'Always a surprisingly different look'

'Of course, we all want to sell large and expensive bouquets and arrangements during the special days. Actually, always, of course', posits floral designer Hanneke Frankema. 'But you can also go for selling the larger work and, in addition, the smaller, nice 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 – the larger quantity tempts the customers. It always sold well, and very often together with the larger floral works.'

'Thinking out-of-the-box also helps. It doesn't always have to be a large bouquet to make an impression during Valentine's Day. Why not give a beautiful wreath? That's how I always look around me how I can pimp a standard base with simple, fun ideas.'

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

A joy to give as a gift

In the spring, there are many special days in which flowers play an important role. Valentine's Day is not over yet or the florist is already responding to International Women's Day, Easter and Mother's Day. Birthdays, births and weddings also ask for a festive flowery gift.

Shelter, Freeze, Fight, Pioneer

‘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 fight, take cover, freeze, or pioneer. Or a combination of these. A Green Sector style trend is linked to each of these four value trends.

‘Floral art can be ready-to-wear, but also haute couture’

Danish florist Dan Xavier lives in Skanderborg in the lake district of Central Jutland. In September, his store Fuldt Flor moved to a new, larger location, also in Skanderborg. 'My dream for the near future is actually to 'simply' be successful with my store.'

‘The magic I feel between the walls of Chaumont Castle’

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

Winter tinted

In November, the transition from autumn to winter begins. Yet autumn does not give way so easily, it seems as if the leaves on trees and shrubs color later every year. But at the end of November, winter really makes its entrance.