Sure, our roses love to brighten your bouquet any given day. But more often than not, they step onto a much bigger stage. At big luxury, cultural, and destination weddings all over the world, our roses take center stage. They command the room and embody the romance and beauty people remember for a lifetime. It’s a hell of a job. But they play their part perfectly.
When we developed a new spray rose in 2024, we wanted to pay tribute to the florals that don't just attend a wedding, but make it unforgettable. When looking for a partner we couldn’t think of anyone better than Nadia Duran.
Nadia Duran is an award-winning international event planner and creative force in luxury weddings. She has built a reputation on beauty, experience and emotional connections. Her work moves through the highest levels of the wedding and event industry.
Luxury isn't about appearance. It’s about craftsmanship, intention, intuition and bringing people together
We have always maintained a close connection with wedding designers and event planners. They are the ones who turn our craft into an art form. For them, quality is everything. A rose has to be a flawless performer: it must travel effortlessly, open with perfect cinematic timing, hold its posture and composure, smile for the camera, and stay calm under pressure.
Dreaming of roses
When we first connected with Nadia, we soon realized we shared the same mindset: luxury isn't just about appearance. It’s about craftsmanship, intention, intuition, trust, and the ability to bring people together.
We also learned a secret: Nadia had always dreamed of having a rose named after her. So, we invited her to our nursery testing lab to see a remarkable new cultivar selected by Voorn and bred by the experts at Interplant. A rich, expressive purple rose with an elegant character. The moment Nadia walked through the greenhouse, the connection was instant.
That rose became the Nadia Duran Spray Rose. The rest is herstory.
Craft meets the High Priestess of Wedding Design
This collaboration became the definitive meeting point between two distinct worlds. Backed by Interplant’s breeding expertise, we brought cultivation and quality to a new level, while Nadia graced the project with creative nuance & international storytelling.
In the high-stakes world of destination weddings, designers work across borders, cultures, and unpredictable climates. They build temporary universes, worlds made of visions and illusions, inside historic palaces, private estates, and remote beaches. For their installations and tablescapes, flowers must be delicate but resilient. Romantic, but robust.
From Luttelgeest with love
The launch of the Nadia Duran Spray Rose, we brought together over fifty of the world's most influential wedding professionals from seventeen countries. Moving from our rural greenhouse in Luttelgeest to the downtown sophistication of the Waldorf Astoria Amsterdam, the launch event proved exactly what is possible when you bridge the gap between Dutch cultivation and international glamour.
The more the cold chain connects, the stronger the ecosystem becomes
While designers know how to take your breath away, they rarely see the years of testing it takes to perfect a single variety. By regularly welcoming international creatives into our world, we show them exactly why quality at the source matters. Nadia being Nadia, she turns our Voorn greenhouse into the ultimate stage. Where roses become part of once-in-a-lifetime event that activates all the senses, captured by cameras and dripping in glamour.
Warm ties in the cold chain
For Voorn, this collaboration is part of a much bigger vision. A premium rose doesn't simply move from greenhouse to vase via refrigerated trucks; it relies on a tight, deeply human chain of breeders, growers, exporters, florists, and planners.
The cold chain keeps the flowers alive, but it’s the warm relationships that make the industry thrive. The more these worlds connect, the better the whole ecosystem becomes. Need creative inspiration? Check out Nadia.
