Toronto startup wants to reinvent flower delivery
It's already easy to order food online in Toronto thanks to numerous services that'll bring you take-out meals right to your door. Now, a new company will do the same with flowers, delivering colourful bouquets in under two hours - soon there'll be no excuse for forgetting your significant other's birthday.
Tonic Blooms launched earlier this year and it currently operates downtown, in a area bordered by St. Clair, Roncesvalles, the DVP and Lake Ontario. The company, founded by best friends Michael Smaye and Raphi Aronowicz, has also popped up at the Front Street Foods market. And starting Monday, it'll expand northward to offer its service up to Eglinton between Mount Pleasant and Dufferin.
The two "childhood besties" were inspired to start their company after Aronowicz ordered a birthday bouquet for his girlfriend. "The flowers never showed up!" Smaye says via email of his friend's negative experience. "He dug a little deeper and it was quickly realized that a faceless organization can be very frustrating - that right there was the a-ha moment," he continues.
Before launching the Tonic Blooms website, Smaye would receive orders via text and he handled the deliveries himself. Now the two business partners employ bike couriers. But, as their venture grows, they still want to be personable and transparent - many larger Canadian and American flower companies have received mixed reviews in recent years.
All of Tonic Blooms' flowers are locally grown and seasonal bouquets start at $39, with the most expensive ones going for $49. Smaye and Aronowicz named each one after an important women in their lives. The "Orly," for instance includes wildflowers, the "Sandra" is made up of bright yellow sunflowers and the "Miriam" is filled with pink floyd roses and solidago. Each floral bundle comes wrapped in denim and twine.
With Rosh Hashanah starting this weekend and Thanksgiving just around the corner, you'll soon be able to send the seasonal "Lynda" bouquet as well as succulents.
What do you think of this new flower delivery service? Let us know in the comments.
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