As All Saints’ Day dawns, Brussels’ florists are seeing one of their busiest times of the year, as families purchase flowers and wreaths to place on the graves of departed loved ones.
At Comme une Fleur, a nursery and flower shop opposite Ixelles Cemetery, owner Pierre Ginter has witnessed this annual ritual evolve over his 18 years in business. His 1,000 m² nursery offers everything from garden plants to potted blooms, thriving in its prime location near the cemetery gates.
“There are fewer gravestones, more cremations, and less space,” Ginter explains. “Younger people often overlook the holiday now. In the past, we’d prepare weeks ahead, but sales really take off only the weekend before.”
Despite shifting habits, Comme une Fleur remains a local favorite. Ginter orders Belgian chrysanthemums, the classic All Saints’ Day flower, and prices large pots between €10 and €12. “We sell in volume, so we keep prices fair,” he says. “Quality and service matter. We help elderly clients carry their flowers to the cemetery—something supermarkets don’t do.”
While chrysanthemums still dominate, floral preferences are changing. Smaller potted plants and creative arrangements are becoming popular as customers seek something fresh each year. “People want variety,” Ginter notes. “They don’t always want the same flowers.”
The nursery runs efficiently with a team of 10 to 13 year-round employees, supported by Ginter and his father during busy periods. Unlike other florists, he avoids seasonal hiring, relying instead on experience and community trust.
“Our proximity to the cemetery helps,” he says. “We offer not just flowers, but care—carrying pots, arranging blooms on-site, and ensuring each visit feels personal.”
Brussels’ multicultural mix is also reshaping the All Saints’ Day market. While rooted in Catholic tradition, Ginter observes that the city’s diversity brings in customers celebrating other occasions. “Mother’s Day, Valentine’s Day, Women’s Day—these attract everyone. All Saints’ Day still matters, but less than before,” he reflects.
This year, however, fortune smiles on florists. With the holiday falling over a weekend, Ginter anticipates strong sales. “The quantities may not grow every year, but we’re optimistic,” he says. “People still come for quality flowers and attentive service. That’s what keeps us blooming.”
In a city where supermarkets and online shopping dominate, Comme une Fleur stands out as a place where tradition meets personal connection. For Brussels residents, it’s more than a flower shop—it’s a reminder that some local businesses still cultivate warmth, memory, and community along with their blossoms.
