Why I Created Frederiques Choice

It has always been my goal to translate my ideas and experiences into a brand that was representative of me and my journey. The brand really started at the beginning of my career in fashion. In the years following I developed more and more, not only in the field of fashion but also in TV, film, business and, of course, life.

It was essential for me to create a company that truly represented me - to be able to combine my Dutch heritage, love of fashion, and my passion for life under a single brand.

In 2005 a lily was named in my honor. When I attended the ceremony I learned of the incredibly length of time necessary to produce a lily, and the amazing journey flowers travel from the growing fields, to the auction houses in Europe. Learning of this fascinating process led me to produce, direct and host a television program, The Invisible Journey with Frederique. While making the show, I realized that flowers have always played a very big role in my life. It was the combination of these events that inspired the idea for Frederique's Choice..

I feel that timing is crucial, and the market is now ready to place a brand within the flower industry. I firmly believe that the key to success is to take all of these elements, and enlist a knowledgeable team of skilled professionals working together. Having the right partnerships is a vital component to our success!