Upscale Arrangements - The Euro Bouquet

March, 2004

Have you seen the term “Euro Rose Bouquet” and wondered what it meant? We’ve heard of the Eurodollar, a Eurocrat and even Eurotrash, but “Euro” as it relates to bouquets, is not a household word. We spoke with Sunset employee, Irene Baker and Sunset supplier and Mass Marketing Director for Everflora, Jacquie Linney, to find out what Euro Bouquets are and how they differ from other arrangements.

Jacquie, who has been providing flowers to Sunset for about 20 years, says that Everflora introduced the Euro Bouquet about 2 years ago and it is a top seller. “The Euro Bouquet is for the discriminating buyer, someone who knows quality and wants a higher end product.”

What do they look like" Says Jacquie, “The Euro Bouquet uses a high end feature flower like a gerbera, rose, sunflower or lily. Then, instead of using an inexpensive filler like carnations, we use European chrysanthemums. Finally, the bouquet is designed by hand, not on a conveyor belt.” She explains, “Designing in the Euro way means that a floral design professional is arranging the flowers in his or her hands before they tie the bunch and wrap a sleeve around it.” Conversely, many farms randomly arrange flowers using a conveyor belt. Jacquie explains the benefit to the consumer. “Because the Euro is deliberately designed, the customer can take off the tie, place the arrangement in an appropriately sized vase, and the flowers are perfectly arranged - meaning they don’t require any additional work. ”

Speaking of work, how should a Euro arrangement be cared for" Irene, who works in the Libertyville Floral Department, explains, “A lot of customers ask me this question. I tell them to cut the stems when they get home and to use the flower food. It’s also very important to keep the water fresh. The cleaner the water, the less bacteria.”

Sunset shoppers also ask Irene how long the bouquets will last. Irene and Jacquie agree that they can last a “good week”. Jacquie even suggests that they can survive up to a week longer than that if “the flower food is used, the stems are cut again every five days and the water is changed so it never becomes murky.”

Sunset offers five primary styles of Euro bouquets with colors and blooms that change seasonally. The most popular of these arrangements is the “monochromatic”. As the name implies, the bouquet is a variety flowers within the same color family. The effect is elegant, yet dramatic. Irene tells us they are very popular with customers. “During the week, I see a lot people buying them for their homes. And on the weekend, shoppers buy them on their way to dinner - they make great hostess gifts,” she says.

So remember to think Sunset the next time you want to decorate with flowers. We’re open later than a florist and our selection is comparable!

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