Floral Philosophy: A New Look at Flowers

Floral Philosophy is a celebration of flowers for modern living. Inspired by classic horticulture books from the 1960s, this coffee table book showcases bouquet styling as highly individual and therapeutic – a craft where rules are made to be broken.

Floral Philosophy achieved everything we hoped. Not only is the book perfect for both beginners and experts, but it is also our first-ever publication and highly received by our audience. Debuting at number 41 on the Dutch Top 60 National Bestseller List, an impressive feat for a floral lifestyle title from a first-time author, the book was also featured by Dutch media outlets, and remains a prominent addition to many bookstores.

Readers particularly enjoyed The DIY chapters in which our flower stylists show step-by-step how you can make beautiful creations with flowers. One such section worth note was our Christmas Wreath DIY which resulted in our community showcasing their creations on social media. We have also had customers from other markets express their wish to read the book and discussions are now taking place on translations and further rollout.

Today, in the Netherlands, you can take well-established courses and even complete studies where you can learn all the tricks of the flower profession. But, besides craftsmanship, working with flowers is above all a passion and a form of self-expression. Our response to not only this fervent interest, but also its need for modernisation, was to craft a page-turning coffee-table book.

We executed the work with a clear vision in mind: Give the reader more. More styling and arranging advice. More interior inspiration. More flower-care tips. More home-based DIYs. More creativity. More art. And, more freedom, because despite all the rules and ways that exist, arranging and styling flowers is truly something very personal.

After four years of building the brand, we created a substantial visual and informative archive of floral beauty and education that could be used to transform an age-old industry. Looking to inspire and educate a new generation of floral enthusiasts and artisans, while reigniting the love and appreciation of curious enthusiasts, we found that this was the right moment to collect our shared knowledge – from our stylists, florists, and in-house creatives – in one place to represent our point of view on how to style and enjoy flowers for modern living.

Every flower tells a story and we wanted our readers to unearth them together. The book is not only a celebration of the senses, but it also adds a touch of rebellion to the classics and represents the new era of floral philosophy.