"30 Days Drowning in Roses - la dolce vita" #3 The Rose-Charmed Producer and The Rose-Charmed Florist

Sep 22, 2025

Why Are We Drawn to "Autumn Roses"?

Roses have two peak seasons a year. One of them is the upcoming season of autumn roses. With the temperature differences between morning and evening and the drop in temperature, these roses, though smaller, boast rich colors and fragrances, revealing a unique autumn charm.

This time, we will introduce the story of a grower and a florist who were captivated by these autumn roses.

※ For a detailed explanation of "The Definition and Season of Autumn Roses," please refer to our previous article if you haven't seen it yet.

A Grower Enchanted by Roses: The Story of Hoshina Rose Garden

Mr. Toshinori Hoshina runs a rose farm in Nakano City, Nagano Prefecture.

He used to be a fruit farmer, growing apples and other fruits, but he inherited the rose cultivation business started by his father. He now cultivates about 20 varieties, including some original varieties that he himself bred. He is also involved in the development and sale of rose jam made from edible roses.

In his childhood, Mr. Hoshina had no special feelings for the roses around him and had no intention of taking over the family business. However, during university, at a friend's invitation, he joined YOUKAEN, and while working with roses, he had a fateful encounter.

That encounter was with the "Yves Piaget" variety, known for its rich fragrance. From the moment he was captivated by its extraordinary scent, roses transformed from "just flowers" into "something to dedicate his life to" for Mr. Hoshina.

Afterward, Mr. Hoshina returned to Nagano and took over the family business. He continued to explore the charm of roses, and now he breeds and produces original and rare varieties, becoming a true rose select shop.

We will introduce more about Hoshina Rose Garden and Mr. Hoshina's journey in the next article.

A Florist Enchanted by Roses: An Encounter with Wild Roses

The job of a florist is to bring the roses grown by producers into people's lives.
Next, we introduce the story of Store Manager Usui, who leads &YOUKAEN.

While magnificent single-stem roses are beautiful, something didn't quite click. Manager Usui had come to think of roses as "something to admire in a store." She said she felt a little intimidated by magnificent single-stem roses.

However, her values changed instantly when she encountered Hoshina Rose Garden's spray roses. She was shocked to see roses that branched freely, full of vitality and blooming vibrantly, thinking, "Such roses exist!"

Since then, autumn roses have become something special for Manager Usui.

Now, when asked, "What is your favorite flower?" she unhesitatingly answers, "Hoshina's autumn roses."
She is truly a florist whose career was transformed by a grower's roses.

"Autumn Rose Subscription Service" Delivered by a Grower and Florist Enchanted by Roses

What is born from the hands of these two people enchanted by roses is &YOUKAEN's Autumn Rose Subscription Service.
We have carefully selected only fragrant spray roses that evoke the bounty of autumn, offering a special lineup. We will introduce the varieties in detail in a separate article.

Fresh roses are shipped directly from Hoshina Rose Garden, and Store Manager Usui bundles each one for delivery. This is a subscription service woven by a grower and a florist.

To allow you to choose according to your lifestyle or gifting occasion, we have created three courses: from 2 to 4 deliveries. You can find more details on the product page.

30 Days with Autumn Roses

The peak season for autumn roses is about two months, from late September to mid-November. Precisely because it's a limited season, they add a special luxury to everyday life.