You may have heard her name already buzzing around: Franka Roenhorst, the 2024 Champion Floral Art of the Netherlands. This means she will participate in the 2025 World Cup Floral Art where plants and flowers label Decorum is one of the main sponsors. High time for an extensive introduction to this talented and driven floral designer, who has learned how to win competitions over the years, so who knows... And about her relationship with Decorum, who supports Franka in her journey to the World Cup. Get ready for an exclusive Thursd interview with this rising star in floral art.
An Introduction to Franka Roenhorst
Franka Roenhorst is a 34-year-old floral artist based in Groningen, the most northern province of the Netherlands. She is known for her impressive talent and dedication to the craft. Partnered with the well-known floral designer Hans Zijlstra, Franka co-owns 'Bloemstylist Hans Zijlstra', a thriving flower shop, and together, they have a lovely daughter.
Franka’s journey began as an intern for Hans. His participation in various competitions inspired her to dive into the competitive side of floral design. With over 12 years of experience and numerous accolades, including a win at the 2024 Dutch National Championships, Franka is now a prominent figure in the Dutch floral scene.
Despite her accomplishments, Franka is still on a path of self-discovery. Working alongside Hans, who has been in the industry much longer, she often felt overshadowed. However, she’s using this period to establish her own identity and style, aiming to showcase her unique brand at the upcoming World Cup Floral Art in The Hague.
Franka:
"I still find it difficult and I'm still looking for that personal style. It might sound a bit stupid when I say that. Look, I've always been somewhat in Hans' shadow, because that is also what his store is named. We also have an age difference of 17 years between us, so he has been in the business much longer and he is much better known in the Netherlands and even abroad.
So yes, I'm kind of discovering myself now, what am I, who am I, and what name do I want to give it? The competition is called 'Floral Art', so maybe I am a 'floral artist'. I still feel like I am Franka Roenhorst with the title 'Dutch Champion'. It is something that I am currently very busy with, to see what my 'brand' is. So I am really discovering that and that is something I want to be completely clear at the World Cup Floral Art next year in The Hague. I want to make a splash because it is mainly a calling card for myself."
Learning Through Competition and From COVID-19
Every competition has been a learning experience for Franka. She recalls her first national competition where she didn’t know what to expect but still managed to secure fourth place. Each event has taught her valuable lessons about planning, execution, and understanding the intricate scoring system of Florint, which evaluates elements like idea, technique, composition, and color.
Franka:
"You learn so much along the way; what it takes and what kind of planning you need to do in advance. I remember that a few years ago at the Dutch Junior Championships, I went into it very blankly. I didn't know what to expect at all. I knew that I really enjoyed doing it and that it was something in me. Yes, and that immediately resulted almost in a podium place. But that was such an achievement for me and to this day I can still look back on it very fondly and I remember it all very well. And I think it has made me who I am today and it has also really triggered me. It taught me both how competitions work and how they judge, for example.
I'm still learning that to this day because I still think the jury reward of Florint's 100-point system is complicated. This means that they look at things like the idea, the technique, the composition, and the color. You will receive your report back with your points, so you know how you scored on each part. You get so much information from that. Also by looking at the other participants; what does someone else make on a certain assignment? For me, these are very nice learning processes."
Needless to say, Franka’s style is still evolving. Influenced by working with Hans, she’s become versatile, and capable of creating diverse designs. Initially, she struggled to showcase her own style, often imitating others. However, she learned from her mistakes, like a disastrous attempt with square plant arrangements, and found her preference for rounder shapes and softer, pastel tones.
The COVID-19 pandemic was a challenging time, pushing Franka to her limits. Working long hours in the shop led to burnout, but it also brought growth.
Franka:
"The corona period also affected me. During that period I worked very hard with my colleagues in Hans' store. Full house six days a week, sometimes from 8 a.m. to 11 p.m. That was all fine and necessary at the time, but it caused me a serious burnout. It sounds crazy, but that's also why I am who I am today. Perhaps I have become a bit calmer after this and suffer less from tension. I noticed that during my last competition; I had received good training from people and had therefore done everything I possibly could. I felt good about myself and have therefore been able to get the most out of it.
Of course, you always have areas for improvement, but now — unlike in previous years — I no longer feel miserable and tired of competition, or not good enough. Back then I really didn't like it anymore, not even in the store, and I seriously said that I would throw in the towel. But fortunately, that's gone now."
Why Floral Design?
Interestingly, floral design isn’t a family tradition for Franka. From a young age, she knew she wanted to work creatively with her hands. Everything she did from that revelation on was aimed at where she finds herself today.
Franka:
"I actually knew from the time I was 9 years old and in primary school that I wanted to go into this profession. I already went to an Open Day of the AOC Terra (secondary agricultural and horticultural school). I immediately knew "I'm going to study here later." I didn't know at that moment that this would eventually also involve flowers, but I did know that I was better with something creative than with math."
Flowers or Plants?
