In Conversation with Whitney Bromberg Hawkings
This month, we’re excited to feature Whitney Bromberg Hawkings, founder of FLOWERBX. After 20 years at Tom Ford, Whitney launched the first global luxury flower brand, bringing the elevated floral experience of the fashion world to customers everywhere with carefully sourced seasonal stems, refined packaging, and seamless service.
What inspired you to start FLOWERBX?
Whitney: FLOWERBX began with a problem to be solved. After working for Tom Ford for 20 years, I realized that flowers are a currency in the fashion world, and the flowers one sent spoke volumes. I watched designers, PRs, editors, and celebrities communicate through flowers – often single stem bunches of a signature seasonal stem – yet I found it so difficult to get florists to adhere to this simple yet impactful aesthetic.
So, while this existed in the fashion community, the flowers available to consumers felt inconsistent and often underwhelming. I wanted that same elevated experience to be available with ease and consistency globally – whether I was sending flowers to a friend I NYC, London or Dubai or hosting a dinner in one of those cities.
The idea was simple: create the first global luxury flower brand. We set out to source the best quality seasonal flowers directly from the growers, focused on stemmed bouquets in elevated packaging, and created a slick, service led customer experience - and FLOWERBX was born.
It was a great pleasure to partner with FLOWERBX for our recent event at The Pierre in New York City to celebrate the launch of Nicky Hilton X La Coqueta.
Working at Tom Ford must have been such an exciting experience — what sparked the decision to branch out and build your own business?
Whitney: My decades working with Tom Ford were formative. They taught me about discipline, hard work, and the power of a clear aesthetic point of view. But they also showed me what it means to build a brand from nothing, and that planted a seed.
I was turning 40, pregnant with my third child, and I realized this was a now or never moment, so I made the leap, kissed Tom good-bye, and I have never looked back.
Looking back at FLOWERBX’s infancy, what stands out as the greatest challenge you had to overcome?
There have been plenty! Of course, convincing people that single-varietal bouquets could feel more special than traditional mixed arrangements was an early one. It was all about shifting perception – the idea that one thing done beautifully was better than many things of lower quality. As always, the ones that get it, get it – and we’re forever finding fresh new ways to seek out that aligned customer.
And of course, building a supply chain of highly perishable goods from scratch was testing, to say the least. Working directly with growers meant creating relationships, learning logistics, and sometimes making mistakes. But those early challenges shaped our standards, which we still pride ourselves on being the highest in the industry.
Can you share a turning point that helped shape your growth?
Whitney: Of course, nurturing those existing fashion connections was what initially put us on the map and helped people take us seriously in the luxury world. But becoming B Corp certified was also massively significant. It formalised what we had always believed, that luxury and responsibility can, and should, coexist.
Expanding internationally was another turning point. Opening studios beyond London validated that our aesthetic and approach resonated globally, most recently in the UAE, a region that is always ahead of the luxury curve. Oh, and naturally, opening IRL experiential spaces has been huge – I still pinch myself walking into our boutiques in iconic locations, including The Chancery Rosewood and Corinthia London.
What has been your proudest moment and milestone so far?
There isn’t one single moment, but the pride I feel when I see FLOWERBX in the wild is everything. It’s seeing our floral concepts come to life at weddings, in homes, in hotels, at moments that matter to people. That never stops feeling meaningful.
On a business level, building a company that has grown internationally while staying true to its aesthetic and values is something I’m deeply proud of. And seeing our electric vans zoom around London, NYC and Dubai will always give me a buzz!
How would you describe your brand in three words?
Just three… that’s a challenge! Innovative, industry-leading, extraordinary.
Finally, knowing that the relationships you build are everything, and that kindness never goes unnoticed.
What advice would you give to someone starting out?
Be very clear about your point of view. Trends shift, markets fluctuate, but a strong, consistent vision and understanding of your customer is what builds longevity. And don’t wait for the perfect moment to start. Action outweighs perfection, every time.
What is one lesson entrepreneurship has taught you?
Resilience is a muscle. You don’t start with it; you build it each and every day. And that the day-to-day of entrepreneurship is rarely glamorous. It’s all about consistency, problem-solving, and showing up even when the outcome isn’t guaranteed. You have to wear so many hats, and truly be obsessed with your business. That’s what sets having a great idea apart from building an iconic brand.
Motherhood
At La Coqueta, we champion motherhood, family time, and entrepreneurship — values that sit at the heart of everything we do.
As a mother to five teenagers, I have gathered more than a few tips and tricks over the years! I would love to know — with so much going on, and as a mother to three children, how do you strike the balance between work and motherhood?
Whitney: I don’t believe in perfect balance; I believe in building a life that works for you and the people you love. So, when I’m at work, I’m fully there, and when I’m with my children, I’m equally as intentional. But I’ve always taken my family along on this journey and they have been part of all of the struggles and triumphs from the beginning. They have loaded vans, they have delivered flowers, they have done flower stands – so they are very proud of the growth we have achieved. For me, that’s been the magic ingredient of making it all work.
Best piece of advice to mothers?
Let go of the idea that you have to do everything flawlessly and let go of the guilt!! Children don’t need perfection; they need love, consistency, and an example of someone pursuing what they believe in.
Accepting the rhythm of being a founder, rather than fighting it, has been key.
Favourite way to unwind?
Flowers, of course. Arranging them at home is still one of the most calming rituals for me and gives me endless joy. I also love cooking and find it so calming and meditative. My Mom was a chef, and cooking to me has always been the best way to unwind.
What is the one thing about motherhood that no one ever told you?
How totally wonderful it is and HOW much you learn from these wonderful people you created. And how devastatingly quickly it moves. You spend years immersed in the intensity of early childhood, and suddenly you’re having conversations about universities and independence. It’s extraordinary and humbling.
What is the most important value you and your husband want to pass onto your children?
Integrity – that the person you are when no one is watching matters more than anything else. And curiosity, to stay interested in the world, open to learning new things, and embracing opportunities.
We adore all that you do and would like to round up the conversation by asking, what’s next for you?
This year, it’s all about continued growth, but intentional growth. We have big plans for continued international expansion, exciting new partnerships, collaborations, and contracts, all while continuing to shout about what FLOWERBX does best – luxury flowers. And we have a very innovative and disruptive project in the works that will be transformational! Watch this space!
Discover FLOWERBX www.flowerbx.com
IG @theflowerbx
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