FLOWERBX Co Founder and CEO Whitney Bromberg Hawkings discovered that 60% of flowers that go into a shop are wasted. That prompted her to create her negative working capital model - meaning flowers are specifically cut to order which she says has less environmental impact, and gives her customers better quality flowers for better value.

Whitney tells the Wax/On team why she left "the best job in fashion" as Senior VP of Communications for Tom Ford, to set up her own business. She shares the challenges she faced and her successes, and teaches us all about beautiful flowers.