No less than 800 florists registered for a grand show at 7Flower Decor in Moscow on 19 October. 7FLOWERS has several large C&Cs spread over Russia where florists can go for flowers and plants. 7Flowers Decor is a sister organization of 7FLOWERS which supplies a broad assortment of related articles to florists.
Twice a year 7Flowers Decor organizes a show for their customers, combined with a florist competition on the Cash & Carry. An ideal opportunity to present new products and concepts to a large group of professionals. A chance jointly seized by Warja Abrosimova, Dekker Chrysanten and Henk de Jong, Decorum.
On October 19 arranger Hans Zijlstra inspired a large group of florists on behalf of Dekker and Decorum with a grand demonstration around the theme Christmas. Hans made various commercial bouquets and compositions, using the Dekker's chrysanthemums and various flowers and plants from the Decorum brand. The florists and plants of the brand Decorum have been used. The florists came from all over Russia to the event. Not only Hans Zijlstra's work was of a high level. Warja Abrosimova mentioned: "The entire event is organised like clockwork, very professional. It is great to work together like this with partners."
Dekker Chrysants and Decorum had also placed a product presentation near the entrance, this gives the products extra attention. Warja Abrosimova and Henk de Jong were given the opportunity to give an internal presentation for the purchase and sales departments of 7FLOWERS.
An important product during the show and the presentation was the joint product of Dekker and Decorum: the white fluffy chrysanthemum Antonov. Antonov was given a prominent place in Hans Zijlstra's bouquets. The Antonov, painted in two colors, was put in a vase at the sales department of 7FLOWERS. Visitors could convince themselves of the Antonovs quality as a painted chrysanthemum.
Dekker and Decorum also pay attention to another joint project: Momoko. A fluffy chrysanthemum with flowers resembling cute pink balls. This variety was used in various Christmas bouquets, and various visitors recognized a Christmas bulb in the balls. The Russian florists also appreciated the Madiba chrysanthemums on classic Christmas decorations, together with the tulip, freesia, and calla, and also the Helleborus was much used. Besides the innovative creations by Hans Zijlstra, the classical elements also got their share of attention.
Warja Abrosimova: "The event was a large success. It once again shows what you can accomplish by cooperation of various chain partners, from grower, exporter, importer, to arranger. The turn out was great, and the flowers left inspired and full of energy to get busy with the ideas shown. That was exactly what we wanted."
Text: Warja Abrosimova
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