How One Woman Turned Tom Ford's Flower Orders Into a Global Luxury Bloom Empire

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_{Whitney Bromberg Hawkings spent nearly two decades as Tom Ford’s senior vice president of communications, handling everything from high-stakes fashion launches to floral arrangements for the man himself. But while curating the perfect petals for Ford, Hawkings began noticing a flaw in the floral industry: overpriced, wasteful bouquets that lacked both polish and practicality.}

_{Tired of mediocre stems and plastic-wrapped clichés, she did what few dared. She left fashion to launch a luxury flower company of her own. Enter Flowerbx, now a favorite of brands like Chanel, Dior, Tiffany, and yes, Tom Ford.}

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Why the Online Model Was Always the Plan

_{When Flowerbx launched nine years ago, going digital wasn’t just trendy, it was personal. As a busy mom juggling it all, Hawkings realized everything from groceries to Gucci was just a click away, except flowers. Traditional florists offered clunky checkout processes, tired arrangements, and packaging that felt more dated than designer.}

_{That gap sparked innovation. Flowerbx built a cut-to-order, zero-waste business model, making each bloom as fresh as it is fashionable. Everything is sourced sustainably, shipped sleekly, and wrapped in compostable, plastic-free materials. And yes, deliveries arrive via electric van.}

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Sustainability, But Make It Stylish

_{Luxury doesn’t need to be wasteful, and Hawkings is proving that with every box of blooms. Shocked by the fact that up to 60% of flowers from traditional florists end up in landfills, she made sustainability a non-negotiable. From recyclable flower food sachets to compostable water pads, every element of Flowerbx packaging is designed to love the planet back.}

_{Their studios also compost all green waste, creating a truly closed-loop floral experience that pairs beauty with responsibility.}

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Flower Feelings: What to Send and When

_{Need to say "I'm sorry"? According to Hawkings, white lilies, tulips, or roses are your go-to stems. Their message? Clean slates and heartfelt apologies. But don't stress over the variety—what matters most is freshness, elegance, and a sincerely written card.}

_{Looking to express your love in the most extravagant way? Flowerbx offers a jaw-dropping 1,000-rose bouquet, available either in one dramatic display or split into 10 crystal-clear vases. It’s a best-seller that quietly moves each month, and keeps the delivery team (somewhat reluctantly) on their toes.}

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Summer 2025’s Hottest Flower Trends

_{Want your flowers to echo your wardrobe? This summer’s color story is all about coral, peach, and apricot. Hawkings says these hues are dominating bridal palettes and floral wishlists alike, bringing a vibrant, optimistic energy to arrangements.}

_{Like the lipstick index of blooms, when the world gets challenging, people crave color. Bold petals are back and they’re blooming brighter than ever.}

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