NEW YORK—As a global luxury floral company, it only made sense that FLOWERBX has a budding new partnership with a fellow luxurious brand, The Ritz-Carlton New York, NoMad. The New York City-based floral supplier will now serve as The Ritz outpost's exclusive florist, and the occasion was marked with an intimate dinner on Feb. 13 in The Ritz-Carlton New York, NoMad’s 1,275-square-foot Madison Gallery.
Fittingly located in the floral district, the hotel “wanted the property to feel authentic to the neighborhood, and tie in floral elements so guests could feel connected with the location,” said Bastian Germer, the hotel's general manager.
The event did just that, welcoming just 27 A-listers, including Snapchat's global head of fashion and beauty, Rajni Jacques; The RealReal's creative director, Rita Nakouzi; Karin Nelson, an editor at Bergdorf Goodman; and other retail executives, models, and more. The group was treated to a four-course meal courtesy of Michelin-starred chef José Andrés, who runs the property’s dining program, as well as other renowned NYC venues like Zaytinya and Nubeluz, Germer pointed out.
“For me, the best dinners are a mix of old and new friends," explained Whitney Hawkings, FLOWERBX's founder and CEO. The exec said that the concept is why she asked Isolde Brielmaier, the deputy director of the New Museum, and Melissa Morris, the founder and creative director at Meìtier, to co-host the evening.
The feminine, floral-clad tablescape was a stylish contrast to the rich, dark tones and modern lighting fixtures characteristic of The Ritz's Madison Gallery.Photo Credit: Hechler Photographers
"I love bringing together unexpected groups of people, with a shared love of beauty, brains, and style,” Hawkings added. Cue the night's signature cocktail, the Rose-Colored Glass, a pink-hued beverage made with rosé, lemon juice, and a flower petal garnish.
The rosy color palette was no coincidence—the celebration took place the day before Valentine's Day, "the most romantic floral day of the year,” Hawkings said. And decor further leaned into the romantic day with dim lighting and a slew of candles. Thus, "it was only fitting for our signature cocktail to nod to Valentine’s Day, and the pale pink roses we chose to mark the dinner!” she added.
Hawkings noted that the feminine, floral-clad tablescape—which was lush with light-pink roses—was a stylish contrast to the rich, dark tones and modern lighting fixtures characteristic of The Ritz's Madison Gallery.
While the dining experience was only on offer to a very select group of fashion industry executives, anyone can visit the hotel to see The Ritz-Carlton New York, NoMad and FLOWERBX's partnership at work. As the sole supplier of all florals throughout the hotel, FLOWERBX will work on all seasonal initiatives, as well as highlight a flower each month at the lobby's floral cart. In a thoughtful touchpoint, Germer noted that hotel guests will be offered flowers from the cart to take home upon their departure.
Thanks to the partnership, FLOWERBX will highlight a flower of the month via The Ritz-Carlton New York, NoMad's flower cart. A plus: hotel guests will be able to take some blooms home with them.Photo: Hechler Photographers
When asked why a flower company when thinking about a strategic partnership, Germer said the presence of floral arrangements throughout the hotel is not only a continued effort to celebrate the new Ritz outpost's floral district location (it opened in July 2022), but also will enhance the guest experience by engaging them "with seasonal installations, bespoke bouquets, and floral-themed experiences."
Also notable, FLOWERBX contributes to The Ritz-Carlton New York, NoMad’s green efforts as the first luxury florist to maintain a zero-waste business model. And we know what you're thinking—how's that possible? Well, by cutting all flowers to order, immediately composting them after events, and using a 100% recyclable foam to create the floral runner. “As an ongoing business priority, we offset our global carbon footprint by 100%, deliver flowers in electric vans, and have no plastic in our fully recyclable packaging,” Hawkings explained.
Keep scrolling to see more from inside the dining affair, celebrating FLOWERBX and The Ritz-Carlton New York, NoMad’s partnership... 
The evening was hosted by Whitney Hawkings, FLOWERBX's founder and CEO; Isolde Brielmaier, the deputy director of the New Museum; and Melissa Morris, the founder and creative director at Meìtier.Photo: Zev Starr-Tambor
"I love bringing together unexpected groups of people, with a shared love of beauty, brains, and style,” Hawkings said.Photo: Zev Starr-Tambor
The drink of the night—dubbed "Rose-Colored Glass"—even played into the floral motif, and was made with rosé, lemon juice, and a flower petal garnish.Photo: Hechler Photographers
The celebration took place the day before Valentine's Day, and the decor nodded to the romantic holiday with light-pink roses and no shortage of candles.Photo: Zev Starr-Tambor
The invite-only celebration welcomed 27 guests, including the likes of Snapchat's global head of fashion and beauty, Rajni Jacques; The RealReal's creative director, Rita Nakouzi; Karin Nelson, an editor at Bergdorf Goodman; plus other retail executives, models, and more.Photo Credit: Zev Starr-Tambor
FLOWERBX arrangements will be ever-present throughout the 250-key luxury hotel, including at the check-in desk.Photo: Hechler Photographers
FLOWERBX is the first luxury florist to maintain a zero-waste business model, which it does by cutting all flowers to order, immediately composting them after events, and using a 100% recyclable foam to create the floral runner.Photo: Zev Starr-Tambor
