Monthly Parenting Magazine

Mama Loves: Online Florists


Fresh flowers are one of life’s simplest but loveliest pleasures. From large glass vases of lilies and pretty peonies in rose bowls to delicate orchids brightening up a shelf, there is no room that isn’t made nicer by some freshly cut stems or a touch or greenery.

Words: Morag Turner

Picking up a little bunch of tulips in Waitrose is something we all love to do but sometimes we would rather have some truly beautiful blooms. Here are some of Mama’s favourite places to source your flowers online.



Founded by former Tom Ford PR impresarios Whitney Bromberg Hawkings and Adam Wilkie, Flowerbx who believe that bouquets are old fashioned and therefore only deal in single-varietal bunches that are sourced directly from Holland. This cuts out the middle man, giving you armfuls of chic, stand-out flowers which, as a result of coming direct from the supplier should mean your blooms last longer. Natalie Massenet and Tom Ford are fans.

Order for yourself of if you are sending a gift then chose from one of the designated varieties in small, medium or large bunches. You can relax in knowing that they will be hand-delivered in their signature, brown kraft paper and tied with chocolate grosgrain ribbon, along with your message printed in elegant script on a thick, folded notecard. Perfection.



Floom makes ordering a beautiful bunch of flowers incredibly easy. Bringing the best of London’s florists together on one website, it allows you to have a huge selection of flowers at your fingertips.

All you have to do is enter your postcode and a selection of bouquets from your local independent florists will appear.

You won’t find anything mass market about Floom. It’s packed with hidden floristry gems and some of the most beautifully curated floral creations. A host of the Capital’s most respected florists have already signed up including the Fresh Flower Company in Dulwich and Sprout in Hackney, which specialises in characterful houseplants.

Along with their delivery service, Floom also has an online magazine featuring fun columns such as ‘flower of the week’ and showcasing artists and photographers who specialize in botany. It’s a real visual treat for flower lovers looking for design ideas and tips on how to display their stems.

The company is the brainchild of Paris-born and Bali-raised founder, Lana Elie, who previously worked for Burberry, Gucci, Marc Jacobs.

“I love all flowers, but I can’t stand the clichés that people come up with sometimes,” explains Elie. “I like something quite wild and random and I tend to stay away from dome-like bouquets. I love to see varying heights and all different colours, and I especially love flowers to be mixed with ferns and herbs.”

At present Floom is only available in London but they have plans to expand nationally and internationally this year.


Bloom and Wild

Can you think of anything nicer than coming home to find a perfectly packaged box of fresh flowers on your doormat? This is what Bloom and Wild provide with their letterbox service.

Flowers are packed by hand, with protective netting on larger stems to keep them in perfect condition on their journey. And if no one is home they simply pop the box through the letterbox. Each bouquet comes with care tips and arrangement instructions to keep them in bloom for at least seven days. They offer next day delivery all over the UK and even same day in London.

As well as the letterboxes, they do hand-tied bouquets and even a little box of succulents. There is also the option to set up a subscription and have a box of their gorgeous blooms sent you (or someone else) as often as you like. Now there is a hint to drop for valentines/birthday/ Christmas!


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