Fairy-tale writer Hans Christian Andersen, of The Little Mermaid and The Ugly Duckling fame, once reported: “Just living is not enough ... one will need to have sunshine, liberty and a little flower.” It’s a good estimate that Dubai resident Nazish Saif says encouraged her to launch Quite Quaint, among the many businesses giving niche floristry services found in the UAE.
The sector is continuing to grow increasingly relevant through the pandemic, as entrepreneurs say the general public health crisis has unwittingly encouraged a go back to imagination and nature. Ferns N Petals, an online blossoms and gifting program in the UAE, reported a rise rate of 100 % last year, with an increase of 15 per cent within the last quarter of 2020.
Hand-Tied, a UAE registration box service that offers fresh flowers weekly, has experienced similar expansion. “We’ve seen a significant response through the pandemic,” says Preeta Sharma, the company’s founder. “Mid-last time, when restrictions on activity were lifted, we observed a surge in members - almost dual.” Meanwhile, a recently available Instagram poll of 70 ladies in the UAE exposed that 57 per cent gravitated towards buying, decorating or crafting with bouquets during the pandemic.
Whether they’re bought to spice up interiors, for a good DIY craft activity or even merely as props for aesthetically pleasing Instagram articles, flowers are certainly in vogue, despite a reduction in social festivities. Somewhat, natural blooms happen to be serving a far more personal goal, embodying optimism and escapism amid a “new ordinary” of isolation and domesticity.
Industry reports found in the US say the flower sector has began to “wither” and “wilt”, however in the Emirates, it looks blooming thanks to numerous creative entrepreneurs.
Flowers as art
These are a far cry from traditional florist outlets, and boast their own aesthetic. Gosha, for example, can be an artistic floral notion launched by trend influencer Natalia Shustova in Dubai. To phone its arrangements “bouquets” will be a disservice to the manufacturer, which creates vivid and ornately styled masterpieces from unique blooms. It suits art fans and high-profile style businesses and stores, and spent some time working with famous brands Dior Splendor, Gucci, Jimmy Choo, Chloe and more.
This month, Gosha is collaborating with Harvey Nichols Dubai to create its famed window shows, and will have a pop-up flower market within the division store. “We certainly are a four-month-old principle, and our success report and all the chances coming our approach has experienced magical. Creating flower areas for Adidas x Ivy Recreation area was by significantly my favourite job to day, and having residency for the festive season at Level Sneakers in The Dubai Mall was a fantasy become a reality,” Shustova says.
While Gosha’s arrangements are extravagant, even avant-garde, Black and Blanc, which is inspired by high class fashion properties, is markedly minimal compared. It specialises in infinity roses, which are preserved to last several years, and packaged in prestigious-looking black-and-white boxes.
Elsewhere, floral arrangements built from preserved or dried blooms are trending, obtainable through Ferns N Petals, Real estate and Soul and Quite Quaint. “Preserved floral arrangements are incredibly beautiful, long-lasting and intensely economical over time,” says Saif, who works together with both dried and refreshing plants to create installations, bridal bouquets, party favours and flower jewellery.
House of Nu, meanwhile, includes a no-frills method of floristry, using its monotone bouquets enveloped found in solid-shaded paper. “I have been encouraged by the Asian fine art of concentrating on minimalism, and wrap these flower art work bouquets as such as the colors of the blooms and the colors of the wraps happen to be ornaments in themselves, says founder Niusha Naee, who says any additions to her plans will “kill the beauty” of the blooms.
Making time for mindfulness
While many order flowers to encase them in vases and admire them, others appreciate the hands-on aspect of floral crafts, believing that the creative imagination they give nurtures the soul.
“Our flowerful boxes are an take action of self-like,” says Sharma of Hand-Tied. “For a majority of our members, it’s a every week practice of taking quarter-hour of periods to hook up with nature, and become present and mindful. They learn how to arrange their own bouquets in the design and structure that meets them and mimics their mood.”