H. Bloom florists have a clever strategy: seduce with flowers. It works. They've been sending beautiful bouquets of flowers to insiders all over Washington, and today they hosted a VIP luncheon for the most select potential customers. Couldn't have picked a prettier day, that's for sure. Plus, the H. Bloom arrangements looked glorious in the private dining room at The Four Seasons Hotel. Lovely views, lovely light, delicious champagne, steaks and seafood. Sigh.
H. Bloom co-founder and CEO Bryan Burkhart hosted the luncheon, greeted the guests one at a time, and then talked about his company's unique perspective on flower delivery: his is an online-only service, with a range of choices, which subscribers can send to themselves, their offices, to friends and/or loved ones. They can come arranged in a vase or loose for personal styling.
It's no surprise, really, that Bryan comes from a techworld background. He brings that kind of entrepreneurial spirit and intensity to the business of flowers. He seemed to have thought through his strategy. Founded in New York City, the company expanded to Washington, Chicago and San Francisco, with plans for further expansion.
At the end of the luncheon we were each encouraged to pick a bouquet and bring it home. I chose two dozen long-stemmed red roses wrapped tightly in banana leaves. Lovely. Others chose orchid arrangements, mixed florals, the "classic" with lilies and roses.
Is Washington a flower city? Hmmm. I've never been really sure. I can't imagine not having fresh cut flowers in the home. But I'm one of those people who if down to her last $1.00 would divide it between family, flowers, perfume and food.
Here's what the New York Times said of the service: We sampled two assortments (and after five days both were still healthy): an “arrange your own,” for $31.57 with tax, and a “classic” arrangement, for $38.11. The former came wrapped in brown paper, stems clamped with tiny water-filled tubes, and its blooms — yellow hyacinths, orchids, solidago, aster and a huge aspidistra leaf — were nice enough. The “classic” however, was lovely: roses, white hyacinths, viburnum and heather.
The subscription service begins at $29 a month. As a starter, why not sign up with the recipient being your lover, or would be lover? This might do the trick.