Flower Guide

There’s A Better Florist In Southeast Asia Now

December 7, 2016
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This article was first published on Forbes

A bouquet of flowers have had a timeless ability to convey so many different types of emotions like: ‘I love you’, ‘Congratulations!’ or ‘I’m sorry’. They have a magical way of changing a mood.

Florists are still the artisans making the flowers but the mobile on-demand era has changed the way they get ordered and delivered. With a goal to make a ‘thousand smiles a day’, a startup called A Better Florist is changing the florist market in Southeast Asia.

Founder Steve Feiner was motivated to start the business after an embarrassing and frustrating experience in the U.S. He ordered flowers for a special birthday, but they arrived the day after. He questioned himself, “How is this okay? How can companies still get away with it?” Other friends he talked to had similar problems. Then he saw an opportunity to do it better.

Feiner moved to Singapore with Google GOOGL -0.29% but left to start A Better Florist. Inside Google he could see that flowers were a very popular vertical. Search volumes were high and people spent a lot of money on ads. But he saw that the market was also fragmented, run by many family businesses and they were “leaving money on the table” by not always making people happy.

For someone looking to try it out, it works like this: You pick a bouquet from a limited selection of four types from any device, choose a delivery date, pay and it gets delivered on time for free. If you need it right away, the whole checkout process takes 2 minutes and the flowers are delivered within 90 minutes. Currently the service is only available in Singapore, although they have plans to expand into Kuala Lumpur soon.

All the flowers are sourced fresh from the Cameron Highlands in Malaysia. A mother of two makes sure they are all perfect before sending them to the office in Singapore, where they are handled by a professional local florist.

Feiner says his service is better for four main reasons: First, their flowers last twice as long since their only two days; second, the price is 20-30% cheaper because they bypass wholesalers; third, the limited curated selection of beautiful bouquets makes the decision easier and lastly, amazing customer experience.

Feiner is proud of all the happy customers who praise his company’s dedication.“If you blow away a customer and create that WOW moment, that’s all that matters. Everything else will follow. I feel blessed to make so many people smile. I get to make people smile for a living,” said Feiner.

In Silicon Valley, Y Combinator backed BloomThat raised an additional $5.5 million earlier this year. Now, the business offers adding gifts to your bouquet to impress even more.

A Better Florist provides same day delivery for fresh, hand-crafted flowers. We aim to be the best florist in Singapore. Each bouquet is stunning, long-lasting and handcrafted by our professional florists. We make it easy to send love to the people you love with our same day delivery. Follow us on Facebook and Instagram to get more promo codes and discounts off blooms!

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