What do you get when you combine a passion for (modern) art with the refinement of floral design and florists? Masterpieces. A project that puts florists on the stage as artists and has become a global source of inspiration.
After a year full of creativity, challenges, and success stories, we speak with Sam (master florist and creative project leader at Purple-Wire) and Nancy (Director of Marketing, CSR, and Strategy). Together, they reflect on an extraordinary first year and share their vision for the future.
Every Florist Is an Artist
"Florists are more than just people who arrange bouquets," says Sam. "They are artists with a unique vision and their own story." This conviction gave birth to Masterpieces: a platform where florists worldwide can showcase their creative talents.
For Sam, modern art is an endless source of inspiration. She translates the lines and colors into her floral creations. Sam: “Art is an inexhaustible source of inspiration for me. I'm a modern art addict, and I draw so much inspiration from it. With Masterpieces, I’m making my dream come true: interpreting modern art history in floral art. It’s a mix of elements that come together beautifully.”
Nancy emphasizes the power of connection. It's about community building: bringing people together and inspiring them. As a company, the goal was to show that they are more than just selling flowers commercially. It’s about the story, the creativity, and giving florists a platform.
Nancy: “Masterpieces is one of our ‘added value’ projects and a statement as a company that dares to invest in art.”
Impact on the Sector
Over the past year, Masterpieces has achieved a lot. From various parties, not just media outlets but also international florists and customers, Masterpieces has truly become a household name. “We are now being approached by other publications that want to feature Masterpieces in their content. The concept resonates with people worldwide,” Nancy explains. Patience and courage have been crucial. Nancy: “In times when budgets are under pressure, we chose to keep investing.”
That investment has paid off so far. For instance, collaborations with other parties, like the magazine Seasons, were real highlights: “Eight pages to publish this concept? That’s usually a massive investment,” Nancy says proudly. They hope to gain significant visibility in the coming years as a result.
The Future Looks Bright
The future of Masterpieces is incredibly promising. 2025 is already fully booked with exciting collaborations. With top florists like Jenny Thomason and Hanneke Frankema, who will each have their own film, and plenty of No Filter collaborations planned for both 2025 and 2026, there is much to look forward to. “We’re shifting into high gear. We want to triple our visibility and content growth,” Sam predicts enthusiastically.
FleuraMetz are one of the largest and most trusted florist wholesalers in the world who deliver all year round, wherever you are in the UK or Ireland.
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