aquarelle

Aquarelle was founded in 1987 by brothers Henri and François de Maublanc, who opened their first flower shop in Rennes, France. A pioneer in French e-commerce, the brand launched Aquarelle.com in 1997, shifting the business from physical retail to a centralized online delivery service. Unlike competitors that rely on local florists, Aquarelle produces all its bouquets in-house at a large workshop in Brasseuse, where artisan florists hand-tie each arrangement. This model allows for strong quality control, famously supported by their practice of emailing a photo of the actual bouquet to the customer before shipment.\n\nThe brand’s signature is fresh, seasonal flowers, with a focus on promoting French-grown varieties like peonies and ranunculus from regional producers. In addition to its core floral offerings, Aquarelle has expanded to include houseplants, artisanal chocolates, and scented candles. The company also demonstrates a commitment to ethical sourcing, offering Fairtrade-certified roses from a partner farm in Ethiopia, where a percentage of sales supports community and educational projects. This blend of artisanal craft, digital innovation, and responsible sourcing defines its market presence.