'Always a surprisingly different look'

'Of course, we all want to sell large and expensive bouquets and arrangements during the special days. Actually, always, of course', posits floral designer Hanneke Frankema. 'But you can also go for selling the larger work and, in addition, the smaller, nice 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 – the larger quantity tempts the customers. It always sold well, and very often together with the larger floral works.'

'Thinking out-of-the-box also helps. It doesn't always have to be a large bouquet to make an impression during Valentine's Day. Why not give a beautiful wreath? That's how I always look around me how I can pimp a standard base with simple, fun ideas.'

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

A joy to give as a gift

In the spring, there are many special days in which flowers play an important role. Valentine's Day is not over yet or the florist is already responding to International Women's Day, Easter and Mother's Day. Birthdays, births and weddings also ask for a festive flowery gift.

Winter tinted

In November, the transition from autumn to winter begins. Yet autumn does not give way so easily, it seems as if the leaves on trees and shrubs color later every year. But at the end of November, winter really makes its entrance.

Sparkling Christmas

Whether you opt for an expressive eye-catcher or a rustic and understated Christmas arrangement: Christmas in 2023 sparkles! Perhaps it has to do with the zeitgeist, which makes people crave cosiness, a beautifully decorated table, a warm home. A spectacular eye-catcher in the store is therefore highly recommended. The enchantment that belongs to Christmas begins with a few eye-catchers in the flower shop.

'Working ahead saves a lot of stress'

Floral designer Hanneke Frankema knows better than anyone how busy the run-up to Christmas can be for florists. ‘You can only prepare well for Christmas. It is very useful to make a large number of bases in the quiet hours, for example in the summer. Make it so that you only have to add a few fresh flowers – although dried flowers can still be fine. If something is sold, you can quickly grab a new base from the stock, put a single fresh flower in it and sell it again.’

‘For the arrangements for this edition of DPK, I have therefore looked closely at nice solutions for beautiful bases for the winter and Christmas that can be prepared easily and quickly, such as tea light holders that you can pimp and trendy circles with many dried and repaired materials. Also, the appeal of a group of arrangements in different sizes (and prices) is great. Volume is key.’

'Working ahead saves many overtime hours and a lot of stress during busy days. And, substrates are also great fun to make – at least, I think so!'

'My team is really my safety net'

With sixteen top participants in the starting blocks, the battle for the European Cup for florists could finally commence after more than two years. Our Dutch candidate was one of the favorites from the start in Katowice, Poland, and she fully lived up to this promise. Hanneke Frankema is the European Floral Arrangement Champion 2022!