the TRUE. story

June 2006: true friends

My dream had been to launch a consumer brand for flowers in the U.S., but how realistic was this? I had prepared my plan, applied for the trademark 'Da Vinci Rose' (another lifelong fascination), prepared a presentation, googled addresses of florists and flower wholesalers and left for the Big Apple. Budget-aware, that is: I learnt that a lot can be saved by researching flight and hotel possibilities. For this last, Red Carpet Inn in Brooklyn, across the street from a subway stop, was to be my basis.

I met with plenty of skepticism, but also shared enthusiasm: Jan and Janny Ooms of Roses and Blooms, Bob Janmaat of 1800Flowers (wishing to take over the whole concept) and, for the PR part, David Carras and Sally Ferguson. Whereas other advertising agencies threatened to charge $ 20,000 for a first meeting, Sally and David (already working for the Dutch flowerbulb industry) were different.

Sally and David had done their preparation and in persistent questioning over the next few months managed to specify my picture of the brand. It should be up-market. It should not be 'Da Vinci Rose'. Away with the logo, business cards and oil paintings I had had made in China. Away with my vision of the website starting with my alternative genesis, from the creation of Adam (Michelangelo) to Da Vinci's drawings of submarines, plants, rose bushes, the Da Vinci Rose. Voice-over by Sean Connery (a third lifelong adoration), who I had actually written for the job. Luckily he did not apply. The Chinese paintings I will still frame and put on the wall, later.

When I started to trust Sally and David, they came to the conclusion that they were not the specialists I was looking for. We had not even started talking about money.