Every Wednesday, an Élan delivery truck sets out across Manhattan carrying nothing especially urgent. No wedding is happening that day. No brand is launching a product. Someone simply decided that their week should include flowers, and our job is to make sure it does, every week, without fail.
That is what our subscription service is, at its simplest. Curated weekly and monthly arrangements, built around a client's space and taste, hand-delivered. The weekly is the most popular. Fresh flowers arrive before the last ones have had the chance to fade.
For private clients, it is often more personal: a standing delivery to a home, sent as a gift to someone else or, just as often, as a gift to themselves. We consider that one of the most meaningful things we do. Not a single grand gesture, but a small one, repeated until it becomes part of the rhythm of someone's week.
We have built that ritual in homes across the city. Flowers do not need a special occasion to matter. Sometimes the occasion is simply Wednesday. Wednesday, it turns out, is enough.
Stay tuned for what's next in the Who We Are series. Next week we look at the corporate side of our subscriptions.