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Bouquets in Amsterdam: from the Albert Cuyp stalls to one made to order
Bouquets in Amsterdam share the city with the Albert Cuypmarkt in De Pijp, which has sold flowers and plants beside food and small goods since 1905, Monday to Saturday. A bouquet from JFLOO never waits on a stall like that one: each is made to order, with the stems bought only after payment. So the choice starts with who the flowers are for and why.
Roses first: the stems an Amsterdam bouquet is made from
Roses carry most of this section, in French, white-and-pink, white and pale Misty varieties. Hydrangea, lisianthus, chamomile, gerbera and lily fill out the arrangements around them, giving a mix of shape rather than one note.
French roses are not a separate breed. A florist turns back the outer petals by hand, which is what gives the flower its fuller, more open look.
The cut flowers themselves travel a long way before reaching a florist's counter. Most pass through the Aalsmeer auction, arriving from growers in Kenya, Ethiopia, Ecuador, Colombia, Israel and across Europe.
For a happy occasion in the Netherlands, chrysanthemums and white lilies are best left aside: both are tied to mourning rather than celebration. A name such as 11 French Roses or Bouquet with Misty Bubbles and Chamomile already tells you which stems to expect, with no need for more description than that.
Sizing the bouquet to the moment: a thank-you, a desk, a milestone
A small gesture needs a small bouquet. Mini and compliment bouquets suit a quick thank-you or a dinner host, sized for that kind of moment rather than for a big statement. For someone closer, romantic bouquets or the delicate range make more sense than a size picked at random.
A business bouquet answers to a different relationship: a desk gift for a client or a colleague, not a partner. Zuidas, the business district south of the centre, holds around two thousand companies, and a bouquet sent there reads as a thank-you or a welcome rather than anything personal.
Large and giant bouquets suit the bigger occasions: an anniversary, an engagement, a wedding. Weddings across the country cluster in June, September and May.
If the size or the occasion still is not obvious, a message to the florist brings back a few options with photos and prices, before anything is paid.
Kraft paper, bag or planter: how an Amsterdam bouquet is wrapped
How a bouquet arrives wrapped is decided upfront, not added afterwards. Kraft paper keeps the stems loose and informal, a bag holds its shape for carrying, and a planter lets the flowers stand on their own once they arrive. The card that comes with it is free and can stay unsigned.
Zones, timing and the courier's rules all sit in one place, under delivery terms. Weather on the way, which hotels and hospitals take deliveries, and ordering from abroad are answered on the flowers in Amsterdam page.
At home, the paper comes off, the stems get a fresh cut, and the vase sits away from a radiator.
Which bouquet to start with usually comes down to the occasion. A compliment bouquet or one in kraft paper works for a quick thank-you, a business bouquet for the office, and a giant bouquet when the moment calls for more.