Rose Darling is a creative within an award-winning eco packaging start-up, tasked with bringing life to ideas and directions needed for promoting the company. Flexi-Hex is based in Porthleven, in west Cornwall, and specialises in sustainable packaging solutions. Their flagship product is a patented, honeycomb-designed sleeve made from recycled paper, offering a biodegradable and plastic-free alternative for protecting fragile items during transit. The innovative packaging is utilised across various industries, including boardsports, beverages, cosmetics, electronics, and homeware. Founded in 2018 by twin brothers Sam and Will Boex, both avid surfers and product designers, Flexi-Hex emerged from their desire to reduce plastic waste in surfboard packaging. Observing the excessive plastic used in wrapping new surfboards, they developed an eco-friendly solution initially tailored for surfboards and later expanded into other sectors.
Flexi-Hex has received several accolades recognizing their contributions to sustainable innovation. In 2021, they were honoured with the Circular Economy Award and named the Overall Winner at the Cornwall Sustainability Awards. The following year, they achieved B Corp certification, affirming their dedication to high social and environmental performance standards. In 2023, the company was granted the King’s Award for Enterprise in Innovation, further acknowledging their excellence in developing eco-friendly packaging solutions.
What’s your first memory of being a creative person?
When I won a butterfly colouring competition at primary school! After seeing all the entries at the end I saw how different my creativity had been and my interpretation had evolved past the brief. It gave me confidence in my own ideas rather than just being influenced by others.
What’s the mission at Flexi-Hex?
To protect products and the planet – basically to create a circular product which causes much less harm to our environment than plastic does. Flexi-Hex is made from responsibly sourced recycled content, it’s recyclable and can be composted back into earth in around eight weeks. The product protects fragile items just as well with minimal material, if not better than plastic in some of our drop tests.
How important is it for you and the team to work by the sea?
This is so important. For quite a few on the team the sea has always been part of our decisions to where we’ve ended up. For me it’s mostly that I find it cleansing. Being in the water is one of those times when you think about nothing else other than being in the moment. The sea is a playground for most of the team and we’re keen to protect it, and our special time spent in the water. Our ‘flexi’ time also allows the whole team to be able to enjoy it, especially during the winter—we just make up the hours we have missed either before or after. We all work hard and are given the responsibility to be true to the working hours.
How do you balance your creative identity with the commercial demands of building a business?
We have a small team who all have really strong individual skills but with great communication with each other. By following a strategic plan which we are all involved in it’s easy to understand how far you can take the creative identity. This hasn’t always been the way but has evolved as we’ve grown.
What are the challenges and advantages of running an innovation-led business from a harbour in Cornwall?
The main challenge is logistically being able to be face to face with customers and suppliers on a regular basis. And our advantage is that we see things from a different perspective and are less influenced by preconceived ideas. Cornwall is historically a county of innovation and good at innovating through necessity. Porthleven is such a great village with an amazing community. Whatever the weather or surf, there’s always a friendly face around. We’re really proud to live here – who wouldn’t love just walking to the sea for a lunch break, plus we have surf, pubs, great restaurants, cafes, gym and a sauna. Couldn’t ask for more really!
What are you working on now, and what’s next for Flexi-Hex?
We have so many ideas sometimes we have to contain them! But for now we are working on new market sectors and are about to launch a product for picture frames.
What are your other passions outside work?
I’m quite sporty but surfing is the main thing I suppose. I try to get in the water about a couple of times a week; maybe once with friends and again with the family. My kids surf better than I do now—we’ve taken them in since they were old enough to wear a wetsuit. Both of them are the best groms (beginner surfers) to surf with! And their wave size suits me just fine! I alternate between riding a ‘groveler’ surfboard—that’s a shortboard but for small weak waves— and a longboard, hand-plane, or even a bellyboard… depending on how I feel!
Creative painting is also one of my passions. I work in oils and acrylics, mostly of Porthleven but from a local perspective so not your usual views! I have my first exhibition to work towards at the end of summer. You can find my work on Instagram at @roseboex.
How did you come to live in Cornwall? What’s your fondest early memory of Cornwall?
My dad ran his own business as a Lighterman on the Thames (using tugs to bring in import/export cargo) and used to come to Cornwall to work on a farm to break away from it all. He brought me down to Cornwall with our family every year since I was a baby and we finally moved here when I was eleven. Some of his old boats have ended up in Falmouth which is lovely. So again the sea has probably been the driver here. My fondest memories always involve beaches on the south coast.
What’s your favourite secret place/beach/walk in Cornwall?
Spring low tide, St Anthony to Nare head, or high tide on the water. It’s very special down there for those who seek the quiet! Everything about it feels and smells like home.
What’s your favourite time of year in Cornwall, and why?
May, a little bit more warmth in the sun, a bit more light for after-school adventures, and before the crazy season starts.
What does Cornwall need more of?
Confidence. Just because we’re at the tip of the south-west doesn’t mean we’re not able to achieve great things.
Who are your heroes right now for making a positive impact in Cornwall?
Hugo Tagholm (Executive Director and Vice President of Oceana in the UK— their vision is of UK seas protected and restored to healthy abundance, with ocean life thriving alongside communities — he’s also the co-founder of Surfers Against Sewage), and Demi Taylor and Chris Nelson founders of amazing London Surf Film Festival.
What three things would you take to a deserted island?
Ooh, this is too tough. A decent knife, some emergency chocolate and a good book!
Community Conversations is a Forever Cornwall initiative, inspired by, and talking with, ordinary people who are doing extraordinary things—in all walks of life. We hope you enjoy following the stories and the links. Learn more about Rose and Flexi-Hex here, and take a look at Rose’s creative work on Instagram at @roseboex.
