Not Christmas? - Not Lent? Then WHEN?

I grew up calling the white version "Christmas Rose".
I, later, learned coloured varieties as "Lenten Rose".
Which, by any other name would maybe not be sweet: but they don't half brighten this time of year up.

"Hellebore
Hellebores (sometimes known as the Christmas or Lenten rose) are perennial garden plants with elegant flowers, perfect for brightening up shady areas during late winter and early spring. Some species are grown for their striking evergreen architectural foliage."