Nigella, Llc

What Nigella, Llc does

Nigella, LLC, operating as Nigella SF, is a San Francisco-based boutique floral design studio founded in 2012 by partners J.R. (client relations and new accounts) and Rubie (website, social media, and creative projects). The company operates a single retail boutique at 388 Market Street, Suite 105, San Francisco, and provides same-day flower delivery throughout the city with a noon cutoff, plus broader Bay Area delivery Monday through Friday. Its offering spans four functional lines: retail fresh-cut arrangements (priced from approximately $30 for boutonnieres to $350+ for premium designs such as the Nightshade); bespoke wedding florals (bridal bouquets from $125, custom mood boards, and full event design for projects $2,000 and above, with a 50% deposit); corporate and event floral services for Bay Area hospitality and venue accounts (including Chase Center, Fairmont San Francisco, Palace Hotel, Julia Morgan Ballroom, Wayfare Tavern, The Battery, La Mar, and Epic Steakhouse); and recurring subscriptions comprising weekly bouquet terms of 1, 3, 6, and 12 months, plus a 1-year orchid subscription with monthly rotations. Group floral design workshops (bouquets, vase arrangements, and terrariums at $95–$175 per person, minimum 5 participants) supplement the core business.

The technical foundation is the third-party gotFlowers e-commerce platform, which hosts the product catalog, online ordering, and delivery logistics; Nigella has no proprietary technology stack, no patents or trademarks, no proprietary mobile app, no public API, and no disclosed data assets. Revenue mechanics combine one-time retail and event sales, multi-month to multi-year subscriptions with a 10% subscriber cross-sell discount, à la carte event purchases (3-item minimum, 48-hour lead time), and per-person workshop fees. Distribution channels are direct-to-consumer e-commerce, the walk-in boutique, curbside pickup, and phone/email-based enterprise sales.

The company is privately held and founder-owned, with no external institutional investment, no M&A history, no public listings, and no disclosed headcount. Customer segments are individual consumers (same-day delivery and personal gifting), wedding couples (with bookings accepted through 2027), corporate office accounts, and hospitality/event venues. Geographic operations are restricted to the San Francisco Bay Area with no international footprint.

Name

Nigella, Llc

Legal name

Nigella, LLC

Website

https://nigellasf.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Nigella, LLC operates a single San Francisco boutique florist (Nigella SF) delivering bespoke fresh flowers, wedding and event florals, multi-tier subscriptions, and group workshops to Bay Area consumers, wedding clients, and hospitality and corporate venues.

Ownership category

akta.pro rank

Product category

Boutique Floral Design Services

NAICS

Florists (4593)

akta.pro primary industry

Wedding & Bridal Floral (Bouquets, Boutonnieres, Corsages) (HSACAOAJ)

Keywords

• Boutique floral design
• Wedding floral services
• Flower delivery
• Floral subscriptions
• Event florals

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. One-time floral product sales: Direct retail sales of fresh flower arrangements, bouquets, vase arrangements, and gift items through e-commerce and physical storefront. Products include seasonal designs, wedding florals, and event flowers sold individually.
2. Subscription floral services: Recurring weekly bouquet deliveries and orchid subscriptions. Offerings include 1-month, 3-month, 6-month, and 1-year weekly bouquet subscriptions, plus a 1-year orchid subscription with monthly rotations. Subscribers receive a 10% discount code for additional purchases.
3. Wedding and event floral services: Custom wedding floral design services including bridal bouquets, ceremony arrangements, boutonnieres, wristlets, crowns, and full event florals. Pricing varies by event size with minimums and deposit requirements. À la carte options available for intimate gatherings.
4. Floral workshops: Group workshops teaching bouquet-making, vase arrangement, and terrarium building. Can accommodate up to 30 participants at their space or at client locations. Minimum 5 participants required. Pricing is $95-$175 per person depending on workshop type.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Nigella SF is a San Francisco boutique florist that designs and sells fresh cut flower arrangements, bespoke wedding and event florals, weekly bouquet and orchid subscriptions, and hands-on floral workshops. The business serves individual consumers through same-day San Francisco delivery and Bay Area distribution, and serves weddings, corporate, and event clients through a custom consultation, mood board, and quote process from its retail showroom at 388 Market Street.

