Hi!
We are so glad to see you here.
We are Kreetta and Anna, the founders of Floral Fan.
Kreetta is an artist and photographer, and Anna is a journalist. Together, we created Floral Fan magazine in 2026.
We live in Helsinki, Finland. From here we connect with readers around the world who are inspired by flowers, gardens, and art. But how did it all begin?
Anna: Do you remember when we first met? It was in 2017. I came to your studio.
Kreetta: I remember that we had a lovely conversation with a few laughs, and that my portrait photoshoot took quite a long time. I know it is not an easy task to photograph a photographer. How did you learn about me in the first place?
Anna: I was interested in the emerging floral design movement led by Americans such as Sarah Ryhanen, Nicolette Owen, and Erin Benzakein of Floret. Their creative approach appealed to me, and while looking for new story ideas, I came across your blog and floral art. I hadn’t seen anything like it in Finland.
Kreetta: Oh, thank you so much! Well, I am not a florist but a professional photographer. I’ve always loved working with my hands. The feeling of natural materials and flowers is so captivating – almost like meditation.
But do you remember our first big assignment? In 2019, we travelled to Sweden to Gunillaberg to meet the world-famous Danish artist Tage Andersen. That trip had a huge impact on us. It is so interesting to dive into the world of a creator and see how a garden can become art.
Anna: It was a mind-blowing and altering experience. From then, we continued working together as a photographer–journalist team. But over time we noticed that we had too many story ideas that couldn’t fit into existing magazines and we began to think about creating something new. Floral Fan is actually the first magazine I have been involved in creating from scratch.
Kreetta: For me too. As an artist I get always very excited creating something new. But I’ve also noticed that there are some things that always keep repeating. In interviews, you often ask people: if you were a flower, what would you be? I’d love to hear why you keep asking it.
Anna: It is quite fascinating to hear what people answer. Sometimes their eyes begin to shine, or even tears appear. For many, it takes quite a long time to answer, and the choices almost always surprise me. Not everyone chooses a rose or a dahlia. In fact, so far nobody has.
Kreetta: So, if you were a flower, what would you be?
Anna: Right now, it is the bearded iris ‘Benton Olive’. It was created by the British artist Cedric Morris, and there is a story about him in our first issue. I think it looks absolutely amazing. What about you?
Kreetta: Oh please, for me it is as difficult question as asking about my favourite flower. Too many options. But, whose garden would you like to visit next?
Anna: You call that an easy question? Perhaps Jamaica Kincaid’s garden in Vermont. She is a writer, gardener, and professor of African American Studies. Or actually I’d like visit any garden if she were guiding the tour. But who knows – right now I am very much looking forward to planning our next issue and seeing where it will take us, and all floral fans.
FAQ
What is Floral Fan?
Floral Fan is an independent subscription-based online magazine with two new issues published a year. Content is also available in instagram @thefloralfan.
How can I subsribe?
You are welcome to subscribe by clicking the subsciption button and following the subscription process.
You will need to provide an email address for receiving the confirmation about your subscription.
Access to all subscriber-only content will be available as soon as your subscription has been processed.
What is your publishing frequency?
At the moment, we publish two issues per year. You will receive an email notification when a new issue is released.
Can I share my subscription with others?
The subscription is intended for one subscriber only and may not be shared with others.
I have subscribed but can’t access the content. What to do?
If you are experiencing problems accessing the content, please contact us at thefloralfan@gmail.com.
How much does the subscription cost?
At the moment the subscription is for free.
Can I cancel my subscription?
Yes, you can cancel your subscription at any time through your account settings.
Privacy Policy & Cookies
1. Controller
Floral Fan (in practice Gretchen Oy and Viestintätoimisto Anna Varakas) is responsible for the processing of personal data described in this Privacy Policy.
Contact:
Floral Fan c/o Gretchen Oy
Nokiantie 2-4C, Helsinki, Finland
thefloralfan@gmail.com+358 40 587 3926 or +358 50 53 88 543
The following terms were edited on April, 9, 2026.
2. Visitor data for customers
When you buy something on this website, we collect personal information from you to fulfill the order. We may collect information like your:
Billing and shipping address
Details relating to your purchase (for example, your shirt size)
Email address
Name
Phone number
We provide this information to Squarespace, our online store hosting provider, so that they can provide website services to us.
3. Analytics
We use tools like Google Analytics to collect data on how you use our site (pages visited, device info, etc.). This helps us improve our services and personalize your experience.
4. How Floral Fan uses your data
Floral Fan collects personal data that is necessary to provide access to our subscription-based online magazine, manage subscriptions, and operate our website. We process personal data in order to:
provide access to the Floral Fan subscription-based online magazine
manage subscriptions and payments
deliver purchased products (if applicable)
communicate with subscribers
send newsletters or updates (if subscribed)
respond to inquiries
improve website performance and user experience
prevent misuse of the service
comply with legal obligations such as accounting requirements
5. Member site subscribers
When you subscribe and purchase a membership on this website, we collect personal information from you to enable your member sites access. We may collect information like your:
Billing and shipping address
Details relating to your subscription
Email address
Name
Phone number
We provide this information to Squarespace, our website hosting provider, so that they can provide exclusive member site hosting services to us and help us manage our relationship with you.
