Former Google senior associate wants to revolutionize flower delivery in Singapore

Fresh flowers delivered in 90 minutes and 30% cheaper.

Online, photos of magnificent flowers in bloom look amazing. The thought of giving it a gift to special someone is awesome. But, whether you are trying to impress your girlfriend, or surprise your mother on her special day, or cheer someone up on a bad day, is there any worse than finding your thoughtful way to send love had actually turned out to be a mess? Flowers die in days, prices are inflated, and the buying experience is frustrating. 

Two years ago, 27-year old Steve Feiner, a former staff of Google who moved to Singapore from New York, tried to send flowers to his girlfriend for her birthday. Unfortunately, the flowers didn’t get there till the day after and they looked terrible when they did. Mortified with the experience, he felt compelled to make a change.

“Florists today treat their customers like numbers instead of people. Instead of speaking to someone who could fix my own situation, I was left with an angry giflfriend and a terrible experience. Giving a gift is awesome, but the providers today make it almost painful. We return gifting to its formal glory and make it easy to send love,” he said.

Steve, together with a Singaporean local Wen Lee, founded a startup called A Better Florist last year. It promises to offer better product with flowers lasting longer as they are shipped directly from the farm. Steve also claims that their flowers are 30% cheaper because they cut out all the middle men. For a better experience, Steve said that that customers all have to do is pick their favorite arrangement, tell them when and where to send it, and add a quick note.

“We promise, the whole process only takes a minute, two tops. We'll even confirm your delivery with a photo so you know we got it right,” he said.

Steve serves as the CEO at A Better Florist. Previously he worked in San Francisco for Google as a Senior Associate for Global Business Strategy, then moved to the Singapore office with a new position as Problem Solver.

Jun is the Head of Product at A Better Florist. Previously he worked in product for several Venture Backed Startups. He is a graduate of NUS and a participant in the NUS overseas program.

The business started inside Steve’s apartment. No customers, no employees no nothing just an idea. The initial money was just his personal savings and has slowly grown from there. They also raised a seed round to help their business bloom.