Flower Lifestyle

Sharing Yan’s passion for flowers

Flower Council launched lajoiedesfleurs.com in France October 21, 2012

A big outdoor Advertising campaign for a website called “lajoiedesfleurs.com” (the happiness of flowers) is ongoing in Paris. By using a teasing video “Dear Madam, what’s your favorite flower?” repeated on LCD screens in the metro, the campaign encourages people to discover a new website about the flowers. On the website, you can watch the interactive video entirely and find out your favorite flower (supposing you didn’t know it…)

Not surprisingly, I found out the institution behind the website (although it’s not yet very well ranked by search engines): Flower Council of Netherlands, who is also the one behind justcrhys.com and many other website promoting flowers. 

Flower industry being an important part of Dutch economy, Flower Council is the only governmental organisation I know doing real “floral marketing”. When I wrote my paper on “Florists’ marketing” 2 years ago, I noticed a decreasing trend of flower consumption in France, a result of competition from other “gift products” like wine and chocolate. In order to maintain the flower consumption at a stable level, the only way is to create new needs more emotional  than functional. I’m happy to see finally the creation of “lajoiedesfleurs.com” as a reply to this trend. 

I think the vision of Flower Council clearly express this idea:

“We promote all the positive things about plants and flowers, to people in the Netherlands and around the world, by letting people experience the happiness they bring, and by encouraging people to share that fabulous feeling with others.

Not only do flowers and plants look beautiful, they can also boost the mood: cause surprise, bring happiness or offer comfort.

Flowering plants have the power to unleash a wide range of emotions, which all come down to one thing: happiness.

This is what makes the ordinary so extraordinary. Flowers are a rich source of happiness. Something beautiful grows with every plant.”

In terms of execution, although the 5 guys are quite charming, I’m afraid that the style of the website is too much consistent with the homepage of “Flower Council”, meaning a Dutch style not as  modern and glamorous as French image of flowers. I personally find it a pity that Flower Council didn’t try to modernize the image of flowers and make them more fashionable. Paris is a fashion capital!   

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LaChaume painter July 8, 2012

One of these rare sunny days of Summer 2012 in Paris, very surprisingly I ran into a painter in front of Florist Lachaume’s window. My first reaction was: how she dares! Knowing that Lachaume is the only florist in Paris (as far as I know) who announces at its entry “No photo, no visit”. Therefore, I have never entered this emblematic Parisian florist store. 

That’s why I couldn’t prevent myself wondering if this is a PR event, and if so, on whose initiative ? Because apparently the painter is quite good at marketing too: look at the logo on her box and her stool, the way she is dressed (hat, apron, long skirt) and her old-style palette ! 

PR or spontaneous action, it was a pleasant scene, a magic moment, just like the slogan of Lachaume “Le Magicien de l’Ephémère” : The Magician of fleeting (beauty). 

 

Chelsea Flower Show: Nurseries June 3, 2012

The Great Pavilion is the centerpiece of the show where features all nurseries, flower growers, plant societies and florists.

Actually each nursery is specialized in a specific kind or family of flowers. In a very limited space (most stands are around 4-5 m2, the display or the merchandising is very important to valorize the flowers. I saw some nurseries with the same speciality, orchids for example, but their stands looked so different: some were more attractive than the others. 

Of course the display varies also according to different types of flowers. Most long-stemmed cut flowers are displayed in a regular shape as a floral arrangement sticked in floral foam. My favorites are herbaceous “wild” style flowers that are often displayed as in the nature or in a cottage garden: meaning a voluntarily neglected style but carefully arranged in reality. 

