'A little exoticism should not be missing'

In September, Sören Van Laer won the inaugural Belgian Championship, entitling him to be called First Florist of Belgium. ‘It is a great honor to be the first to bear the title of First Florist of Belgium. This title is a true recognition of our profession as a florist. To be a good florist, you must not only master the floral techniques, you must also be creative, well-organized, and possess business acumen.
Together with my partner Aymeric Chaouche and supported by the team, we have worked hard to achieve this title. I am proud of my team. Together, we will continue to promote Belgium on the map in terms of floral art.’

In the run-up to Christmas, Atelier Sören Van Laer
steadfastly organizes a Christmas Open Door. 'Celebrating and festive decorating is in our DNA. We love purely natural materials such as pine branches, pine cones, pine needles, and berries. Classic shapes such as wreaths and stars belong to the Christmas tradition, but I also like to experiment with other shapes. Glitter and lights add a festive character to these creations. A little exoticism should not be missing either. Special
orchids or other exotic flowers and materials provide this.’

'Always keep your eyes open'

Floral designer Hanneke Frankema likes to make her own bases and, if possible, use them several times. ‘Christmas comes back every year, certain materials give – by using them just a little differently – a nice twist to the
Christmas arrangements. For this Christmas special of DPK, I have created many commercial ideas.’

'My motto is: Always keep your eyes open. That's how I found some metal trays with a mirror in a shop. By removing the mirror, decorative gold-colored rings remained. With a frame of pokes underneath, it created an ideal base for bouquets. But this base can also be beautifully placed on a dish with loose flowers incorporated in between.'

‘Every year you come across bags full of pine cones. They are often used as cheap fillers in Christmas pieces, but I have now incorporated them into a wreath shape. That gives a robust appearance that combines beautifully with other natural materials. It is useful to think about surfaces that you can make well in advance and to which only a few fresh materials need to be added before they enter the store.’

'Also, beautiful details, which are relatively cheap and quick to create, can make the difference. Think of incorporating matching Christmas baubles or handmade stars of aluminum wire. I also really like simple solutions such as Kalanchoe leaves that complete the whole thing. And yes, so always keep your eyes open.'

Luxury in harmony with nature

In the theme of 'Luxury in harmony with nature', connectedness with nature plays a leading role. The arrangers have often opted for traditional techniques and natural materials. The look is one of grandeur and exclusivity; festive yet understated, serene yet cozy and warm.

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!'

‘We must fully ‘seize’ this time’

Florist Alex Aalders owns a flower shop in Assen. ‘I grew up with a father who was in the ‘gardens,’ so flowers came my way early on. In terms of inspiration, I mainly get a lot from creative colleagues, I like to visit trade events, and look at trade magazines, but also architecture, fashion and vacations bring inspiration. A frequently heard comment is that there are arrangements in trade magazines that are too large and too expensive – but I always think, you have to get the inspiration from it, not want to copy them.’

‘Due to circumstances, Christmas privately doesn't mean that much to me. But, for the store, it is of course a super nice creative and especially colorful time. We must fully ‘seize’ this time – but on Christmas Eve I will cocoon again.’

'It is difficult to say which trends are emerging, actually sustainability should be a trend, but yes, these days you sell a lot of wax amaryllis and colored branches. I myself find Simplicity a beautiful trend - simple in terms of layout and color, on the other hand I can also appreciate something super colorful.'