The Art Within: Meet Whitney, Founder & CEO of FLOWERBX
From the artwork in our stores to the flowers that decorate our windows and spaces, artistry is at the heart of our approach. We spent this morning with Whitney Hawkings to talk all things FLOWERBX.
How did you first fall in love with flowers?
I’ve loved flowers for as long as I can remember. They’ve always felt like the perfect finishing touch to a space, a quiet form of expression.
You spent almost 20 years working alongside Tom Ford. How has that fashion world experience influenced your approach to flowers?
Working with Tom taught me to have an uncompromising eye for elegance and detail. I’ve carried that same approach into FLOWERBX - it’s about creating something refined yet impactful, much like the fashion world at its best.
It was really a perfect storm - I was turning 40, pregnant with my third child, and I realised it was now or never. I wanted to follow this dream and build something of my own.
- Whitney Hawkings
How would you describe the FLOWERBX style in three words?
Quality, beauty, and consistency - those are always our guiding principles.
When you’re creating an arrangement, what’s the most important element to get right?
Whatever the brief - whether it’s British meadow or something bold and colorful - we always put it through our own style filter to create something distinctly FLOWERBX.
Is there a parallel between styling a room, arranging flowers, and putting together a beautiful outfit?
Absolutely. Flowers are the perfect accessory - they can completely transform a space, just as the right bag or shoes can change an outfit.
How would you describe Varley’s style, and how does it align with FLOWERBX?
Varley’s style is bold yet simple, instantly recognisable, and uncompromising on quality, just like ours.
When you create arrangements for Varley stores or events, what feeling are you hoping to bring into those spaces?
The goal is always to capture that clean, fresh, bold aesthetic and to make people feel inspired the moment they walk in.
Do you see a shared design philosophy between Varley and FLOWERBX?
Yes - it’s about simplicity, impact, and consistency. Both brands understand the power of details to shape an entire experience.
What has been a standout moment from working with Varley over the past few years?
Working on Chelsea in Bloom over the past two years has definitely been a highlight. It’s been so rewarding to bring the vision to life each time - blending Varley’s aesthetic with florals in a way that feels fresh and true to both brands. Seeing that creative connection come to life and resonate with people has made it really special.
You’ve known Ben and Lara for years. What’s it like working with them creatively?
Ben and Lara are dear friends, and working with them is wonderfully collaborative. They know exactly what they want, they’re unafraid to be individual, and they stay true to their vision - and that’s endlessly inspiring.
Read More on how Whitney helped shape the concept for Chelsea in Bloom 2024.
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