Corporate, Event and Wedding Flower Trends in Sydney
Q&A with the owners of Naomi Jones Flower Studio, Kylie Broeking and Sandy Horton.
Q: What are the main trends you are seeing in flower design at the moment?
Sandy: For some time now an organic and unstructured approach has been very popular and it’s no wonder because this look is just beautiful. Think of picking wild flowers from a field and arranging them in the kitchen in your country home. It’s colourful and quite romantic.
Kylie: Traditionally, corporate flowers for reception areas and showrooms are quite sculptural and structured. Even here, there is now a desire to soften things up and focus on the flowers themselves. In wedding flowers, what I am seeing is that brides and couples are looking to create a special moment for themselves and that in that they are not trying to follow a trend but their own style. That can range from very modern arrangements, bouquets and centrepieces with colours that pop to romantic, dreamy and white.
Q: How have people’s attitudes to flowers changed?
Kylie: People are getting more sophisticated about flowers. I think this reflects a generally higher level of engagement with design and decoration. Flowers used to be for special occasions or as a get well wish. Today, many people have flowers in their home every week and see them almost as essential.
Sandy: Many of our corporate clients see the flowers we provide as a reflection of their brand to their own customers and their staff. They have the highest expectations and we work incredibly hard to meet and exceed these expectations every time.
Q: What do you love about working as a florist in Sydney?
Kylie: We do a lot of work for the big banks, law firms and accounting firms and a number of major retailers in the Sydney CBD. It’s just a big buzz to be part of the activity in getting the city ready for business on a Monday morning. We are out at the flower markets when they open at 5am and then drive our van full of fresh flowers straight into the city to set up our clients’ reception areas, boardrooms and retail showrooms. You will see our team racing around the city with big vases full of flowers on our trolleys and in our arms.
Sandy: I especially love working on events and in particular weddings and also corporate product launches and staff events. I am always amazed about the superb event venues we have here in Sydney and I really enjoy that we get to style them with flowers. My favourite venues are those on the water that really showcase our harbour.
Q: What makes working on wedding flowers so special?
Sandy: It’s the way it all comes together to create such an emotional occasion: the way the couple wants to experience the day, the design of the dresses, the meaning of the ceremony, the actual reception and of course the flowers help bring it all to life. Who does not love a great occasion?
Kylie: I am personally a romantic, so I always get excited hearing about the wedding plans of the couples and just enjoy that our flowers will help make their day even more beautiful.
Q: How are the flowers you deliver different to those provided by the big online flower delivery chains?
Sandy: Our florists in our retail boutique in Crows Nest genuinely craft every bouquet that is ordered online to make it uniquely beautiful. This includes the flowers, the arrangement and the way it’s wrapped. We do not work off a picture menu of flower arrangements.
Kylie: We try and let our customers have a little fun. The most ordered flowers from our website are the ones we call “Hello Sunshine” and are really bright, happy flowers.
Q: How do you source your flowers?
Kylie: We have great suppliers at the markets. Our philosophy is to source local where we can and to also work with the seasons as what is in season will be the most beautiful and best value.
Sandy: We are lucky we have access to the widest variety and highest quality of flowers. There are absolutely superb local growers around Sydney and from the other states and despite all the global competition, Australia grows a huge variety of stunning flowers. And because of Sydney international airport, we have access to amazing flowers from Europe, Africa, Asia and South America year round.