The go-to florist of Dolce & Gabbana, Burberry and more delivers much more than your typical bouquet.
Photo: Courtesy Go Flower
Growing up in London, Benn Davey – now the founder of Go Flower – was unbothered by the constant clamor of the capital, and instead found fascination in flowers. Columbia Road Flower Market was, in his eyes, a little slice of heaven – much to the confusion of his parents. There, he scoured the stalls for the most exotic floristry arrangements to take pride of place in his bedroom.
But it wasn’t just the beauty of roses and peonies that had Benn transfixed. Flowers were, and still are, one of the most sophisticated ways to elevate one’s lifestyle, and so became a pivotal part of his upbringing.
Photo: Courtesy Go Flower
A simple life “playing with flowers all day in a beautiful little shop in London” felt desirable to him. Yet his unwavering hunger to live the high life led him down an unexpected path – one which explored his entrepreneurial side. Step by step, he scaled the corporate ladder, becoming the Marketing Director for a London-based fashion corporation. Benn then built his own successful marketing agency but felt he wasn’t fulfilling his true purpose. “I loved running the agency and building brands but always knew that I really wanted to build a brand that completely changed an industry,” he explains.
Part of his original fascination with floristry stemmed from “how traditional and unchanging the industry was”. This sparked a monumental lightbulb moment: he realized he could lead a change in the industry he already adored. And so he spent weeks striving to understand exactly what the world of floristry was lacking.
Benn founded Go Flower in 2019 to disrupt the floristry industry – an unexpected yet natural business leap his younger self would certainly admire. Only now his accumulated business expertise would help him flourish in ways greater than his young self could imagine. The mission: “to make buying flowers for your home cheaper, easier and even more delightful,” says Benn. “Single variety flowers offered more elegance and sophistication than a traditional mixed flower bouquet.” Though attaining single variety bouquets was either not possible or much more expensive than the flower’s longevity was worth. It was clear the industry was in need of a change.
Photo: Courtesy Go Flower
Benn teamed up with some of the best flower growers to bring the highest quality bouquets to Dubai. Go Flower promises to deliver a “signature look that is both instantly recognizable and effortlessly elegant, whilst always respecting the client’s brief to ensure a unique vision is brought to life”. He ultimately knew each bouquet needed to integrate seamlessly into any space – be it the client’s home, office or event – while delivering on quality, freshness and price. A challenge overcome with his commitment to same-day delivery.
The fashion industry is famed for bringing unique visions to life. Floristry and fashion have long had a natural connection – they’re both seasonal and visually beautiful. Flowers often appear at backstage shows, in offices or as a token of thanks between designers, models and the media. They transform venues into works of art. They deliver a sense of luxury and glamour while bringing personality. Benn’s previous experience as the Marketing Director of a fashion corporation naturally allowed him to bring Go Flower into the world of fashion, using his experience to understand what brands want.
Go Flower is now the go-to florist in the UAE for many names in the fashion and luxury sector. Dolce & Gabbana, Farfetch, Oscar De La Renta, and Burberry are just some of the elite global brands in Benn’s contact list. The incredible Italian garden for luxury fashion brand Loro Piana in Dubai was the work of Go Flower. This saw the team hire a crane to import 300-year-old, 7-metre olive trees into the venue.
Photo: Courtesy Go Flower
It seems Benn will always maintain a connection with the world of fashion despite his venture into floristry. For this very shoot, he wears a handpicked selection of Dolce & Gabbana garments, chosen to show his adoration for both industries.
The truth is: flowers are and have always been delightful – and that couldn’t be more true than in the fashion industry. The secret is delivering quality and freshness minus the splurge – a challenge that Benn, the founder of Go Flower and a spearhead for change, demonstrates everyday. And a challenge that customers simply can’t get enough of.
To learn more about Go Flower, click here.
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