Bloom & Wild's surprising Mother’s Day message has gone viral, for all the right reasons

Posted by
Sarah Shaffi
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Mother’s Day isn’t a happy occasion for everyone.

Mother’s Day is a time to celebrate the women in our lives who have nurtured and loved us, with gifts, experiences, and treats like flowers or a home cooked meal.

For some, though, this time of year can be very difficult, whether that’s due to loss, estrangement or something else. And being bombarded by emails offering products for Mother’s Day can make taking care of yourself in the run up to a tough day even harder.

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One company that recognises this is florists Bloom & Wild, which contacted its mailing list and asked people to let them know if they would like to opt out of Mother’s Day communications.

Written by Lucy Evans, the company’s customer experience manager, the email said: “I wanted to get in touch as I know that Mother’s Day can be a very sensitive time for some of us.

“So if you don’t want us to send you any Mother’s Day reminders this month, we won’t.”

Twitter users have praised the company for its thoughtful email.

Lottie Lamour said Bloom & Wild was “fantastic” at customer satisfaction, and added: “I don’t know of any brand that does this. I’ll always buy my flowers from them for this reason!”

Kate Young tweeted that it was a “really great, really considerate, really simple thing to do”, while Jo Dodd thanked the company for its “small, thoughtful act that’s very much appreciated”.

Jess Denham said that it was the first time she’d seen a company “acknowledge grief so kindly and normally”, and Olivia van der Werff said other companies should take notice. 

Bloom & Wild has responded to the praise, saying it has been “overwhelmed” and hopes it can “make things the tiniest bit easier for some at a tricky time”.

It can be difficult to avoid Mother’s Day if you’re not marking it, so we hope more companies follow Bloom & Wild’s lead and become sensitive to the needs of their customers.

Image: Unsplash


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Sarah Shaffi

Sarah Shaffi is a freelance journalist and editor. She reads more books a week than is healthy, and balances this out with copious amounts of TV. She writes regularly about popular culture, particularly how it reflects and represents society.

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