Dianthus … on track to be flower of the year 2026!

If the young, all women team behind the new Dianthus Land campaign has anything to do with it then not only will 2026 be the year of the Dianthus but every year thereafter.

You see, as part of a consortium of eight leading breeders, their mission is to connect, inspire and elevate Colombian Dianthus to new heights.  And it starts with the name.  Because let’s be honest; call them Carnations and chances are there will be sniffy reaction, a belief they only come in white, pink and red and that they are a bit suspect in terms of style or class!  Call them Dianthus and suddenly it sounds like a whole new ball game!

And whilst most self-respecting florists are totally onboard with using dianthus on a daily basis – even the high end Neill Strain Floral Couture boutique in Belgravia stocks them every day - the Dianthus Land team want to make sure EVERYONE knows just how vast the selection is, how many different sizes and shapes they come in, why they can add a super level of pizzazz to every design and create long lasting impact at seriously good price points.

The campaign is in its infancy but having attended the press briefing whilst we were at Proflora, it is not only a seriously cool campaign but one which everyone can get engaged with.

We’ll be sharing some of the newest varieties that made our Editor Caroline Marshall-Foster so excited over on our social channels in the coming days but in the meantime visitthe Dianthus Land website and register for their newsletter … there are going to be some supercool promotions coming your way.