Why enter the crowded space? The nearly $30 billion dollar industry, van der Wal says, is devoid of a name-brand company. Hers sets out to offer a story and name behind her flowers (a famous one at that). It also focuses on differentiating its presentation and packaging from its competitors. Every bouquet comes inside a box accompanied with a canvas tote and a biodegradable, bamboo-pressed vase. The flower stems are hand-tied with twine. “When you see a bouquet on the website, that’s what you get when your flowers arrive,” says van der Wal, commenting on the tendency for flower companies to ship limp flowers not yet in bloom, in drab and bulky packaging. Her focus on sustainability in her packaging and emphasis on presentation, she claims, sets her apart.