The brand Roseonly claims it only allows each customer to order flowers for the same person in their lifetime.
You have ordered flowers from Roseonly for your lover, but now you two have broken up. Do you want to send flowers to your new lover?
No way. Your name will be deleted from Roseonly's guest list. Forever.
The brand claims it only allows each customer to order flowers for the same person in their lifetime.
"We want our clients to feel and cherish the present one, and never change their minds," says Pu Yi, the brand's founder and CEO.
Roseonly, a luxury floral brand that has become trendy during the past year, is now one of the hottest gifts among young people.
Pu, who founded Roseonly in January 2013, says he tried to build the brand with many gimmicks, like top models sending flowers in a Mini Cooper, and hiring a flower designer from Parsons Design School in New York. But he really captured public attention when he launched this no-changing rule.
The brand's weibo (micro blog) account gained 100,000 followers within one month after this rule was put into practice. It was close to Valentine's Day, and Pu soon started to make money. He received more than 1 million orders last February.
"Consumers will notice that we are different from other brands. What they send is not only flowers any more. They are sending a promise," Pu says.
He mentions that many men will hesitate before making the order. Women who receive flowers from Roseonly feel extremely moved.
Pu says he noticed that whenever Roseonly's weibo account tweets, there are always some women reposting to make sure their boyfriends notice.
"These men may be forced to make an order here," Pu says with a big laugh.
Qi Xiaobin, 28, an office worker, sent his girlfriend nine roses from the brand last Valentine's Day. This year, he intends to send them again.
"My girlfriend was very touched when she received the flowers. It confirmed that she is the one for me, and I am the one for her," Qi says.
Whenever a client wants to make an order, the buyer has to fill in a name on the website stipulating whom the flower gift should be sent to. Whenever the name is input, it is saved in the brand's database and it's not allowed to change.
Pu says many clients have come to regret their first order. He says people find excuses, like they input the names by mistake. There was once a man who called and asked to order flowers for a different person. The man said he "accidentally" gave the name of his mother the last time when he bought flowers.
"The only way you may order for your mother is to buy under your father's name," Pu says.
The 33-year-old flower dealer says Roseonly's success proves "people still believe in true love".
"In the fast-paced society, we can still see so many people believe there is only one in their life," he says.
However, true love comes with a high price tag.
All of Roseonly's flowers are imported from Ecuador. "Forever Love", a bunch of 12 roses, costs 999 yuan ($165), and "Classical", a flower box of 18 roses, is priced at 1,314 yuan. A specially preserved fresh rose, individually decorated with Swarovski crystals, is 520 yuan.
Pu says though China has a huge flower market, there is not a well-established flower brand at present. He aims to develop Roseonly to be something like the "Hermes" of flowers, or "Tiffany" of roses.
Pu says he plans to develop more products for "only" lovers under the brand Roseonly, such as perfumes and underwear.