The average wedding in the U.S. costs $32,000, and in larger markets like New York City, couples are spending around $82,000 total. Brides and grooms spend 10 to 15 percent of their overall wedding budget on flowers, which are discarded after five or six hours, even though they have a lifespan ranging from three to 14 days.
The cost of flowers is no surprise when you consider seasonality, shipping expenses, and florist labor. However, what is surprising is that couples watch their expensive centerpieces get thrown away even though they are still fresh.
Danit Zamir, co-founder of Bloomerent, experienced this issue first-hand when she watched her wedding flowers get tossed in the garbage after her five-hour wedding.
"I hated the idea of spending thousands of dollars on my flowers in the first place, but then allowing someone to toss them after a few hours, while they're still fresh and new, felt wasteful and irresponsible," Zamir says.
Frustrated and seeking a solution, Zamir spent months speaking to florists and couples about her idea: sharing flowers with another event in the same weekend. The feedback was overwhelmingly positive, as she realized many couples were trying to share their flowers through wedding boards and florists were excited about the prospect of sharing. It was then that she decided to launch Bloomerent: an online marketplace for brides, grooms, and event hosts to share centerpieces between two events in close proximity.
"People share their clothing, cars, and even their beds with complete strangers," she says. "Why wouldn't we share our flowers while they're still fresh?"
Bloomerent allows couples to list, discover, and book their florist and event flowers directly on their website.
Couples can browse through a community of hand-picked florists and either list their centerpieces to be shared or pick from a list of available centerpieces to reuse. Customers save money when their centerpieces are shared--the exact amount is dependent on whether you're the first or second event. Both couples sharing flowers are required to use the same florist for all their additional flowers (i.e., bouquets, boutonnieres, etc.) Florists create the centerpieces once, sell them twice, and design all additional flowers for the second event at full cost, making sharing a win-win solution for both customers and florists while offering a green alternative.
"Florists don't get enough credit for all of the work that they do! We wanted to create a solution to address the issue of cost and waste of flowers, but one that would also include and benefit the florists who do so much," Zamir says.
Danit met co-founder Julia Capalino, then-founder of Pinch Parties, through a mutual friend in early 2014. Capalino, who joined Bloomerent in 2016, explains: "We invest a lot of time into vetting our florists to ensure that our customers have the best experience and don't have to visit 10 sites to read reviews before choosing a florist. We do the work for them!"
While Bloomerent was created with weddings in mind, it has worked with many corporate events, including charities, corporate dinners, New York Fashion Week events, and many more. Any event that needs flowers benefits from using Bloomerent.
"When you buy flowers for your significant other, you don't throw them out after a few hours. So why are we throwing our expensive event flowers out after a short period of time?" says Capalino.
Bloomerent is currently live in 12 states and Washington, D.C and is expanding to more states in the near future.