As a 13-year-old boy, he was already going door-to-door with a basket full of flowers. Now, more than 40 years later, Anton van Duijn is the founder of AvD Boeketservice, a company that helps florists create bouquets. As a 'flora innovator', he enjoys sharing his knowledge and skills with others.
The road to AvD Bouquet Service
Anton has a long career in the floral world. He worked as creative director at Bloomon, a company known for modern bouquets. "My focus there was on trends and style. How do we keep flowers relevant and attractive? Yet he decided to look further afield. "The position didn't fit anymore. I wanted to help florists who are no longer making a profit."
While talking to florists, Anton discovered a key challenge: the creation of bouquets generates relatively little profit for florists, but they want to be able to deliver them. "I saw a solution there, by making ready-made bouquets. I focus on the best-selling bunches, the special bouquets the florist can make themselves."
Helping florists make a profit
With AvD Boeketservice, Anton helps florists by delivering bouquets ready for sale. He also provides training and lectures on trends and future visions in the industry. "My mission is simple: to help florists make a profit," he says. His sale of ready-made bouquets offers concrete results. "For a small florist, it is possible to make €75,000 profit a year. Those are ambitious figures, but they are achievable with the right approach," he explains.
Currently, Anton has five active customers who purchase 100 bouquets a week. "We are really in our infancy, but the potential is great. The demand for efficient and profitable solutions is growing."
A vision of flowers and trends
Anton closely follows developments in the industry. He sees major trends emerging, such as ecoflorals and neobotanicals. "Ecoflorals is a trend is specifically concerned with sustainability and organic flowers with the look of a field bouquet. Neobotanicals will be a crazy mix of real and silk flowers, with eye-catching, colorful elements. In expect that it will become more important in five years' time." Still, he sees the use of silk flowers in a bouquet purely as an addition. "Flowers have an energetic effect. You can't match that feeling with silk flowers," Anton believes.
At AvD Boeketservice, however, the focus remains on craftsmanship. "AvD Boeketservice is all about quality, but sustainability is also important to us. The bouquets are tightly wrapped in kraft paper with string, and we work with MPS-certified flowers. Next year, I want to launch an organic line."
Working together and thinking ahead
Anton works closely with Florazul. "There is a kind of brotherly culture here, they are such nice young guys. I design the bouquets and make purchasing lists. They take care of purchasing, the webshop, logistics, and invoicing. On Mondays, everything comes in after the auction and we sort it. With my wife Lucinda, I then make 100 bouquets in a day."
This production takes much of the work out of florists' hands. "We do the standard bouquets, so florists can focus on the creative work and customer experience. It's all about efficiency and quality." His ambition is big. "I want to soon be able to serve 100 customers but still offer customized services. Quality is paramount, both for the flowers and the business."
Teaching and inspiring
Besides his work, Anton gives guest lectures and enjoys sharing his experience and knowledge with others. "During one lesson, young people had to pitch their ideas. I was able to take something from each idea. Young people have so much drive, it's contagious."
His message to florists is clear: "You have to change with them. I see that older florists sometimes miss that. But I love this profession and want to make a difference." Anton himself had to sell his own business in 2008 to survive financially. "That's why I understand florists so well; I had to give away my baby there, so to speak. Ultimately, that experience developed me into the person that I am today, and that's what I try to tell others."
A lifetime of learning and growing
Anton looks back on his journey with pride. "I started with a basket full of flowers going past the doors, and now I am innovating and challenging myself daily. That childishness, that curiosity, is still there. Even at the age of 57."
For more information:
Anton van Duijn
AvD Bouquet Service
Tel: +31 (0)6 40185198
[email protected]
www.antonvanduijn.nl