Nothing rivals getting a big delivery of freshly cut blooms. Flowers have the ability to brighten up even the dreariest day, and science suggests that by simply looking at them, you’ve a one-way ticket to a cloud-nine state of mind. Dealing with them when they’re dead and mushy, however? Not so blissful.
Venus Et Fleur feels you. So they created “eternity roses,” which have garnered a serious star following the likes of Gigi and Bella Hadid, Olivia Culpo, and the entire Kardashian klan. These roses are purported to last much, much longer than your usual dozen. While the flowers—which are real!—don’t actually last an eternity, the company says they will stay fresh for up to a year.
The flowers—which are real!—don’t actually last an eternity, the company says they will stay fresh for up to a year.
The idea stemmed (wink, wink) from a rather unfortunate Valentine’s Day incident: Co-founder Seema Bansal received an expensive bouquet from her husband, Sunny Chadha, in 2015. They arrived in seriously subpar condition, despite the hefty price tag. “That automatically sparked the idea that there was a need for a floral delivery that claimed to do what it said—and was presented beautifully every time,” says co-founder Bansal.
And so Venus Et Fleur, a luxury rose atelier whose flowers last an entire calendar year without water, was born. “Our roses retain their texture, shape, and scent, are available in over 20 colors, and are packaged in luxury Parisian hatboxes made of suede or swathed in marble print,” Bansal said. In other words: These things are serious Insta bait.
So how do they stay looking so fresh? First off, the brand only uses Ecuadorian roses. “They’re the highest quality roses because of their proximity to the Equator,” says Bansal. “Because of their location and environment—as well as the area’s rich soil—these roses tend to naturally last the longest as is.”
The Venus Et Fleur process starts the moment the roses are cut “at their most peak and perfect state,” says Bansal. After being dehydrated, “the roses are then injected with a wax-based, hypoallergenic, non-toxic solution that stunts their growth but keeps their soft texture and shape.”
And while Venus Et Fleur, the first-to-market maker of eternity roses (as well as their British competitor Forever Roses) won’t divulge their exact methodology, some of the more exotic flowers (gold-dusted roses, anyone?) do require a shellac of paint or dye.
Here’s the best news: the roses barely need any maintenance. Keep them out of direct sunlight and, if you want, give them a light dusting of water after a few months. And just like that, you have perfectly beautiful flowers for a whole year. So yeah, even if your Valentine isn’t here come next winter, these flowers probably will be.
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