nursery

Botanic Superlatives: The First Nursery Catalog

April 15, 2011
Submitted by admin

Disseminated at the height of Europe's seventeenth-century flower frenzy, the first nursery catalog was a masterpiece and a marketing strategy. It was published as a Florilegium (collection of flowers), and compiled by Dutch entrepreneur Emmanuel Sweerts (1552-1612). Before its publication, Sweerts peddled curiosities—stuffed birds and shells, as well as tulip bulbs. He would soon consolidate his wares.