Edito Floris

About

We began edito floris in 2004 importing Belgian floral design magazines into North America and followed this up by bringing in beautiful floral design books from Belgium and then took the big exciting step to bring Belgian floral designers themselves to the stage at the American Institiute of Floral Designers Symposiums throughout the USA since 2006.

In short we brought single handedly,the fresh and pure way of Belgian floral design to an eager and open Floral Design world and made many friends, contacts and possibilities for them and ourselves over the last six years. Our aim has been to chose a selection of books that gave an international view, and we gave up the magazine importing in July 2008 (it was too fraught with the mechanics of importing and distribution).

We also realised how important and interesting and informative it was to go beyond our early focus on Belgium design exclusively and were as happy with this decision as our clients seemingly were.

In time we realised as in all things, that nothing remains the same.

Floral design is in flux globally, floral media has mulitplied magazine by magazine from newstand to subscription, access to leading Designers has got easier, workshopping with designers travelling the world is an everyday occurrence and there are books books and more books circulating via websites from Amazon to every other bookstores home site. All are selling the same titles to the same niche market and promoting design and designers that to us, and our lofty opinions are not up to par. In fact we think that floral design is in crisis, vanity publishing is rife, design has been dumbed down and book reviews often lack originality and honesty.

Our reaction to this was to go offline for a year and think about how we could overcome changes and our concerns.

We have chosen a top 10 to 20 titles of new books we stand by, have sourced globally, and an ongoing selection of top books we recommend and dont sell ......but rather suggest that any aspiring floral designer might consider and seek out for them selves .....and magazines we feel are worth following up for any design appreciating artist needs.

We have become more philosophical,are waiting because we believe the best is yet to come in Floral design, when trends are less important,accessories dont carry design and good design principles do, authentic cultural expressions are valued maintained over generic looks (a Tahitian gardenia and fragipani crown is every bit true floristry as a wired and pearled "European bouquet".)

We have broadened our involvements bringing editofloris into a creative comminity with green and flower academy Belgium, with workshops with handpicked tutors trails, seminars and a long talked about by us a found in flanders well chosen small and special floral accesssory site, for floristry.