Floom is a new online destination for flower-gifting, founded by Lana Elie and launching on the 23 February, that has the aim of simplifying the process of ordering and sending flowers. Beautifully curated bouquets and strong editorial content are placed front and centre of the website, along with a  commitment to supporting local florists and seasonal arrangements. Initially launching for London with a view of rolling out internationally throughout the year, the Floom team has searched the city high and low for its hidden floristry gems, and provided them with an etsy-like platform to sell through. Floom will be working with the finest London based florists: The Tuk Tuk Flower Studio, Palais, Bloomsbury Flowers, That Flower Shop, Amanda Austin Flowers, Wild Wood London, Sprout London andThe English Flower House.

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Floom in 'homes, interiors & lifestyle'