At Fiore Utrecht, everything revolves around flowers but only the ones that are truly in season. No roses in January or lilies flown in from far away. Just Dutch-grown organic flowers, cultivated outdoors or in unheated greenhouses, without pesticides or artificial fertilizers.
What makes our floral practice unique?
What sets us apart is our commitment to working only with flowers that grow naturally in the Netherlands. That means: fresh, local, chemical-free, and in tune with the seasons. For us, this isn’t a limitation it’s a source of creativity and connection to nature.
What do we do in winter?
There are only about six weeks each year usually in January and early February when fresh flowers are scarce. But even then, our shop doesn’t go quiet. In December, we end the fresh flower season with beautiful branches and berries, and by early February we already welcome the first tulips and flowering twigs.
During the winter months, we shift our focus to dried flowers many of which we’ve preserved ourselves during the fresh season. We also host a variety of creative workshops, often in collaboration with other female entrepreneurs. Fiore Utrecht isn’t just a flower shop we’re also a specialty coffee bar and curated gift store. That broader concept allows us to fully commit to seasonal floristry without compromising on atmosphere or offering.
Who visits our shop?
We have a loyal group of regular customers who love our sustainable approach. But we also get many people walking in without knowing our story. And that’s okay because we love sharing it. Most people are surprised and inspired when they hear why we don’t offer traditional bouquets. Of course, it’s not for everyone, and that’s totally fine. But we’ve seen that once people understand our values, they often return and bring others with them.
Why conscious flower consumption matters
It’s time we talk more openly about the realities of the flower industry. Many people aren’t aware of how damaging conventional flower production can be from pesticides to refrigeration and long-distance air transport. Once they find out, some stop buying flowers altogether or switch to silk alternatives that are marketed as “sustainable.”
But that’s not the solution. What we really need is for people to support organically grown, seasonal flowers. The more demand there is, the more the industry can shift, it’s a classic case of supply and demand. And it’s crucial, not only for our environment but also for pollinators like bees, to grow more flowers the right way.
Flowers are not all the same
People often see flowers as one single product. But it’s like the fashion industry there’s fast fashion, and then there are sustainable, handmade pieces. When I explain flowers like this, people instantly get it. It's a helpful perspective that makes a big difference.
Our vision for the future
At Fiore Utrecht, our dream is to bring more people joy through the beauty of flowers, in a way that’s truly aligned with nature. Flowers help us stay present. They bloom, they fade, and they make room for what’s next. That natural cycle is what makes them so magical.
We believe it’s entirely possible to enjoy flowers, as long as we respect their natural timing. We can’t have everything all the time and that’s actually a beautiful thing. When we learn to appreciate what’s in season, we enjoy it even more.
