'Those who look, see and experience much'

Floral designer Stefan Van Berlo works as a freelancer. 'Always the challenge of bringing a certain project to a successful conclusion does motivate me. Over the years it has become clear to me that I am more of a project florist. You start something, you turn it into something beautiful, the job is done and you can move on to the next thing. I need that challenge.

'Those who look, see and experience a lot. And also music is always an important source of inspiration. Music means expression of feelings. If you don't put your feelings into your work, I find it usually lacks something.'

'Spring, with lighter, longer days, is a season to look forward to. Everything is awakening. It is also the time when flowers can be healing. People can draw strength from flowers and become cheerful from all the spring colors. Also in terms of trends, I notice that customers dare to go for colorful. Also, more special types of flowers are appreciated - I suspect that in the coming years we will gradually grow towards a stylized style.'

'A surprisingly different look every time'

'Of course we all want to sell large and precious bouquets and pieces during the special days. Actually always natural,' posits floral designer Hanneke Frankema. 'But you can also go for selling the larger work as well as the smaller fun giveaway objects, bouquets or single flower arrangements. In the time of the store we always had large groups of smaller take-away gifts on the edge of the counter - by the larger quantity you seduce the customers. It always sold well, and very often along with the larger floral arrangements.'

'Out-of-the-box thinking helps, too. It doesn't always have to be a big bouquet to impress during Valentine's Day. Why not give a pretty wreath? That way, I'm always looking around to see how I can pimp a standard base with simple fun ideas.'

'Buying in bulk can also be very smart if it reduces the cost per item. For example, I once bought a whole load of Styrofoam hearts - they are suitable for many occasions. And with a little tweaking like painting or wrapping them with aluminum wire or wool - they have a surprisingly different look every time.'

A feast to give as a gift

In spring there are many special days when flowers play an important role. Valentine's Day is not yet over and florists are already responding to International Women's Day, Easter and Mother's Day. Also, birthdays, births and weddings require festive floral gifts.

Hiding, Freezing, Fighting, Pioneering

'How not to waste a good crisis' has been chosen as the motto for the zeitgeist of 2024. People have very different reactions to this turbulent time full of changes and crises. They will fight, shelter, freeze or pioneer. Or a combination of these. Associated with each of these four value trends is a Green Industry style trend.

'Floristry can be ready-to-wear, but also haute-couture'

Danish florist Dan Xavier lives in Skanderborg in central Jutland's lake district. In September, his store Fuldt Flor moved to a new, larger location, also in Skanderborg. "My dream for the near future is actually 'just' having success with my store.

'The magic I feel between the walls of Chaumont Castle'

In the castle rooms of Domaine de Chaumont-sur-Loire, a number of renowned florists performed and presented beautiful arrangements on site, ranging from very classical to very daring. In addition to French floral designers Frédéric Dupré, Charline Pritscaloff, Julian Paris, Dylan Decamp and students from the École Nationale des Fleuristes de Paris, Denmark's Berit Skjøttgaard Laursen was invited to participate. We spoke with her and with Dylan Decamp and Julian Paris about how the castle's special history inspired atmospheric arrangements.