"I prefer to do everything myself”

Self-employed floral designer Jolanda de Goede (1964) likes everything clear cut. She has a preference for medium sized commissions that she can execute entirely on her own.

She has no dreams of expanding and employing a large staff. Quite the contrary in fact; she prefers direct contact. This is the best way to avoid crossed lines and misunderstandings. Her clients appear to agree with her and she has worked for some of them for 20 years.

Well established 

Following her training at horticultural college Jolanda started out on the shop floor. She worked in several well established florist shops before taking the step into self-employment in 1988. With English as her primary foreign language she copes excellently in various European countries, the United States of America and Saudi Arabia. Exhibitions, trade fairs, trade support, hotels, florist shops and garden centres are her spheres of activity.

Interaction 

She is short and to the point about her speciality. It is: "Promoting the product with enthusiasm. Showing clearly what can be done with the available products." Inspiration never fails her. She finds it in art, in nature and in the environment around her. She could even find items at airports that will later be used on stage. "I can also find inspiration in the enthusiasm of the audience in the auditorium. The interaction can be extremely productive."

Offside trap 

Her personal favourites among the many varieties of flowers are orchids and seasonal flowers. Giving the question further consideration she adds: "What does favourite mean when you like all flowers? Even the ugliest flower will lend itself to the creation of something beautiful." The beauty of the craft makes it difficult for her to choose a specific commission. Every job has its own particular charm. Eventually she comes up with the decoration of a church for a wedding, although the choice was mainly down to the location.

Jolanda can talk about lots of things other than flowers, for example football! She was one of the first active female footballers in the country. She played regularly for 16 years. Recently she swapped the leather monster for a smaller, yellow ball and her fancy footwork can now be admired on the tennis court.