From one girl boss to another meet Lana Elie, founder of Floom – an online flower delivery service that supports locally sourced bouquets from independent florists. I had the pleasure of meeting Lana at the Female Founders supper club earlier this year and am constantly inspired by her focus and passion to create and manage such a successful business whilst shaking up the flower industry. Floom is a digital market for independent florists to showcase their handcrafted bouquets, allowing customers to browse and buy directly from the site. It’s basically your new go-to for Valentine’s Day, birthdays, engagements, Mother’s Day, leaving presents… you get the picture. I recently caught up with Lana to talk world domination and why she’d have Selena Gomez at her fantasy dinner party.
Your background is in fashion, what was your initial inspiration to start Floom?
I’ve pretty much always been involved in creating digital campaigns for fashion brands – an example of this being that I started out at Burberry just at the point where they decided to be the first luxury brand to really take the online world and its opportunities seriously. The jump to Floom from that was quite natural in that regard, as I used what I’d learned to my life-long love of flowers twinned with frustration that the floral industry didn’t really have a beautifully curated, easy to use service that brought together all the amazing florists operating under the radar of most people.
What are the core values of Floom?
Connecting consumers with local florists and flowers, providing a unique experience through the individuality of the bouquets and plants on offer.
What is the biggest challenge you have faced since starting Floom?
Managing the growth of both supply and demand with a small team and never enough time in the day. Sometimes having a marketplace model feels like we’re trying to grow two businesses in unison.
What has been the most rewarding thing about starting your own business?
Realise my idea, passion and belief that the flower industry needed a shake up. I genuinely love flowers and believe they’re an exceptionally personal gift that has been stripped back and dulled down by bigger companies – so to be able to disrupt that with my own idea and business is exciting!
From one girl boss to another, what advice would you give you other women wanting to start their own business?
Get used to rejection – just don’t let it mean anything and don’t take it personally. And curiosity. It’s easy enough to find the right tools to teach you about things you don’t know… and if you still don’t have those skills, recruit people who do.
What are your future goals for Floom?
What do you enjoy doing to relax after a stressful day?
I get asked this a lot, the answer is still that I genuinely don’t! I drive people mad checking emails and doing work things all the time.
Talk us through your day in food: do you have time for breakfast in the morning? What is your favourite meal?
I don’t really eat breakfast… I pretty much live on the Nue Company supplements when it comes to some form of morning ritual. Then I tend to scavenge around for some food around 2 or 3 and then have a big dinner. Basically don’t take eating advice from me!
Where are your favourite places to eat out?
I like Dinings, Tetsu, and Brilliant Corners. Got a thing for Japanese.
If we came over for dinner, what sort of food would you serve?
Are there any specific ingredients/foods you couldn’t live without?
If you had to send 3 people (dead or alive) a bunch of flowers each, who would you chose and why?
Selena Gomez – I’d like a post going to her millions of followers.
Justin Bieber – He has lots of followers too.
Jeff Bezos – Hopefully he’d then tell me his secrets.
Lastly, if you were a flower what would you be any why?
A cafe au lait dahlia…they’re expensive and hard to get? Haha…