Shifting from Perfection to Purpose in Flowers.

By Dahlia Bloom

Shifting from Perfection to Purpose in Flowers.



Beautiful imperfection.

This edition of Bloom’s blog explores our collective pursuit of external perfection and why a shift to internal beauty is imperative. While connecting with each other on zoom, teams, and other video platforms, we are seeing a lot more of our own faces in a new level of detail. The blog explores our love of close-up photography of the imperfections and unique quality of flowers, as a precedent we might follow.  This blog is part of Modern Flower Ltd.’s commitment to awareness and resources in flower related fields.



Are we ready to love our own internal beauty?


An interesting state has occurred to most of us, over the past year. We joke about wearing shorts or pajama bottoms to video meets. We find it harder to recognize each other’s faces, concealed behind masks. We spend hours of time “looking in the mirror” while digitally ‘zooming’ together.     


We are seeing ourselves like never before.


Social media has served us well in connecting our faces and stories together unlike anything else. In Hashtags connecting flower enthusiasts, some of these stories present our fascination with an image of perfection, while others probe deeper to find beauty in the extraordinary.
Can we learn from these images, as a way to accept our own internal beauty, our humanity, our character?



enlarged detail of luxurious flower art

 Image above explores the beauty in the imperfection of flowers, photo and arrangement by Modern Flowers.



The relentless pursuit of external perfection.

According to McKinsey, the global beauty industry generates $500 billion in sales each year. Their article, “How COVID-19 is changing the world of beauty”, indicates that while beauty-product sales impacted due to COVID-19 limiting in-person activities, down 20-30% from 2019 sales. Although future growth is predicted for this industry, is this an opportunity for us to pause and perhaps shift away from pursuing perfection? To rather collaborate on our greater purpose in bringing beauty to our inner selves, to each other, and to the world?


“I hated the idea that half the population was perhaps spending the entire second half of their lives ashamed and apologetic that their faces had aged naturally.”

Face: One Square Foot of Skin by Justine Bateman


Justine Bateman’s timely book is a welcomed voice in raising attention on empowerment, natural beauty, and embracing our unique selves. This is especially of value in our new reality, where we are spending increased hours on close-up screen time, where our image is examined more than ever.

“You’re looking at satisfaction and happiness. You’re looking at a manifestation of a connection so deep and rooted that it’s more real than I am. You’re looking at my face.”

Justine Bateman, #TheresNothingWrongWithYourFace


The one-of-a-kind face of flowers.

The world witnessed another shift in 2020. According to the Globe and Mail, Canadians transitioned from hoarding toilet paper to incorporating small luxuries to brighten our otherwise bleak days. Not only has the floral industry recovered from its COVID-19 impact on sales, it currently is blossoming at 1% above its 2019 peak.

We are increasingly investing in cut-flower bouquets, which only last a short time. So why is that? Why are we willing to spend our disposable income on florals?

One of the many reasons we are drawn to flowers, is their ability to highlight beauty in imperfection, difference, and individuality. Their uniqueness and real-ness is synonomous with their loveliness.

More than that, they create an experience. Like a delicious dish, a great movie, an unforgettable concert, flowers smell good, and they change over time painting a dynamic canvas of colour and detail which mesmerize us.
They delight us, they intrigue us, and they are one-of-a-kind.


Shifting from perfect to purpose.

This year’s Oscars indicated a subtle shift towards our wider appreciation of inner beauty. There was a rawness, a realness, an intimate experience created by the venue, the performances and the films awarded significance. It seems like for that night, we relieved ourselves from the pressure of being flawless, and instead invested in what makes us feel needed, beautiful, and happy.

It is the same in the world of flowers. We are fascinated by the story of each farmer, florist and artist behind the bouquet. We look to create a connection with the effort, the process, and the author that contributed to the final experience.  And through these meaningful relationships, we are rooting for each other, supporting each other, understanding each other.  

Amanda Gorman, inspiring young poet's message below, while meant in a broader context points towards a shift away from perfection. A one-dimensional, printed magazine advertisement showing a picture-perfect bouquet doesn’t appear to fulfill us anymore. And how refreshing is that? 


“We are far from polished, far from pristine, but that doesn’t mean we are striving to form a union that is perfect. We are striving to forge our union with purpose”.

Amanda Gorman, Poet


Up Next: Let’s all agree about Flower Foam


For inspiration on beautiful (and imperfect) fresh flowers, visit