For once, My Peony Society sold directly to consumers. Instead of our usual larger volumes, we sold peonies by the piece. The price was unusual too: people could pay whatever they thought the flower was worth. We donated all of the money to Foundation KiKa, a Dutch charity that funds research into childhood cancers.
The tiny shop overflowing with peonies drew a lot of attention. We welcomed Amsterdam locals and tourists from all over the world. Many decided to snap a selfie in front of our highly Instalikeable wall of peonies. Some closed their eyes, taking in the fragrances, during a little stop-and-smell-the-peonies moment!
Apart from peony fans and selfie lovers we were joined by the amazing growers, traders and florists of My Peony Society. They took a short – but deserved – break after harvesting peonies in an exceptionally warm and therefore early season. Thanks to them, we could start the season with an awesome collection of colourful, exciting peonies!