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Inspiring women: Lana Elie

With clients including the BBC and Jamie Oliver Ltd, Elie’s floristry marketplace Floom has attracted funding from top angel investors and the crowd…

Name: Lana Elie
Founded: Floom in July 2015
Start-up elevator pitch: Floom is an online flower bouquet marketplace connecting customers with London’s best independent florists.
Industry: E-commerce
Funding raised: £880,000
Follow her: @LanaElie

Who is Lana Elie?

Before taking the plunge to start Floom, Startups’ columnist Elie led a high-flying career working with luxury fashion companies, creating content and marketing campaigns for designer brands such as Burberry, Prada and Diesel. More recently, she was head of branded content at i-D, Vice Media’s fashion wing.

It was during her job as a personal assistant at Burberry, however, that the vision of Floom began to take root. With sending flowers a staple of her job, Elie would spend hours seeking out florists, then sharing card details and billing and delivery addresses over the phone, wondering why it was that there was no easy-to-use website that would direct her to beautiful bouquets and allow her to order and send them with ease.

Several years later, Elie began to develop her idea in earnest and in February 2016 she launched Floom, an online marketplace for London’s best independent florists to showcase their handcrafted bouquets for customers to browse, order and pay for smoothly.

How has she won over investors?

Since launch, Floom has been used by a wide range of clients, from individuals to businesses including the BBC, Jamie Oliver Ltd, ITV, Conde Nast and Hearst. Its success has bloomed, with revenue growth soaring 17% month-on-month during the business’ first year.

And the appeal of Floom's concept hasn’t escaped the notice of investors, with New Look founder Tom Singh OBE and Munoz Group, parent company of MM Flowers – who supply flowers to Tesco, Sainsbury’s and M&S – investing £300,000 in the enterprise.

Floom has also found favour with the crowd, attracting £580,000 funding through a crowdfunding campaign on Crowdcube in April this year.

Where can I find out more about Lana Elie?


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