Venus Et Fleur gives the gift of everlasting love – just about. Each customisable flower arrangement from the brand lasts well beyond a fleeting Insta-worthy snap, surviving up to a year with petals remaining perfectly perky and wholly intact. This is thanks to an innovative preserving method created by husband-and-wife duo Seema and Sunny, enabling the roses to stand the test of time without any maintenance required. Although the brand is only five years old, the picturesque bouquets, longevity and customisability of the arrangements have garnered a cult following, with a doting fanbase and celebrity clientele including the Hadids, the Kardashian-Jenners, Cardi B and Paris Hilton.

This Valentine’s Day, we spoke to co-founder Seema Bansal on the company’s growth over its 5 year journey, what sparked the brand’s inception and some of the most thrilling bouquets they’ve created for their celebrity fans.

Your company’s story is also a love story, tell us how you founded Venus Et Fleur with your partner?

My husband and I founded Venus Et Fleur upon noticing a huge gap in the floral industry. While opulent arrangements were made available, no matter how luxurious the bouquet, they wouldn’t last a week. One Valentine’s Day, Sunny (my then boyfriend) sent me roses that died almost immediately. It was then we realised there needed to be a brand that created innovative arrangements that stood the test of time – and so we created our own, Venus Et Fleur. We love love, and the idea of curating opportunities for couples, friends, family and our wide customer demographic to have beautiful reminders of the token of love and warmth they feel year round, not just on one day, means the world to us. To be part of other people’s stories is not a responsibility we take lightly – it’s an honour, a privilege, and continuously motivates us to make every Valentine’s Day more special than the one before.

Roses that you choose are very consistent in size and appearance, how did you find the right type of roses?

We pride ourselves on having a large array of custom options. We have worked with a variety of roses and florals so we can create very specific shapes, designs, numbers and letters. No matter the size of what we’re spelling out or creating, we’re able to do so because of the abundance of sizes in our collections.

Your styles are very classic and European. When did you start creating personalised designs and are you getting a lot of custom orders?

We began customisation during the first year of our business because we understood very early on that this is a priority for our customers. Since the conception of Venus Et Fleur, we have always pushed the boundaries of uniqueness, innovation and creativity.

How do you make them last a year? How many trials did you go through?

Our roses are grown in South America, Ecuador and Columbia, and they are treated to last up to one year with a proprietary solution that maintains the flowers’ texture and shape, so our foundation is very strong and long-lasting before we begin customising colour and design. We perfected the formula pretty early on, and are continuously seeking new ways to pioneer the floral industry in true Venus Et Fleur fashion.

As a female entrepreneur, what advice do you have for women who want to succeed and balance family with work?

I am very intentional with how I spend my time. I maintain a very organised calendar, and always ensure that I prioritise self-care and time with loved ones as much as I do my work. My personal and professional lives are interwoven already because I work with my husband, but it’s important to set aside time outside of the office and business to reconnect and be with one another. I encourage other women entrepreneurs to journal, write out their goals (short term and long term) and set tangible strategies for how they can achieve them and work toward them. Being realistic and accountable is a very strong way to ensure you’re staying on course and being smart with your time.

E-greetings are so prolific. How do you see people engaging with traditional ways of gifting such as sending flowers? What makes a floral gift so timeless?

Sending flowers will always hold great meaning and symbolism, but it’s the way Venus Et Fleur has flipped the industry on its head that makes us stand out, and makes our arrangements truly timeless. By providing ways for our customers to enjoy our arrangements year-round, their gestures of love don’t have an expiration date. We are taking a traditional concept and bringing flair, innovation, and everlasting qualities to it.