A cut above

A few years ago Aron Gelbard realised that the way we send and receive flowers was pretty inefficient. It usually begins with searching the internet for florists and ends with a knock at the door when the receiver is not at home. Aron and his friend Ben Stanway decided there had to be a better way. Their company, Bloom & Wild, boxes up fresh flowers in a container that fits through your door’s letterbox. But getting from idea to execution involved a healthy dose of innovation. This week, Aron explains how they did it.