Powerful and sparkling
Summer has overtaken spring; it's safe to say. Record sunshine hours, pleasant temperatures - although it remained cold for a long time during the nights - and drought. The latter is something growers are not happy with. Another unpleasant surprise was the publication of a report by PAN-NL, and the attention this generated at Radar. Still, some confrontational results and unfortunate timing for the flower industry right before Mother's Day. Although it is important anyway to determine the consequences of the research results for yourself as a florist.
Sustainability is therefore the most important challenge for the florist who wants to work in a future-oriented way. That is why sustainability will also be given a prominent place in the upcoming World Cup Floral Art 2025 in August. Putting Holland Flower Country back on the map is the motto of the VBW, which is in charge of the organization. Proactive, and above all, a fantastic endeavor.
Central to the summer special is the positive vibe that flowers can certainly bring about even in this season. The range is overwhelming, as are the possibilities within the floral profession. Lots of color, lots of inspiration and lots of energy: summer brings all these elements to unprecedented heights. Above all, let's embrace this boost of Summer Power.
Also in this edition, traditionally, the special bridal flower arrangements. This time starring the bride as the Shining star. Each of the beautiful bridal bouquets, in many different forms, make the bride shine even more on one of the most important days - according to many the most beautiful day - of her life. All bridal bouquets contain beautiful flowers, are inventive and have special shapes and plenty of details. In short, all the ingredients to make the bride the radiant center of attention.
A powerful and sparkling summer!
Anita Meuleman,
Editor-in-Chief
'Distinctiveness is mainly in choice of materials'
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.
'It's five past twelve for the flower profession'
'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.'
'My strength lies primarily in the use of color'
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.
Mirror
A good number of rolled Magnolia leaves, with the velvety brown side to the outside, are connected by cocktail sticks. An aluminum bowl, in the same brownish shade, is filled with these rolls. In this arrangement, flowers of Clematis Amazing Seville are incorporated in mirror form of the bowl. Also note the mirroring of the shape and color of the Magnolia rolls in the buds and petals.
By and Through Clematis
A bouquet consisting of only Clematis. The circular frame is spirally knotted and braided from Clematis tendrils. Over this and through it, Clematis Amazing Tokyo is incorporated into a wreath shape.