This flower brand is refusing to sell red roses on Valentine's day and this is why

'Red roses, it’s over,' Bloom & Wild are refusing to sell them

Red rose bouquet
(Image credit: Getty Images / michael barnett / 500px)

While red roses have long been associated with Valentine's Day gifts, this may be about to change. UK flower subscription service Bloom & Wild are starting an anti-red roses movement and won't be selling any this Valentine's day. 

They have said: “Bloom & Wild knows real love isn’t all roses. It’s more complicated than that.” 

The company has said that last year the majority of their customers opted for bright and pastel bouquets over the traditional red roses. They have announced that “their customers don’t buy into clichés so this year it [Bloom & Wild] isn’t selling them”. 

Bloom & Wild have said they found 58 percent of customers said they thought roses were cliché. Well over half (70 percent) said they would prefer a more unique, thoughtful gift, while 38 percent said roses feel like a last-minute choice with little thought and 70 percent said they would appreciate the gesture but would have wanted something else. 

Bloom & Wild instead have curated a new range of bouquets, inspired by the “complexity of modern relationships”. They want to help make Valentine's Day gifts personal, so senders can put thought into their bouquets and show their partner they know them. 

 What is in the new collection? 

Anoushka is a range of pastel bridal roses, a perfect and thoughtful gift for a newly engaged couple.

The Vivienne bouquet has pink and lilac roses which symbolize happiness, a sweet gesture of love.

The Ruby features rare celosia, anemone, and deep calla lilies ‘oozes passion,’ and are the more expensive, bougie choice.

The Toyin bouquet is a statement bouquet full of orange roses and blue hydrangeas, for those who love a pop of colour.

The Drew is for relationships full of energy, lively bright coloured tulips.

The company has broken up with red roses and this year will be providing a bright, colorful selection of personal and unique bouquets. Valentine’ day should be about showing your loved one you know them. So there will be no ticking of boxes or generic gestures at Bloom & Wild this year. 

Naomi Jamieson
Naomi Jamieson

Naomi is trainee news writer who writes for My Imperfect life, Woman & Home and Goodto. Naomi writes articles from fashion trends and skincare to entertainment news.