Color thinking is one of the most important professional skills for a floral designer. What colors do you see for a particular occasion or space? Or what do you combine with a certain type of person. Choosing colors is usually done instinctively. And that's a good thing.

Flower stylist Franka Roenhorst (34) became Dutch champion Floral Art in January 2024. Together with her partner Hans Zijlstra, she runs flower store Bloemstylist Hans Zijlstra in Groningen. Currently she is preparing intensively for the World Cup Floral Art, which will take place in August 2024 in The Hague and in which she will compete for the Netherlands. For Franka, her participation in the World Cup is a major milestone in her career, a personal dream come true.

'Good entrepreneurship starts with arithmetic,' says florist Menno Kroon (64). He has now had his business for 34 years: Atelier Menno Kroon Amsterdam. 'Your store has to be an experience. And you achieve that through feeling, craftsmanship, and watching carefully what's going on around you.'

Christopher Ernst is an inspired floral artist whose work tells stories, seeks connection and puts ethics first. He is also the German participant in the World Floral Art Championship. For Ernst, World Cup participation is a life dream come true. He owns two flower stores in smaller German cities but his specialty is dressing events including the major German garden shows, the Gartenschauen.