To celebrate the launch of WNU’s Fine Poplin collection, Founder & CEO Pip Durell collaborated with renowned fashion stylist and photographer Cathy Kasterine to shoot a portrait series of women who inspire the brand, shot and interviewed in their WNU.

Whitney Bromberg Hawkings, previously Senior Vice President of Communications at TOM FORD, found a gap in the market whilst searching for luxury, single-variety flowers at an accessible price point. The service needed to be simple, reliable, and premium as well as global and with that the luxury flower delivery service FLOWERBX was born.

The Interview:

My name is Whitney Bromberg Hawkings, I'm the CEO and Founder of FLOWERBX.

Why did you start your business?

I started FLOWERBX because I was continuously disappointed with the flowers that I was sending and receiving, so I set out to build a global flower brand and slowly over the past 7 years I’ve made that dream come true - one stem at a time.

How do you wear your WNU?

I wear my WNU everywhere, all the time. I wear it every day, I wear it at night, I wear it to bed - it literally my go to for everything!

What do you wish you'd known before you started?

How relentlessly difficult it was going to be, and how long it was going to take and how nothing is linear - it's sort of like up down up down up down all around - and to move one step forward.

Is there one woman in particular who has impacted your career?

I’m always inspired by Ruthie Rogers; she is relentless. She has taken a passion and a really good idea that some people say could be difficult to make a restaurant a global household name but she has done that, and remained super kind, super loyal and really like the best Mum and Grandmum in the world, which to me is really the most important thing.

What is your New Year resolution?

Enjoy it all, with my husband and my family and take time to enjoy how incredible life is.

What would you have said to your younger self?

I would say, you’re better than you think you are. I had so many insecurities and no confidence when i was younger, and i was actually pretty great.

What are your goals for 2024?

For flowerbox in 2024 is to hit profitability, its been a relentless ride over the past few years of raising money etc so our overarching company goal is to become profitable.

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