Waitrose went Rainbow for LGBT Valentine's

Waitrose hero shot

Waitrose & Partners introduced a beautiful and bright multi-coloured single rose for Valentine’s Day following the popularity of its Language of Love bouquet, an arrangement of rainbow roses, which sold out in 2018.

The Language of Love Bouquet proved so popular with online shoppers last year that the supermarket increased orders of the bouquet for this Valentine’s Day by 50%. The retailer also added a new single rainbow rose to its selection of flowers in its shops due to demand for the colourful roses.

Chris Wood, Waitrose & Partners Florist comments, "Flowers are for everyone to enjoy, especially on the most romantic day of the year. We offer a wide selection of bouquets that recognises the diversity of our customers and have a choice of flowers that appeals to everyone in love.

“The rainbow roses proved so popular last year that we’ve brought them back and introduced a single stem too, so that even more of our customers can enjoy the romance of Valentine’s Day."

The bouquet reflects the colours of the rainbow, a symbol often used to represent the LGBT community. Featuring an array of rainbow roses, with each colour symbolising a different meaning - such as pink representing sweetness, grace and gratitude and orange which symbolises desire and fascination.

The supermarket is part of the John Lewis Partnership, which has an LGBT network called Pride in the Partnership, of over 700 members and is open to all Partners* and contracted staff.

Connor Lennon, a member of the Pride in the Partnership Network comments, "Our aim is to create an environment where everyone feels comfortable to be themselves. It's great that Waitrose is supporting this with its rainbow roses to symbolise diversity and is looking at ways to ensure we are inclusive as a retailer and finding products that represent this."

Waitrose & Partners says it is committed to fostering an inclusive and vibrant community within and beyond the business.

The Single Rainbow Rose was priced at £5 and available in Waitrose shops, while the Language of Love bouquet was available on the Waitrose Florist website for £35.

Waitrose body shot