Floom: The Online Florist We Love
By Emily Cater

This week we discovered Floom, a new London-based business combining floristry with e-commerce to impressive effect. Associate Editor Emily Cater reports

Apr 08, 2016

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This week, in search of fresh inspiration on Instagram, I stumbled across some beautiful imagery from innovative new business Floom (@floomofficial), an online marketplace offering Londoners the chance to purchase an array of beautiful blooms from some of the city’s best independent florists. Not based in London? Not to worry, this smart business has plans to roll out internationally soon, watch this space…

Three Things We Love About it:


1. Its super stylish, with ex-fashion industry pro Lana Elie behind it

Floom is the brainchild of Paris-born, ex-fashion insider Lana Elie who has many a string to her bow, having worked for fashion houses including Burberry, Gucci, Marc Jacobs and i-D to name a few, so you know you’re in good (and tasteful) hands. Not only are the bouquets beautifully curated, but the site itself prides itself on its strong editorial content – featuring an online magazine with a number of thoughtful features – and insta-worthy imagery from artists and photographers who specialise in botany, making it one to bookmark not only for flower-gifting, but for a dose of colourful visual inspiration. Not a single generic bouquet in sight.

2. It partners with local businesses


The backbone to the success of Floom lies in its business model, which feels unique to floristry, in that it partners with much-loved independent flower shops with a true passion for their creations, providing them with a platform to sell online to individuals who appreciate the art of a creatively curated bouquet. Partners featured include Catkin & Pussywillow, Bloomsbury Flowers and That Flower Shop, all of whom offer tasteful and original blooms. The experience means customers go away with not only the most stylish of bouquets, but with warm fuzzy feelings that they’ve shopped local. A win win situation.

3. It makes ordering beautifully creative flowers so much easier

 The whole process is really straight-forward, appealing to busy city workers and creatives alike who crave quality and creativity in their purchases, with the ease of online shopping. Customers merely have to enter their recipient’s post code (if London based) to be presented with an array of imaginative options from a large number of sellers, and they’re good to go.


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