Juliet (Ausjameson) is one of David Austin’s first cut roses, introduced in 2004. It has subsequently become one the world’s most recognized and iconic wedding flowers. Juliet is also known as the £3 million rose because that’s how much it cost David Austin to breed and create this new cut rose over the course of 15 years.
Wouter de Vries, director of Parfum Flower Company and key distributor of David Austin cut roses throughout Europe, with Jo Bird, marketing manager at David Austin Roses
“Juliet is our signature bloom and immediately captured everyone’s attention as there was nothing quite like it, both in form and colour. Today it is still unrivalled and will be a forever classic” says Jo Bird, Marketing Manager.
It was the critical acclaim and success of David Austin’s roses for the garden that inspired the collection of cut roses specifically for the floristry industry. Taking the same principles used to create his garden roses he set about creating cut roses that opened to reveal beautiful flower forms, many with wonderful fragrances. Juliet was one of the first five introductions, heading the collection of roses that are specially tailored to withstand the rigours of wedding and special events whilst retaining their extraordinary beauty.
David Austin roses are noted for their soft natural colouring, due to the translucency and positioning of their petals. David Austin Junior remarks: “Every rose has to exude exceptional charm and grace before it achieves our David Austin hallmark. A quality that’s often hard to define, but once you experience it, is impossible to forget.”
New varieties have continued to be introduced over the last 15 years but always in the same style, remaining true to their heritage. “We are not looking to follow fashion nor the latest colour trends – for example, we would never introduce a blue rose, as it does not represent who we are”. Like the two latest introductions, previewed at the IPM Essen, Ella (Auswagsy) and Eugenie (Ausimage), their characteristics are distinct and David Austin through and through. It is like a Chanel suit – the detail and quality is palpable. Consumer awareness of David Austin Roses is unique within the flower industry – there isn’t another flower that is requested by its brand name. This is an asset and value that simply cannot be measured.
Currently there are nine David Austin cut rose growers, “These are arguably some of the best rose farms in the world and they share our passion for creating beautiful, luxury roses.”
David Austin Junior was also present at the IPM Essen.
David Austin Senior sadly passed away at 92 years of age, following a lifetime’s dedication to his passion and career as a rose breeder. It is one of the greatest stories in horticultural history – a hobby escalating to a career and world-wide company. He has become one of the most respected and revered rosarians the world has ever known. His knowledge and love for roses has been passed down to both his son, David Austin Junior and his grandson, Richard Austin. Over the years, he concluded “You may be assured that the English Roses are safe in their hands”.