'Distinctiveness lies mainly in the choice of materials'

Christopher Ernst is a passionate floral artist who tells stories, seeks connection, and prioritizes ethics through his work. He is also the German participant in the World Championship of Floral Art. For Ernst, participation in the World Championship is a lifelong dream come true. He owns two flower shops in smaller German cities, but his specialty is decorating events, including the large German garden shows, the Gartenschauen.

'It is five past twelve for the flower industry'

'Good entrepreneurship starts with calculating,' says florist Menno Kroon (64). He has had his business, Atelier Menno Kroon Amsterdam, for 34 years now. 'Your shop must be an experience. And you achieve that through feeling, craftsmanship, and paying close attention to what is happening around you.'

‘My strength lies mainly in the use of color’

Floral stylist Franka Roenhorst (34) became Dutch Floral Art champion in January 2024. Together with her partner Hans Zijlstra, she runs flower shop Bloemstylist Hans Zijlstra in Groningen. She is currently preparing intensively for the World Cup Floral Art, which will take place in The Hague in August 2024 and in which she will represent the Netherlands. Her participation in the World Cup is a major milestone in Franka's career, a personal dream come true.

Colorful Summer

Colour thinking is one of the most important professional skills aspects for a florist. What colours do you see at a particular occasion or in a particular space? Or what do you combine with a particular type of person. Choosing colours usually happens intuitively. And that's a good thing.

'Follow your feeling, make a translation'

Florist Sjacco Gerritsen is happy about the summer. 'The theme summer is great! When winter is over and spring begins, everything blossoms and colors come to life; that makes you happy, doesn't it?'

‘Summer is a busy, lively time for nature when everything is at its most powerful. Bright, saturated colors, warm and vibrant. The summer theme has a lot to offer; it is the time of outdoor living, conviviality and leisure.’

‘I mainly get my inspiration from nature, there are so many beautiful shapes, colors, and scents. Let nature influence you. Look around you and you will see beautiful fields with extending green grass, among which you can discover more and more flowering flowers. Isn't that happiness?’

‘In my arrangements, I only use seasonal flowers. I don't have a specific preference, but wild flowers, grasses, and sprawling branches make me very happy. Trends? Above all, do what makes you happy, whether it's trendy or not. What I often do is mix everything together in all colors, or just use that one branch or flower. Follow your feelings and make a translation.’ 

'Beauty lies in the moment'

Florist and master binder Ilona Oostenveld runs her studio with heart and soul. ‘After having a shop for years, I recently chose a new path: no more opening hours, but a studio where work is only done on order. I wanted more freedom and creativity in my work. In a store you are often bound by the clock. Now I work by appointment, I can fully focus on the wishes of my customers and I have more time for freelance work.’

‘I get my inspiration from daily life, a walk through the forest or beautiful art that I come across, those are things that stimulate me. Nature gives me endless ideas, especially in the summer. That is the most beautiful season for me: everything blooms, lives, and sparkles. I like to work with seasonal flowers – Delphinium and peony are the real summer flowers for me.’

Ilona's floral work is an ode to color, seasons and the small happiness of every day. 'In a world that is often rushed, I want to show that beauty lies in the moment - if you have an eye for it. I love the colors and the trend of today: organic shapes and natural tones, which brings nature even more inside!'