Interview FlowersWeijden
After Nina-Lotte van der Weijden completed her education in Flower & Design at Wellantcollege (now known as Yuverta) and gained work experience, she took over the flower store, where she already had a part-time job on the weekends. She has now been the owner of BloemenWeijden in Hoofddorp for five years.
What concept do your shops have?
"At BloemenWeijden we mainly sell individual flowers. Of course, one can also come to us for a bouquet but the concept focuses mainly on the fact that one can choose the flowers oneself.
Furthermore, we also provide bridal bouquets, we make funeral arrangements and we sell many accessories. Think of plants and planters, but also many luxury pots and vases from well-known brands such as Pols Potten or Fidrio. It is not for nothing that we are called 'BloemenWeijden. More than flowers.'"
Which segment does your flower shop serve?
"We are in between the middle and high segments and also think it is important to distinguish ourselves from supermarkets. Supermarkets offer an increasingly wide range of flowers. With us, however, customers will find extra attention in addition to the assortment. For example, we also give customers advice on what flowers and greenery can do for the interior of their home, office or shop."
What is your most special reaction to the flowers you have offered?
"Where we get the most reactions is on mourning work. Funeral work is rewarding work, because it is the last thing you can do for someone and you want to do it really well. Customers regularly come back to us to say they were very happy with the piece we made for them and that it was exactly how they wanted it. Those are the reactions that most touch and stay with you.
Can you share some special stories with us?
"I recently had a customer who wanted a bridal bouquet and wanted to take it to Israel. The shelf life of the bouquet was of course a challenge. My solution was to work with dried and silk flowers. The special thing about this bridal bouquet was not only the use of the dried and silk flowers, but especially that my work ultimately 'travels' so far."
What is your favourite type of flower?
"I like a lot of flowers. But if I have to choose, I go for the Gloriosa, because of its exotic look and bright colour."
Which arrangements do you enjoy making the most?
"I enjoy making mourning pieces the most. Clients often give us a lot of freedom when it comes to the funeral arrangement. This is in contrast to bridal bouquets. Arrangements for a wedding are often very precise work and finely crafted. Clients often know exactly what they want, and give us a picture or a Pinterest board of what the wedding arrangement should look like, which you then just have to copy."
What does your flower assortment look like?
"Personally, I like a lot of variety. This is also reflected in our range, which is quite extensive. I don't have many large quantities of one specific type of flower or colour. I think variety in our flower assortment is important, the customer will always find something new or different with us." The flowers that I always have in my range are Gerberas because they are a popular and affordable flower. They make a bouquet just that little bit brighter. I always have green chrysanthemums because it is a strong flower. For an exclusive look, I always have Gloriosa and Strelitzia in my range, but also Lisianthus, Charmelia and the Florinca White Pearls I almost always have them in my range. These are flowers that show beautifully and are beautiful in their own right".
What bouquets/arrangements do you make most often?
"I make most of the bouquets that I pick, and they are very popular. People like a lot of colour and different flowers."
In your opinion, are pick and choose bouquets a hype or is it a lasting trend?
"Yes, I think it is a lasting trend. I notice that traditional bouquets are much less in demand. I don't think that's going to turn back."
What do you consider a good bouquet to be, and what requirements should it meet?
"A good bouquet should contain enough flowers. In addition, the flowers used should be beautiful in their own right. The use of greenery in a flower arrangement should be as minimal as possible. In addition, a good bouquet must have a long shelf life, which means that the bouquet must be able to stand for at least a week. Nowadays, a good bouquet only starts at about €20,-."
What do you like most about your field?
"What I like most about this job is that people walk into the shop and have no idea what they want. Then they walk out of the shop with something they are happy with. In short, people often don't know in advance what they want, and I enjoy finding out what they like. So it's mainly being in contact with people and giving advice that I really enjoy."
Where do you get your inspiration from?
"My colleagues inspire me. They have different ideas that I try to be open to and take on board. I also look around me a lot (online). I like to visit flower shops. I also like to visit florists abroad when I am on holiday. Via Facebook and Instagram, I follow florists who are in the same segment or higher."
Are there any florists who you think are real trendsetters, if so which ones?
"Yes, definitely. I follow Jasmine Florists in Haarlem, Menno Kroon in Amsterdam and Special Flowers Amersfoort. Those are florists I get inspired by."Â
Do you have any tips for other florists?
"Don't focus too much on your own world. Look around you, see how others are doing. I think you can learn a lot from each other and it would be nice if everyone did that more."
Don't focus too much on your own world. Look around you, see how others are doing. I think you can learn a lot from each other and it would be nice if everyone did that more.
What types of Alstroemeria do you know?
"I don't know the names very well, to be honest. You have the so-called 'standard' Alstroemeria in different colours. I often have white, pink and red in my range."
How do you process the Alstroemeria the most?
"I find the Alstroemeria versatile. I myself use it mainly in field bouquets. I also see the Alstroemeria used a lot by other florists in classical floral arrangements. I think it fits best in those too. Do I ever use them in mourning bouquets? Yes, but then when they are in full bloom.
What is your favourite Alstroemeria and tell us why?
"I really like the Charmelia, which is just a bit more unusual. I really like the pink and white colour, lots of flowers on a sturdy stem."
Do you have any care tips for the Alstroemeria?
"Just like any other cut flower... Cut well at an angle and remove the leaves. Add nutrition to the water and change the water after a few days."
How do customers react to the Alstroemeria?
"In my experience, the Alstroemeria is very popular with older people. Perhaps that is because, in my opinion, the Alstroemeria is often used in traditional bouquets. Elderly people often know the flower by name and know what it can do for you. The newer varieties seem to appeal more to younger people."
If you could ask any question of an Alstroemeria breeder or breeder, which would they be?
"I would like to know more about the cultivation process. I know about many flowers, but not about the Alstroemeria...".