'A surprisingly different look every time'

'Of course we all want to sell large and precious bouquets and pieces during the special days. Actually always natural,' posits floral designer Hanneke Frankema. 'But you can also go for selling the larger work as well as the smaller fun giveaway objects, bouquets or single flower arrangements. In the time of the store we always had large groups of smaller take-away gifts on the edge of the counter - by the larger quantity you seduce the customers. It always sold well, and very often along with the larger floral arrangements.'

'Out-of-the-box thinking helps, too. It doesn't always have to be a big bouquet to impress during Valentine's Day. Why not give a pretty wreath? That way, I'm always looking around to see how I can pimp a standard base with simple fun ideas.'

'Buying in bulk can also be very smart if it reduces the cost per item. For example, I once bought a whole load of Styrofoam hearts - they are suitable for many occasions. And with a little tweaking like painting or wrapping them with aluminum wire or wool - they have a surprisingly different look every time.'

A feast to give as a gift

In spring there are many special days when flowers play an important role. Valentine's Day is not yet over and florists are already responding to International Women's Day, Easter and Mother's Day. Also, birthdays, births and weddings require festive floral gifts.

Hiding, Freezing, Fighting, Pioneering

'How not to waste a good crisis' has been chosen as the motto for the zeitgeist of 2024. People have very different reactions to this turbulent time full of changes and crises. They will fight, shelter, freeze or pioneer. Or a combination of these. Associated with each of these four value trends is a Green Industry style trend.

Innovation as a path to the future

Dutch Design Week (DDW) is known for its groundbreaking concepts and innovative designs. This year florists, former students of Yuverta Bloem, groen & styling Den Bosch, are part of this inspiring setting. Together with these talented florists, the school has seized the opportunity to show how innovation can change the floral profession.

Cyclamen in the spotlight: Charming cold frog

To discover which plants can make do with little energy, it is good to look at what was grown in the early twentieth century. After all, at this time everything was grown in very moderately heated greenhouses. A charming beauty that immediately catches the eye is the cyclamen. Because of its low heat requirement, it immediately scores several points on the sustainability ladder.

'Floristry can be ready-to-wear, but also haute-couture'

Danish florist Dan Xavier lives in Skanderborg in central Jutland's lake district. In September, his store Fuldt Flor moved to a new, larger location, also in Skanderborg. "My dream for the near future is actually 'just' having success with my store.