Bloombox Co

Bloombox Co creates online course to challenge the rules of traditional floristry: offers free online workshops

Cult brand launches free online workshops to learn how to arrange flowers simply, launching 21st June

Not a company to shy away from doing things differently, Bloombox Co, an Australian flower delivery service with a cult following, is launching its second online challenge to teach women how to throw the rulebook out the window when it comes to flowers.

Unlike other florists, Bloombox Co encourages their customers to buy and experience flowers for themselves, rather than wait to receive them as a gift. With a focus on eliminating waste and sourcing as locally as possible, the company delivers an array of seasonal flowers to customers on a subscription basis, along with video styling suggestions. “It’s more about the experience than just the end product. That’s why we don’t sell pre-arranged bouquets.” explains Philomena Kwok, one of the co founders of Bloombox Co. “Most florists aim their services at gift buyers, men in particular. But women are looking for something different. Something beautiful to brighten their home, rather than a stodgy old-fashioned bouquet or arrangement.”

Arranging on-trend greenery - just one of the projects that features in the online challenge

Bloombox Co started as an idea between two childhood friends in 2014, launching local deliveries in Sydney soon after. With their simple styling videos posted on social media, they’ve grown an audience of fans worldwide, with some videos gaining close to 2 million views apiece. Their first online challenge was a series of short online workshops, with hundreds of fans signing up to learn simple flower arranging techniques, in a way that’s at odds with conventional floristry.

Using a sticky tape grid makes flower arranging easier - a technique covered in one of the weekly tutorials. 

“We want women to feel confident in their creativity and to enjoy flowers in their homes regularly, rather than feel like they’re something that only a professional florist can arrange.”, says Melissa Whidjaya, the other half of Bloombox Co. In fact, one of the classes shows participants how to “forage” botanical elements from their neighbourhoods, with footage of Philomena roaming Melbourne’s inner city suburbs to demonstrate how to discreetly utilise neighbour’s yards, council strips or local parks for greenery. “It’s all in embracing beauty and the seasons. Even a branch of autumn leaves in a jug can make your home feel amazing.”

Arrangement by challenge participant @kristen.poissant

“The best part is doing the challenge along with our participants, and seeing their beautiful arrangements. We show them a few simple techniques and it’s amazing to see what they can do with them.” says Philomena. “And the next challenge will be even bigger and better.”

To celebrate the best of each season, Bloombox Co’s next online challenge starts on the 21st of June. Participants can join the upcoming challenge for free at


Located in Sydney and Melbourne (and coming soon the USA), Bloombox Co is a direct flower delivery service, delivering curated seasonal flowers to homes on subscription. Co Founders Philomena Kwok and Melissa Whidjaya founded the company to make scheduling in a regular pick-me-up, and having flowers in your home, a fun and easy experience. The company works with growers to minimise wastage, providing customers with fresher in-season flowers, along with simple, creative styling suggestions. For more information, visit, or follow Bloombox Co on Facebook and Instagram


All media enquiries / high res image requests:

Philomena Kwok

Co Founder

0404 451 362