Waitrose unfurls rainbow rose for Valentine’s Day

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

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

Waitrose & Partners florist Chris Wood commented: “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 appeal 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. It features 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 chain 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 staff. Connor Lennon, a member of the Pride in the Partnership network, said: “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.”

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

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