In this issue, we celebrate summer and bridal floristry. It’s an issue that instantly lifts your spirits, featuring bridal arrangements that go far beyond the traditional bouquet. We showcase summery creations where technique, materials, and form come together. Work in which the craftsmanship remains visible and creativity is given free rein.

It demonstrates just how broad the scope of floral art can be: from refined, wearable pieces to bold statement pieces. Behind every design lies expertise, insight, and the courage to experiment. It is precisely there that ideas are also found for daily work in the shop, for bridal commissions, and for seasonal creations. Inspiration only truly gains value when it leads to new practical applications. Especially in a market that is constantly changing, that is perhaps more important than ever. The future of our profession does not lie in the lowest price, not in volume, and certainly not in interchangeability.

In his new book *The Art of Design*, Tomas De Bruyne writes: “Design is not decoration. It is the direction of experience.’ That thought hits the nail on the head: Flowers are more than just a product. They mark meaningful moments and give shape to emotion, memory, and experience. This applies to large events, but especially in the flower shop, where personal contact and visible craftsmanship make all the difference—from tailored advice to unique work that cannot easily be replaced online.

That is where the strength of our sector lies: in design, in craftsmanship, and in expertise. And above all, in the passion for flowers that connects us all.

Enjoy reading!

Tjeerd Posthumus
Publisher