‘I’m missing plants with a “wow factor”‘
This is a nice location
‘Yes, our shop is located in the pedestrian area of the historic centre of Annecy, in a typical old-French property with only a few modern accents on the inside. My partner Laure Metrailler and I have been here for twenty years now and, after a difficult start, business is going pretty well; 2015 was a top year for us. Our secret? That’s not difficult: we make no concessions to quality, no matter in which area.’
How does that work on a day-to-day basis?
‘Our Dutch supplier can confirm this: we are very demanding when it comes to quality. We focus on the absolute top-end of the market. We have a lot of companies in our customer-base, including five-star hotels. Furthermore, of course, a lot of private individuals who are prepared to splash out on quality and originality.’
And for the ones with a small budget?
‘We don’t sell the sort of flowers and plants that you can buy in the supermarkets, but a customer with a budget of 20 euros will still leave our shop with something special. We look for various alternatives with the customer, and we always manage to find something nice. Maybe only a few flowers, but arranged in a beautiful bouquet. We do work a lot with generous budgets, but we don’t overlook customers with less money: they might be tomorrow’s big spenders.’
Where do you buy your flowers and plants?
‘Ninety percent of our flowers and plants come from the Netherlands; the Mediterranean plants often come from Italy. I won’t hesitate to visit a nursery to pick out the exact plant I need. Don’t forget that the customer sometimes pays over fifteen hundred euros for a special plant. An example? A crassula of more than a meter tall, grown in a special shape.’
Do you manage to get what you like in the Netherlands?
‘We usually do. But if you want a message for the Dutch breeders: please make sure you don’t overlook originality. Production is increasing in scale to keep costs down as much as possible, but the top-end of the market is still looking for originality, plants with the “wow factor”. Originality is something I see less and less in the Netherlands. That’s too bad.’
What will the future hold?
‘We will continue on the same path, as well as continue to follow trends, even outside our area of expertise. For example, Feng Shui, in which plants are used to contribute to the balance in the home. There is an increasing demand for Feng Shui, and as a florist, you have to know what you’re talking about. To recap briefly: I am absolutely optimistic about our future.’
Name: Atelier du Fleuriste
Location: Annecy, France
Assortment: flowers and plants
Specialty: top quality
Number of employees: 2
