'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.
Reflection
A considerable number of rolled Magnolia leaves, with the velvety brown side facing outwards, are connected to each other using cocktail sticks. These rolls are used to fill an aluminum bowl in a similar brownish tint. Within this arrangement, the flowers of Clematis Amazing Sevilla are incorporated in a mirror image of the bowl. Note also the mirroring of the shape and color of the Magnolia rolls in the flower buds and petals.
Through and through Clematis
A bouquet consisting solely of Clematis. The circular frame is knotted and braided in a spiral motion from Clematis vines. Clematis Amazing Tokyo is incorporated over and through it in a wreath shape.
Summer! Party!
For the base of this arrangement, an old Calocephalus brownii is sprayed in a bronze color and placed on a bronze-colored pot. White peacock feathers, Solomon's seal (Polygonatum), grasses and, slightly lower, beautiful Paeonia 'Claire de Lune' are applied, widely 'fanning out' from the base. The structure of Calocephalus fixes the plastic tubes with flowers well and invisibly. This impressive arrangement full of air and light is a real eye-catcher for a summer party!
Summer cocktail
In two tall black vases, long colored straws are placed, between which beautiful summer flowers, columbine and Monarda, Tagetes and sunflowers, are arranged at various heights. A single beautiful deep red branch of Berberis connects the flowers with the black vases.