Entrepreneur

Fed Up With Bad Bouquets, These Friends Created the 'Etsy for Flowers'

Business is blooming for three friends who started BloomNation, a marketplace for locally designed, hand-delivered floral arrangements.
Coming up roses: Farbod Shoraka of BloomNation. Source: Jeff Clark; shot at la premier flowers in los angeles

Ordering flowers online can be a frustrating experience. You spend a small fortune, only to have the recipient get a bouquet that looks nothing like what you thought you’d ordered.

Onetime investment banker Farbod Shoraka had felt this disappointment. He’d also witnessed a dramatic decline in foot traffic and sales at his aunt’s flower shop since the rise

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