Franka loves working with both flowers and plants. She appreciates the beauty of plants and enjoys incorporating them into her designs. During the preliminary rounds of the Dutch National Championships, she used leaf begonias, showcasing their strength and beauty.
Being so versatile with her designs, choosing a favorite flower is tough for Franka:
"That is the hardest question of all. I find a lot of things beautiful. That's also what's the all-round side of me. I like peonies when they are in season. My favorite season is certainly summer. I love summer flowers, those bright blue Delphiniums, but also Gloriosa and beautiful tall Eremurus. I may be more into the more luxurious and exclusive flowers that are just a bit different. I like an Allium that is twisted better than just the ball-shape. I also like Chrysanthemums, but especially those large spider-like fluffy disbudded blooms."
Partnering With Decorum
Decorum is a key sponsor for the upcoming World Cup Floral Art, and Franka Roenhorst is already familiar with their products. She frequently uses Decorum flowers and plants, praising their quality and distinctiveness. Decorum’s commitment to quality and sustainability aligns with Franka’s values, as Bloemstylist Hans Zijlstra is certified as the ‘Barometer Sustainable Florist’.
Franka:
"We already use a lot of Decorum products in the store. We also buy our flowers and plants at the auction clock, so my partner Hans already brings a lot of Decorum to our store. However, especially lately I have been working even more with Decorum-labeled flowers and plants because they were already one of the main sponsors of the Dutch Championship and will also be one of the suppliers of competition flowers in The Hague in 2025.
I think their products are beautiful. You immediately pick them out because they are very recognizable and because the quality is really better than that of many other growers. We recently went to their Summer Fair. We only saw a small part of what they have available and that was already an amazing amount of different flowers and plants!
I know that Decorum is very much a brand that emphasizes quality and sustainability. I think these are very important reasons to work with their products. I pass all my orders on to Hans, who, when purchasing, pays attention to - of course - good quality, but also whether the grower is sustainable. Through Fleurop, we are certified for the 'Barometer Duurzame Bloemist' (the Sustainable Florist certification, an independent quality label for sustainable florists). And our shop Bloemstylist Hans Zijlstra is a member of the VBW (trade organization Royal Association of Florist Shopkeepers) who helps florists with sustainable entrepreneurship."
Preparing for the World Cup
There is still quite some time before the World Cup Floral Art 2025 kicks off in The Hague. But for Franka, it has already started in a way:
"Even though I may have those 12 years of experience; this is such a big stage, there is so much more coming your way. You really need the right people to guide you there, to have a team. You can't do it alone.
So, I have put together a team of people who help me. This also includes Hans, who will be my direct assistant, which is of course the old one-two. Hanneke helps me a bit, although she is of course also very busy with her own demonstration during the World Cup. Furthermore, Frédéric Dupré has already helped me in the preliminary phase and I received support from Max van de Sluis, and Pascal Zijlmans. That's the crème de la crème of floral art, I think. In my opinion, this is important; they are all people who can teach me something about competition."
She draws on their guidance to tackle the vast challenges of this prestigious event. While she’s excited, the real preparation begins when she receives the competition assignments in August.
Franka:
"I'm really looking forward to it and I already find it very exciting. I'm already working on it every day. I don't have the nerves yet, you know. They will come later. I don't have to think about it too much yet.
I am fortunate that through Hans I know what it is like to participate in such an event. Hans attended the Interflora World Cup in Philadelphia in 2019. I experienced his process from start to finish. So I know how that works and what you have to do for it. That all helps, so I can now maintain reasonable peace of mind to do the things that need to be done first. I am now mainly busy looking for sponsors and raising money. I have already arranged all the flowers and plants, as well as all the refrigerated transport. Soon I won't have to put so much energy into that anymore, so I can focus on what is important at that moment.
August is the holiday season. We are already receiving the assignments for the World Cup. I'm going to use that period to read it in advance, let it sink in, and perhaps think about how I'm going to approach those assignments."
Future Goals
Franka’s ultimate goal is to establish herself independently. She wants to be recognized for her own merit, not just as part of Bloemstylist Hans Zijlstra.
Franka:
"I really want to stand on my own two feet. I want people to see me as Franka Roenhorst, a flower stylist, or whatever you want to call me, that I am a good florist or freelancer. So that is not just the person working alongside Hans Zijlstra.
In the future, I might also want to give master classes, but I first have to make some progress. I'm 34 now, so I still have plenty of time for that.
I must say that very nice things are already coming my way, such as shows, guest lectures, and demonstrations. This has to do with the collaborations we have entered into with the sponsors. I was recently in Kazakhstan for a demo and in Austria at the renowned Lehner Wool. It would be nice if I could travel around the world and do my thing."
The path is clearly mapped out: Franka hopes to further expand her experiences. Her journey is a testament to her passion, resilience, and continued pursuit of growth. As she prepares for the World Cup Floral Art, the floral community eagerly watches, knowing that she is poised for even greater achievements and that she will have the world at her feet.
Photos by Fotostudio G.J. Vlekke, unless otherwise mentioned, courtesy of VBW.
Follow Franka Roenhorst on her Instagram.
