Venus et Fleur Brand Guidelines: New York’s Year-Long Roses in a Round Hat Box

A New York florist built on one idea.

Venus et Fleur is a New York florist built around one product: real roses, preserved so that they last about a year, set in a round box modelled on a hat box. WWD reported in September 2023 that Seema Bansal Chadha founded the firm in 2015 with Sunny Chadha, and Modern Retail gave the same launch year in February 2025, describing the brand as “now in its tenth year.” The co-founders are still at the head of the business: Glamour interviewed Bansal Chadha in April 2026 for a series on companies that are at least 51 percent owned by women.

The founders tell the origin story the same way across interviews. In the Glamour account, a Valentine’s Day bouquet that Sunny Chadha ordered arrived looking different from the one he had chosen, and the pair concluded that the flower trade had a transparency problem. Bansal Chadha told the magazine that they wanted flowers to be treated with the same intention, design and storytelling as other luxury categories, and that social media was then becoming a place where people discovered brands they wanted to share.

The company calls its preserved flowers Eternity roses, and WWD described the name as trademarked. On its website Venus et Fleur says the flowers are picked at full bloom, have their natural colour removed with a solution, are treated with wax and natural oils and dried, and are then dyed; it says a finished arrangement can last up to a year without water. These are the company’s own descriptions of what it calls a proprietary process.

Where the flowers come from is reported in the press as well as on the company’s site. WWD reported in 2023 that the brand’s florals are sourced in Ecuador and Japan, and in 2025 that the roses in its Ginori 1735 vase were selected in Ecuador while its Gardenia Magnifica blooms come from Japan. The company says it works mainly with farms run by women.

Hat boxes, vases and a widening range.

The hat box is the signature. Modern Retail called a hat box of preserved roses the brand’s staple product, and the company itself describes its boxes as “Parisian-inspired.” Over a decade the range has spread well beyond roses: Venus et Fleur lists hydrangeas, orchids, lilies and gardenias among its preserved flowers, and Modern Retail reported that it added peonies in summer 2024, increased its hydrangeas and brought in calla lilies for Valentine’s Day 2025, as part of an effort to give returning customers new flower types.

Arrangements also come in vases. The company names porcelain, stone, acrylic, glass and metal among its materials and offers a “Design Your Own” tool for custom pieces. In the Glamour interview Bansal Chadha singled out two products: the Fleura vessel, which she said began as a candle design and was reworked as a vase, and the Fleur Frame, which combines real flowers with a photograph and for which, she said, the company holds a patent.

Collaborations have carried the name into new places. The company’s website says a partnership with the New York retailer KITH began in 2022 and produces a co-branded Valentine’s Day capsule each year, and it names Perrier-Jouët among its other partners. In April 2025 WWD reported a collaboration with the Italian porcelain maker Ginori 1735, a Kering brand: a Ming vase in Ginori’s Oriente Italiano pattern, in malachite green with carnation motifs, holding sixteen long-stemmed roses. It launched in a Modern Heirlooms collection for Mother’s Day, alongside the brand’s first subscription service, which sends an arrangement every three months, and a Toile de Joie hat box.

Home goods followed the flowers. In September 2023 WWD reported the launch of The Perennial Collection, the company’s first home and tabletop line, with porcelain decorated with floral motifs, glassware, coasters, vases and bowls, designed in-house and made by artisans in several countries.

Flowers, delivery and design.

Flower delivery brands sell something that changes with every order. The bouquet a customer sees on screen is a photograph of one arrangement, made up again by a florist or a packing team when the order arrives, so the photograph does much of the work of the brand. A bouquet is often given a name and sold in more than one size: in 2019, for example, House Beautiful reported Serenata Flowers bouquets offered in standard, deluxe and grande versions.

Packaging is the other visible surface. Some online florists send flowers in boxes made to fit through a letterbox, and that packaging has become part of how they are described: House Beautiful noted in 2019 that one Bloom & Wild bouquet came “delivered through your door” in the company’s letterbox packaging. Others work through networks of local shops, where the arrangement is made by an independent florist and the brand lives mainly on the website and the order confirmation.

Naming carries much of the rest. Seasonal launches, bouquets named after a month or a festival, gift ranges and, at some companies, subscription schemes can give a brand a calendar to talk about, and the trade revolves around a few peak days; Valentine’s Day is the clearest, which the Swedish trade site Ehandel.se called the most intense day of the year for flower delivery in February 2026.

Behind the shop fronts, ownership is often more concentrated than the brand names suggest. Groups such as Euroflorist run several national web shops and keep separate corporate and investor pages that list the brands they own. This guide sets out what can be checked about each brand — who founded it, who owns it and how it sells — and attributes to the company any claim that rests on its own word alone.

Online first, with shops and events.

Venus et Fleur sells mainly online. Modern Retail reported in February 2025 that most of its sales come through its own website, but that it also runs nine shops in the United States, in New York, New Jersey, California and Texas; the company’s site lists a boutique at the Americana Manhasset shopping centre on Long Island. The same report said that larger custom orders had previously been assembled from several arrangements, and that the brand had started a VIP programme with a dedicated concierge service.

The brand’s marketing leans on events. For Valentine’s Day 2025, Modern Retail reported, it drove a ten-foot version of one of its arrangements around New York on a flatbed truck, held a pop-up shop and invited customers to evenings in selected stores in four states. Bansal Chadha told the publication that its first decade had focused on winning customers and that the focus had shifted towards keeping them, partly through new flower types; she said she was concentrating on flowers that are hard to preserve.

The documented constants are few: the round hat box, the Eternity name and the French brand name, joined over time by vessels in porcelain and glass. The company describes its outlook in terms of romance and of marking moments that deserve to be remembered.

For a design guide, Venus et Fleur shows how a single container shape can carry a whole brand, from a hat box of roses to porcelain and a patented frame. Compare UrbanStems, another online florist in the United States, and 1-800-Flowers, the older American gifting network. For this guide we use plum, blush and ivory with a serif, an unofficial interpretation; no product or logo is reproduced.

Keep Venus et Fleur’s identity on hand — save it to a board in the Made Good inspiration library.