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Why to plant a garden is to believe in tomorrow – Whitney Bromberg Hawkings, Founder, FLOWERBX

About This Episode

Michael sits down with Whitney Bromberg Hawkings, founder of FLOWERBX, the fast-growing flower subscription start-up delivering luxury flowers to those with an eye for the extravagant. Born in Dallas, Texas, Whitney went on to enjoy almost 20 years working with one of the state’s homegrown heroes Tom Ford, where the seeds were planted for her own venture, launched in 2015. In this episode Whitney shares the lessons she learnt in her fashion career, why she decided to go out on her own and the challenges she faced disrupting a multi-billion-pound industry. She also explains how FLOWERBX pivoted during COVID-19 and why she believes flowers are a symbol of hope and renewal in these extraordinary times.

Whitney Bromberg Hawkings

Whitney Bromberg Hawkings is the founder of the online luxury florist FLOWERBX. Her career began aged 23 as assistant to Tom Ford during his time as creative director of Gucci. After he left to establish his eponymous label in 2005, Whitney joined him and worked her way up to become Ford’s senior vice-president of communications. After realising that flowers were the one product she couldn’t buy in an elegant and consistent way online, she set up FLOWERBX in 2015 in her spare time, before eventually leaving her role with Tom Ford the next year. FLOWERBX is now an award-winning brand and has been described as the ‘go-to florist in Europe for the fashion set’.

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Lockdown List

What is a book that has changed your life?

Shoe Dog by Phil Knight

What are you watching in lockdown?

I May Destroy You

What is your lockdown soundtrack?

Black Parade – Beyonce

Megatron – Nicki Minaj

Non Stop – Drake

Mood 4Eva – Beyonce

A God Like You – Kirk Franklin

In one sentence, describe your new normal.

My new normal is an attempt to find balance on an ever-changing, totally unpredictable and unstable foundation. For someone who likes stability and planning both at work and at home, this has many challenges.

Who is your biggest inspiration and why?

My family inspires me to be the best version of myself that I can be.

What is your best tip for life ?

Feel the fear and do it anyway.

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