With an eye for beauty and a lifelong passion, Victoria Whitelaw is a name synonymous with
Melbourne’s floristry scene. In this edition of Meet the Maker, we step into Victoria’s world to discover
the inspirations behind her signature aesthetic. From early morning market runs to designing floral
installations for some of Australia’s most prestigious events, Victoria shares the experiences, insights,
and moments that have defined her remarkable career.
Growing up in your mother’s flower shop, what are some of your
earliest memories of floristry, and how do you think this shaped
your approach to both flowers and business?
Some of my fondest childhood memories are unpacking flower
deliveries with my mother, discovering the rich colours and textures
of each bloom. Living in Victoria, we’re fortunate to experience all
four seasons, each bringing its own unique floral beauty. This constant
change has always inspired me—I love the anticipation of new
seasonal varieties arriving and the excitement of early morning market
runs to see what’s fresh and in bloom.
Now that you’re sharing the craft with your daughter, Jessica,
what’s it like to see floristry continue through another generation?
It’s incredibly rewarding to pass down my knowledge to Jessica and
the younger florists in my studio. They bring so much creativity
and energy, constantly introducing fresh styles—some brand-new,
like reflexing roses, and others making a comeback, much like trends
in fashion. Watching floristry evolve through their eyes is both exciting
and inspiring.
With over 35 years in the industry what are some of the biggest
changes you’ve seen in floristry?
The shift towards sustainable floristry is one of the most significant
changes I’ve seen. The industry generates an enormous amount of
waste, so sustainability is crucial. Simple changes—like sourcing locally
grown flowers, reducing floral foam use, and repurposing unwanted
event florals—can make a meaningful impact.
Can you walk us through your typical morning at the flower
market—what are you looking for when selecting florals, and are
there particular flowers, colours, or textures you’re repeatedly
drawn to?
At the market, I’m completely in the zone. I arrive with shopping lists
for weddings, events, special orders, and my stores, but I’m always
on the lookout for something unexpected—maybe the first autumn
branches of the season or a rare orchid. While I prioritise local flowers,
I also source select imports, like exquisite French-grown peonies in
May, which I know my clients will adore.
April 2025
In Focus Magazine
11