Celebrities love this company that makes stunning rose arrangements that can last for an entire year
To combat the vicious cycle of nature, bespoke rose atelier Venus Et Fleur created a collection of roses that they claim can stay fresh for up to a year.
"People love getting roses, but hate having to throw them away," Seema Bansal, Venus Et Fleur's cofounder, said to Business Insider. Bansal and her partner, Sunny Chadha, launched the company in New York City in August 2015.
They came up with the idea after Chadha sent Bansal a set of roses on Valentine's Day last year, only to realize that the quality of the flowers was not what they had expected from the hefty price tag.
They made it a goal to create high-quality floral arrangements that can reach a global audience, require little maintenance, and are able to last.
They start by bringing in roses from Ecuador. They'll typically use red roses, since red is the most common color their farm supplier grows. They'll then cut the roses at their peak state and use a non-toxic bleach to remove their color.
Next, each rose is dehydrated. The roses are then injected with natural oils and a non-toxic and non-allergenic wax formula that is similar to silica.
Afterwards, the roses sit in a color tank to soak in their dye. Colors range from a rich red to more playful variations like rainbow and metallic-dipped roses.
The roses come styled in Parisian keepsake boxes, though the company will be introducing black-and-white marble boxes and suede boxes within the next few months.
Since the flowers are dehydrated, the only maintenance they require is a light dusting from time to time, though the company does recommend that you keep the flowers away from excessive sunlight, heat, or humidity. Their scent will typically last anywhere from two to three weeks.
Thanks to their easy maintenance and uniform design, the roses are popular with hotels, at weddings, and with major retailers like Bloomingdale's and Bergdorf Goodman.
They're also a hit with celebrities like the Kardashians, DJ Khaled, Danielle Brooks, and several NBA and NFL players.
The Eternity DE Venus collection is currently available online, or for pickup at its New York City location. Prices range from $39 to $539, depending on the specific arrangement.