Frederique Van der Wal

By Nathalie Barclay.

 

As Mother’s Day is this month, traditionally a bouquet of flowers represents the sentiment of gratitude and appreciation we feel towards our favorite woman in our life. But what is really the meaning of flowers, so we asked an expert- Frederique Van der Wal, the former supermodel turned entrepreneur and florist, to weigh in on the role of flowers in our lives.  New York is quite possibly one of the best cities in the world to live in: its cultural diversity, endless entertainment and reputation as the city of opportunity give it an energy all its own. But where does nature play into this? We have parks, we have squares, we have trees. But does this translate to the home? For former supermodel Frederique van der Wal, it does not: “When I came to America from Holland to start my career in fashion, the one thing I noticed instantly in New York was that no one had flowers around.”

Frederique Van der Wal

Frederique Hero Images

While she may not have been known originally for her love of flowers, this passion began at a young age, playing an essential role in her upbringing in Holland. Today, Frederique van der Wal is using her knowledge of flowers to found her own flower company, Frederique’s Choice. The company’s tagline, ‘Live Life in Full Bloom,’ is a fundamental part of Ms. van der Wal’s personal and professional philosophy: “I want to share this way of life, a life where we are trying to connect again to nature and where flowers are more a part of our lives.”

 

Frederique Van der Wal
Frederique’s Choice is an e-commerce flower company with affordable prices as per this philosophy, Ms. van der Wal believes that flowers should be approachable to all. As a supermodel, she is no stranger to the importance of presentation. From the very beginning, Frederique’s Choice aims to get the best flowers possible, buying the flowers directly from the grower to ensure their freshness. The selection of flowers is also very specific and depends not only on the season, but also on the colors of each season, and even on the color of that month’s Zodiac sign. The presentation of the flowers then becomes paramount to the bouquet’s overall effect: they are packaged in a biodegradable vase and placed inside a tote bag, a clear trademark of Ms. van der Wal’s attention to presentation.

 

Frederique Van der Wal
Within the home, her view on the role of her bouquets is surprising: “You shouldn’t be afraid to play with flowers!” She encourages people to take out some of the flowers from the bouquet if they want to spread the flowers throughout the house, take a few flowers such as eucalyptus or chrysanthemums and put them in glass bottles. For her, this is not the taking apart of her carefully prepared and designed bouquet, but rather a creation of a series of new bouquets, the end goal always being “to make a happier life by having flowers around.”

Frederiqueschoice.com

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