Rebloom Gives Your Wedding Flowers a Second Chance

The startup resells leftover floral arrangements at a heavy discount, and donates a portion of the proceeds to charity.

Photography by Sarah Bastille

Photography by Sarah Bastille

No more belittled begonias. No more tossed tulips. It’s a shame to leave behind all of those beautifully styled flowers at a wedding. But using Rebloom, brides can now give them a new lease on life.

Founder Jen Soffen started the flower matchmaking business to solve a problem she noticed after attending many weddings—that there are far too many beautiful, well-designed floral arrangements that go to waste after they’re over. With Rebloom, brides can easily donate flowers to be recycled for another event rather than discarding them.

Once an event is over, the Rebloom teams swoops in to conduct some quality control for breakdown. They pick up all the flowers within 12 hours (so that they have plenty of bloom left in them), refrigerate them overnight, and then sell them at a heavy discount (70 to 90 percent) to Rebloom subscribers both online and through a recently launched iTunes mobile app. The business began in New York City, but reached the Boston wedding scene four months ago.

A large portion of the proceeds from each arrangement goes to a charity of the bride’s choice. The startup’s own vice president of marketing Sarah King “rebloomed” her flowers from The Harvard Club in Boston to the Boys and Girls Club of Boston. Other local brides have donated to the Massachusetts Animal Coalition.

“Modern brides are very aware of the negative stigma associated with wedding planning, particularly of the excess waste that ensues. Today, more than ever, they are open to the idea of incorporating sustainability into wedding planning,” says King. “Given the time, attention, and financial investment brides devote to floral decor, they want to give them a long lifespan.”


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