Floral Designer Lewis Miller Will Ship Dutch Flowers to Your Doorstep

An arrangement from Lewis Miller Design’s new Flower Flash Boxes.

Photo: Courtesy of Lewis Miller Design

AD PRO’s new On the Bright Side column covers a piece of good news coming out of the design world right now. Read on for a pick-me-up!

For floral designer Lewis Miller, having flowers around the home is just a way of life. After the massive success and appeal of his Flower Flash installations around New York City, Miller and his team quickly adapted to life under lockdown by offering Flower Flash Boxes for purchase. The plan is for Lewis Miller Design to be the conduit between the company’s own floral vendors in Holland and consumers across the country. In addition, Miller is producing video demonstrations on how to create arrangements from the boxes’ contents—detailing everything from cleaning stems to assembling the finished product. A portion of the proceeds of the boxes will also support various charities, including Your Mom Cares and United Way of New York. AD PRO caught up with Miller to hear how the project came to be.

AD PRO: How did you pivot to making Flower Flash Box deliveries?

Lewis Miller: The idea has actually been in the works for a couple of years. We gave it a shot in December and had terrible results, mostly because we were trying to produce it ourselves and ship it ourselves. Fast-forward to March and I found out that my Holland source was able to direct-ship flowers to anybody, anywhere in the United States. I thought it would be a great idea to just email 40 of my top clients to see if anyone would be interested. I was hoping to get 20 orders and I ended up getting like 57. People started posting on social media and I thought this could come to be a real thing at a more accessible price point. We’ve been pedaling as fast as we can ever since.

AD PRO: What excites you about the concept?

LM: Even being around flowers all the time, I was so damn excited to get my first sample box. It was like Christmas Eve. If I’m feeling excited with flowers, imagine other people.

I really liked the idea of making good-quality flowers available to a wider audience. Typically, you either have grocery store or bodega flowers or the high-end floral designs. There’s never been a sweet spot in the middle. It really makes me excited that I can deliver that to a larger demographic with this, and at a price point that’s somewhat palatable.

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