Meet the maker: Victoria Whitelaw
Teleisha Thomas
March 2025With 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.
You have strong relationships with local flower farmers—how has that shaped your ability to access unique botanicals and bring fresh inspiration to your work?
Decades of trust and collaboration with growers have allowed me to access truly special blooms. Some growers even cultivate flowers exclusively for me—like my local rose farmer, who reserved his entire Valentine’s Day crop for my business. For a large Melbourne Cup Carnival event, one grower even produced hydrangeas in a custom shade of mauve just for us. These relationships are invaluable.
What are some of your favourite flowers to work with, and is there a dream flower you’d love to get your hands on?
Bouvardia is my all-time favourite—it’s beautifully scented and an absolute joy when in season. I also adore tulips, especially double, parrot, and frill-edged varieties. Their phototropic nature fascinates me; they continue to grow and twist even after being cut, evolving into something reminiscent of an Impressionist painting.
Tell us about a particularly memorable event or project that stands out to you.
One of my proudest moments was designing the floral arrangements for Her Majesty Queen Elizabeth II’svisit to Government House during Her Royal Tour of Australia. I used a mix of locally grown garden roses and native Australian botanicals—including banksia, waratah, and kangaroo paw—to showcase our country’s stunning flora.
Are there any dream projects or collaborations you would love to take on?
I absolutely love working on the Melbourne Cup Carnival projects—it’s a thrill to collaborate with event producers on creating impressive spaces for Melbourne’s biggest celebration. The challenge of designing floral styling in creative and innovative ways and seeing months of planning come to life is always exciting. A dream collaboration would be working with American floral designer Jeff Leatham—his artistry and approach to floristry are incredibly inspiring.
What advice would you give to someone looking to start a career in floristry?
Experience is everything. While foundational skills are important, a formal qualification isn’t always necessary. Find a florist whose work you admire, learn from them—whether through workshops, short courses, or hands-on experience—and build real-world skills. That’s what will set you apart in the modern floristry industry.
