The co-founder and CEO of FLOWERBX, the online flower delivery company, talks us through her life online.

Three years ago, Whitney Bromberg Hawkings quit her role at TOM FORD and set up FLOWERBX, the now-booming international online florist dubbed the Net-a-Porter of the flower business.

It was while working at TOM FORD, where she was for nineteen years, that Whitney struggled to find a consistently good way to buy flowers online. She bought her food from Ocado, her clothes from and everything else from Amazon. But when it came to buying flowers for Tom - always single-stem bunches – no baby’s breath, no mixed bunches – she couldn’t find a good enough online florist. Inspired to set up her own online floristry business, she resigned from TOM FORD and set up online business, FLOWERBX.

FLOWERBX sources flowers direct from the auctions in Holland and delivers to your home. Her curated offering consists of single-varietal flowers in a bunch rather than traditional mixed bouquets, all at competitive prices. Clients now include Jimmy Choo, Bottega Veneta, Dior and Tom Ford and she recently collaborated with Laura Bailey and Emilia Wickstead. These are exciting days for the young brand; FLOWERBX has just launched national delivery across the UK and is now expanding into Europe, Russia and the Middle East. The core focus is flowers but she is soon to launch a range of candles, room sprays and vases.

My favourite website… The Good Web Guide (after FLOWERBX, of course). Another favourite site which I have recently discovered is Artsy, which I find endlessly inspiring. The site promotes new artists, but not in an overtly commercial way. Rather it enables the user to learn about new and existing artists in addition to providing a simple way to purchase new art. As I don’t have time to browse all of the galleries and exhibits I would like to during this period of intense growth at FLOWERBX, this keeps my mind open and keeps me visually stimulated.

I also love Semaine which was started by two fabulous young women who met while working with Mario Testino. The weekly magazine features fascinating, stylish stars and influencers and allows you to discover their worlds. It is the perfect mix of fashion, art, design and lifestyle.

My favourite apps… Uber and Waze as I am constantly running from meeting to meeting and transport is key. I am also completely hooked to Instagram for keeping up with people and the world and for mindless distraction. Lastly, I am not sure how I would function or feed my family without Ocado.

My blog of choice… I don’t have much time for blogs as a mother of three with a startup. But when I am able to browse, I always check out Goop and there is invariably an article which pertains to some conundrum in my life at that point in time.

My internet hero… Steve Jobs - For his singular vision and unwillingness to compromise on design.

My favourite podcasts… How I Built This - I find it endlessly inspiring to listen to other entrepreneurs and hear of their trials and setbacks and how they overcame them. I am also a huge fan of Business of Fashion podcasts as they are intelligent and informative and keep me up to speed with business and fashion!

My most recent buy online… A pair of black Gucci loafers to replace the last pair that I wore to the ground. And I bought a pair of Frame denim jeans in pale blue denim in anticipation of Spring.

Book just downloaded/ read… ‘A Little Life’ by Hanya Yanagihara - It was both harrowing and compelling in equal measure.

Favourite tweeter… I’m not a huge Twitter fan.

Favourite instagrammer… I love Laura Weir’s Instagram account; she is Editor of ES Magazine. It’s informed and real and her tone of voice always cracks me up. I love David Walliams’ account as it is touching to see his warmth and humour and how much he gives back. And I love Sarah Harris’s account for a dose of glamour, although I often buy things that she’s wearing on Insta and realise they look nothing like that on me.

Social media allowed me to meet… SO many people. I feel like its how I have met most of my new friends. I was such a huge fan of the restaurant Farmacy in Notting Hill that I became an insta fan and, through Instagram, became friends with its owner, Camilla. She is now an offline friend and my number one girl-crush.

Most worthwhile newsletter subscribed to… The Daily Beast and the Business of Fashion.

Pet hate about life online… The addiction which makes you feel like you are constantly missing something if you’re switched off.

Stand out online memory… The launch of WWW.FLOWERBX.COM is by far my greatest achievement although there is still much more to be done.

April 2018