Designer floristry. Yes, it’s a thing and behind it is one of London’s most-dazzling business stars, enchanting the city with her American charm, passion for flowers and contemporary vision. Meet Whitney Bromberg Hawkings, founder and creator of FLOWERBX – the online floristry firm revolutionising London’s floral scene. With an established career in fashion, Whitney is fusing her experience and love for both industries to deliver an innovative offering that London and its homes have fallen hook, line and sinker.
Kip Life talks exclusively with Whitney to discover more about her impressive floristry empire and her tips for the ultimate in luxury floral styling…
Whitney, how important are flowers in the home?
Flowers can completely transform any environment; the same way accessories can transform an outfit. For me, a house doesn’t feel dressed without flowers or a plant. I felt this way even when I was broke and started working in Paris. Flowers have always been a necessary indulgence.
How did you get involved with flowers?
After working for TOM FORD for 19 years and feeling frustrated with the cost and inconsistency of 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 and everything else from Amazon. Flowers were the one thing I couldn’t buy in a simple, chic way online.
What makes FLOWERBX unique to its competitors?
I think one of the reasons FLOWERBX has resonated with so many people and the way we have been able to disrupt an age-old industry is because none of us are florists. While we can do traditional floristry, I usually approach flowers from a design standpoint or a fashion point of view which has enabled us to do some really new and exciting things with flowers.
Where do you source your flowers?
We source our flowers directly from the growers and deliver them to your home or office. We cut out all the middlemen and, as such, are able to offer extraordinary freshness at a fraction of the price of other florists.
What’s your favourite flower?
One of the greatest things about working with flowers is their inherent seasonality. In spring, I can’t get enough of peonies. As I start to tire of peonies (if that’s even possible), dahlias are back with a bang, leading us to late summer when we see the re-emergence of hydrangeas in bright beautiful hues. So, I don’t have a favourite flower, but my favourite way to make a statement for a centrepiece is to group a bunch of ONE type of seasonal flower together – the more the better. I also usually tend to keep things tonal, and with these rules in mind, it is hard to go wrong.
What flower arrangement or styling recommendations for the home can you give?
Choose vases wisely that correspond to the budget and mood you are trying to convey. A good rule of thumb is to arrange flowers in single-stem bunches. It is hard to go wrong from there. I also believe it looks best to keep flowers tonal in any given room. Or, stick to white for elegant neutrality.
We follow FLOWERBX’s The Cut intently; especially your FLOWERBMB features. How do you select your muses?
I choose our FLOWERBMBS based on my own style crushes. They are all strong, successful women and men whom I admire and have a genuine curiosity of their relationship with flowers. Flowers are signifiers for most people and I think finding out what flowers hold a significance for each FLOWERBMB says a lot about his or her personality – the same way one’s scent or style does.
FLOWERBX’s affiliation with fashion is fascinating. Tell us more.
When launching FLOWERBX, I started talking to people I know, and I was lucky my hard-earned friendships and relationships were predominantly in the fashion industry. As a result, the transition from fashion to flowers has been seamless. I love working with the same people, press, restaurant and hotel groups and luxury brands, only with a different medium. Our language is new, but the relationships are the same. I keep pinching myself at the amazing brands we have had the fortune to work with. From Dior to Tiffany & Co, DeBeers, Jimmy Choo, TOM FORD and Louis Vuitton, and many others in between, we couldn’t ask for more-inspiring clients or collaborations.
FLOWERBMB: Julia Restoin Roitfeld photographed by Nick Cook
FLOWERBMB: Martha Ward photographed by Nick Cook
You’ve worked and lived all over the world. When did you move to London and what do you love about this city?
I moved to London when Tom (Ford) left Gucci and asked me to relocate from Paris with him to launch TOM FORD. I, of course, acquiesced. It was an easy decision as Peter, my then fiancé, is English and lived in London.
Where do you live?
I live in South Kensington with my wonderful family and elegant whippet, Ursula.
Describe your ideal London weekend
We are so fortunate to escape to the country every weekend and to our cottage in the Cotswolds. On the rare weekend we are in London, it is such a treat to rediscover all the magical spots London has to offer. I love the Farmer’s Market on Pimlico Road on a Saturday morning, followed by a visit to the Natural History Museum or the Tate Modern. Then, it’s hard to beat Sunday lunch at the River Café.
Where will you be over Christmas?
We will be in the Cotswolds for cosy family time to then head for some sunshine in Turks and Caicos for New Years.
Tell us about some interesting future happenings at FLOWERBX.
We have had a busy year launching across the UK while extending our offering to France, Germany, Ireland and Belgium. Next year very much includes launching in America with a soft launch in New York in the first half of 2019.
What are the most-cherished plants or flowers you have ever received?
The most special flowers I ever received are a bunch of tuberose from my husband on our first anniversary. Receiving my favourite flower from my favourite person on our most-special first anniversary was an auspicious start to our wonderful life together.
Flowerbx
flowerbx.com
