From Flowers to Lifestyle: BloomingBox is shaping Middle East's modern gifting experience

■ From a curated flower delivery brand to a full-fledged lifestyle gifting platform, how has BloomingBox evolved its vision to meet the region’s growing appetite for premium, personalised experiences?

Tariq Abu Samra: Being born and raised in the UAE, I’ve always felt a sense of responsibility to contribute to the community that shaped me. BloomingBox was, in many ways, a way to give back, by offering something the market didn’t yet have: affordable luxury.

There was a clear gap. You either had low-cost options that lacked quality, or premium brands that were inaccessible to many. We saw an opportunity to offer high-quality gifting that felt elevated but was still attainable. That balance became our mission.

When we launched BloomingBox, it was about solving a simple gap that we saw in the market - how do you send flowers that feel as good as they look? But we quickly realised that what people wanted was much more than that. They were looking for a platform that could help them express emotions whether it was joy, gratitude, celebration, through beautifully curated products.

That meant moving beyond flowers to so much more. Our evolution has always been grounded in listening closely to our audience, understanding their cues, and adapting fast. Today, we’re not just a flower company. We’re in the business of making people feel something and we are responsible for the most important emotional exchanges.

Jaya Arunasalam: The Middle East is incredibly dynamic, and customers here have a high benchmark for quality. What we saw was a shift, people wanted gifts that were not just premium, but personal. So, we kept more control in-house, expanded our product categories, and invested in design and storytelling. Everything we create, from limited-edition collections to collaborations with international brands, reflects how gifting is evolving here. We’re constantly reimagining what the modern gifting experience should feel like.

■ In a competitive e-commerce landscape, what role does design, unboxing experience, and local storytelling play in shaping BloomingBox’s unique brand identity and customer loyalty?

Tariq: You only get one chance to make a first impression and in gifting, that moment is everything. From the scent when you open a box to the typography on a card, every detail is intentional. We obsess over the experience because we know it’s what people remember and share.

In a market filled with options, it’s the emotional connection that keeps people coming back. Design isn’t just about aesthetics for us, it’s about narrative. The region has such a rich cultural backdrop, and we try to weave that into our designs. We’re proud of where we come from, and we want that to come through.

Jaya: We’re not just designing products, we’re designing memories. That means every aspect, from how we present a product to how quickly we respond to a customer query, matters. In a crowded digital landscape, it’s that combination of thoughtful design and human connection that has built true loyalty.

■ You’ve both emphasised the importance of owning every part of the value chain, from sourcing to last-mile delivery. How has this control contributed to scalability and customer satisfaction in the UAE and beyond?

Tariq: Control means accountability. When you own the process, from product curation to delivery, you can uphold a certain promise. We’re not solely relying on third parties to represent us; we’re owning that customer touchpoint. That’s been critical in building trust.

Jaya: And it’s what’s enabled us to scale efficiently without compromising quality. Every new market we enter, we ask: how do we replicate the same level of consistency and delight? The answer has always been in vertical integration. It’s not the easiest route, but it’s what keeps our brand experience intact across borders.

■ With a strong presence on social media and a growing fanbase, how do you envision BloomingBox influencing the future of digital gifting culture across the Middle East?

Tariq: We’ve never thought of ourselves as just an e-commerce company. We’re building a brand that moves with the culture. As digital and physical worlds continue to merge, we want BloomingBox to be the name people turn to, whether they’re celebrating big milestones or small, everyday moments.

Gifting in the Middle East is emotional and visual which is why social media is the perfect platform to bring that to life. Our goal is to keep creating content that’s both beautiful and relevant.

Jaya: Social media has completely redefined the way people gift. It’s no longer just about the product, it’s about the moment, the message, and how it’s shared. We see platforms like Instagram and TikTok as modern-day word-of-mouth, and that’s powerful in a region where emotional connection drives decision-making.