I’m sure you know who I mean by Flowerbx – this is the super chic flower delivery service set up by Tom Ford’s former personal assistant, Whitney Bromberg Hawkins.
Her aesthetic vision is just one type of flower in a vase, rather than a tricky arrangement and, as such, in their deliveries they just send you a massive amount of the same flower.
Fab idea, but the downside of Flowerbx was always that it was insanely expensive. I can’t quite remember precise amounts but it was always a figure that send me reeling back to Sainsbury’s.
Then before Christmas I met Whitney at a party. She is bronzed and smiley with a slim, unassuming husband who turns out to be the head of freaking menswear at Tom Ford, which actually I should have known on sight as he was wearing loafers with no socks in December.
I talked to Whitney about Flowerbx and I said “But it is so expensive!” And she said “We were! But in fact we have launched a new, more affordable service!”
So I went home and had a look at it. Actually not directly, that would be weird. I drank loads more and stumbled home and fell into a drunken half-sleep then woke up and shouted at everyone and crashed through my hangover and probably maybe two days later looked at the new Flowerbx service.
And it is much more affordable – the most entry-level subscription is £45 per month with a minimum of 3 months’ sign-up. I went for a fortnightly delivery and paid up front for 3 months. I have bought quite a lot of flowers in my time – notably from Daylesford – as well as independent places, corner stalls and various florist shops, so I have a reasonably good sense of what is and what is not good value for this part of the world and – taking delivery costs into account – that’s really very okay.
My first delivery was a whole load of tall white things, (sorry I’m no horticulturalist but they were perfectly nice for what’s available in January), that I divided up between a whole load of vases and they looked totally smashing and helped with the wobbly who-am-I bit after all the Christmas decorations come down.
I have used other flower subscription services and they have been utter bogshite – there’s that one that comes through the letterbox and you get these five dismal weedy sticks that you have to arrange yourself in a special vase and it looks nothing like the photo.
So to my mind, this is better. You can, of course, also get one-off deliveries. Check it out here. I apologise in advance that this is a London-only service.