Ethereal Blooms
Flowers that live as long as the memory they mark.
A truly unique product was being sold by a site that looked ordinary.
Ethereal Blooms creates biopreserved luxury bouquets that last up to a year without water or sunlight. They're trusted by over 100 superyachts worldwide, endorsed by Burgess Yachts, and serve bridal, corporate, and yacht clients across the UK, EU, USA, and UAE.
The product is genuinely extraordinary. A biopreserved bouquet that holds its form and colour for a full year is a fundamentally different thing from a flower delivery. The old site wasn't communicating that difference, it looked like any other florist.
The redesign had to make the product's rarity feel immediately legible, before a customer even understood the science behind it.
The challenge
- Communicating a product that doesn't exist in most customers' frames of reference. "Biopreserved" means nothing to most people. The site had to make "flowers that last a year" feel desirable before it felt explainable.
- Serving three completely different client segments. Bridal, Corporate, and Yacht, three different buyers with different needs, timelines, and budget expectations. The site architecture had to serve all three without diluting any.
- Price point justification. Bouquets ranging from £25 to £565, with bespoke yacht proposals far exceeding that. The editorial framing had to make £490 for a preserved bouquet feel like a considered investment, not a luxury indulgence.
- Global logistics communicated simply. Shipping to UK, US, EU, UAE, and superyacht berths worldwide. Currency switching, global delivery, bespoke quotes. The UX had to make international feel effortless.
My role
Redesigning the digital presence of a UK luxury floral studio whose biopreserved bouquets last up to a year, and whose old site wasn't telling that story.
Making the unfamiliar feel inevitable.
Split-screen hero with editorial framing
The homepage hero pairs an intimate bridal portrait with an architectural still-life shot of a single bouquet in a stone niche. Side by side they communicate the two things that matter most: human occasion and considered craft. Neither image alone tells the full story.
Named bouquets, not SKUs
Persephone. Mimi. Gisele. Juliet. Ophelia. Every bouquet has a name. The naming convention makes the product feel personal rather than transactional, you're not choosing a bouquet, you're choosing a Seraphina. That distinction lives in the design system too: names in centred spaced caps above the price.
Yacht as a standalone destination
The Yachts nav category gets its own full editorial page, hero, landing copy, interior photography, bespoke inquiry flow. This isn't a product category. It's a client relationship. The design treats it that way, separating yacht buyers from retail buyers at the navigation level.
Context photography for category pages
Each major category section uses in-situ photography, flowers on a superyacht dining table, bouquets in a marble niche, a bride in dappled woodland light. These aren't product shots, they're aspiration shots. They make the buyer see where the flower belongs before they buy it.
Announcement bar as proof point
The top announcement bar runs the full global shipping offer, UK, US, UAE, EU. This is positioned as a proof point, not a promotion. It tells the right customer immediately that Ethereal Blooms operates at a scale that justifies their price point.
Bridal as editorial, not catalogue
The Bridal section opens with a full-bleed portrait of a bride in dappled light holding a preserved bouquet, more editorial than commercial. The image does the positioning before a word is read. Preserved flowers for a wedding are a different proposition; the design treats them that way.
The work.
Most Loved, product grid
Named bouquets £25–£565 · Clean white ground, centred spaced caps naming
Yacht Flowers section, full editorial page
Interior superyacht photography, bespoke inquiry architecture
2025 Season, full-bleed editorial
White bouquet against gold sculptural wall, "2025 Season" overlay
Bridal collection, full-bleed campaign
Woodland portrait, preserved bouquet, editorial positioning
A site as considered as the product it sells.
Product rarity communicated on first impression
The split-screen hero, editorial section framing, and named bouquet system work together to signal something genuinely different before the customer reads a word of copy.
Three client segments, one coherent site
Bridal, Corporate, and Yacht each have dedicated editorial treatment, distinct photography, distinct copy registers, distinct inquiry pathways, within a single visual system.
Global credibility established at the nav level
The announcement bar, currency switching, and Yachts as a standalone destination tell a high-value buyer immediately that Ethereal Blooms operates at the right scale for them.
These images reflect the website at the time of delivery by Bareblink Studio. The live site may have been updated by the client since project completion. Any changes beyond this point were made independently.
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