What do you get when you combine a passion for (modern) art with the refinement of floral design and florists? Masterpieces. A project that puts florists on the stage as artists and has become a global source of inspiration.
After a year full of creativity, challenges, and success stories, we speak with Sam (master florist and creative project leader at Purple-Wire) and Nancy (Director of Marketing, CSR, and Strategy). Together, they reflect on an extraordinary first year and share their vision for the future.
"Florists are more than just people who arrange bouquets," says Sam. "They are artists with a unique vision and their own story." This conviction gave birth to Masterpieces: a platform where florists worldwide can showcase their creative talents.
For Sam, modern art is an endless source of inspiration. She translates the lines and colors into her floral creations. Sam: “Art is an inexhaustible source of inspiration for me. I'm a modern art addict, and I draw so much inspiration from it. With Masterpieces, I’m making my dream come true: interpreting modern art history in floral art. It’s a mix of elements that come together beautifully.”
Nancy emphasizes the power of connection. It's about community building: bringing people together and inspiring them. As a company, the goal was to show that they are more than just selling flowers commercially. It’s about the story, the creativity, and giving florists a platform.
Over the past year, Masterpieces has achieved a lot. From various parties, not just media outlets but also international florists and customers, Masterpieces has truly become a household name. “We are now being approached by other publications that want to feature Masterpieces in their content. The concept resonates with people worldwide,” Nancy explains. Patience and courage have been crucial. Nancy: “In times when budgets are under pressure, we chose to keep investing.”
That investment has paid off so far. For instance, collaborations with other parties, like the magazine Seasons, were real highlights: “Eight pages to publish this concept? That’s usually a massive investment,” Nancy says proudly. They hope to gain significant visibility in the coming years as a result.
An ambitious project comes with challenges. One of the challenges is the availability of flowers. “Some flowers are seasonal,” Sam explains. “That’s why we often work a year in advance to capture the perfect creations on time.”
"Additionally, international collaboration brings logistical challenges. All flowers must remain beautiful during transport. Locations, international collaboration, and even last-minute adjustments to videos. 'We work with florists around the world. That means subtitling, voiceovers, and coordinating everything,'' explains Nancy.
For Sam, the highlight of the past year was undoubtedly the first film in the Masterpieces by Sam series on Impressionism. “This film holds a special place in my heart,” she says. “Impressionism marks the beginning of modern art history. For me, it felt like everything came together: my love for art, my creativity, and my story. I revealed the most of myself in this film. It felt like giving a piece of myself to the world.” She compares the feeling to lyrics from Eminem’s Lose Yourself: “This was the moment to give it my all.”
Nancy also looks back on that very first broadcast with pride. For her, it was particularly special, as were the reactions from media partners. Nancy: “Yes, I’ve had a few of those moments where something was created that brought tears to my eyes. Real goosebumps moments. When you see something new come to life, it moves you.”
The future of Masterpieces is incredibly promising. 2025 is already fully booked with exciting collaborations. With top florists like Jenny Thomason and Hanneke Frankema, who will each have their own film, and plenty of No Filter collaborations planned for both 2025 and 2026, there is much to look forward to. “We’re shifting into high gear. We want to triple our visibility and content growth,” Sam predicts enthusiastically.
Sam concludes with an inspiring message, quoting Pablo Picasso: “As Picasso said: Art is the lie that enables us to realize the truth. In art, you see the truth.”
Nancy adds her own wisdom: “I used to be punished for my imagination, but now I make a living from it. So stay a child, keep imagining, keep playing, and the most beautiful things will arise.”
Masterpieces is the place for florists to exhibit their distinctiveness, increase their visibility and connect with growers and other partners in the floriculture sector. In short, an enrichment for every florist.
