Diversity and tension of perspectives are crucial to innovation. Our Innovator Interview series digs into the diverse perspectives, approaches, missions, and drivers of entrepreneurs changing the world on the ground.

This week, we interview Julia Capalino from Bloomerent.


Who are you, and what do you do?

I’m the co-founder of Bloomerent, a marketplace for brides, grooms and event hosts to discover florists and share their flowers with another event in their area. We help our customers save money and reduce overall floral waste. I own the customer facing funnel, meaning marketing and customer acquisition, including partnerships, press, digital and social. 

Why do you do what you do?

Broken systems should be fixed. Without Bloomerent, the options for our customers are limited to DIY or spending thousands of dollars. Our solution not only saves our customers money but also reduces the overall footprint of the event industry. 

To put it in perspective, the average wedding in NYC is above $80k, and 10%-15% is spent on flowers that are used. Flowers have a lifespan of 3-14 days, so this waste production can be cut in half when the sharing economy is applied. 

What are the life moments that most influenced who/where you are today?

Both my parents are entrepreneurs, my father is a lobbyist with his own firm and my mother is a plastic surgeon with her own practice. Watching them run their own businesses was extremely inspirational. 

After college, I worked for a big corporation for a few years and it wasn't satisfying. I didn't feel the company had my future in mind and there wasn't room for me to grow as an employee. There is something to finding out what you don't want in a job and it definitely influenced my future trajectory.

What is the first thing you do every morning? The last thing at the end of every day?

The first thing I try and do every morning is workout but the first thing I actually do every morning is check my email and calendar to decide if I have time to workout after work. I find that working out sets the tone for a productive day. 

The last thing I do every day is also check my email and then spend time in bed reading to unwind and turn my brain off. 

What do you never leave the house without and why?

My laptop. As an entrepreneur I have a lot of flexibility and my laptop is my traveling office. 

What is the last book you read and why?

For fun Theft by Finding by David Sadaris and for stimulation Traction by Gino Wickman. 

What is your favorite app?

I spend the most time on Instagram but Slack is by far my favorite app. I could live without instagram but my work life would be dramatically less productive without slack. 

What is the funniest thing that happened to you recently?

An Upper East Side supermarket tried to charge me $16 for grapes. Not magical grapes or even organic grapes, just regular old grapes. 

What product, service, or industry do you think is most ripe for innovation?

Can I say our electoral system? Everything from the security of our elections to fundraising tactics of candidates. Other than that, air travel. 

What do you think the biggest disruption of the next year will be? What should we have our eye on?

Most likely be virtual reality or wearable tech. In terms of the ‘what to have your eye on’ just look where VC’s are pouring money. 

The areas of disruption I am most excited about are female-founded companies. There are amazing companies being built (Bumble, Glossier, Outdoor Voices) for women and by women.

What is your favorite quotation?

So many to choose from, but “If failure is not an option, neither is success.” - Seth Godin.