Blooms USA’s Jason Draizin Has a Viral Plan for the Floral Industry

What if a bouquet of roses could go viral?

That’s the bet founder Jason Draizin is making with Blooms USA, the wholesale floral company he recently purchased after spending more than a decade building businesses in cannabis and psychedelic therapy. And the strategy he’s building toward starts with something surprisingly simple: handing a single rose to a stranger and filming what happens next.

“If someone hands a rose to a person who looks like they’re having a bad day and tells them they’re beautiful, it can completely change their mood,” Draizin said in a statement on Tuesday, March 10. “If they hand out all twelve, we send them another bouquet so they can pay it forward to someone else.”

The concept works like a pay-it-forward loop. Influencers would receive a branded dozen-rose bouquet from Blooms USA, hand out each stem individually, and tag the company and its sponsors. If they give away all twelve, Blooms would send them a sponsored gift and another bouquet so they can pass the opportunity along to someone new.

Spanish model River Viiperi, who dated Paris Hilton from 2012 to 2014 and has walked for brands like Calvin Klein and Dolce & Gabbana, is already one of the first names attached to the brand as Blooms lines up its initial partnerships. But the influencer campaigns are only part of the plan. Draizin says Blooms USA also intends to invest heavily in social media content and YouTube tutorials that show people how to get more out of the flowers they already buy. One idea he keeps returning to is what he calls the “deconstruct your bouquet” approach.

“You can take a bouquet and deconstruct it, put individual flowers all over your house,” Draizin said. “Think about how they do it at places like Mr. Chow or Chrome Hearts, where they’re buying fresh flowers daily and placing them everywhere. We want to show people they can do that at home with a $25 supermarket bouquet.”

The idea is to shift the way people think about grocery store flowers entirely. Instead of one bouquet sitting in one vase on the kitchen counter until it wilts, the content will show customers how adding a few extra stems can turn something affordable into something that looks and feels high-end.

Beyond content, Draizin has plans to integrate Blooms USA with platforms like Meta and Instacart to create what he describes as the first automated flower subscription service tied to your actual life. The platform would track important family dates through Facebook, learn your preferences over time, and automatically send flowers for birthdays, anniversaries, and holidays. “There’s a national holiday every single month in this country,” Draizin said. “Once we connect to your data, we can automate those reminders and subscriptions so you never miss one.”

Blooms USA currently operates out of Florida, with plans to scale into new markets as its logistics and content strategy take shape.