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Frederique Flowers

September 9, 2015

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In Holland they like subdued color arrangements, Swedes prefer white and blues—especially light blue; while Germans look for an exuberant mix of colors in their flowers,” says Supermodel / Entrepreneur Frederique van der Wal on explaining the buying habits of European floral purchases.  The former Victoria’s Secret model knows a lot more about flowers than you might initially think, having started a popular online floral business based in her native Holland in 2008.  The company, Frederique’s Choice, which sells thoughtfully crafted floral arrangements at remarkably reasonable prices all over Europe recently launched in America.

“We are able to keep prices within reach of most by working directly with the growers and cutting out the middle-man,” says Frederique.

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“It is important to me that flowers become something that is part of everyday life and not just for special occasions,” she added, which explains the company’s tagline “life in full bloom” as well as their wildly popular flower subscriptions.  She continues, “at one time scented candles were exotic and now every house has them.  I believe that flowers can be similar.”

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Frederique, who grew up in Holland where flowers are a large part of their National identity, remembers her own mother coming home nightly with groceries and seasonal blooms.  The flowers would then usually be split up and placed throughout the home.  “Even today, my house is filled with flowers and I always put a single bloom in my daughter’s room by her bed,” Frederique says.  “Flowers are the thing I immediately miss when I return home from my travels,” she adds.

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A beloved national personality in Holland, a place where the people rarely elevate anyone to celebrity status, Frederique has been honored with a Lily named after her.  It was around this time when she produced and hosted a documentary for television on the life of flowers from grower to consumer that the seed to start her own floral company began.  “It seemed natural; Holland is all about flowers, a huge inspiration to me with my background in branding through the fashion and beauty industry—it just made sense to connect the dots and create something fresh and new in an traditional industry,” says Frederique.

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“The site is now open in America and I am excited to see what types of flowers American’s prefer and if there are any regional differences,” says Frederique.

The US website of Frederique’s Choice http://us.frederiqueschoice.com features an assortment of arrangements for everyday life and special occasions, the popular subscription option, and her highly original Horoscope Bouquet. The Horoscope Bouquets are based on research Frederique did that correlate to each specific sign, the colors they prefer, and a mix of seasonal flowers in those colors.

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PIN THIS!

Article and Bonus Images for Pinterest.

Supermodel / Entrepreneur Frederique van der Wal's Floral Company, Frederique's Choice - Horoscope Bouquet - Aquarius

Supermodel / Entrepreneur Frederique van der Wal’s Floral Company, Frederique’s Choice – Horoscope Bouquet – Aquarius

Supermodel / Entrepreneur Frederique van der Wal's Floral Company, Frederique's Choice - Horoscope Bouquet -

Supermodel / Entrepreneur Frederique van der Wal’s Floral Company, Frederique’s Choice – Horoscope Bouquet –

Supermodel / Entrepreneur Frederique van der Wal's Floral Company, Frederique's Choice - Horoscope Bouquet -

Supermodel / Entrepreneur Frederique van der Wal’s Floral Company, Frederique’s Choice – Horoscope Bouquet –

Supermodel / Entrepreneur Frederique van der Wal's Floral Company, Frederique's Choice - Horoscope Bouquet -

Supermodel / Entrepreneur Frederique van der Wal’s Floral Company, Frederique’s Choice – Horoscope Bouquet –

Supermodel / Entrepreneur Frederique van der Wal's Floral Company, Frederique's Choice - Horoscope Bouquet -

Supermodel / Entrepreneur Frederique van der Wal’s Floral Company, Frederique’s Choice – Horoscope Bouquet –

Supermodel / Entrepreneur Frederique van der Wal's Floral Company, Frederique's Choice - Horoscope Bouquet -

Supermodel / Entrepreneur Frederique van der Wal’s Floral Company, Frederique’s Choice – Horoscope Bouquet –

Supermodel / Entrepreneur Frederique van der Wal's Floral Company, Frederique's Choice - Horoscope Bouquet -

Supermodel / Entrepreneur Frederique van der Wal’s Floral Company, Frederique’s Choice – Horoscope Bouquet –

Supermodel / Entrepreneur Frederique van der Wal's Floral Company, Frederique's Choice - Horoscope Bouquet -

Supermodel / Entrepreneur Frederique van der Wal’s Floral Company, Frederique’s Choice – Horoscope Bouquet –

Supermodel / Entrepreneur Frederique van der Wal's Floral Company, Frederique's Choice - Horoscope Bouquet -

Supermodel / Entrepreneur Frederique van der Wal’s Floral Company, Frederique’s Choice – Horoscope Bouquet –

Supermodel / Entrepreneur Frederique van der Wal's Floral Company, Frederique's Choice - Horoscope Bouquet -

Supermodel / Entrepreneur Frederique van der Wal’s Floral Company, Frederique’s Choice – Horoscope Bouquet –

Supermodel / Entrepreneur Frederique van der Wal's Floral Company, Frederique's Choice - Horoscope Bouquet -

Supermodel / Entrepreneur Frederique van der Wal’s Floral Company, Frederique’s Choice – Horoscope Bouquet –

Supermodel / Entrepreneur Frederique van der Wal's Floral Company, Frederique's Choice - Horoscope Bouquet -

Supermodel / Entrepreneur Frederique van der Wal’s Floral Company, Frederique’s Choice – Horoscope Bouquet –

Supermodel / Entrepreneur Frederique van der Wal's Floral Company, Frederique's Choice - Horoscope Bouquet - Aquarius Bouquet

Supermodel / Entrepreneur Frederique van der Wal’s Floral Company, Frederique’s Choice – Horoscope Bouquet – Aquarius Bouquet

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique's Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique’s Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique's Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique’s Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique's Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique’s Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique's Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique’s Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique's Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique’s Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique's Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique’s Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique's Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique’s Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique's Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique’s Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique's Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique’s Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique's Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique’s Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique's Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique’s Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique's Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique’s Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique's Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique’s Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique's Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique’s Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique's Choice coming to the USA

Supermodel / Entrepreneur Frederique van der Wal talks about her Floral Company, Frederique’s Choice coming to the USA


About the author: Bill Indursky

Bill Indursky is an architect, trend expert, and digital entrepreneur. He is the former founder of V&M (Vintage & Modern (2006-2013)) and the current founder of Design Life Network (DLN). DLN is a MAGAZINE + DESIGN AGENCY + MARKETPLACE + TV CHANNEL promoting inspiring design of all eras online and on TV.


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