We know Sören Van Laer from his participation in national and international competitions, from demonstrations on stage at IPM Essen or Fleuramour, and from his creative contributions to DPK Floral Magazine. But together with his French partner, master florist Aymeric Chaouche, he has also been running a thriving flower shop and floristry studio for five years in the heart of Bornem, Belgium, centrally located between Brussels and Antwerp.
The old shop building with high ceilings, doors with stained glass windows, various atmospheric rooms, and a covered and open terrace exudes charm and makes you feel at home. The façade takes on a different look every season, and inside there are always new, grand decorations to be found. The collection of special decorative materials—such as vases, pots, candles, paintings, and jewelry—is regularly updated. The floral arrangements always create a different look. The shop is a bustling place where customers come in with a thousand and one questions.
Why did you choose to become florists?
Sören: ‘Even when I was little, I loved working in the garden. I grew all kinds of tomato plants. I chose to study horticulture, but became increasingly interested in flowers and in the creative use of flowers and plants. That's how I came to specialize in floral art.’
Aymeric: "I discovered my passion for flowers more or less by chance. I wanted to work in healthcare, but after an internship in that sector, I knew it wasn't for me. I looked for another internship and ended up at a florist. I was immediately hooked. I took a basic course in flower arranging, then obtained a professional certificate and a master's degree. During my internship, I was encouraged to participate in regional competitions and eventually in the WorldSkills. Because of my great admiration for Belgian floral art, I started looking for an internship in Belgium, which is how I ended up here at Sören.'
How did you start the shop?
Sören: "I never really wanted to have my own flower shop, but then the coronavirus crisis hit and I lost my job. Until then, I mainly did freelance work and was often on the road teaching, giving demonstrations, and decorating events abroad. When all that came to a halt, I started a web shop, which was an instant success. I missed the contact with customers, so Aymeric and I decided to start a pop-up shop. A year later, we decided to start a real flower shop.
I never thought it would be fun to have a shop, but we can express our creativity here. We get to buy the most beautiful flowers, plants, and decorations ourselves, decorate the shop, and put our heart and soul into it. We get a lot of energy from the reactions of enthusiastic customers. "It's like a museum here," they say. Customers also come to us with the craziest questions, and it's always a challenge to fulfill their wishes.
We believe that attractive exterior decoration is very important. As a result, we receive many requests from other stores or private individuals to decorate their facades or homes. So we also provide lots of decorations for companies, shops, and people's homes. Decorating events is also part of our daily activities: from weddings and (company) parties to open days. Sometimes we also give international masterclasses here in Bornem or on location. We're not always stuck in the shop.
‘Flowers have emotional power and make the world more beautiful.’
Aymeric: "We consider contact with customers to be very important. That's why we regularly organize workshops. In our workshop space behind the store and next to the bookbinding workshop, groups of twenty people per session can create a design we have suggested. We present a model, provide all the materials, and help the participants create the flower arrangement. We make it a fun and relaxing gathering with snacks and drinks. Before and after the workshop and during the break, participants can browse the store. This often leads to additional sales, or we give people ideas and they come back later to buy flowers or decorative items.
What makes me happiest is not what customers buy in our shop, but that flowers take center stage and that our customers buy flowers to give as gifts or to treat themselves. Because giving flowers is a bit like passing on magic. In a single day, I can create a bouquet for a new baby and make a funeral arrangement.
Being a florist isn't just about selling flowers; it's about caring for your customers and being there for them during the happiest, but also the saddest moments in their lives. That gives incredible meaning to what I do.
What does your signature look like?
Sören: "Every florist has their own signature style and certain techniques or materials they like to work with. I really enjoy working with branches and binding techniques, the more coarse work, actually. Refined work, with jewelry for example, is more Aymeric's specialty."
Does this also lead to a distinct division of labor between the two of you?
Sören: "We do a lot together. We always brainstorm about what exactly we want to achieve and compare our ideas. We make a good team in that regard. We also purchase new collections together."
Aymeric: "I also enjoy drawing up projects using computer programs so that we can show customers a precise image of our creations and installations. This also makes it easier to determine which flowers, materials, and colors are best suited to a project."
How do you stay innovative and where do you get your inspiration from?
Sören: 'Nature remains an important source of inspiration for both of us. Aymeric also has a lot of knowledge about and interest in art and culture. Sometimes we close the shop and go out. We like to broaden our horizons, discover other cultures, and spend time in the wild. That gives us energy and new inspiration. Of course, we also visit trade fairs and find beautiful new things at our suppliers.'
Are trends important to you?
Sören: "Absolutely! Wholesalers and our suppliers follow trends, and customers expect us to do the same. We are a kind of pioneer and trendsetter for them."
How do you feel about online sales?
Aymeric: "During the pandemic, our online store was an important source of income, but our products mainly evoke emotion. Consumers want to feel, smell, see, and experience. That's why our store has become more of an experience store. The online store still exists, but mainly for people who want to send someone a bouquet or to reserve All Saints' Day creations and workshops.
Social media, on the other hand, is very important to us. We devote a lot of attention to our Instagram and Facebook pages. We post regularly, also with the help of AI.
Do you work with staff?
Aymeric: "We have one permanent employee, Valentine. She's not originally a florist, but we've known each other for a long time and she knows our flower shop and our activities like no other. She often works in the shop, but also helps with larger decorations and preparing the workshops. In addition, we work with freelance florists during busy periods. I still have a large network in France, so we can often call on French florists.'
What do you think the future holds for the flower industry?
Sören: ‘One thing is certain: people love flowers. Flowers have emotional power and make the world a more beautiful place. We notice that our customers really need flowers and plants. However, it is becoming increasingly difficult to make a living from flowers and plants alone. You really have to be entrepreneurial and take initiative. We have noticed that open days, special promotions, organizing exhibitions, and workshops are very important. That is why we are always on the move and open to new initiatives."
Aymeric: "For me, the essence is this: people should give each other flowers much more often, because they speak where words fail."
