Where We Are Going Today: Iluba’s flowers are forever

Iluba uses a treatment process to preserve fresh roses making them last for months.
Updated 26 October 2018
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Where We Are Going Today: Iluba’s flowers are forever

  • The process used to extend the life of the flowers is complex and workers have only a few hours after the flower is plucked to complete the preservation and fully capture its freshness

JEDDAH: Beautiful flowers that stay fresh and vibrant for months on end — it sounds like a fantasy but the florists at Iluba have made it a wonderful reality.

The international company, which is based in Gauteng, South Africa, uses an innovative, patented treatment process to preserve fresh roses and other flowers for up to six months.

Enter the store — on Sari Street in Jeddah’s Al-Khalidiyah district — and you are greeted with a whiff of floral scent that is a welcome relief from the city smell of traffic and smoke. 

The process used to extend the life of the flowers is complex and workers have only a few hours after the flower is plucked to complete the preservation and fully capture its freshness.

There are a variety of options for displaying the blooms, including wood and glass containers, and even the hourglass from Disney classic “Beauty and the Beast” is available. Classic flower colors such as red, yellow, white are available, along with more unusual options such as black, brown, blue and purple, offering something to match every taste. 


Hollywood star Cuba Gooding Jr. shares career at Saudi Film Festival

Updated 18 min 59 sec ago
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Hollywood star Cuba Gooding Jr. shares career at Saudi Film Festival

  • He said he hopes to support Saudi filmmakers through his recently launched production company
  • The festival, at Ithra, is part of the Sharqiah Season in the Eastern Province

DHAHRAN: Oscar-winning actor Cuba Gooding Jr. talked about his experiences in Hollywood, and the challenges he has faced during his career, when he appeared on Monday night at the fifth Saudi Film Festival, which is part of the Sharqiah Season in the Eastern Province.
Known for his roles in movies such as “Men of Honor”, “A Few Good Men” and “American Crime Story,” among others, he has appeared in more than 85 films during a 30-year career on screen and stage. He won the Best Supporting Actor Oscar for his performance in the 1996 film “Jerry Maguire,” alongside Tom Cruise and Renee Zellweger.
Gooding Jr. arrived for the event, at the King Abdul Aziz World Center for Culture (Ithra), accompanied by Claudine De Niro, the estranged wife of actor Robert De Niro’s son, Raphael. They were greeted by renowned Saudi film producer and Hollywood businessman Mohammed Al-Turki.
Gooding Jr. spoke to the audience at Ithra for almost 60 minutes about his long career and the challenges and pitfalls he had experienced on the road to success in the film industry. He also offered some advice to anyone interested in following in his footsteps.
“No one prepares you for success,” he said. “That’s why you see a lot of actors that star in movies, then disappear. Or you see athletes that make a $100 million and then they disappear, too. They weren’t ready for it.
“You have to envision yourself standing on that stage, holding an Oscar over your head, saying, ‘This is for the Middle-East’. You have to envision the script that you will write and envision being on that stage, holding that Oscar.
“People asked me after I won that Academy Award if I ever thought I would be on that stage. I always said, ‘Not in a million years.’ But that’s a lie. You have to envision yourself on that stage, winning that award, so that when you succeed it will feel normal, not like it’s something special, so that you can do it again.”
The actor also said that he intends to support filmmakers from Saudi Arabia and other countries through his recently launched production company.
Asked if he had any projects planned in the region, and Saudi Arabia in particular, he said: “I do, actually. I have a couple of things. I don’t want to give it away but let’s just say that there is a lot of great literature that I’ve read, a lot of different books, including Arabian Nights. It’s hard to talk about the things in development because you don’t want to give it away but there is definitely something in development.”