We’ve mentioned the paradox of choice here before: too many options and not enough guidance does not an easy purchase make.
The bane of our Netflix queue — and our Valentine’s Day. Especially flowers, where we lack, as past loved ones have suggested, a personal touch.
Solving that in 90 seconds: BloomThat, a uniquely curated SF-based flower service that just went nationwide.
BT’s V-Day flower solution? Simplify. And go bold.
Started three years ago, BloomThat’s already won our hearts in LA and New York (“Their tulips are beautiful,” gushes our fairer-sexed NY editor), where they offer same-day service.
BT’s new nationwide service is next-day, but still delivers all-fresh, responsibly sourced flowers from (primarily) local farms, with bouquets starting for as little as $30.
Where BT shines is the way you order — and what you can get.
Essentially, you’re given a few curated choices with availability and delivery date. And the app is particularly intuitive: give it access to your contacts, and you can pretty much order in three swipes/taps, or about 90 seconds.
As for the selections: don’t look here for tired Valentine’s tropes of red roses or Baby’s Breath. These are colorfully unique arrangements.
A few V-Day options:
The Romy, aka their “Galentine’s Box,” which include a Minkpink tulip bouquet, Floss Gloss nail lacquer, Sugarfina Champagne bears, MASH game cards and pink pencils. ($58)
The Peyton, a pink tulip mix in BT’s signature burlap wrap. ($50)
The Harley, a decidedly bright seasonal mix for “biker babes or macho man-friends.” ($68)
The Lola, a large sweet pastel roses and protea bouquet in a vase. ($86)
If you’re an intended recipient, you can actually “drop a hint” about what you’d like to receive.
And outside of V-Day, BT offers some interesting takes on flowers: the Irish Car Bomb arrangement for St. Patrick’s Day, or a “Glitter Bomb” for April Fool’s Day.
All about thinking outside the (flower) box.