Not everyone has the guts to change course mid-flight. But for Jem Tinsay, a registered nurse turned flight attendant turned pilot and now business owner, reinventing herself has always been part of the journey.
Today, she’s the founder of Boxed Blossoms, the first luxury boxed flower brand in the Philippines, and the visionary behind Vine Cafe Lounge, an airport lounge-inspired café in Makati that merges coffee, cocktails, and celebration.
But her path to entrepreneurship wasn’t always this clear-cut.
This is a story of grit, reinvention, and recognizing opportunities—even thousands of feet above the ground.
From Nurse to Flight Attendant to Pilot
Photo Credit: Jem Tinsay’s Official Instagram
Some dreams are born on land. Others, thousands of feet in the air.
After earning her nursing degree from Far Eastern University and getting licensed as a Registered Nurse, Jem found herself drawn to a different kind of path.
It wasn’t long before her career took flight — literally. She joined Philippine Airlines as a flight attendant, a role that would span nearly a decade. The job took her across continents, immersing her in new cultures and ideas. But even at thousands of feet, she had her eyes on a bigger dream: becoming a pilot.
Flying school, however, wasn’t something she could easily afford. And Jem wasn’t the type to wait for life to hand her the next step — she wanted to make it happen on her own terms.
She wasn’t looking to become an entrepreneur. At the time, her only goal was to find a way to earn extra income — something that could support her flying school tuition, while she continued working full-time in the skies. But that decision — to take control of her finances for flying school — would unknowingly plant the seeds for her first business.
The Birth of Boxed Blossoms
It all started with a layover in Dubai.
As a flight attendant constantly exposed to different cultures and consumer trends, Jem developed an eye for spotting ideas that hadn’t reached Philippine shores yet. On one particular trip, she came across a luxury flower shop offering elegant boxed arrangements — something completely unheard of back home.
At the time, the local flower industry was still very traditional. Bouquets were the norm, and luxury floral gifting wasn’t a thing. So, Jem saw a clear opportunity: to bring something fresh, premium, and modern to the Philippine market.
In 2015, she launched Boxed Blossoms — the first in the country to introduce boxed flower arrangements. What began as a small Instagram-based venture quickly gained traction, thanks in part to Jem’s strategy of sending arrangements to popular bloggers who helped spread the word.
Influencer marketing wasn’t mainstream yet at that time, but social media was starting to shape buying behavior — and Boxed Blossoms rode that wave early. Instagram became the brand’s launchpad. Later, they built a website to support growing demand and streamline orders. All this while Jem continued flying full-time.
Jem also made full use of her flexible schedule as a flight attendant. During layovers, instead of exploring new cities, she spent hours brainstorming and refining her products. And whenever she’s back in Manila, she executed those ideas.
Years later, that online-first approach would prove to be a competitive edge. When the pandemic hit and lockdowns forced most businesses to go digital, Boxed Blossoms was already there.
With everyone physically apart, gifting became one of the few ways to express love and connection — and flower deliveries skyrocketed. While other brands scrambled to adapt, Boxed Blossoms continued to thrive as an already-established e-commerce business.
But when the world reopened, so did a new set of opportunities.
Jem realized that people were craving physical experiences again. That’s when she decided to tap into the walk-in market — starting with pop-up stores, followed by her first inline location in Alabang Town Center. Eventually, that journey would lead to an even bigger idea: a flagship concept store in Makati.
“The first major decision is to really start,” Jem reflected. “Because ideas are free, but it’s how you execute that matters.”
Taking The Leap Into Full-Time Entrepreneurship
During the height of the pandemic in 2021, Philippine Airlines offered a voluntary separation program. For Jem, it became the turning point. After nearly a decade in aviation, she made the decision to leave—and finally commit to running Boxed Blossoms full-time.
It wasn’t a plan she had mapped out years in advance. But by that time, Boxed Blossoms had already found strong footing online. During lockdowns, with people physically apart, the brand thrived as an online platform—and Jem realized this wasn’t just a side hustle anymore.
Still, stepping into full-time entrepreneurship brought a new kind of pressure.
In her 20s, Jem had found joy in the rhythm of flying. Work didn’t feel like work for her—because she was earning while exploring the world. But by her 30s, she felt the pull to evolve. It was time to step up and chase the next chapter of her life with intention.
However, that came with real sacrifices.
She didn’t get to marry at the age she once envisioned. Her social life and downtime took a backseat to operations, planning, and growth. Family time, too, became scarce—first as a flight attendant, and now as a business owner. But she does her best to stay present and intentional, even with limited time.
She never imagined that something she started to fund flying school would become her main source of income, or that her name would eventually be associated with one of the Philippines’ most recognizable flower brands.
And yet, that leap—made during one of the most uncertain times in the world—turned out to be exactly the risk she needed to take.
