Blooming in the Digital Era: An Exclusive Interview with Whitney Bromberg Hawkings, Founder of FLOWERBX

In the ever-blooming garden of e-commerce and digital entrepreneurship, a rare and vibrant blossom has graced the scene. Whitney Bromberg Hawkings, the creative genius behind FLOWERBX, is the radiant sunflower among the tech-savvy roses. With a haute couture past and a heart that beats for floral artistry, she’s not only shaken up the flower delivery sphere but has also woven a fragrant tapestry of innovation into the world of gifting and decor, all through a tech-tinted lens.

In this exclusive interview, we embark on a colorful journey through Whitney’s role as the chief petal pusher at FLOWERBX. This bloomin’ brilliant company has creatively harnessed technology’s magic to redefine the way we interact with flowers. Whitney’s insights are like a budding rose, offering a captivating glimpse into the fusion of tech and floristry, and how it can pollinate even the most rooted of industries. Get ready to walk through the garden of ideas and inspirations that have sprouted along Whitney’s incredible career path, transforming FLOWERBX into a thriving digital enterprise.

Can you tell us about your journey and what inspired you to start FLOWERBX, one of the UK’s leading luxury flower delivery services?

After working for TOM FORD for 19 years (most recently as his SVP of Communications), I was often frustrated with the with the cost, lack of quality and inconsistency of the flowers I was buying and sending.  I wanted to create a branded floral offering.  Also, as a working Mom, I was buying everything in my  life online, from my weekly groceries, to my farmed organic produce, as well as my clothes and beauty.   Flowers were the one thing I couldn’t buy, in a simple, chic way, online, so I set out to create FLOWERBX as a solution for this.

FLOWERBX is known for its fresh and high-quality flowers, and decadent arrangements. What sets your business apart from traditional flower delivery services?

From the onset, I created a business model that puts sustainability and quality at the core of the  business.  Because of our inventory-less business model, all of our flowers are cut-to order which eliminates waste and allows us to offer unparalleled freshness and quality.  We also always take a style-led approach to everything we do. When creating a bouquet, we aren’t trying to replicate a British meadow but thinking through the lens of what would look best on the pages of Vogue, so that everything we do speaks to and resonates with our discerning and fashionable customer who is urbane, sophisticated and super chic.

As a female founder in the tech industry, what challenges did you face in building FLOWERBX, and how did you overcome them?

Well, a complete  ignorance of the tech world makes it very easy to throw a lot of money down the drain whilst finding the right external and internal support.  As soon as I was able to hire a great head of product, they were able to help build the right internal team and commission the appropriate external resource.  The learning curve has been steep, especially as tech is changing constantly, so it has been imperative to keep learning in order to keep up.

Can you share any key milestones or moments in your career that have contributed to the success of FLOWERBX?

I have been so lucky that, since launching FLOWERBX, we have been able to work on so many incredible projects. One that instantly comes to mind was creating a 30-metre floral chandelier in the Orangerie at the Palace of Versailles for Louis Vuitton; that was a real pinch-me moment to be creating something so memorable in one of the most beautiful historic buildings of the world.   A more recent highlight was working on the Tiffany & Co x FLOWERBX pop-up shop at their flagship store in the US for Valentine’s Day. For me, creating a brand that can – very humbly! – sit alongside arguably one of the strongest American Heritage brands meant so much to me, and was a great testament to the strength of the brand we are building.”  One of my all-time favourite installations was the full floral façade of Annabelle’s in Berkeley Square for the Chelsea Flower show.  It was really one of the first FLOWERBX moments that went immediate viral.

How has technology played a role in the growth and operations of FLOWERBX?

Sustainability is and has always been at the core of the business.  We have an inventory-less business model which means that all our flowers are cut-to order and eliminates waste (which is traditionally about 60% in the floral industry).  We source locally when and where we can and have fully recyclable packaging which is not without its when working with water and perishable goods.  We have developed fully compostable flower food sachets and water pads that are industry-leading.  Lastly, we compost all of our green waste across all territories to minimize our environmental impact in all of the places we can. We are in the final states of our B Corp verification, which shows our commitment as a team to the best sustainable practices.

What advice would you give to aspiring female entrepreneurs looking to enter the tech or e-commerce space?

Develop a really thick skin, if you don’t have one already, because the rejection is constant and the struggle is real.  I also think it’s imperative to develop a strong female network of founders, ideally some who are earlier stage and some who are later stage than you.  That way, you will have someone who reminds you  that this too shall pass and those that you can support, reminding you how far you have come.

FLOWERBX expanded internationally. Could you share some insights into the challenges and opportunities that come with global expansion?

International expansion has been a huge challenge, especially given the recent changes with Brexit, covid, inflation and a rapidly evolving economic environment.   While we all  know that cracking the US is key  to international success,  it is also very hard to make a meaningful mark with such an enormous audience.   It has been helpful for us to take a  hyperlocal approach in our marketing. We treat cities/neighbourhoods as a market instead of trying to “penetrate the US.”  For example, Beverly Hills is a market, Brooklyn is a different market,  and in this way are able to talk to different cohorts in a unique way.

Can you give us a glimpse into the future of FLOWERBX and any exciting developments or initiatives on the horizon?

We are constantly innovating and launching new products.  Our current focus is on launching our GIFTBX collection, which comprises of a collection of “more than flowers”  for those customers that are looking to FLOWERBX to fulfil all of their gifting needs.

What is your favourite bouquet you have ever created?

We have just launched a collection of super bouquets for those seeking a WOW gift, and they immediately became best sellers. They are a collection of chic, tonal, hand tied mixed bouquets that fully reflect the FLOWERBX values of style, sustainability and beauty.

‘TECH10’ will give you £10 off your first order of £50 or more in the UK store.