Floral gifting company UrbanStems has appointed Ana Mollinedo Mims as its new CEO and a member of its board.

Prior to the new role, Mims held leadership positions in various companies including Cemex, Starwood Hotels & Resorts Worldwide, and Cable & Wireless.

Mims replaces Seth Goldman, who will continue to serve the company as an advisor.

“I am truly honored to join the UrbanStems team and build upon the company’s remarkable success delivering beautifully curated floral products to customers nationwide,” said Mims.

“UrbanStems was born out of a clear need to disrupt the floral delivery space and I am enthusiastic about collaborating with our talented team and our farm partners to continue innovating and further solidifying the company as the premier direct-to-consumer brand in this space.”