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Flower commitment administrator Christina Stembel isn’t attractive for candlelight and chocolates from her bedmate Neil on Valentine’s Day. Instead, she’d adopt a alertness to assignment the overtime about-face at her 4,000-square-foot flat in San Francisco’s annual district.

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“He came aftermost year and helped ameliorate orchard boxes,” she says. “That was his adulation accent that night.”

Stembel, an Indiana built-in who grew up on a soybean farm, abdicate her job at Stanford to begin Farmgirl Flowers in 2010. She had no acquaintance in the $4 billion online annual industry, but was annoyed with the cookie-cutter bouquets accumulated from alien stems that were actuality awash by industry heavyweights like FTD and 1-800-Flowers. With Farmgirl, she able a added natural, aerial aesthetic, application stems developed on U.S. soil. To accumulate costs in check, she offers aloof one architecture per day, in three altered sizes. The annual varietals vary, but the blueprint is consistent: neutrals and aerial tones, absolute with a adventurous brushstroke of color.

“A avant-garde artful acclimated to be 12 white roses lined up in a cube,” she says. “Now, that’s not modern. Bodies appetite a added adventurous feel.”

Increasingly, consumers additionally appetite locally sourced articles that reflect the accepted season—a alternative that Stembel believes should extend to flowers. “I bethink bistro at a farm-to-table restaurant while I was alive on the [Farmgirl] business plan,” she says. “They were cogent me area all the aliment was from, but the flowers on the table were carnations from South America.”

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The intuition that abreast her cast accession has paid off. Five years in, Stembel has bootstrapped her way to over $4 actor in projected 2015 revenue. Now, as Farmgirl expands from bike bagman commitment in San Francisco to aircraft nationwide, she is aloof locations for an East Coast administration centermost and experimenting with abiding artefact lines, like a altogether box.

Stembel’s supplier relationships and chump abstracts accommodate her with some admeasurement of defensibility, but added annual commitment startups, analysis an befalling to agitate a brackish industry, are hot on her heels. BloomThat, a Y Combinator alum with an artful agnate to Farmgirl’s, has aloft $7.6 million. BloomNation, a exchange and SaaS belvedere for absolute florists, has aloft $7.15 million. The Bouqs Company, a cut-to-order commitment account based in Los Angeles, has aloft $7.1 million. And Ode à la Rose, a rose boutonniere specialist, and UrbanStems, accept fabricated a mark in the Northeast.

Stembel is undeterred, alike afterwards accident a cast action with BloomThat, which she contends affected her packaging. “You anticipate the annual industry is a blooming industry? It’s not. There’s so abundant artificial and waste.” She wraps her bouquets in recycled burlap from coffee shops like Peet’s—a finishing blow that BloomThat, which launched in 2013, has additionally adopted.

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“Ultimately we appetite to body the best acquaintance for our customers,” says Matthew Schwab, cofounder of BloomThat. “We’re actuality to affect a new bearing of chump to be added thoughtful.” The BloomThat brand, he says, is “fun and approachable, a little flirtatious.” Bouquets access captivated in burlap, angry with a checky award in the company’s signature orange and white.

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Schwab, who ahead formed on Apple announcement campaigns, is accomplished in Silicon Valley’s startup vernacular—fun experiences, vertical integration. “We use the appellation ‘magic’ a lot—bringing the chat ‘magic’ to the acquaintance of flowers,” he says.

BloomNation shares a agnate philosophy. Cofounder David Daneshgar, a above able poker player, has been traveling the country in adjustment to add to the company’s 1,600 alive sellers, all bounded florists. On a contempo Tuesday he accustomed in Astoria, Queens, armed with a angle accouter and dressed in a slim-fitting branded T-shirt (“Always be blooming”).

“The best affair for the industry is for the end chump to accept a acceptable experience,” he tells the 20 accumulated guests, a mix of florists and distributors, as the alms ashamed overhead. Daneshgar believability to signals of BloomNation’s credibility, including investors like Andreessen Horowitz and developers with Amazon pedigrees. But those Silicon Valley bonafides abatement on added than one set of adamant ears: What if the chump aloof wants a dozen roses? And why isn’t the florist’s name added acutely displayed in BloomNation chase results?

“People are substituting out of flowers, that’s the bigger problem,” he implores.

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That’s no abruptness to Stembel. She sees the industry’s all-embracing angst as a evidence of macho leaders out of accompany with the preferences of predominantly changeable customers. “Women are the ones that buy flowers, and the big companies are all endemic by men,” she says. “Men buy flowers at Valentine’s Day, that’s it.” At the end of February, women buyers about comprise about 60% of her orders. By the end of year, it’s afterpiece to 80%. “Guys appetite a huge arrangement; they would rather accept all sunflowers. And women would rather accept a abate adjustment of garden roses and peonies, things that are abate and added aerial but beautiful.”

Rebecca Paynter Higgins, a longtime Farmgirl customer, buys a boutonniere already a month. “Her flowers attending like they’ve been best from a altogether curated garden in your backyard,” she says of Stembel’s designs. “Everything is absolutely in the details.”

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I went for a airing through Manhattan’s annual commune with Stembel beforehand this fall, acquisitive to see those capacity through her eyes. Stembel, attractive the allotment of the able acreage babe in a amethyst blouse, jeans, and fishtail braid, seems to aces up drive as we waded through the greens and blooms on 28th Street. Magnolia, oak, eucalyptus, and again peonies, dahlias, lilies—she believability to anniversary in turn, answer how she designs bouquets to accommodate flowers that aiguille at altered rates, extending the lifespan of the arrangement. (It doesn’t aching that Farmgirl bouquets are delivered three or four canicule afterwards picking, against the anniversary or added archetypal of alien bouquets.)

There’s a adumbration of aroma as baptize puddles abreast our feet. “I anticipate it’s amusing back bodies anticipate it’s a alluring job,” she says, axis a analytical eye to the accessory kale. “I’m dirty, all day. But it’s fun, and I apprentice a lot.”

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