The Story Behind Vine Cafe Lounge
The idea for Vine Cafe Lounge was first sparked thousands of miles away—during a layover in Japan.
While exploring Japan, Jem visited the iconic Aoyama Flower Market, a dreamy flower shop that doubled as a café. That experience stuck with her. She was already immersed in the flower industry at that point, and seeing that kind of hybrid concept made her wonder: why can’t we have this in the Philippines, too?
Years later, that spark would bloom into Vine Cafe Lounge—a floral-themed café, cocktail bar, and event space located in Salcedo, Makati. But Vine Cafe Lounge isn’t just next to Boxed Blossoms, it’s tied to it. Guests enter the café through the flower shop, making the experience feel like stepping into a hidden floral oasis.
And when customers book private events at Vine Cafe Lounge, it’s Boxed Blossoms that designs the floral styling, creating a seamless connection between the two brands.
The space was heavily inspired by airport lounges—a nod to Jem’s aviation background. Vine Cafe Lounge was her way of marrying hospitality, design, and flowers into one concept. The result? A warm, romantic, and elegant space that serves curated coffee, playful cocktails, and elevated European-Asian cuisine.
In a busy city like Makati, it’s designed to help you slow down.
Jem knew that in Salcedo, a café couldn’t just be another café. The interior had to speak. So she made sure every detail—from the floral arrangements to the seating layout—reflected her vision. And that experience extends far beyond the menu. Vine Cafe Lounge also regularly hosts workshops and events, from flower arranging to candle-making, alongside Boxed Blossoms.
It’s all about knowing the strengths and gaps within each brand, and building a team that helps her solve challenges as they come.
Marketing-wise, Vine Cafe Lounge leans into its personality. The café is affectionately known as a spot for the “Salcedo Girl”—floral, fun, and feminine.
On TikTok, they spotlight behind-the-scenes shots of baristas and bartenders crafting floral drinks. And they’re constantly experimenting with new formats—like morning parties, designed to shift the usual nightlife energy into a brunch-and-bubbly vibe that feels fresh and on-trend.
The Realities of Running Two Businesses
Running two businesses isn’t just about crafting aesthetic spaces or curating Instagrammable drinks, it’s a long game of stamina, strategy, and self-sacrifice.
Compared to Boxed Blossoms, Vine Cafe Lounge was a whole new world. While her boxed flower business required a lean team and manageable operating costs, the café demanded full-time oversight, a larger headcount, and significant capital.
Jem originally set aside ₱10 million for the build—but construction costs quickly ballooned past her expectations. Executing ideas into real life, she shared, was harder than people think. Some design plans couldn’t be executed as envisioned, so they had to adjust along the way. From last-minute layout changes to equipment delays, the build required constant problem-solving.
And the pressure didn’t end after launch.
“Running a business is like the tip of the iceberg lang,” Jem says. “You just see what’s there. But underneath, there’s sleepless nights. Because, of course, as a business owner, you are working 24/7. It’s a running joke that you quit your 8-5 to work 24/7 if you’re a business owner.”
She also pointed out the emotional and financial realities behind the scenes. Business owners often put themselves last—prioritizing staff salaries, customer experience, and operating expenses before drawing their own income.
But one of her most important lessons? Knowing when to ask for help.
After running Boxed Blossoms solo for nine years, Jem eventually incorporated both businesses and brought in partners—along with accountants and lawyers—to support scaling. “It’s easy to say ‘I’ll just run a business alone,’” she says. “But in order to go far, you really need a team.”
Still, even with a team, the weight of responsibility never leaves.
“When you’re a business owner, we are problem solvers,” Jem adds. “It doesn’t get easier—you just get better at solving problems.”
She credits her mindset for helping her navigate those pressures. Instead of getting paralyzed by stress, she focuses on the next best step. “It’s about acknowledging that this is the problem, finding the solution, and moving forward.”
And perhaps her favourite analogy of all? “I view having a business like taking off an aircraft. At first, you really have to put all your effort, do full throttle in order for it to climb. That’s the hardest part actually—for the business to gain its altitude before it reaches the autopilot mode.”
It’s an apt metaphor—especially for someone who once chased dreams in the clouds, and is now firmly grounded in building brands that bloom.
What’s Next for Boxed Blossoms & Vine Cafe Lounge
Looking ahead, Jem sees Boxed Blossoms expanding beyond the Philippines, with growing interest from Southeast Asia and the US. International inquiries continue to come in—proof that the brand’s appeal has crossed borders.
As for Vine Cafe Lounge, the vision is to grow it into a full-fledged brand of its own. With the right partners and systems in place, Jem hopes to open more branches—and potentially explore franchising within the next year or two.
For Jem, building these brands has never just been about launching businesses. It’s been a way to create connection—through thoughtful gifts, shared meals, and experiences that bring people together.
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