Fleurette Hyères, a family story
In the Notre Dame du Plan du Pont district, a family passion for horticulture flourishes through the operation of Fleurette Hyères.
Founded in 1974, this family floral house is both an artisan florist and producer of the last Mediterranean carnations grown in France.
At the head of this company, Gil Sallès, 61, perpetuates a precious savoir-faire by combining tradition and innovation. Under his watchful eye, the carnation is reborn, an emblematic flower long neglected, which today regains all its nobility and its place in the horticultural landscape.
Gil Sallès, a producer for three generations, recalls his beginnings: “I started selling flowers door-to-door at the age of 7, today prized by luxury and fashion. It was my pocket money. My playground was my grandfather's greenhouses, there were strelitzias, gladioli. I have always been immersed in this environment.”
He continued his path on the family farm, taking over the reins in 1997. Armed with his experience, he managed to diversify his crops while returning and specializing in the carnation, with his son, Lucas, “Fleurette Hyères”, a brand that highlights small wild flowers and the carnation, developing an event service for weddings and other ceremonies.
“We want to honor our floral heritage,” she declares, emphasizing the importance of the French flower. “The carnation was long disparaged, but it is making a strong comeback, particularly in luxury boutiques in Paris,” he adds.
Thanks to a collaboration with an Italian creator, he selects the best varieties in the world each year, offering a wider palette of colors to satisfy a clientele always seeking novelty, excellence, and refinement. Alongside Gil, his wife Laetitia, a former pharmacy technician, chose to retrain in floral art 7 years ago. Trained by a Meilleur Ouvrier de France, she co-founded LUXE AUTHENTIQUE. Their son, Lucas, 23, is taking over the reins with ambitious projects.
A graduate in Entrepreneurship from the IAE de Lyon, he is developing the family brand through modern tools, such as an e-commerce site and an increased presence on social media: “The brand aspires to create beautiful floral arrangements while highlighting the richness of heritage. “Fleurette Hyères” collaborates with artists to promote the carnation, a flower rich in history and symbolism. The primary objective of their approach is to honor the French flower.”
As a member of the collectif de la fleur française, the company commits to sourcing 90% of its flowers from the Var.” For specific varieties like anthuriums, they look abroad.
Lucas continues: “What drives me most is paying tribute to our heritage. I love exploring places steeped in art and history to stage flowers and capture the subtle dialogue between nature and culture. Whether it is a photo shoot in Giens, table art imagined in the heart of nature, or a prestigious hotel table, these backdrops deeply fuel my inspiration.”
Recently, Lucas met a ceramicist in Gonfaron whose exceptional vases “deserve to be showcased.” By partnering with this artist, the company wants its flowers to be presented in beautiful containers, respecting aesthetic consistency and prioritizing local savoir-faire.
The young entrepreneur emphasizes: “Although these vases are more expensive than their Chinese counterparts, they are incomparable, designed to last, and reflect our commitment to safeguarding ancestral savoir-faire in the service of authentic luxury, nurtured by a refined art of living. When we create events, every detail matters, from the choice of container to the flower varieties, and of course, the venue and the stakeholders. Everything must be in perfect harmony.”
AGRICULTURE, THE DNA OF HYÈRES Agriculture, emphasizes Elie Di Russo, former deputy for agriculture of Hyères and special deputy for Borrels, is the DNA of the city: “Lucas Sallès is a young entrepreneur taking over his parents' floriculture business. It is the last production of carnations in France. Lucas is full of projects to promote the production of this flower, which carries many symbols, but also to showcase the Hyères terroir, the leading producer of cut flowers nationwide.
He deserves all our support and help to accompany him in realizing his future projects. I would like to remind you that his great-grandfather was also a deputy who established the Floralies de Hyères, which were highly successful. A great challenge for the future. Hyères must shine in terms of agriculture.”
The family farm, spanning 3,420 m² with over 25 different varieties, stands out for its environmentally friendly practices. By banning chemicals, the team opted for integrated pest management, using insects to fight pests, an approach that demonstrates their commitment to sustainable floriculture.
Far beyond its role as a producer and artisan florist, Fleurette Hyères is dedicated to promoting its heritage, safeguarding its savoir-faire, and inspiring younger generations with the hope of a possible future. By keeping alive the memory of its roots and the city's horticultural prestige, the brand works towards its preservation and influence.
Laurette PARAY - Photos Philippe OLIVIER.