Before starting her own business, Lana Elie led a strong career in the fashion world, from marketing at Burberry to branding at VICE. This path led her to enter a new space that was unfamiliar territory. Living in a digital age, she recognised how the traditional florist had become constantly overshadowed. 

There was a clear gap in the market for innovation to revitalise the way in which florists were represented online. So, as the sole founder of her company Floom, she sought to connect technology to an industry typically characterised through its archaic values and organic process.

Founded in 2016, Floom supports and empowers independent florists, allowing them to sell their own bouquets online to customers through a tech-enabled marketplace.