Why Buy Roses In February?

ASKING THIS QUESTION, A COLLECTIVE OF FLORISTS ARE HOPING TO SPREAD AN ALTERNATIVE MESSAGE OF LOVE ON VALENTINE’S DAY

Words: FRANCES AMBLER

Just as St David’s Day is associated with daffodils, and Christmas with holly and ivy, Valentine’s Day is symbolised by the rose. But, while those first two are linked to the season – and can be gathered from the garden – that’s certainly not true with roses at this time of year. “Look what’s happening outside the window now, and how different that is from the bouquets that are available to buy,” says Olivia Wilson, one of the founders of SSAW, a collective of florists and growers (See The Simple Things, March 2022). “It’s not a practice in tune with the season.” This disconnect is behind their ‘Why buy Roses in February?’ campaign, intended to help us question not only their availability, but also their ubiquity. The campaign has been growing…

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The Simple Things (Digital) - 1 Issue, February 2024

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