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Life & Work with Alexandra Winkler

Hi Alexandra, we’d love for you to start by introducing yourself.
I started Rosebox three years ago with the idea of bringing a concept or product that can be reused when receiving flowers. Often we spend so much money sending beautiful arrangements and after the flowers die there is no purpose to it. With Rosebox, besides getting a beautiful and elegant arrangement, after the roses die, the gift receiver can utilize the box and make the arrangement over and over again. Every time I get invited to a party, friend’s house, or dinner, I struggle with what to bring other than a cake or bottle of wine. Everyone likes to receive flowers and what a better gift than arriving at someone’s house with a beautiful Rosebox. Little by Little, I have been expanding my line of products into home decor and now Rosebox is not just a place where you can send flowers as a gift; it’s also a space where you can find new and innovatives ideas for your home space.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Luckily I have been able to grow by word of mouth, which I find very valuable. When someone received or gets the Rosebox there is always someone else they can share it with so that has been a huge part. I have struggled with exposure and getting into new and different circles. Pictures really don’t make justice to how pretty everything so buying online or not in person has been kind of a struggle for new customers. Needless to say, when they see they fall in love with it and keep coming back over and over!

Thanks – so what else should our readers know about your work and what you’re currently focused on?
I have always been a creative person. I graduated from Boston University and though I would love to have the corporate job 9-5 schedule. Tried that for a couple of months and quickly realized it was not for me. From that moment on I started exploring with my creative side and took a leap and started Rosebox. I am great with spaces and decorating and I believe my customer see that in me. I also love to do anything homemade and that is very much the concept of Rosebox. The idea that everyone at home can remake and repurpose their own box. Customers place their trust on my eye and are very satisfied with the outcome. I am most proud of the fact that I have been able to continue doing this for three years all by myself and been able to expand beyond Miami and have a presence in other states. Hoping to grow as much as possible in the near future and be able to expand my team.

Can you tell us more about what you were like growing up?
Growing up, I was a very shy person. I spent most of my time making DIY projects at home. I was always coming up with different projects and activities to make. As I grew older and got rid of the shyness, I started socializing more and loved having friends over. I think this is also a very important aspect of why I started Rosebox. I love to host family and friends over, making the house pretty. I think this is where my interest in home decor got exposed.


  • Prices for fresh roses go from $25 to $180
  • Prices for fresh roses go from $25 to $180

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