Love is in full bloom at Globe-Trotter, with the launch of our floral-themed SS20 collection and a captivating window display from premium online flower delivery service FLOWERBX. With the ultimate day of romance just around the corner, we caught up with the FLOWERBX co-founder and CEO to talk romantic gestures and the world’s most beautiful open spaces
Shortly after graduation, Whitney Bromberg Hawkings moved to Paris with ambitions of editing Vogue Paris. Instead she ended up landing a job as assistant to Tom Ford, before working her way up to become senior vice president of communications. After noticing the way that online delivery services were becoming an integral part of daily life – and a gap in the market for a similar flower service – Whitney started FLOWERBX as a side project. In 2016 she left her beloved job to throw herself full-time into FLOWERBX. The gamble paid off. Dubbed the “Net-a-Porter of the flower industry”, FLOWERBX has been a huge success; delivering premium and bespoke floral arrangements straight to client’s doors.
Valentine’s Day is nearly upon us. What failsafe bouquets would you advise someone to buy for their significant other?
One can’t go wrong with roses; red for passion, pale pink for eternal love and white for pure romance. Ranunculus are at their prime on Valentine’s Day and the perfect alternative to roses for a more original gesture. Flowers are always a good idea and sometimes the most traditional gestures are the most impactful – as is the case with flowers on Valentine’s Day.
What about alternative or unique blooms?
One should never underestimate the almighty tulip. They are universally loved, incredibly cheerful and delightfully elegant when bunched together in a simple vase.
What flowers are in season this time of year?
Ranunculus are, without a doubt, the season’s standout star. They are winter’s version of the peony and few flowers are as breathtakingly beautiful as the ranunculus when fully open.
What are your tips for presenting flowers?
Less is more with flower arranging. I always favour a bunch of seasonal, single varietal flowers arranged loosely in a simple vase. Some of my favourite vases are ones that are surprisingly simple but were somehow impossible to find before I started FLOWERBX. We launched five vase ranges to provide a failsafe solution for presenting any bunch of flowers.
What flowers would you say are a definite no-no on Valentine’s Day?
I think it’s hard to go wrong with a single-stem bunch of flowers. Even flowers that aren’t historically my favourites (such as gerbera daisies or carnations) are surprisingly delightful when presented in a bunch, without any filler, in a clean apothecary vase.
How could someone impress you on Valentine’s Day?
Now that I run a flower company, no one ever sends me flowers! But a small bunch of ballet slipper ranunculus on Valentine’s Day would blow me away.
GLOBE-TROTTER’S QUICK-FIRE TRAVEL QUESTIONS
In your opinion, where are some of the world’s most beautiful garden spaces?
The Tuileries in Paris, the Boboli Gardens in Florence and Kew Gardens in London always take my breath away. They are as meditative as they are beautiful, and I love how the world seems to stop when I visit them.
What are your favourite countries or cities in the world?
Puglia in the spring, Provence in the summer, Kenya in the winter and London all-year round.
What is on your travel bucket list?
The Amangiri in Utah.
What do you never leave the house without when travelling?
Where are you off to next?
My next trip is to Puglia in May. We stay at the Borgo Egnazia, which is paradise and has the most delicious food, sea, sun and an inventive kids club for our 3 children.
Find out more by visiting www.flowerbx.com for Valentine’s Day flower ideas.