As you go through checkout, this site may auto-complete your shipping and billing address by sharing what you type with the Google Places API and returning suggestions to you to improve your checkout experience.
6. Legal basis for processing
Under the EU General Data Protection Regulation (GDPR), the legal bases for processing personal data include:
processing is necessary to provide subscription services or purchased products
consent is used for sending newsletters and for certain cookies
we may process limited technical data in order to maintain and improve the website and ensure security
we may retain certain information to comply with accounting and legal requirements
7. Payment providers
When you make a purchase from us on this website, we use Squarespace Payments as our payment solution. Squarespace Payments is a fully integrated, native payment solution provided to us by our online store service provider Squarespace. Squarespace Payments makes use of the following third party service providers which will also receive your personal information and process it in accordance with their privacy policies:
Stripe - payment processing services. You can read Stripe’s privacy policy at https://stripe.com/privacy.
Sift - fraud monitoring and detection services. You can read Sift’s privacy policy at https://sift.com/service-privacy.
8. Email communications
If you subscribe to Floral Fan, we may send emails related to: subscription confirmation, access to subscriber content, updates related to the magazine and newsletters (if you have opted in).
You may unsubscribe from newsletters at any time via the link included in the email. Service emails related to subscriptions may still be sent when necessary.
9. Cookies
Our website uses cookies provided by Squarespace and its analytics tools. Cookies are small text files stored on your device. You can control cookie settings through your browser. Where required by law, we request consent for non-essential cookies.
10. Data retention
We retain personal data only for as long as necessary for the purposes described in this policy.
11. Your rights under GDRP include:
You have the rights to be informed, access your data, rectify errors, erase data (right to be forgotten), restrict processing, transfer data (portability), object to processing, and challenge automated decisions.
To exercise your rights, please contact: thefloralfan@gmail.com
12. International data transfers
Service providers used by Squarespace may process data outside the European Economic Area.
13. Changes to this Privacy Policy
We may update this Privacy Policy from time to time. The most current version will always be available on our website.
Terms & Conditions
1. Introduction
April 9, 2026
These Terms & Conditions govern the use of the Floral Fan subscription-based online magazine. By accessing or subscribing to Floral Fan, you agree to these Terms. We may update these Terms from time to time, and the latest version will always be available on our website.
Contact information:
Floral Fan c/o Gretchen Oy
Nokiantie 2-4C
Helsinki, Finland
thefloralfan@gmail.com
2. About Floral Fan
Floral Fan is a subscription-based online magazine focused on flowers, gardens, art and design. It is operated by:
Gretchen Oy
Business ID 2635631-2
Helsinki, Finland
kreetta.jarvenpaa@gmail.com
Viestintätoimisto Anna Varakas
Business ID 1895774-0
Helsinki, Finland
annavarakas@gmail.com
Content is available online via subscription. Free content may also be available through social media platforms such as Instagram.
Floral Fan does not guarantee uninterrupted or error-free operation of its website or online magazine, as the functioning of the service also depends on internet connections and technical systems beyond our control.
Floral Fan may occasionally offer limited-edition products such as paper goods, textile products, and digital or physical artwork, via the website.
You must be at least 16 years of age to subscribe or purchase any products from Floral Fan.
3. Rights
All content (including photographs, articles, graphics and design) is the intellectual property of Kreetta Järvenpää and/or Anna Varakas or contributors and is protected by copyright laws.
Content may not be copied, reproduced, distributed or used commercially without prior written permission. Sharing links to Floral Fan content and sharing social media posts with appropriate credit is permitted.
If you provide material to Floral Fan, you are responsible for all necessary rights or permissions, following the law and consent of people appearing in the material whether in an image or in text.
Floral Fan is not obliged to publish any material that has been submitted to it.
4. Subscriptions, payments and cancellation
Subscriptions are activated by completing the subscription process and providing a valid email address. After subscribing, you will receive a confirmation email about a subscription.
Information on how personal data is processed can be found in our Privacy Policy and Cookie Policy.
All prices are listed in euros (EUR). Accepted payment methods are shown at checkout. Payments are processed via secure encrypted connections provided by Squarespace Payments.
Subscriptions renew automatically at the end of each billing period unless cancelled before the next billing date.
You may cancel your subscription at any time through your account settings. Your access to the subscriber content will continue until the end of your current billing period, after which access will terminate. Cancellation must take place before the next subscription and billing period begins.
Floral Fan reserves the right to change subscription prices. Any price changes will apply from the next billing period.
Floral Fan reserves a right to refuse or cancel a subscription if necessary.
5. Use of website
You agree to use the Floral Fan website and its content only for lawful purposes.
Users may not misuse the website, attempt to harm the service in anyway, copy or distribute content without permission nor use content for commercial purposes without consent.
In case of misuse, Floral Fan reserves a right to terminate the access to its content without prior notice.
6. External links
Floral Fan may include links to third-party websites. Floral Fan is not responsible for the content, availability or practices of these third parties.
7. Disclaimer
Floral Fan content is provided for informational and inspirational purposes only. While we aim to ensure accuracy, we do not guarantee that all information is complete, current, or error-free.
In the event of a dispute, we aim to resolve the matter primarily through negotiation.
8. Limitation of Liability
Floral Fan is not liable for any damages resulting from the use of the website or magazine content.