(10 Feb 2025)
RESTRICTION SUMMARY:
ASSOCIATED PRESS
London – 3 February 2025
1. Close of faux red roses bouquet
2. Mid of Elena Maxe, Co-Founder & Design Director of Ett Hem London, placing red rose bouquet on mantelpiece
3. SOUNDBITE (English) Elena Maxe, Co-Founder & Design Director of Ett Hem London:
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"(Speaking about Valentine’s Day 2024) We noticed like a huge upsurge in really beautiful bouquets and people gifting them to their loved ones. But not just the typical guy buying for their partner. It was women gifting women, women gifting themselves, women gifting their best friends, which was so, so nice to see."
4. Various of Maxe setting up flower arrangement
5. SOUNDBITE (English) Elena Maxe, Co-Founder & Design Director of Ett Hem London:
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"The momentum is huge. So this Christmas we were up 300% on the year, which is huge. We couldn’t keep up with demand."
6. Maxe arranging a bouquet of red roses
ASSOCIATED PRESS
London – 26 January 2025
7. Various of Lydia Duffell, founder and director of Everbloom London, placing faux bouquet on kitchen island and arranging
8. SOUNDBITE (English) Lydia Duffell, founder and director of Everbloom London:
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"It’s often something that people ask me is why would you sell something that doesn’t die when obviously you want that repeat purchase? But I find our repeat customer rate is is really high. When people buy faux flowers and they like them, they definitely come back."
9. Close of flowers
ASSOCIATED PRESS
Anglesey, Wales – 30 January 2025
10. SOUNDBITE (English) Donna Zurcher, Owner of Mezu Silk Flowers:
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"When I first went into the business, if you said silk, faux or artificial flowers, everybody sort of raised their eyebrows and sort of said "oh they’re horrible. They look fake." But as I said, the technology has changed so much. And I think as the consumer goes out and sees them in friends’ houses, in offices, in shops, in some of the department stores, I think that’s what’s changed."
ASSOCIATED PRESS
London – 26 January 2025
11. Close of pink flower bouquet
STORYLINE:
A bouquet of roses is a symbol of love for many celebrating Valentine’s Day on February 14th.
For florists, it is one of the busiest days in the calendar with globally an estimated 250 million flower stems being sold at Valentines, according to the British Florist Association.
But this can also come at an environmental cost.
In the UK, Valentine’s Day creates an extra nine million kilograms of CO2 compared to an average day, according to Business Waste, a waste management company for businesses in the UK.
Faux flowers can be an alternative to fresh blooms for their reusability — although made from polyesters and plastics.
Flower reseller, Emerald Eternal Green, conducted an independent study to compare the carbon footprint of artificial and fresh flowers.
For artificial flowers, the emissions are 0.498 kg CO2 per stem versus 0.555 kg CO2 per stem for fresh flowers, according to their research.
In 2022, Ett Hem London was born — an online offering of faux flowers and bouquets.
They have supplied flowers for The Royal Opera House, Kensington Palace, and Buckingham Palace.
Co-Founder & Design Director of Ett Hem London, Elena Maxe, explains during lockdown she was gifting fresh flowers but was unhappy with the waste after the flowers perished, which led her to create a faux flower business.
The roses and hydrangeas are made from polyester with a real-touch coating – that feels waxy to touch.
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