A DIY Approach to Blooms at Brentwood Flower Shop Fleurish

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Brentwood flower shop Fleurish is backed by an upscale celebrity florist, but its aim is decidedly down market, letting customers make their own designer bouquets for less.

At the do-it-yourself flower bar, which will open Oct. 15, customers will be able to browse over 10 different floral designs on an iPad, choose the bouquet they’d like to make, and then have a host bring the flowers and supplies to their table.

The shop was co-founded by Alex Frost, Allyson Arons and Amy Marella, who has worked for celebs including Tom Cruise. Marella’s designs are pricey – wedding installations start at $7,500 – but Fleurish arrangements have price tags ranging from $35 to $100.

Frost, chief executive of Fleurish, said the idea was to create a different type of flower business, one that would give consumers more control and a fun lesson in floral design as well as a still-affordable alternative to the $10 supermarket bouquet.

“You either go to Trader Joe’s or Whole Foods and buy something, or go to the full-service flower shop,” he said. “Fleurish is something in between those.”

The 3,000-square-foot location on San Vicente Boulevard will have 20 iPad-equipped workstations where shoppers can view tutorials and choose their designs.

Fleurish will also offer floral kits that include flowers, supplies and instructions that customers can use to make arrangements at home. Frost said Fleurish plans to open 10 more locations by next year. It’s also exploring franchise opportunities.

“It’s really a play on the DIY market,” he said. “They’re getting something very stylish and, at the same time, we’ll help them assemble it and save money, too.”

– Subrina Hudson

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