'A surprisingly different look every time'

'Of course we all want to sell large and precious bouquets and pieces during the special days. Actually always natural,' posits floral designer Hanneke Frankema. 'But you can also go for selling the larger work as well as the smaller fun 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 - by the larger quantity you seduce the customers. It always sold well, and very often along with the larger floral arrangements.'

'Out-of-the-box thinking helps, too. It doesn't always have to be a big bouquet to impress during Valentine's Day. Why not give a pretty wreath? That way, I'm always looking around to see how I can pimp a standard base with simple fun ideas.'

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

A feast to give as a gift

In spring there are many special days when flowers play an important role. Valentine's Day is not yet over and florists are already responding to International Women's Day, Easter and Mother's Day. Also, birthdays, births and weddings require festive floral gifts.