TheBloem is named after Bloemfontein the capital city of the Orange Free State province in South Africa. Bloemfontein directly translated from Afrikaans means flower fountain. Bloemfontein is popularly and poetically known as "the city of roses", for its abundance of these flowers and the annual rose festival held there. The city's Sesotho name is Mangaung, meaning "place of cheetahs".