Flowerbx, The 'Go-To Florist In Europe For The Fashion Set' Is Headed To New York In May


When in London, afternoon tea at Balthazar in Covent Garden in the presence of FLOWERBX blooms seems like a must do. Any fashionistas in the city for London Fashion Week would have enjoyed a small feast for eyes, body and soul.

The winter edition of the Balthazar x FLOWERBX Afternoon Tea sees Balthazar’s highly skilled Head Pastry Chef Régis Beauregard transform winter florals into cakes, with the expertise of FLOWERBX CEO, Whitney Bromberg Hawkings. Guests enjoy cakes resembling winter’s seasonal flowers in beautiful FLOWERBX tones, these include:

Coconut and Yuzu Hydrangea - Yuzu mousse on a crunchy coconut biscuit decorated with delicate sugar petals

The Balthazar Rose - French financier filled with sweet raspberry jam and vanilla yogurt mousse

Blueberry Ranunculus - A light blueberry tart served with a sharp lemon posset and candied violet

Berry Macaron - Redcurrant and kirsch ‘petit gâteau’ (molten chocolate cake), with Chantilly icing and topped with an edible chocolate leaf

As a young woman, FLOWERBX CEO, Whitney Bromberg Hawkings dreamed of becoming the Texas-born editor-in-chief of Vogue Paris. As an admirer of fellow-Texan Tom Ford, Hawkings eventually became his personal assistant and eventually his communications director when Ford was Creative Director of Gucci, and then at Yves Saint Laurent.

After ordering and sometimes delivering so many bouquets on his behalf, Hawkings came to realize that in the fashion world, “flowers are currency.” After two decades studying flower power in the fashion industry, Hawkings decided to fly her entrepreneurial wings, founding the world’s first luxury flower brand.

Today’s New York Times Style introduces us to FlowerBx and its very impressive client list.

Alexander Coggin for The New York Times

Alexander Coggin for The New York Times

Flowerbx (FLOWERBX), now four years old, has become the go-to florist in Europe for the fashion set — a consumer base that is as picky as it is needy when it comes to blooms. Louis Vuitton is Flowerbx’s biggest customer. (The sumptuous vegetal garlands for a V.I.P. client dinner last fall in the Orangerie at Versailles were Flowerbx work.) Another regular client is Dior. Ditto the Birley Group, owner of the clubs Annabel’s and Harry’s Bar.

The River Café. Jimmy Choo. Tory Burch (in London and Paris). The Cheval Blanc hotel in Courchevel, France. Farfetch and the retailer Browns. Victoria and David Beckham have vase arrangements delivered weekly to their home and to the VB design studio.

Flowerbx has a presence in Belgium, Ireland, France and Germany, and the luxury flower brand is headed to New York in May 2019.