A blooming story: Freywille's "Love Letter to Mom"
What a truly beautiful and inspired initiative!
This past May 2nd, at 10:30 PM, Ruby and I were there, outside La Monnaie and waiting for the "Young Opera" show's audience to exit...

During this mother's day period, Freywille unveiled an idea as creative as it was heartwarming – the kind that once made headlines and now sets social media ablaze: gifting hundreds of spring flowers to the sons and daughters of Brussels, all with the delightful intention of celebrating their moms.
These were exquisite pink Ranunculus, freshly picked near Brussels, delivered that very day, and then lovingly handed out to hundreds around the Grand Sablon and its legendary square.


The pure joy shared with the audience after the "Young Opera" show, that wonderful energy in front of the magnificent Monnaie building... even the local security guards joined in, guiding the excited crowd of young adults (the show itself was dedicated to youth and promoting opera to a new generation, with a huge DJ party inside for those who wanted to continue late into the night!) towards the flower distribution zone.


We had announced "Love letter to Mom...by Freywille" in our previous article (read) – this beautiful message contest spread through the simple gift of a spring bloom. And we loved it!
It's truly so simple, at its core, to touch people with a kind gesture: offering genuine gifts, doing things beautifully with fragrant, lovely flowers, and inviting people to write their most heartfelt messages to their moms on an elegant brochure and message card, to be dropped off at the Freywille boutique (inside the magic box) or submitted online.

watch the caps

The success speaks for itself; the community touched by this operation adored participating. In fact, Freywille even received an old-fashioned letter, sealed with wax and stamped with a "With love" crest, containing the Freywille card and a handwritten message!





Regarding these heartfelt messages, Freywille shared some of the most beautiful with us.
Some were penned by very young children, so touching in their simplicity.
Others were from adults writing to their mothers in heaven, while some seized the opportunity to simply make amends.
So many cards filled the boutique's box in the Grand Sablon, and countless messages poured in online – each one a winning entry!

Here are the three winners who made it to the podium, simply because a choice had to be made...


Third Place (winning a Freywille pure silk Gavroche square scarf (53x53cm)) goes to Dace for this message.

Second Place (winning a Freywille pure silk Grand carré scarf (90x90cm)) with this online declaration from Fanny.

Lili, the winner of the Alphonse Mucha collection pendant, whose message was so beautiful and touching.

Bravo to Freywille and their team for this beautiful story.
Another one is likely on the horizon – we've heard serious whispers about the incredibly colorful, creative, strong, and iconic artist Frida Kahlo.
If Freywille were to launch a new collection on that theme... Yes, please!

More about Freywille, visit the website!