Vip Roses from Nieuwveen, Netherlands, is unique in their own way. Not only are they known for the wonderful garden roses they produce, but also for the many different varieties of colored and dyed roses. The Sassen brothers run this outfit, and their passion for the beauty of a rose has led them to source out some of the most stunning varieties. Of course, there are also many other dyed flowers like freesias, carnations, Gerbera, Chrysanthemums, tulips, and lilies. The list is nearly infinite! The grower names the colored flowers 'toppings.'
A family flower company, in Vip Roses, the brothers—Marc and Ed Sassen—transformed what once used to be their father’s rose greenhouse into a globally recognized brand, and an esteemed name in roses and dyed flowers—flower toppings, and tinted flowers. And, just so you know, there's a difference between these flower varieties.
The Beginning of Vip Roses Dyed and Tinted Flowers
How did this all start at Vip Roses? There are so many beautiful colors provided by nature, and yet that seems not enough. Listening to Marc Sassen, we understand that it all began when they were growing a white rose with the name Dolce Vita. This variety had a darker pink center. But not all of them. From the total production, at least 25% didn’t have this darker pink center, or just not dark enough, according to Marc.
That is when they decided to start coloring that part of the rose. That was the beginning of topping flowers. It was also actually topping the flowers with dye. That's why they called it 'flower toppings'. They came up with different colors and also started spraying the roses. Essentially, Vip Roses just stumbled upon the tactic of manipulating flowers, which led to thorough research into the world of painting flowers. Then requests for glitz and glamor came, leading to their new 'varieties'.
Marc Sassen:
"We look at the seasons and apply coloring themes accordingly. For special holidays like Christmas, Valentine, Easter, Mother's Day, etc. In the beginning, it was more like a topping for the roses that didn’t have the right color."
Now Vip Roses colors all kinds of flowers. And it's not a real 'topping' anymore, Vip Roses is dying the flowers through the stem. Marc likes the word 'tinted' for the flowers that are dyed in this way. Dyed or painted flowers just don't sound right to him. On his website, it is still toppings. Their assortment nowadays is huge: tulips, Dianthus, peonies, Hortensias, lilies, Anemones, Freesia, Dahlia, Gypsophila, Lathyrus, and many more.
Tinted Flowers AKA the Brownies
Marc continues:
"When tinted, I like the earth colors the most… those natural tints like brown, caramel, and grayish are truly magnificent in my opinion. The 'Brownies' are a mega hit. We sold so many of those flowers in brown colors! And pictures of the tinted flowers show up on social media all around the world. With our flowers! I'm really happy that designers, even the ones who didn’t like dyed flowers in the beginning, are now starting to use the flowers in their designs!"
What is more, Vip Roses has a webshop where one can see all the available flowers. This live webshop is connected to a lot of traders and cash & carry stores. So, as a florist, one cannot buy directly at the Vip Roses facility, only through a wholesaler. But you will always be able to get them. At least when your wholesaler is connected to this innovative grower.
They are also very happy with the vase life of the topped and tinted flowers. Unlike many other growers who are eager to harvest their crop so they can quickly yield the next one, Vip Roses allows each rose the time to fully develop in the ground. The Sassen brothers determine the optimal moment for each variety to be harvested.
Vip Roses:
“We are looking for the most beautiful rose shape, meaning our roses are ready to be used and enjoyed. Just as a tomato tastes better when it has ripened on the vine, a rose blooms more beautifully on the bush than it will in a vase. We don’t settle for beautiful, we are satisfied once a rose has reached its full capacity – stunning. What is more, the dying doesn’t change the vase life of the flowers. It sometimes even prolongs it. So that’s a positive thing. Also, when you think the color of the water doesn't look nice, use some chloride, it removes the color in the water in the vase."
Connecting With Designers Using Tinted Flowers
Because Marc is connected with a lot of designers all over the world, especially through his social channels, he is thrilled with all the inspiration the different channels bring him. Every so often, their dyed and tinted flowers are seen on the accounts of so many different floral designers. It gives him a positive boost and confidence that Vip Roses is on the right track.
And when asked about what defines Vip Roses, Marc simply answers:
“It’s in our name. We aren’t your run-of-the-mill greenhouse offering a standard variety of roses. We are always evolving, we never stop our search for the next gem, whether it be in our greenhouse or in our paint lab. We offer a Very Impressive Product—stunning, mind-blowing roses.”
Photos by Viproses van Sassen (@vip_roses).
