After working for TOM FORD for 19 years and feeling frustrated with the cost and inconsistency of the flowers I was buying and sending, I wanted to create a branded floral offering. Also, as a working Mom, I buy everything online. My weekly groceries are from Ocado, my clothes from Net-a-Porter or Matches.com and everything else from Amazon. Flowers were the one thing I couldn’t buy, in a simple, chic way, online.