Traveling to Holland with FlowerSchool New York
- Jul 17
- 5 min read
Updated: 3 days ago
A journey through the art and industry of flowers in Holland
FlowerSchool is the premier institution for floral design and business education, offering students firsthand exposure to the dynamic world of contemporary floral arranging. Established in 2003 with locations in New York City and Los Angeles, FlowerSchool brings together some of the world’s most sought-after designers to share professional techniques and real-world insight through uniquely comprehensive, hands-on programming.
The Travel Program is an immersive experience crafted to bring flowers, design, and history to life in some of the world’s most inspiring destinations. Limited to approximately 12 students, each journey is carefully curated to provide exclusive access to working farms, leading floral studios, and industry landmarks.
Experience the Holland Travel Program with Caitlin Hamilton, Executive Director of FlowerSchool Los Angeles, as she reflects on what makes the trip so impactful, from behind-the-scenes access to meaningful connections that stay with students long after they return home.
How did you find your way to FlowerSchool?
I took over as Executive Director of FlowerSchool Los Angeles just over a year ago. I’ve actually been in flowers my whole life, growing up in LA going to the flower market with my mom and doing everything from weddings to proms to funerals for friends and family, but it always felt more like a passion than a real career. I explored other paths, including school and work, while still freelancing in flowers on the side.
It wasn’t until I became more involved with FlowerSchool that I really saw floristry as a legitimate, sustainable career path. I taught a few classes, fell in love with the community and the teaching aspect, and when the opportunity came up to lead FlowerSchool Los Angeles, it felt like the perfect fit. I’ve always admired the international travel program, especially the Holland trip, and now I feel really lucky to help others experience the same inspiration and possibility that first drew me in.
How did it feel to experience Holland alongside other flower enthusiasts?
It was really special to be around other flower nerds who just get it. There’s this kind of magic in flowers that not everyone understands the same way, so being surrounded by people who were equally excited and wanted to completely geek out over different varieties was amazing. Somebody else might look at a flower and think, ‘Oh, that’s pretty,’ but the people here really appreciate all the details and artistry behind it. I think one of the best parts was just being around like-minded people who share that same passion and excitement.
Feeling inspired? Sign up for the 2027 Holland Travel Program today!
What was it like to see flowers at the source?
The farm tours were some of the most special parts of the trip, especially because experiences like the guided sweet pea farm tour are really unique to the FlowerSchool travel program. It’s not something you would normally get access to, so being able to see everything up close and learn directly from the growers was incredible.
Seeing how efficient the operations are, how everything is grown and harvested by hand, the machinery they use, and even how the flowers are packed was so eye opening. Even though these farms are huge operations, they still feel like their own little communities. Meeting the people behind the flowers made the whole experience feel much more personal.
The lilac farms were amazing too. We got to go out on the boats and learn just how labor intensive the process is for a single stem of lilac. They actually pull the plants out of the ground every winter, transport them by boat, and you can only cut a lilac every two years. It really changes the way you think about flowers.
A lot of times flowers can feel like they just magically appear, so getting to see them growing in the ground and understanding the entire process of how they go from Holland to our doorstep was incredibly special.
Tell us about your experience at the Dutch Flower Auction.
The behind-the-scenes tour of the Dutch Flower Auction was unbelievable. Seeing the inner workings and logistics behind the world’s largest flower auction was fascinating because you really start to understand how complex and interconnected the global flower market is.
It was cool to watch all the little robots moving flowers around and see how everything gets from one place to another so efficiently. And I loved learning about the history behind the Dutch auction clock, and how the system worked back in the day compared to how it operates now. It was one of those experiences that gives you a whole new appreciation for the industry.
What makes the FlowerSchool travel community so unique?
One of the best parts of the trip is the people. Between the farm visits, traveling together, and the private dinners, there was so much time to connect, unwind, and really get to know each other in a more intimate setting. Those dinners were honestly some of the most fun and memorable moments of the whole experience.
We really formed genuine friendships on the trip. I’m still in touch with people I met there, and we’ve continued supporting each other even after coming home. I actually went to visit Jess’s wholesale business, FlowerAggregate, when I was in New York, which just shows how these connections continue beyond the trip itself.
What makes the FlowerSchool travel program so unique is that everyone comes into the experience with this shared passion for flowers and creativity, which naturally creates really meaningful connections. You’re not just traveling together, you’re learning together, getting inspired together, and sharing all of these unforgettable experiences along the way. It’s such a great opportunity to meet other florists and flower lovers, exchange ideas, and form friendships that continue long after the trip is over. It makes the whole experience feel so unforgettable, even life-changing.
How is the FlowerSchool trip different from a typical visit to Holland?
What sets the FlowerSchool travel program apart is the level of insider access you get throughout the floral industry, from large-scale operations all the way down to individual designers in their own shops.
A really standout experience was a private floral arranging class at Pom Pom, a local flower shop that opened its doors exclusively to our group. A master florist welcomed us into her space, shared her personal style, and taught us how to create a signature Dutch hand-tied bouquet. She had an incredible selection of flowers available, and she encouraged each student to choose what spoke to them and really express their own creativity. It felt very personal and hands-on in a way you just don’t normally get.
What also made it so meaningful was being able to connect directly with florists and people working at different points in the supply chain. These are people who are really at the front lines of the global flower trade, so they have access to extraordinary product and insight into how everything flows from farms to markets to designers. We were able to meet and learn from local shop owners, wholesalers, and people working at the auction level, and see how each part of the system connects.
And along the way, you’re not just observing, you’re actually building relationships with the people behind it, which makes the entire experience feel incredibly special and personal.
Ready for the trip of a lifetime? Secure your spot for the 2027 Holland Travel Program.
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