Caring Wildly: How Bloom & Wild reinvented flower gifting

Brands Transforming Our World

In this episode of Brands Transforming Our World, we sit down with Aron Gelbard, co-founder and CEO of Bloom & Wild – the company that transformed the online flower market and built one of the UK’s most loved consumer brands.

When Aron looked at the flower industry, he saw a fundamental problem. An emotionally driven category was delivering neutral customer experiences. With average Net Promoter Scores hovering around zero, something wasn’t working.

Bloom & Wild launched with letterbox flowers, but packaging was only the beginning. The team redesigned the supply chain to go directly from grower to customer, cutting out complexity and improving freshness. They built their own technology platform tailored to gifting – scheduled delivery, reminders, custom messages and address books – rather than relying on standard e-commerce tools built for self-purchase.

The result: a scalable model rooted in customer insight.

Aron shares:

• Unlocking growth though smart technology design
• Why Bloom & Wild stopped selling red roses for Valentine’s Day
• What “caring wildly” really means in practice
• The mindset shift that took him from consultant to founder

Listen on Spotify, Apple Podcast, and wherever you get your podcasts.

Each month, Giles Fraser and Rory Cellan-Jonesl quiz a different tech industry leader. We hear their personal stories, what it takes to run the world’s most innovative companies, and how these brands are transforming our world.