Both the contest entry and the arrangement delivered to the customer are artworks.

Toru Idesaki, the owner of Yokohama Hanabiyori, is a florist representing Kanagawa Prefecture and winner of first place in the “2023 Japan Cup Kanagawa Block Representative Selection Competition” sponsored by JFTD, a general incorporated association. He has won awards in numerous contests. He has also written the book “Flower Wrapping Manual” (Seibundo Shinkosha, 2019). Today, we heard from Mr. Idesaki about arrangements, wrapping, and his interactions with Tokyo Ribbon.

– What kind of flower shop is Yokohama Hanabiyori?

Yokohama Hanabiyori is a flower shop that opened in 2006 in Kanagawa-ku, Yokohama. As a local florist, we offer cut flowers, potted plants, and gift arrangements. I also participate in competitions and demonstrations as a florist, and write books on wrapping.

Both the contest and the arrangement given to the customer are the same, artwork.

– Is there anything you try to emphasize when crafting an arrangement or wrapping?

I have received awards as a florist and have given demonstrations at various venues, but my activities there are directly connected to the flowers I hand out to customers on a daily basis. In other words, works that are exhibited at these locations and received good reviews are produced in the same way as those crafted at the actual store and provided to customers.

As for flower materials as well, I don’t use a lot of high-quality flowers just because it is for a contest or demonstration, but rather I use what I have in the store every day to create my works, and I keep in mind creating flower arrangements likewise at my store to please my customers.

The contest is an opportunity for me to meet florists from Kanagawa Prefecture and all over the country and show off my work to each other, where I get inspired and hone my skills. But I don’t think it’s just for the contest, I think it’s an activity that can lead to something that I can give to my regular customers, and in the same way, I think it’s meaningful that the book was written by me, who actually runs a flower shop.

I believe that wrapping is not an “extra service” for customers who purchase flowers, but rather a product that includes the selection of flower materials and wrapping techniques, so I have a desire to improve my skills and make it special point to please customers.

Product lineup that is really attentive

– When did you start communicating with Tokyo Ribbon?

Of course I knew them as a manufacturer of flower materials, and I had communicated with them some through related parties, but it was only in the past few years that I started talking directly with them. It’s only been recently that we’ve become close so I’d like to work on various things from now on.

– What do you think of Tokyo Ribbon products and catalogs?

Tokyo Ribbon Co., Ltd., of course, has a wide range of classic wrapping materials, but they also cover everything from flower materials that can be used to create something new, as well as richly detailed materials that can be used for new wrapping techniques.

As I was leafing through the catalog, trying to imagine how I would use it in my arrangement, something caught my eye and I would think, “Oh! Have I ever seen anything like this before?” It may be for sweets, and not exactly as shown as “examples of use” for flower materials, but if it’s close to my image, I try using it in various ways without restricting myself to the “example.” As a result, I have been able to increase my repertoire of arrangements that I can give to customers, and broaden my ideas for the contest theme.

Another small bonus is that the product number is written inside the (cylindrical) core of the paper. This is very convenient when you finish using something and want to order the same item again. It’s a very small thing, but this kind of consideration is really a blessing when it comes to actually running a store.

If I were to point out a disadvantage, I think that while Tokyo Ribbon has a wide range of high-end products, it doesn’t have many low-priced products. Well, that’s what differentiates them from other manufacturers, and anyway I don’t have a problem with it (lol).

I would like to travel around the country and share my skills and knowledge

– Please tell us what you want from Tokyo Ribbon in the future.

I would like to work on something further together.

For example, I would like to share the skills and information I know about flower arrangement and wrapping with everyone, so I would like to travel around the country with Tokyo Ribbon. Not only would I share wrapping know-how, but I would also create and share tips for people who don’t know that there are useful flower materials because of the large product lineup, hidden ways to use flower materials, and how to use products that are not intended for fresh flowers.

I think that if we could do this kind of activity with Tokyo Ribbon, it would lead to spreading the word about the benefits of wrapping and arranging and creating a culture.