one of your hallmarks. Can you tell us more about what led you to take this approach?
Whitney Bromberg Hawkins
After 19 years in the high-end fashion industry, I keep asking florists to send single stem bunches, and it keeps repeating – no fillers, no mixed bunches, no baby breath, just single 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 advent of Instagram and social media, a bouquet of flowers you send can potentially be seen by thousands of people and will be a reflection of you and your brand. I’ve noticed that everyone who delivers flowers to the office, from Karl and Anna to Calvin and Miuccia, is delivering single stem bunches…and planting FLOWERBX seeds.
For me, single-branch bunches are the most beautiful way to consume flowers, and, if only the freshest flowers are available, you can’t go wrong buying them for yourself or others. It has been – and always will be – the core of our aesthetic and what sets us apart in the marketplace.
Coldwell Banker Global Luxury
Fashion and flowers are very similar because of their seasonality, and the world awaits new collections every year. Can you give us a look at some floral trends we can look forward to when decorating and gifting?
Whitney Bromberg Hawkins
Seasonality is essential to both fashion and flowers; look forward to what’s to come, waiting for the beauty, excitement and new discoveries that each change brings. Just like fashion, the best thing about flowers is that there are no seasons, as every month of the year has so much to offer. At FLOWERBX, we focus on timeless floral looks, not trends, but when we choose a new variety, shade or style, I do get elated and excited to see how it becomes part of our annual collection.
Throughout the year, flowers play such an important role in setting the tone for our interiors. This can be anything from a showy arrangement in your hallway to a few bouquets in a bud vase adorning your next dinner party. Flowers are to the environment what accessories are to clothing. Just as shoes and sunglasses can transform a little black dress from foxy to old-fashioned, from vintage to classic, flowers can completely transform a room. They are powerful tools for conveying romanticism, modernity, richness or minimalism. A person’s choice of flowers and vases can send a very powerful message.
Coldwell Banker Global Luxury
Flowers, much like perfumes, can often evoke strong emotions through their color, smell, or how they anchor a specific memory. May we know what your favorite flower varieties are and what emotions they evoke in you?
Whitney Bromberg Hawkins
I’m someone who loves what every season has to offer, so my answer changes every month. I eagerly await the arrival of the first seasonal tulips in the early months. I know they will bring new hope and brighter days, followed by the exquisite beauty of the colorful layered ranunculus. Distracted, but soon I was craving the fluffy pink peonies’ ruffled romance. That’s about flowers; each variety has its own space and evokes countless memories, which is what makes it such a wonderful world to work with. No true flower lover has a favorite. Too hard to choose.
Coldwell Banker Global Luxury
Brands often reflect the values of their customers through their products and services. What initiatives does FLOWERBX support, especially now that you are expanding globally?
Whitney Bromberg Hawkins
From the very beginning of my FLOWERBX journey, our clients’ values have been truly reflected in everything we do. This includes seasonal work to reduce our global footprint – with a build-to-order model that eliminates waste – and a shared ethos with the suppliers, brands and materials we choose to work with. As a brand, we are 100% carbon neutral and we plan to continue to build on that as we expand into new markets. Now more than ever, sustainability is at the forefront of innovation, and we have big plans to continue our journey to become the world’s leading sustainable florist.
Currently, we use electric vehicles to deliver flowers at core locations and work with the most sustainable delivery partners to process nationwide orders. Our paper and cardboard packaging is already 100% recyclable, and every aspect of our gift bouquets are now fully compostable as well. At our London headquarters, we work with our waste management partners to convert waste into energy through composting, which means nothing in our warehouses is sent to landfill. We know brand sustainability is an evolving journey, and it’s a huge focus of our continued focus as we grow.
Coldwell Banker Global Luxury
Your candle collection now has an almost cult following. Do you have a desire to develop your brand’s products and services in addition to expanding the brand’s usability? Will there be any new fashion collaborations, like your now iconic Emilia Wickstead gold cylinder vase?
Whitney Bromberg Hawkins
We will definitely expand our product range as we continue to grow the brand with flower-related products. We just launched our hand carved gardening set alongside our spring potted bulbs as well as flower food to go with our flower subscription. We will continue to explore our relationships with fashion, art, theatre and music and celebrate exciting collaborations with each practice.
Coldwell Banker Global Luxury
Whitney, over the years you have not only grown into an inspiring female entrepreneur who seems to effortlessly balance family and business life, but also a well-respected fashion influencer. What are the three style essentials you can’t live without?
Whitney Bromberg Hawkins
First of all, balance is elusive and nothing is effortless! I have always chosen to make my family an important part of what we do as a business, taking them on this crazy journey with me, and showing them that they are at the heart of every aspect of my world.
When it comes to my three style essentials, they have to be timeless; the vintage coromandel screen (same as Coco Chanel’s) that my husband and I bought in Puces, Paris 20 years ago, the Gunnar Nylund pottery from our collection, the FLOWERBX evening scent Jade Room Spray – And of course, a couple of beautiful blooms in season, always!
Written by David de la Marca
