Whitney Bromberg Hawkings – Co-Founder & CEO

How my time in the fashion world and my time with Tom Ford led me to start my own company and how it has helped me launch my own brand

Hawkings spent almost 20 years working alongside Tom Ford

Flowerbx is the “luxury label for flowers”

Shortens the supply chain in the premium flower segment

Prior to founding Flowerbx, Hawkings worked alongside Tom Ford for almost 20 years. Initially at Gucci and Yves Saint Laurent, most recently she was the Head of Communications at Ford’s own brand. Hawkings has pinpointed a gap in the flower market. As a working mum she buys a lot online, so why not high-quality flowers as well? Her experiences and the network of luxury brands have helped her today to position Flowerbx in the premium segment. Thanks to self-generated content Flowerbx can associate itself with names that are highly regarded in the fashion industry too — Caroline Issa and Julia Restoin Roitfeld, for example.

Whitney Bromberg Hawkings studied Romance Studies at Columbia University. She became Tom Ford’s personal assistant and accompanied the fashion designer during his career at Gucci, Yves Saint Laurent and, ultimately, at his own brand. Here, she held the role of Senior Vice President of Communications. In 2015 she set up Flowerbx in London.

Online flower delivery service Flowerbx was set up in London in 2015 by Whitney Bromberg Hawkings. Even a sector that felt a strong degree of security prior to digitalisation (since who would order fresh flowers online, at least in the premium segment?), has seen itself exposed to disruption on account of a rethought and realigned supply and production chain.

Flowerbx bypasses two stages of the traditional business: wholesale 

and a shop/business. The flowers ordered reach end consumers quicker; they are cheaper and stay fresh for longer. Flowerbx supplies brands like Jimmy Choo, Tory Burch and Sisley. The company is expanding rapidly and now no longer delivers only within the UK, but also to Ireland, France, Belgium and Germany.

Even industry sectors that felt secure in their business model have been exposed to disruption due to digitalisation