Business is Bloomin' for Florist Startup Boite de Luxe

Forever Flowers Shining Light in Times of Darkness

Mandana and Asalia Yusupove of Boite de Luxe

It may be hard to open the blinds and see beauty in a world disrupted by a pandemic, racial and systemic injustices, and negative news recycling each hour. One cannot ignore the dark forces that power the prejudiced and violent structures of our society. We must count on each other to consistently learn and listen, to amplify marginalized voices, and offer a unique contribution for collective change.

For the founders of Boite de Luxe, their unique flower arrangements brought a light of comfort to people more than ever before this year. Mandana Yusupova and Asalia (Asal) Yusupova are united in their passion for making the world a more beautiful place. The Yusupova sisters own and operate the Boite de Luxe business from their headquarters in Fairfax, VA spanning across the country to Los Angeles.

Boite de Luxe is a luxury online flower boutique known for their diverse and elegant arrangements of real Ecuadorian roses that stay fresh for a whole year (at least!) Since Boite de Luxe’s first feature story, the company has reached several meaningful milestones in their business. Boite’s product line has grown significantly from 1 collection to 8 collections in a variety of colors, sizes, and arrangements. Customers adore the Rose Teddy Bears, boxed arrangements like Grand Square and Signature Square, and can custom order Flower Walls to rent or buy for special occasions.

Asal Yusupova of Boite de Luxe posing with the Grand Square boxed arrangement.
Asal Yusupova of Boite de Luxe posing with the Grand Square boxed arrangement.

 

Adapting and Contributing as a Small Business During COVID-19

Like many small businesses, Mandana and Asal grappled with their own fears as small business owners facing the economic disruption caused by the coronavirus. The entrepreneurs were sweating going into Mother’s Day this year, historically one of their most successful weekends. Despite their concerns, Mandana and Asal have been overwhelmed with the amount of orders and support they have received from their customers. Boite de Luxe has seen a rise in online sales in the months following nationwide stay-at-home orders.

Flowers are the universal symbol for positive messages, wishes for wellness, and kind thoughts. In light of such chaotic and uncertain times, Boite de Luxe’s long-lasting rose arrangements are spreading love, kindness, and comfort to its customers. Throughout the pandemic, Boite is donating a percentage of their sales to the local United Way in LA, along with taking their own measures to ensure customer safety like offering contactless delivery for all local orders.

When it comes to their community, Boite de Luxe is constantly growing their network of consistent supporters and valued brand ambassadors. Mandana and Asal work tirelessly to build relationships with their customers. They know recurring customers by name and will go out of their way to include special notes and discounts for their forever flower arrangements.

Mandana, Founder of Boite de Luxe working in her home office featuring the Flower Wall and Petite Square collections.

Mandana Yusupova, Founder of Boite de Luxe working in her home office
featuring the Flower Wall and Petite Square collections.

Disrupting the Floral Industry with Innovative Customer Care

Customer care is a core value of Boite de Luxe’s operations. Listening to their community’s feedback is how Boite develops their product lines and will alter their current offerings to accommodate what customers are requesting. This rings true for Boite’s recent addition to their forever flower boutique, the Bisou by Boite de Luxe®. The Bisou is a single long-stem Forever Rose created for customers who expressed their desire for a single stemmed rose over Boite’s traditional boxed rose flower arrangements.

Bisou by Boite de Luxe®, long-stem Forever Rose is the perfect combination of lasting beauty and radiating elegance. Choose from a red, peach, or white rose.
Bisou by Boite de Luxe®, long-stem Forever Rose is the perfect combination of lasting beauty and radiating elegance.
Choose from a red, peach, or white rose.

Capturing customer feedback is a coordinated effort, as the women of Boite de Luxe constantly strive to hear their customers and offer unique value for them. Boite received so many inquiries for bridal rose arrangements and bridal bouquets that a new bridal product line was born for the forever flower boutique. The cofounders of Boite care so deeply about their customers and business, and it shows. For Mandana and Asal, meeting customer demands and keeping up with their changes is always a thrill.

 Forever Hydrangea x Rose Mix
Forever Hydrangea x Rose Mix
Meredith Holland posing with Boite de Luxe Grand Square flower arrangementMeredith Holland posing with Boite de Luxe Grand Square flower arrangement


From start to finish, the preservation process for Boite’s forever roses is more natural and healthier for the flower bush. Boite’s roses are grown until maturity on the bush and picked only when the flower is in full bloom. This allows the rose to blossom fully and is preserved in its healthiest state. With fresh cut flowers, the flowers are cut when they’re still budding and haven’t fully bloomed, which is harmful for the natural bush.

Boite de Luxe has now expanded beyond the Yusupova sisters with a small team of interns and a social media manager. What once started as a passion project, has now turned into a successful ecommerce business with an ever-expanding community of loyal supporters so dedicated to Boite’s products they’re practically demanding what they want next. 

Boite de Luxe has been featured in an array of known publications like Business Insider, Modern Luxury, and Entertainment Tonight. Recently, Boite received a magazine feature in Modern Living.

 Boite de Lux Grand Square flower arrangements Mandana and Asalia Yusupova posing for Boite de Luxe


Boite de Luxe
is more than a forever flower boutique. Mandana and Asal Yusupova have created a powerful movement with customer-centric product lines that tell a story as old as time – love is meant to be shared, beauty is eternal, and kindness can bring comfort in even the darkest of times.

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Writer and Digital Marketing Manager Courtney Faye Brown

Written by Courtney Faye Brown. Courtney shares human stories that raise awareness and help advocate   for women empowerment. Courtney is a writer and poet, Digital Marketing Manager, mental health advocate, and personal development mentor.