Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • True love: roses for soulmates only
  • True love: roses for soulmates only
    Roseonly (2015) ©
CASE STUDY

Roseonly: once-in-a-lifetime flowers for China’s new romantics

Until the ’80s the notion of romance didn’t really exist in China. But now, Roseonly, a luxury florist is not simply selling roses to lovers but insisting that its customers define themselves as soulmates. How did schmalz become so popular in a country with a flourishing mistress culture and creeping divorce rate?