Floom Helps Independent Florists’ Businesses Bloom
This feature is part of #MadeToCreate, a series highlighting our community of entrepreneurs, makers and artisans on Instagram.
A flamingo-pink parrot tulip. A fistful of sun-yellow ranunculus and magenta anemone. (And not a single bouquet of two dozen long-stemmed red roses in sight.) This is Floom (@floomofficial), an online delivery service that supports locally sourced bouquets. “Everything you’re buying is from an independent florist,” says Lana Elie, the 30-year-old founder of the UK-based business. While working as a personal assistant, she grew frustrated with the process of sending flowers. “Using those companies, it’s the same flowers all year round, but flowers are seasonal. Why do I have to buy roses?” she says. “Flowers are an emotional product — someone’s died, it’s a birthday, a baby is born — and you’re buying from a company that you don’t know and what shows up looks nothing like what you ordered. There’s a real lack of personality.” Luckily, there’s no such problem at Floom. 💐