While flower gifting, with its beautiful arrangements and colour-coded meanings, has always been associated with special occasions, it is also important to indulge in these mood-boosters to add some joy to the mundane. Thankfully, Bloomthis is making it easier by giving us a new reason to make a beeline for the flower stands—and it’s called ‘Bloom for Good’.
Local online flower delivery service Bloomthis has always been about helping others brighten someone’s day. Ever since its inauguration in 2015, the gifting company, founded by the now-married duo Penny Choo and Giden Lim, has established itself as a go-to for any celebratory event: weddings, graduation ceremonies, birthdays, and vibrant floral installations for big functions—like our very first Sundown Sessions launch event.
For many Malaysians looking to present a bouquet, Bloomthis always seems to be a trustworthy option—and for obvious reasons. Operating as an online delivery service, the company gives customers access to beautifully arranged bouquets at their fingertips. Yes, even if it’s a last-minute purchase. To date, Bloomthis has opened two physical stores: one in Petaling Jaya and the other at KPJ Damansara Specialist Hospital 2.
11 years into the business, having built a solid reputation, Bloomthis now finds itself pursuing a greater mission, one that supports the community. Musing over the idea of making someone’s day through flower-gifting, Choo says, “I’ve found myself thinking about the other side of that moment. Not just the person receiving the flowers, but everyone else a single purchase could reach if we built it well enough.”
That’s where Bloom for Good comes in. The initiative will take the form of a Bloomthis Flower Bar, whether as a pop-up store or an ongoing fixture, parked in strategic spots and made more accessible to the public. As customers purchase flowers on site, a fraction of their spending will be donated to support a social cause. The first location for a Bloomthis Flower Bar? Office buildings—the lobby, the building entrance, the walkway between the lift, or the pantry.
“There’s a reason we’re starting in the workplace specifically,” Choo shares, “Companies today want their ESG and CSR efforts to be visible and something employees can actually feel part of, not just a line in an annual report.”
“The trouble with a lot of corporate giving is that employees never see it happen—it’s decided somewhere else, reported somewhere else, and felt by no one in the building. A Flower Bar in the lobby fixes that. People see it, use it, and feel part of it, in a small and habitual way, rather than through a once-a-year donation drive.”
As for their first cause, Bloomthis is partnering with Teach for Malaysia, a non-profit organisation in Kuala Lumpur that trains young leaders to teach in under-resourced schools across the country, aiming to close the education gap for children who don’t get the same starting point as everyone else. “Of all the causes we could have opened with, education felt like the right place to start—it’s the kind of impact that keeps compounding long after the two years are up,” Choo said.
For the co-founder, the three-way partnership makes perfect sense. “Companies get to strengthen their ESG reporting with something tangible and visible, rather than another spreadsheet,” she said. “Employees get to take part in something meaningful without it costing them extra effort—buying flowers they’d likely buy anyway becomes a contribution. And the charity partner gets direct funding, plus visibility through Bloomthis’s own following every time an activation runs.”
Always motivated by growth and innovation, we learn that this is only the beginning of a new chapter for the e-commerce florist. “It won’t stop there. Over time, we want to widen Bloom for Good to other causes: environmental sustainability, community welfare, health and wellbeing, always shaped in partnership with whichever company hosts the Flower Bar, so their priorities and ours line up.”
While the company is still in the planning stage for this initiative, Choo’s passion and excitement for the undertaking is apparent. “I’ll be honest: we’re still very much in the works,” Choo admits. “We’re trialling formats, finalising which buildings we’ll be in and for how long, and agreeing causes with each partner as we go. Nothing about this is polished yet. But it felt like the most meaningful thing we’ve built at Bloomthis since we started, and I didn’t want to wait until it was perfect to talk about it.”
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