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Echium simplex, commonly known as pride of Tenerife^[1] or tower of jewels, is an herbaceous biennial plant which grows up to 3 m (9.8 ft) in height.

It is a frost intolerant species requiring sustained periods of sunlight to thrive. It is endemic in the island of Tenerife mainly in Macizo de Anaga.^{[citation needed]}

The plant is biennial producing a dense rosette in the first year and producing the distinctive inflorescence to a height of 1–3 metres (3 ft 3 in – 9 ft 10 in) during the second year. The flowers are white and the plant is in bloom from February to April in Tenerife. E. simplex is widely available as a garden flower in warm temperate areas. It is very attractive to bees and produces a distinctively flavored honey.^{[citation needed]}