On Valentine’s Day in Las Vegas, a new rose officially entered the spotlight. The variety, named Rose The Most Beautiful™, was baptized in the presence of Mayte Garcia, leading international breeders, and the founders of April & Ashley. The evening blended music heritage, premium floriculture, and modern luxury positioning into a carefully orchestrated introduction of a rose designed to stand out in today’s market.
This was not simply a ceremonial naming. It was a strategic unveiling of a rose bred to combine visual impact with performance reliability. The Most Beautiful™ arrives with a clear message: beauty without complication.
The Most Beautiful™ Bred by Roses Forever
The Most Beautiful™ was bred by the Danish rose house Roses Forever, led by Rosa Eskelund and Harley Eskelund. Known globally for their refined breeding programs and premium rose genetics, Roses Forever has built a reputation for combining aesthetic elegance with strong plant performance. The philosophy behind this variety was direct and ambitious: create a rose that delivers beauty without demanding complexity from growers, retailers, or consumers.
Roses Forever has consistently focused on long-lasting blooms, strong stems, and garden resilience. The Most Beautiful™ reflects that breeding direction. It was developed to offer visual richness while maintaining practical advantages in cultivation and handling. In a market increasingly shaped by performance expectations, that breeding approach is highly strategic.
Jonathan Kordes of Kordes Roses was present at the baptism, underscoring the event's industry significance. While Kordes was not the breeder of The Most Beautiful™, his presence underscored the collaborative spirit within high-level rose breeding and the shared commitment to elevating premium rose genetics globally.
April & Ashley and the Francis Rose Legacy
The commercial introduction of The Most Beautiful™ was led by April & Ashley, founded by Ashley Francis and Tyler Francis. The brand builds on the legacy of Michael Francis and Francis Roses, a family deeply rooted in American rose production since 1987. Their direct-to-consumer model has reshaped how premium roses reach buyers in the United States.
Also present were Brian Rhodes, April Rhodes, and E_Ana Bordon, key contributors to the brand’s growth. April & Ashley operates a vertically integrated system. Roses are grown by their own farmers, cut to order, and shipped directly without warehouse storage. This structure enhances freshness, reduces handling time, and extends vase life – critical factors in the premium rose segment.
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By combining Roses Forever’s breeding expertise with April & Ashley’s supply chain control, The Most Beautiful™ enters the market with both genetic authority and commercial strength.
Mayte Garcia and Cultural Resonance
The presence of Mayte Garcia added a powerful cultural dimension to the baptism. Known internationally for her connection to Prince, Garcia’s involvement positioned The Most Beautiful™ within a broader artistic narrative. The event featured live performances, including Elisa Fiorillo & The Elora Effect Prince Tribute Band, further aligning the rose with music heritage and creative expression.
Roses have long symbolized devotion, artistry, and emotional expression. Associating The Most Beautiful™ with a figure connected to Prince’s legacy deepened the storytelling around the variety. It transformed the baptism from a horticultural announcement into a culturally layered moment.
Global Rose Authority in One Room
The gathering in Las Vegas brought together significant names in floriculture. Rosa Eskelund and Harley Eskelund represented Roses Forever’s breeding program. Jonathan Kordes represented one of Germany’s most respected rose families. Peter Kukielski, CEO of the New York Botanical Garden, was also in attendance, highlighting botanical recognition at the institutional level.
This concentration of breeder expertise, botanical leadership, and commercial founders gave The Most Beautiful™ a strong launch foundation. When respected breeders and industry authorities align around a single variety, it signals confidence in both genetics and positioning.
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Why The Most Beautiful™ Matters Now
The U.S. rose market is evolving. Consumers increasingly expect transparency, sustainability, and narrative alongside visual quality. The Most Beautiful™ enters this landscape supported by Roses Forever’s breeding philosophy and April & Ashley’s sustainable production model, which emphasizes solar-powered farming, rainwater utilization, bee-conscious practices, and recyclable packaging.
Scientific research continues to demonstrate that viewing fresh red roses can induce measurable relaxation and improve mood states. In urban environments where stress levels remain high, premium roses offer more than decoration. They provide emotional impact. The Most Beautiful™ positions itself at the intersection of beauty, performance, and well-being.
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A Launch in Breeding Excellence
The Valentine’s Day baptism of The Most Beautiful™ in Las Vegas marked a carefully structured introduction of a rose bred by Roses Forever and brought to market by April & Ashley. With Mayte Garcia present and an international breeder authority in attendance, the variety begins its journey with credibility and visibility.
In an industry where genetics, story, and supply chain integrity increasingly determine long-term value, The Most Beautiful™ launches with all three aligned. That alignment is what gives this rose its real strength.