Product overview

Nigella SF is a San Francisco boutique floral design studio offering a unified suite of botanical products and services. The core offerings include fresh cut flower arrangements (with named designs like Paloma, Nightshade, Summer Love, Ferngully, The Mix, and Seasonal Designer's Choice), wedding-specific products (bridal bouquets in Petite/Luxe sizes, boutonnieres, wristlets, and custom wedding designs), and event florals. The business operates subscription programs including weekly bouquet subscriptions (1 month, 3 months, 6 months, and 1 year options) and a 1-year orchid subscription with monthly rotations. Additionally, the company offers floral design workshops for groups up to 30 participants, covering bouquets, vase arrangements, and terrariums. The product portfolio is delivered through same-day delivery within San Francisco and throughout the Bay Area, with online ordering and in-store pickup options.

Differentiator

Problem solved

Functional benefit

Products and services

• Fresh Flower Arrangements Designer-led fresh cut flower arrangements available for same-day delivery in San Francisco and Bay Area delivery throughout the week, featuring named designs such as Paloma, Summer Love, Nightshade, Ferngully, The Mix, Berry Blush, Pop, Yours Truly, Tropisueño, Retro, Blue Velvet, Destiny, Lady Buds, Soft Serve, Amor Prohibido, B.L.O.B., Buds, and the Seasonal Designer's Choice. Targeted at individual consumers and gift buyers.
• Wedding Bouquets Bridal and bridesmaid bouquets available in Petite and Luxe sizes, including White Wedding, Mauve and Moody, Blushing Babe, and Vibrant & Wild designs, designed for Bay Area wedding couples and starting at $125 per bouquet.
• Wedding Wearables Floral accessories for weddings including boutonnieres ($30) and wristlets ($45), available in multiple palette options for groomsmen and wedding party members.
• Wedding and Event Florals Customized floral arrangements for weddings and events including centerpieces (from $150), arch pieces, crowns ($55), hair combs, and custom bridal bouquet designs, sold through a sales-led consultation and quote process with a 50% deposit and final payment due 30 days before the event.
• À La Carte Event Flowers Pre-designed event florals available in palettes including Peaches and Cream, Earth Tones, and Neutral White & Green, with cocktail arrangements ($45-$65), centerpieces ($135-$225), and bar pieces ($65-$225). Requires a minimum of 3 arrangements and 48 hours notice, suited to event budgets under $1k.
• Weekly Bouquet Subscription Recurring weekly delivery of fresh seasonal bouquets with 1-month, 3-month, 6-month, and 1-year plan options, including a 10% discount on other purchases during the active subscription, for individuals and corporate accounts seeking recurring fresh flowers.
• Orchid Subscription (1 Year) 1-year orchid subscription with monthly rotation of double stem orchids in decorative pots with branches, moss, and air plant accents, featuring a different color and pot combination each month for homes and offices.
• Floral Workshops Hands-on group floral design workshops covering bouquet making ($95 per person), vase arrangement ($175 per person), and terrarium building ($125 per person), accommodating 5 to 30 participants at the Nigella studio or on-location for team building or private events.

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• BloomNation: Online marketplace and e-commerce platform connecting consumers with local boutique florists (similar profile to Nigella). Comparable because they aggregate demand for the same kind of small, design-forward florists and compete for the same end customers.
• H.Bloom: Subscription-based luxury florist serving corporate offices, hotels, and event clients with recurring floral programs. Directly comparable in the corporate/event recurring-revenue segment of Nigella's business.
• The Bouqs Co. Online florist focused on farm-direct flowers, subscriptions (Bouqs Monthly), and event/wedding services. Comparable in subscription-led model, e-commerce-first GTM, and direct-to-consumer floral positioning.
• Farmgirl Flowers: San Francisco-based DTC floral company offering signature wrapped bouquets and arrangements nationwide. Directly comparable in geography, customer base (DTC consumers + corporate gifting), and curated-design positioning, though operating at significantly larger scale.

Broad incumbents

• Teleflora: Florist network that fulfills orders through member local florists across the US. Adjacent broad incumbent that both competes for retail gifting orders and represents a structural alternative for consumers seeking local florist fulfillment.
• FTD Companies: National flower-delivery network with brand portfolio including ProFlowers and FTD. A broad incumbent operating across the same floral delivery market, though with mass-market rather than boutique positioning.
• 1-800-Flowers: Large national flower and gift retailer (with brands like Harry & David, Shari's Berries). Comparable as the broad incumbent in the same product category; competes on price and same-day delivery reach for the same-day gifting segment Nigella serves.

Emerging players

• Ode à la Rose: Online florist with a design-forward, French-inspired aesthetic targeting premium gifting and everyday occasions. Comparable in curated-designer positioning and DTC e-commerce model, though currently more limited geographic footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/NigellaSF
• LinkedInlinkedin.com/company/nigella-sf

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nigella, Llc