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There’s something about flowers that just makes people happy.
They can transform a room to give a real sense of occasion for any event, from a business conference to a wedding or social event.
And then they get thrown away.
As an event manager, Anita Howell was dismayed at seeing this happen time and time again.
“A lot of people are flying out after events, a lot of people are going out, or they’re travelling by public transport. They don’t want to take flowers home with them. Unfortunately they just get wasted.
“I always thought, I wish someone would do something, so I didn’t have to do this, then one day I thought – I can do something.”
Having worked as a nurse, and for not-for-profit organisations, she had seen plenty of people who were going through a hard time and were isolated, with little or no support.
“Some of them go through horrible things like cancer treatment.
“Even going through ageing can be very isolating. Having no one around, they can almost feel invisible. And what a beautiful way to let them know that they’re not invisible – that someone cares, that someone’s out there, thinking about them and wants to wish them well.”
So she quit her job and started Perpetual Blooms.
Her service involves collecting flowers after events, rearranging them into individual posies and distributing them to not-for-profit organisations.
“I feel like everything I’ve done, all the experience I’ve got, has culminated into this role. I feel like it was something that I was just meant to do, and it feels so right. I just have to make it work.”
The charities that receive the flowers tend to involve some form of residential care, like women’s shelters.
“They’re at a really low point. For a lot of these women, they’re scared and they are removed from their contacts.
“The staff are just so overwhelmed, and they say ‘It’s just so lovely to be able to give our clients something that’s not a basic need, something just for them, and something beautiful’.
“It just helps a little bit, at a really bad time.”
Other recipients include parents of children going through long-term medical treatment and cancer treatment patients and their partners.
"It’s all about making sure no one feels alone, and no one feels invisible."
Anita gets a lot out of the service she offers.
“When I’m making up a bouquet, I want it to be special for the person getting it. I want them to feel like they’re important. The bunch has to be really lovely because I want them to feel like they deserve it.
“I really don’t have the words to express how much I get out of it. I have the best job.
"You just cry a lot.
“We’re all so blessed. You’ve already given your guests a wonderful day, why not use your flowers to give someone else a wonderful day?"
– Ingrid Green
How to help
Anyone can engage Perpetual Blooms to repurpose their event or surplus flowers.
Anita will pick up flowers straight after the event, rearrange and deliver to a not-for-profit organisation nominated by you.
Collect the vases and spent blooms for recycling and composting once they’ve been enjoyed a second time.
Donating your event flowers through Perpetual Blooms turns the entire cost of your flowers including the floristry and the Perpetual Blooms fee into a tax deductible donation which could be a great saving for a newly married couple.
Perpetual Blooms will also co-ordinate a letter of thanks from the recipient organisation, to assist with claiming the tax benefit.