V.P.C. FRANCE (123 FLEURS)

123fleurs: artisan floristry, one click away

Founded in 1999 in Roubaix, a pioneering city in French distance selling, 123fleurs grew out of one conviction: the rise of the internet should benefit local craftspeople too. It became the first flower relay network created online.

The principle is simple: 123fleurs brings together independent artisan florists selected across France and passes each order to the one closest to the delivery address. Every bouquet is arranged by hand, with fresh seasonal flowers. Behind an order placed in a few clicks, there is always local craftsmanship.

Three commitments from the start: championing craftsmanship by entrusting orders to qualified local florists; delivering same day or on the customer's chosen date, weekends and public holidays included; and listening as closely to customers as to the florists in the network.

Funeral flowers hold a distinct place: they call for speed, judgement and discretion. Sprays, wreaths, cushions, casket arrangements and graveside plants are made by hand and delivered within the tight timescales funerals impose. The brand also offers a grave-flowering service and dedicated support for funeral professionals.

Twenty-five years on, the ambition is unchanged: to show that ordering online and handcrafting flowers strengthen one another, keeping French floral craftsmanship alive in the digital age.