Roses have long been considered the ultimate symbol of romance, whether they are featured at a wedding or offered as a gift for an anniversary or another romantic occasion. It’s estimated that 2.8 billion cut roses are sold each year in the United States, with total spending on Valentine’s Day flowers reaching $2.6 billion.
But for as much as roses are considered the peak of romantic gifts, not all roses are created equal. “Luxury” roses are a growing trend in the floral industry — but what are they, and how do they differ from the standard rose bouquet you’ll find at your local florist?
I recently had the chance to speak with Doniz Pauillac, COO of The Million Roses, to learn more about luxury roses and why they represent a new peak in the floral gifting world.
A Unique Preservation Process
According to Pauillac, one of the most important attributes that sets luxury roses apart from standard roses is the preservation process that they go through.
“After our roses are picked, they undergo a rehydration process rather than being left to dry,” he explains. “The roses are placed in a mixture of glycerin and other plant elements. Just like when you place roses in water, the liquid gradually rises through the stem until it reaches the entire flower. This preservative keeps working for three years, allowing the rose to maintain a flexible, natural appearance without wilting.”
Pauillac notes that this process ensures that roses maintain a natural, fresh-cut appearance for months and even years after they were initially cut. Also noteworthy is the fact that the preservation process means the roses do not require water. Instead, the only care required to ensure they maintain their appearance is keeping them in a cool and dry location and only using a soft duster for any cleaning that might be necessary.
“When we think of luxury, we think of things that last,” he notes. “As beautiful as natural roses are, they usually only last about one week, even with regular care. By using our preservation process to extend their lifespan for years, we turn roses into something that matches the expectations of luxury, rather than being a disposable gift. This allows roses to become a statement piece or a focal point for any room.”
Luxury Starts With Selection
As important as the preservation process is in creating a luxury rose, Pauillac also notes that flower selection is a vital first step.
“We only use the top one percent of fine selected roses to create our luxury roses,” he explains. “As a luxury gift that is meant to last for years, we don’t want any blemishes or imperfections that would negatively affect their appearance. Starting with top-quality flowers is how we can produce a gift that actually lives up to the standards of luxury.”
Pauillac’s company sources their roses from Ecuador, one of the largest growers and exporters of roses and other flowers in the world. As a country, Ecuador exports 60 varieties of roses, with varieties including all popular shades such as red, yellow, pink and purple. The country’s favorable climate and geography, with generally consistent temperatures throughout the year, give it a natural advantage for growing quality roses and other flowers.
With a variety of rose species and colors, as well as unique options such as roses that have had a gold foil applied, this provides a wide range of vibrant colors and shades that can match any type of decor.
Stylish Presentation
After selecting the best available roses and putting them through the preservation process, the idea of luxury is completed with the manner in which the roses are presented.
“Our selection of preserved roses are offered in a variety of presentation styles and arrangements to deliver a luxury look that also matches the individual preferences of givers and recipients,” Pauillac says. “Acrylic boxes for single roses, square or heart boxes and even dome-shaped arrangements offer many beautiful ways to display these roses. The display itself is a key part of creating that luxury feel beyond what you could achieve with a typical vase that you’d have at home — a luxury rose needs a luxury presentation so it can be the perfect centerpiece.”
Luxury boxes may contain up to 30 roses, depending on their size, making for a noteworthy statement piece for any room. Smaller boxes typically contain six to seven roses. For those who prefer a more traditional look, preserved long stem roses are also available.
This variety of presentation options allows for selections to better match the individual style preferences of each recipient, while also accounting for different space requirements. Regardless of the available space in a recipient’s home or apartment, there is a luxury rose gift that will be a good fit for their space.
Enhancing Luxury
As Pauillac’s insights reveal, luxury roses take what is often a short-lived gift and turn it into something that can be treasured for years. With high-quality floral selections, a unique preservation process and a stunning range of presentation options, luxury roses can become a lasting statement of the giver’s feelings. Luxury roses are clearly poised to transform floral gifting with this long-lasting, high-end option.
