Pushing Boundaries in the Netherlands: My Journey with Floral Fundamentals

If you had told me a few years ago that I’d be standing in a beautiful studio in the Netherlands, surrounded by some of the most talented floral designers on the planet, I might have pinched myself. But this past autumn, that dream became a reality.

I was incredibly honoured to be invited as a  designer for the Floral Fundamentals Autumn/Winter 2025 photoshoot. It was a whirlwind journey of creativity, connection, and getting my hands on some of the finest blooms in the world.

Before I dive into what we created, I want to share a bit about what makes this organisation so vital to our industry.

What is Floral Fundamentals?

If you aren’t familiar with Floral Fundamentals, they are essentially the bridge builders of the flower world.

For a long time, there was a massive disconnect in our industry. Growers worked hard in their greenhouses, and florists worked hard in their shops, but the two rarely communicated directly. Mass-market supermarkets started dominating the trade, often diluting the artistry of independent florists.

Floral Fundamentals changed the game by creating a global community that brings together top independent growers, suppliers, and floral designers.

What They Bring to the Flower Industry:

•  They bypass the traditional walls, allowing florists to speak directly with the people who breed and grow the flowers and plants.

• : By giving independent florists first access to unique, high-quality, and specialized varieties, they help us offer something distinctive that you simply cannot find in a supermarket aisle.

•  Growers get to see exactly how we use their products, and we get to learn the incredible stories behind the blooms—like how it can take up to twenty years to cultivate a brand-new tulip variety!

Step Behind the Scenes: The Growers' Tours

Our trip began visiting some growers, we were invited to tour the facilities of some of the Netherlands' premier growers. Seeing the scale, the passion, and the pure innovation that goes into cultivating these flowers was mind-blowing.  It was so refreshing to meet the people behind the brands.

The attention to detail in these facilities was incredible. Walking through rows upon rows of pristine, vibrant, beautiful blooms gave me a whole new level of respect for the raw materials we get to handle every day. It truly felt like being welcomed into an international floral family.

We were made so welcome during the growers tours, and learned so much about the processes involved.  We visited Holstein Gerbera, Lugt Lisianthus, Ansu Vanda, Feiko Celosia, Nachtvlinder Aster, 

The Photoshoot: Pushing the Comfort Zone

After the tours, it was time to create. The atmosphere at the photoshoot was electric. I was working alongside absolute icons of the floral world—designers whose work I have admired from afar for years.

Knowing my designs would be professionally photographed for the global Floral Fundamentals digital magazine, the pressure was on. I didn't want to just create what was safe or familiar, and being a retail florist, I reeally had to step outside my comfort zone. I used the weekend to experiment with new mechanics, unique floral combinations, and styles, and most importanly watched, listened and learned from amazing florists who were so kind and wiling to share.