Here is the ranking of my favorite stands: 

  • Gold Medal : Culm View Nursery, Herbaceous Perennial specialist 

  •  Silver Medal: D’Arcy & Everest, Specialist Alpine Nursery & Gardens 

 
  • Bronze Medal: (after hesitating for long) goes to Jacques Amand International, Bulbous Plants Specialist 

 
Of course many other nurseries are of special interest. Here are more pictures. 
The Tokonoma by Binny Plants, Peonies Specialist
 
 Hardy’s Cottage Garden Plants
Harveys Garden Plants, shade and woodland plants, hardy herbaceous plants
McBean’s Orchids
Thorncroft Clematis, early summer flowering clematis
David Austin Roses, bridal bouquet collection
Peter Beales, classic roses
National Chrysanthemum Society
Waitrose & NFU, Fruit, flowers, vegetables & plants
Waitrose & NFU, Fruit, flowers, vegetables & plants
Nong Nooch Tropical Botanical Garden, orchids
 

Beijing’s Flower Market August 4, 2010

I have been in Beijing, my hom town, during July and have managed to visit a flower market.


In Beijing or other Chinese cities, you won’t see many florist’s shop. There are several big markets gathering dozens of flower shops, for trade or for retail.


I wanted to see the possibility for a Western florist to open a shop in Beijing. I’m still quite persuaded it will work, for two reasons.

On one hand, there is a need in China. I have seen several people with a bouquet in the street or even in restaurants — Chinese people do think of flowers when they have to make a gift.

On the other hand, the current offer in the market is not very satisfying. Most of Chinese florists have no professional traning and don’t have very accurate taste in line with international trends. They creations, though sometimes reflect the Chinese floral art style, are not original because everyone is doing the same thing.

With the Chinese people’s love for luxury and Western lifestyle, I’m sure that a luxury florist store like Lachaume of Paris can be a successful concept in Beijing. Maybe first among foreigners living there and fashionable Chineses, and then it would be possible to educate the Chinese and make the market bigger and bigger.


Here are some photos I’ve taken in the flower market I visited.

 

My flower book (23): some recent bouquets May 9, 2010

Filed under: Floral Art,Flower Marketing — M.Y. @ 10:05 am

It seems I haven’t show my creations for a long time, but I do continue to arrange simple bouquets  every week, or almost.

However, I find it is not easy to create bouquets when we have to buy flower at florists’ — I mean when we can’t buy directly large amount and varieties of flowers from wholesalers. As I have a limited budget each weak, I can’t hardly buy more than 3 kinds of different flowers.


In  Paris and suburbs, the wholesale market is at Rungis, which is about half an hour to the south of Paris. Every florist, from the supermarket corner, to the most luxury boutique, buy their flowers on this market, which is not quite big for cut flowers but very interesting for plants. Although I have the buyer’s card for this market, I can hardly go there for my weekly bouquets, unless the order is very important. For example, I bought all the flowers I used for the creation of the Floral Art Contest at Rungis, but I haven’t put all of them in the bouquet because I have had to buy a great quantity of each kind.


 

Spring at Justchrys March 21, 2010

I LAUGHED when I saw in the last “Justchrys spring 2010 newsletter” that the Secretary Day (April 15) is now called Administrative Professionals’ Day. Another invention of florists, of course. Definitely I find that florists have the sense of humor, and the sense of business too. In fact, many “floral holidays” are inventions of florists or have been promoted by florists, like the Saint Valentine’s Day, the Mother’s Day, the Grandmother’s Day, the Secretary Day, etc. Some of them have commercial success, the others failed. The Secretary Day didn’t have the popularity expected by florists, so apparently for this year they decided to include more target groups in their promotion campaign.

 

Having said that, my objectif was only to share with you the new spring collection of Justchrys. Always more creations and original ideas for the promotion of chrysanthemums. But when will they change the atmosphere of the main image? (See my previous critics about the images of Justchrys)

 

 

  

    

     

 Courtesy Justchrys

 

 

Miss Dior Chérie with garden roses March 14, 2010

   

         

 Courtesy Miss Dior

 

I liked the last campaign of Miss Dior Chérie perfume (above) with a rose. This time, the new campaign (below) is more generous with flowers and we find Miss Dior in a garden of roses. Without a preference for the product, I quite like theses images and they make me want to try the fragrance. The power of Advertising!

  

 

 

 

 

 

 

 

 

Courtesy Miss Dior