This Valentine’s Day looked a little different for the April & Ashley family. Together with Mayte Garcia and Roses Forever founders Rosa & Harley Eskelund, we headed to Las Vegas for the baptism of our newest rose – The Most Beautiful. The unforgettable event was not only a celebration, but the market debut of a rose that balances beauty, resilience, and season-long blooms.
Roses Forever: The Breeding Excellence Behind Rose The Most Beautiful
Founded by Rosa & Harley Eskelund nearly 3 decades ago, Roses Forever embodies rose breeding in its purest form – staying focused on genetics and cutting out commercial distractions. As Rosa put it, “beauty without complication,” is what they aim to deliver. Rose The Most Beautiful achieves that goal – carrying forward their legacy of cultivating roses that are not only stunning, but sustainably-produced and impressively hardy.
Mayte Garcia: The Woman Who Inspired the Rose
In 1994, Prince released his hit single, “The Most Beautiful Girl in the World,” an ode to his wife – Mayte Garcia. Now, she’s reviving his legacy by partnering with Roses Forever to bring The Most Beautiful to life. Not only is the rose a namesake, but every purchase supports Live 4 Love Charities – a nonprofit organization that Mayte co-founded with Prince in 1996 in memory of their son, Amiir. Mayte said it best: “From the gardens of Denmark to the heart of Las Vegas, the Most Beautiful rose is more than a flower – it’s a symbol of love, legacy and purpose.”
A live performance by Elisa Fiorillo & The Elora Effect Prince Tribute Band sent the energy in the room soaring and even further cemented The Most Beautiful as a cultural emblem – connecting the rose to iconic music heritage.
Our Contribution: The April & Ashley Advantage
As a trusted partner of premium breeders like Roses Forever, we’re proud to be key contributors to their growth. We strive to do their products justice with efficient supply chain practices that preserve freshness and quality. Our roses are grown by our own farmers, cut to order, and shipped straight from our farm to the buyer’s doorstep – no middlemen involved. That means fewer emissions, reduced packaging waste, and lower energy use. Not only does this guarantee longer-lasting blooms for our customers, but reduces the overall carbon footprint of the floral industry.
Why Now? The Most Beautiful’s Timely Arrival
More than ever, rose buyers are keenly aware of what goes on behind the closed doors of the floral industry. They expect more than just a pretty flower – they demand ethical sourcing and transparency into farming practices.
The Most Beautiful is the epitome of beauty, high-performance genetics, and sustainable farming practices. And in our hands at April & Ashley, customers can have peace of mind knowing we prioritize organic growing methods, efficient watering strategies, and Fair Labor practices.
Who's Who?
We were honored to be in the presence of some of the top names in the floral industry – coming from all over the globe to celebrate the birth of this one-of-a-kind rose. Besides Denmark’s Rosa & Harley Eskelund of Roses Forever, Jonathan Kordes of Kordes Roses represented Germany, and CEO of the New York Botanical Garden Peter Kukielski also made an appearance. This combination of industry leaders honoring The Most Beautiful Rose positions it as a force to be reckoned with in the floriculture market.
An Event to Remember
We were delighted to share this special Valentine’s Day with Roses Forever, Mayte Garcia, and other leaders in the rose world. With a blend of enduring beauty and advanced genetics, the future looks bright for The Most Beautiful. Visit April & Ashley to shop all of our premium rose bushes – shipped directly from our field to your home.