Cover Dianthus Kiss at the wholesale florist market (Photo: Daniel Adams)
Dianthus Kiss at the wholesale florist market (Photo: Daniel Adams)
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Contrary to popular belief, the weeks, days and hours leading up to Mother’s Day is the Super Bowl season for floristry (and not Valentine’s Day)
Due to the high demand, time sensitivity, seasonal considerations, staffing and logistics requirements, design customisation, and not to forget, intense competition, Mother’s Day planning is not for novices. “Everyone has a mother, aunt, grandmother, sister, an extraordinary woman they admire in a maternal role that they want to celebrate, so we tend to be most busy in May,” says floral designer Dianthus Kiss, who is founder of her eponymous brand Maison Dianthus and operator of the Flowers concessionaire store in Publika. The country’s biggest luxury fashion houses and watch brands speed-dial her for orders regularly, although the floral designer shares that a lot of her loyal customers include private clients as well.
Extraordinary flowers are shipped from all over the world on chartered flights, and depending on the types of flowers, can come from as far as Ecuador and Colombia. Kiss shares further that if a client wants a specific flower that’s not in season, it makes planning even more important. Thus planning really starts three months before Mother’s Day, when Kiss starts planning her designs. “I tend to choose an unconventional colour palette that allows more breathing room for substitutions, and for my clients to see something new.”
Read more: Mother’s Day gift guide for foodie mums
Here, Kiss shares her account on how she navigates these hurdles to guarantee a memorable experience for both her clients and the mothers receiving these bouquets. Here's an approximation of what the busiest season for floristry looks like.
60 days to Mother’s Day
Above Purchases of ribbons, wrappers and vases
Purchases of ribbons, wrappers and vases
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“I begin purchasing items that may be shipped from abroad, non-perishables like specialty ribbons or wrappers, vases especially, to pad out any stock issues. If anything arrives chipped, broken or imperfect, there’s plenty of time to return, refund or plan something new.”
30 days to Mother’s Day
Above Floral arrangement by Dianthus Design
Floral arrangement by Dianthus Design
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“Placing orders for flower shipments and plants to arrive in the 10 days leading up to Mother’s Day. Some items that you might have hoped for might not be possible to have, so changes to standing orders will generally be made around this mark. Samples and mood boards for luxury brands having campaigns for Mother’s Day are sent out for approvals around this time.”
15 days to Mother’s Day
Picking up Phalaenopsis orchid plants
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“Phalaenopsis orchid plants will arrive first in shipments, and taken care of to coax a slow bloom. They will be planted into pots and vases so that they can settle in comfortably. Reminders are sent out to our regular patrons about their Mother’s Day flowers and if they’ll want some this year, have different plans, or will be away.”
7 days to Mother’s Day
Deliveries and pickups of fresh cut flowers from all over the world
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“Fresh cut flowers begin to arrive. Depending on which countries they are from, deliveries and pickups will be staggered out over the course of this week, and they will be conditioned and stored as they arrive, giving them time to bloom and look their best come Sunday.”
See also: Quiet luxury gifts for the home
5 days to Mother’s Day
Above Conditioning the flowers
Conditioning the flowers
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“Some luxury brands’ campaigns begin the day before as well as the day of, so we will be preparing for the early campaigns. More conditioning of shipments that are arriving!”
Above Personalised messages on cards
Personalised messages on cards
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“More messages being hand-written onto cards to be attached with flowers for later.”
2 days to Mother’s Day
Above First round of Mother's Day orders ready for delivery
First round of Mother's Day orders ready for delivery
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“Some clients do opt to have their flowers delivered on the eve of Mother’s Day, so as to avoid the rush, and mums can enjoy it that evening and wake up to it first thing. We begin preparing for this first round of orders that are delivered on the eve. The retail store is being prepared too, for cash and carry bouquets that people pick up with their shopping at the end of day.”
Above Floral arrangements in progress
Floral arrangements in progress
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“Pictures of completed arrangements are taken to be sent to clients, so that they know what to expect. Routes are planned out so that batches of deliveries don’t clash, and time on the road is smooth and efficient, with minimal delays. We probably don’t sleep this night, and will work through to the next day.”
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Mother’s Day
Above Dianthus Kiss with her completed floral arrangement (and pet Nebelung, Tubbington)
Dianthus Kiss with her completed floral arrangement (and pet Nebelung, Tubbington)
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“All completed orders are on their way, first thing in the morning. We start every day very early, and Mother’s Day is no different. Some homes are happy to receive their arrangements as early as 8am, so it’s a wonderful head start to get through the rest of the deliveries. If our schedule allows a last minute accommodation, we always try to squeeze this in. All self collection items are picked up in-store from 9am. For the most part, all deliveries are completed by or before 3pm. This is so no mums feel forgotten, or that the flowers arrive too late in the day. Happy Mother’s Day!”
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Credits
Photography: Daniel Adams
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Lynette loves travelling and dancing to Latin music almost as much as she enjoys period films and pastry desserts. She is constantly in search of the perfect nude lipstick and finds her best ideas through walks in nature.
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As the Editor-in-Chief of Tatler Malaysia, Lynette leads the content teams for print, digital and social media platforms of the brand. She has over 20 years experience in media, having been editorial director and editor-in-chief for lifestyle titles such as Cleo, ELLE, Esquire, Men’s Health, and Women’s Health.
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