There are a few things this new service needed to do: - It allows you to try before you buy. If you like something, you can buy it later. - Like a magazine, it recommends the best products, but they are the actual products you can try at home. - It shows what other moms think and how the item worked for them. - It allows to give brands feedback about what works and what doesnt. The only thing missing was a name. Bluums two founders hail from Germany, where flower means Blume. Flowers bloom and so it was a quick way to have bluum connect the heritage of the founders with the idea of a blossoming child - a brand was born!