Wilderful launches a campaign for organic flowers
The Wilderful flower collective has launched the “Celebrate the Flower” campaign. Through this initiative, the collective aims to raise consumer awareness of organic flowers while also drawing attention to biodiversity, a cleaner floriculture sector, and the florist’s craftsmanship.
The Power of Design
In this issue, we celebrate summer and wedding floristry. It’s an issue that’s sure to put a smile on your face, featuring wedding arrangements that go far beyond the traditional bouquet. We showcase summery creations where technique, materials, and form come together. Work in which the craftsmanship remains visible and creativity is given free rein.
It demonstrates just how diverse floral art can be: from refined, wearable pieces to bold statement pieces. Behind every design lies expertise, insight, and the courage to experiment. It is precisely there that ideas are found for daily work in the shop, for bridal commissions, and for seasonal creations. Inspiration only truly gains value when it leads to new practical applications. In a market that is constantly changing, that is perhaps more important than ever. The future of our profession does not lie in the lowest price, not in volume, and certainly not in interchangeability.
In his new book *The Art of Design*, Tomas De Bruyne writes: “Design is not decoration. It is the direction of experience.’ That idea hits the nail on the head: Flowers are more than just a product. They mark meaningful moments and give shape to emotion, memory, and experience. This applies to large events, but especially in the flower shop, where personal contact and visible craftsmanship make all the difference—from tailored advice to unique creations that cannot easily be replaced online.
That is where the strength of our industry lies: in design, in craftsmanship, and in expertise. And above all, in the passion for flowers that unites us all.
Enjoy reading!
Tjeerd Posthumus
Publisher
Brueren and Van Aalst Claim Titles in a Strong Field
The 2026 Dutch Floral Art Championship took place on March 9 and 10 during the Floreda trade fair at Plantion in Ede. Eight professionals and seven young talents competed against each other in a two-day competition featuring five assignments. In the Professionals category, the title went to Joyce Brueren. Gerrit van Aalst won in the Young Talents category. They will represent the Netherlands at the European Floral Art Championship in 2027.
“You have to dare to choose your own style”
Tiffany van Lenten’s career began as it does for many florists: with a part-time job at a flower shop. As a teenager, she got her start in the business through her stepfather’s nursery. She accompanied him to events, helped out wherever she could, and soon discovered that she loved working with her hands. “I’ve always been creative. In school, I was still torn between working with children, animals, or flowers, but flowers won out pretty quickly.”
Gladiolus: A Fresh Look at an Underrated Flower
Floral designer Madita (Grace and Flowers) explored the possibilities of working with gladiolus. For a long time, the gladiolus had a fairly one-dimensional image: tall, linear, and above all predictable in use. In practice, however, the flower proves harder to pin down to that image. Recent applications show that its shape, texture, and handling offer more creative freedom than is often realized.
“Flowers and plants already have perfect proportions by nature”
With three decades of experience in the floral industry, Krisztián Kövér is a well-established name in Hungarian and international floral art. As a master florist, floral designer, and instructor, he has practiced many different aspects of the craft, from floristry and event decoration to international demonstrations and teaching. Through his brand, Botanic Art, he brings together creative work, professional collaboration, and education into a single cohesive vision. His work is characterized by tranquility, natural proportions, and the belief that flowers should be given the space to be themselves.