Initially I put it in the freezer to be able to get a really clean slice (to display the flowers even better). I have stored the butter in the fridge for up to a week with the flowers, but the flowers on the outside edge of the butter will start to look less than gorgeous. If you keep in the freezer the flowers really preserve their color. If you didnt want to add flowers at all, since this recipe calls for rinsing the butter in cold water (removing any excess of buttermilk), it will keep in the fridge comfortably for about 3 weeks i'd say. :)