In the flower industry, there are two big holidays that matter: Valentine’s Day and Mother’s Day. That’s why UrbanStems, a flower delivery startup, decided to launch on Valentine’s Day in 2014. “It’s a well-known fact that these two days generate a huge amount of business for flower brands,” says Megan Darmody, the brand’s director of press and partnership.
UrbanStems now wants to change the culture of flower-giving. Rather than thinking of them as a gift that a man gives a woman, UrbanStems wants women to consider buying bouquets for themselves or for their friends. To that end, the brand has collaborated with Bumble on a bouquet designed for women to give to the important women in their life. One version of the bouquet even comes with a deck of cards that features thought-provoking questions designed to spark conversations among friends, like “What are your professional goals in the next year?” UrbanStems also partnered with Vogue to create bouquets designed by the magazine’s fashion editors.
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