The wheels of the fashion world are greased, in large part, with flowers. Compliments are paid, transgressions smoothed over, and triumphs celebrated with a seemingly endless parade of bouquets, each more lavish than the last. Whitney Bromberg Hawkings first observed this phenomenon as an assistant to Tom Ford back in his Gucci days. She noticed the tributes being sent back and forth were never mere bouquets—they were always masses and masses of a particular flower, in a single shade. Karl Lagerfeld sent white orchids; Miuccia Prada, pink roses; and Riccardo Tisci, white roses. Ford might send peonies, roses, or hydrangeas, but always a single variety, in profusion.
That unspoken fashion formula was the seed of her idea for her online flower-delivery service, Flowerbx: All bouquets are single-variety, tied with grosgrain ribbon, and beautifully presented.