Sustainable Floral Design

Unique arrangements, using special sustainable techniques, and reusable bases. 'Everything we do affects something else.'

Dutch Masters

A New Take on Dutch Still Life

Powerful and Sparkling

Summer has caught up with spring; we can certainly say that. Record sunshine hours, pleasant temperatures – although it remained cold during the nights for a long time – and drought. The latter is something that growers are not happy with. Another unpleasant surprise was the publication of a report by PAN-NL, and the attention this generated at Radar. Again, some confronting results and the unfortunate timing for the flower industry just before Mother's Day. Although it is important to determine the consequences of the research results for yourself as a florist.

Sustainability is therefore the most important challenge for florists who want to work in a future-oriented way. This is why sustainability will also be given a prominent place in the upcoming World Cup Floral Art 2025 in August. Putting the Netherlands back on the map as a flower country is the motto of the VBW, which is in charge of the organization. Proactive, and above all a fantastic goal.

Central to the summer special is the positive vibe that flowers can certainly bring about in this season. The selection is overwhelmingly large, as are the possibilities within the floral industry. Lots of color, lots of inspiration and lots of energy: the summer brings all these elements to unprecedented heights. Let's embrace this boost of Summer Power above all.

Also in this edition, traditionally, the bridal floral work special. This time with the bride in the leading role as Shining star. The bridal bouquets, each beautiful in their appearance, make the bride shine even more on one of the most important days – according to many, the most beautiful day – of her life. Beautiful flowers are incorporated into all bridal bouquets, and they are inventive and have special shapes and plenty of details. In short, all the ingredients to make the bride the radiant center.

A powerful and sparkling summer!

Anita Meuleman,

Editor-in-chief

'Distinctiveness lies mainly in the choice of materials'

Christopher Ernst is a passionate floral artist who tells stories, seeks connection, and prioritizes ethics through his work. He is also the German participant in the World Championship of Floral Art. For Ernst, participation in the World Championship is a lifelong dream come true. He owns two flower shops in smaller German cities, but his specialty is decorating events, including the large German garden shows, the Gartenschauen.

'It is five past twelve for the flower industry'

'Good entrepreneurship starts with calculating,' says florist Menno Kroon (64). He has had his business, Atelier Menno Kroon Amsterdam, for 34 years now. 'Your shop must be an experience. And you achieve that through feeling, craftsmanship, and paying close attention to what is happening around you.'

‘My strength lies mainly in the use of color’

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