US: How La Fleur Bouquets founder Hagar Elaziz redefined the rose

The rose has traditionally signified romance. But its beauty can add flair to so many other occasions, too. Hagar Elaziz, 32, is proving the flower’s versatility with her business, La Fleur Bouquets.

“Roses no longer have this romantic association because of how I have packaged them,” Elaziz explains. “You can now give a box of roses to your mom, teacher, employee, husband and they can all have different meanings.” When her career in television production ended abruptly, she found herself spending hours at a flower market.

“I always chose orchids, anthuriums, peonies before I would consider roses,” Elaziz says. Roses had “never” been her go-to when choosing flowers. But one day she found a selection of roses on sale and decided to purchase them. Once home, Elaziz placed the roses into a white uline box.

“Roses to me, always had an association with romance. By putting them in a clean white box- it suddenly changed the meaning.”’ She snapped a photo, sending the image along to her family from whom she received a positive response. her sister told her she should sell the boxed roses. Elaziz took her sister’s suggestion seriously, researching, building a website, purchasing supplies and registering her business. Within a week she launched. “I wanted to give the clean white box a seal of approval and that's where the hand stamped wax logo came in,” she says.

Elaziz adds that the brand has never paid for a social media endorsement. She doesn’t believe in the model. “I want people to love the product and if they want to share it with their followers- that is just the icing on the cake.”

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