'There are still tremendous opportunities'

After more than two decades at the helm of Smithers-Oasis Benelux, Chris Martens is stepping down as managing director. A great moment for a candid conversation about innovation, sustainability, his love for the flower business and the people who create it.

'Flowers can literally let you speak'

'Funeral flower arrangements are a personal message to the deceased or the bereaved, a translation of emotion,' says floral designer Max van de Sluis. 'This is how I make the flower arrangements warm but also colorful and expressive - never cold. Flowers can literally let you speak.'

That intention also frames the form. 'With a pillow you literally say 'rest in peace,' that captures a multitude of memories. And a heart shape I like to give extra movement, so it becomes more personal and looks less stiff.'

'Usually I work in a very planned and visual way. Before I start, I already have about 90 percent of the end result in my head. I am a visual thinker - first see it before me, then do it.' In his use of materials, he consciously chooses extremes 'It is either a multiplicity or the power of mono.'

Recently his book Sustainable Flora Design, which Max co-authored with Per Benjamin, was released. In it a lot of inspiration for the florist. 'Sustainability is an inescapable trend that everyone in our industry has to deal with. Just think of stricter requirements of (natural) cemeteries and a more conscious public. That makes 'sustainable' techniques and materials increasingly important - especially in funeral arrangements.'

'Simplicity, but in multitude'

For Iris van Werkhoven, even after years of working in the industry, the love for flowers has never waned. 'Through flowers I can translate my feelings.
They bring atmosphere, tell stories, and give space to thoughts and associations. As soon as I work with flowers, my motivation comes naturally: it's my profession, and my passion.'

'I get my inspiration from nature, which continues to surprise with shapes, colors and textures. I also follow a wide range of interior designers, artists, botanical illustrators and green stylists through social media. My algorithm - nothing but pretty pictures - feeds my creative process daily.'

'I think autumn is the most beautiful season of the year. The rich, warm hues, the play of light and shadow and the color saturation in nature appeal to me enormously. I like simplicity - less is more - and therefore often work with few types of flowers within an arrangement. Repetition and rhythm bring tranquility and strength to floral arrangements. Simplicity, but in multitude.'

'I like to work with whatever the season has to offer at the time in terms of seasonal materials such as hanging Amaranthus, grasses, berries and tendrils - also beautiful in their transience. Locally and internationally, I signal more attention to texture, impermanence and natural form. Less austere, more character. That is also my signature.

Berry, leaf, fruit, flower - a variety of color

In addition to being the owner of StudioDeco, floral stylist Hilda de Haan is an enthusiastic (and enthusiastic) teacher of floral design. 'I have been teaching for almost twenty years now. I also have a business at home with which I do subscriptions, mourning arrangements and wedding arrangements with decoration. That means making something beautiful every working day with a lot of passion, creativity and beautiful natural products, and passing it on to young people. I still love doing that after all these years.

'For example, during my flower arranging lessons at the VMBO in Buitenpost, I try to enthuse adolescents about our beautiful flower profession. Unfortunately not so many young students choose a career in flowers while it is such a beautiful profession. Through my enthusiasm I try to 'plant a seed' so that they might choose this profession.

'I get my inspiration from a variety of things. I am a member of several study clubs, read a lot of professional literature and follow quite a few top arrangers via social media - with whom I regularly sign up for an inspiring and stimulating master class.'

"Autumn for me means beautiful warm colors, fruits and an abundance of materials such as berries, leaves, tendrils, fruits - and especially a host of beautiful flowers in many colors.

'Inspiration I get from forest, jungle and desert'

Master florist Alexander Spek is happy with what he can and may do within the floral profession. 'There are always challenging assignments coming my way and over the years I have built up a clientele that gives me the confidence to make what I am good at - and where I can put my creativity.'
'Inspiration I get from forest, jungle and desert. I love to travel, but not just untouched nature: a city has a lot of beauty to offer, too. It's fantastic to see how plants manage to survive there in difficult conditions or in bizarre places. Sometimes you can see little bonsai-like shapes emerging from walls, for example. No city trip without a visit to a park or botanical garden.'
'During the year I like to experiment with grasses, ferns and mosses. I also really like tropical plants like Bromelia, Heliconia, ginger and all kinds of leaf shapes. I myself have several Asparagus species and Anthurium from which I can cut. I also work with non-organic materials such as copper.'
'During autumn, I like to be outside. The subdued light, the scents and the robust forms - more pronounced by the falling leaves - combined with fruit and seed forms. I also collect basic materials from the garden during this season to use in my arrangements during the winter.'

Texture bouquet

An airy fixture of thick copper wire forms the basis for a rich autumn bouquet with graphic materials and distinct textures. The bouquet incorporates the following materials: Aralia, Physalis (lantern plant), Anthurium, rose hips, Crocosmia, Phormium, Rodgersia, Leonotis, Eucomis, Rudbeckia and Sorghum.