Gifting flowers has always been wrapped in tradition and tied to romantic gestures, but feYi dares to ask a different question: What if flowers were about you and buying a bouquet was a radical act of self love and personal celebration?

For Eni Awoyemi, the visionary behind the London-based floral brand, that question blossomed into a thriving business rooted in empowerment and intentionality. Since its soft launch in early 2024, feYi has taken over Instagram feeds, filled pop-up events with long queues, and redefined the way women experience floral gifting.

Before flowers became her full time focus, Eni was bouncing around between different jobs. With a keen eye for aesthetics and an entrepreneurial spirit, she experienced trial and error with different businesses, searching for work that filled a gap in the market and felt purposeful.

After having a baby, Eni finally felt ready to take a leap and began developing concepts for a floral brand that didn’t just sell roses and lilies, it sold a message. She was frustrated with the traditional floral industry, thus, feYi was born, named after Eni’s baby daughter, a Yoruba word meaning “my joy,” which is the exact feeling Eni wants every person to feel when they receive a feYi bouquet.

From the outside, feYi looks like a fashion forward brand as much as a floral company. Scroll through their Instagram, and you’ll see models cradling armfuls of blooms wrapped in printed paper emblazoned with phrases like “you were made to bloom.” There’s no baby’s breath or overly ornate vases, just stunning arrangements designed to celebrate modern femininity.

Eni isn’t interested in becoming just another flower delivery service. “We’re not a floral brand, we’re actually a fashion brand, we’re a beauty brand,” explains Eni. (Ladies Who Launch) This is the mindset she instills in her team to ensure that they are treating floral bouquets with the same craftmanship and presentation that a designer fashion brand would, giving receivers the same feeling they would get opening a nice dress or pair of shoes they’ve ordered.

Like many breakthrough brands, feYi’s rise hasn’t come without friction. In 2024, Eni took to social media to share a deeply personal account: she alleged that a major UK entrepreneur had lifted elements of her concept for a high profile campaign. Without naming names, she posted side-by-side imagery comparing her original designs and messaging with those of a newly launched initiative and the resemblance was uncanny, shooting feYi off into virality.

Industry peers, journalists, influencers, and even celebrities like Stormzy began reposting her content in solidarity. The brand’s followers skyrocketed, orders flooded in, and perhaps more importantly, a larger conversation was sparked around idea theft, creative credit, and the unique challenges faced by Black women entrepreneurs topped with lack of funding and other resources for scale.

Instead of letting the moment consume her, Eni used the momentum to galvanize her mission. With a newfound army of supporters and strategic expansion plans, feYi is becoming a lifestyle brand in its own right, selling more than bouquets, selling floral experiences that serve as symbols that creativity can be a form of resistance, and that when Black women create with intention, the market shifts in their favor.