It is our job to give these roses the stage they deserve

Thousands of roses, impressive presentations, good catering, a large tent and, of course, the colleagues, growers, breeders, floral designers and traders who make it all possible: the new chapter for Parfum Flower Company was celebrated in style last Tuesday.

© Mirthe Walpot | FloralDaily.comThe Parfum Flower Company team

Parfum Flower Company aims to set a new premium standard with exclusive Garden Roses, Spray Roses and scented roses: distinctive enough for luxury floral design, while reliable, available and affordable enough for everyday use. The company celebrated this milestone at its location in Aalsmeer. The rain could not dampen the good vibes.

Exclusive Garden Roses, Spray Roses and scented roses for everyday use is the goal of Parfum Flower Company, Miriam Star explains. “We focus on roses that really stand out and are anything but standard. At the same time, we believe they should be available to everyone, not just for luxury events. Our collection now includes more than 100 different premium roses, available year-round.”

Marty Star sees plenty of opportunities to further grow the category. “Garden Roses, Spray Roses and scented roses have long been seen as niche products. Our ambition is to turn them into a fully-fledged premium category: distinctive, but also reliable and available every day. What is exclusive and out of reach today should become the premium standard of tomorrow.”

© Mirthe Walpot | FloralDaily.comTeresa Schafer of Alexandra Farms, Cindy Cooper and Tim Hobbs of Tambuzi, and Wout-Jan and Claire of Beyond Blossom in conversation

For Pieter Filius, the rose is much more than a product. “Roses have something magical about them. You can work with them your entire life and still be moved by a special shape, scent or color. Being able to represent the roses of some of the world’s best growers through Parfum Flower Company feels like a huge honor to me. These growers put their heart and soul into what they produce. It is our job to give these roses the stage they deserve and to make sure more and more people, just like me, fall in love with this remarkable product.”

One of the growers supplying roses through Parfum Flower Company is Tambuzi. Owner Tim Hobbs was also present at the event, together with Cindy Cooper. For the grower, it was a great opportunity not only to see the roses presented in this way, but also to connect with people from the trade. Teresa Schafer of Colombian grower Alexandra Farms was also present.

The setting in the tent and the Parfum Flower Company office was created by Oogenlust, which worked closely with the Parfum Flower Company team to create the event. The roses used in the presentations were supplied by Tambuzi, Alexandra Farms and Rosa Prima Roses.

© Mirthe Walpot | FloralDaily.comClaire van der Velden of Beyond Blossom, Cock van der Hoorn of Coloriginz and Peter van Delft of Parfum Flower Company