How would you describe your signature style? What makes it yours?
I think my signature style is always evolving, I take inspiration from all forms of nature and art. Looking to highlight beauty in texture, form and composition. I would say primarily my signature style hopes to evoke wow moments of refined maximalism using varieties and shapes that do not conform to the traditional bounds of floristry per say.
How did you go about creating a recognisable brand?
For me a brand goes far past design, using flowers as the central point of creativity to develop a world around the natural beauty of florals. This delves into music, art, and celebrating creativity in all forms. I think people that connect with our brand often don’t even love flowers but they see an authentic representation of creativity which they can resonate with.
What’s one thing you want people to walk away with after attending your workshop?
Foremostly inspiration and confidence. A base platform to experiment and hone their own path in creativity. I aim not only to teach techniques of design but the ability for people to have confidence in the process.
«I aim not only to teach techniques of design, but the ability for people to have confidence in the process»
What do you think is the most valuable part of educational spaces like MADRID BLOOMS?
I think the most valuable part of educational spaces like Madrid Flower School is to not only connect like minded creatives. But also provide a platform for different perspectives of design giving a breadth of focus in the world of design. Allowing people to learn through different artists’ conceptual practices.
What was the job or project that changed everything?
For us it’s never about one project or job, it’s ensuring everything we do adds to the brand. From the smallest of jobs, to the biggest of installations. Ensuring everything is a positive and clear representation of the brand you wish to create. With this in mind we are constantly building relationships and further honing the brand into a more recognisable brand.
Do you think where you grew up influences your creative style?
For sure, I think growing up around the national parks gave me a greater appreciation for the wild and ancient flora we have in Australia. This not only influences my style but gives me a deep respect for all the varieties we use as our medium to create.
What’s a recent project that really stood out for you? Or an event you’re especially proud of?
For me, collaborating with brands I love is a really special part of my job. When The North Face reached out to collaborate on their Floral Alpina Range, this was definitely a “pinch me'”, well probably more like a “punch me” moment. Being flown into the French Alps to explore the different alpine flowers of Chamonix was really a proud moment. Not only for me but being able to include my friends on this journey is really special.
Does your social media following convert into sales?
In short, yes. Again we don’t use this as an essential stream of revenue for our business. Ensuring our core business is still the focus. But yes it definitely allows us to invest more in our business and create a brand that goes past just being a flowershop.
What kind of clients have reached you through Instagram/ Tiktok?
Honestly I am still blown away everyday with the power of connection through social media. We continue to work with and connect with clients that I never thought possible. We have worked with most global brands that I find inspiring, and continue to connect with amazing clients globally.
What advice would you give to someone looking to use social media as a marketing tool?
Stay consistent, and stay different. Especially in a creative industry. You can’t expect to stand out with good work alone. There are thousands of amazing creatives, and posting the same versions of editorial photos and videos isn’t going to cut it. Build a brand not a portfolio, something unique, something engaging and keep at it. It’s hard to compete with someone who just keeps showing up. Putting yourself out there can feel weird, alienating and often questions your confidence. If you can focus on this without the fear of failure, you’re on the right track.
What are the sustainable practices you incorporate into your daily work?
We incorporate sustainability as a core process of our business doing what we can to ensure we are continuing to push the industry in the right direction. Buy local, support local and instill practices in your business to minimise your footprint.
When people see your work, what do you hope they feel?
I hope it’s a light bulb moment. Where people feel inspired to go out and create themselves. I don’t need people to like my work, or hate my work. But I do hope it makes them inspired to give it a go.
