Step inside one of Fig & Blooms flower stores in Melbourne, Sydney or Brisbane and you’d be forgiven for thinking you’re in a designer fashion boutique.
That’s because Kellie Brown, founder of Fig & Bloom, loves flowers. But with a background in fashion and an aesthetic cultivated in New York City, she wanted to do things differently.
After studying fashion design at RMIT University and spending a decade working with well-known brands including Decjuba, Wonderbra, Witchery and Zoo York, Kellie decided to take her fashion knowledge and experience into a completely different industry – floral design.
Wanting to learn from the best in the world, Kellie flew to New York City and studied at FlowerSchool New York. There she was taught by leading international floral designer Shane Connelly, who was the wedding floral designer to Prince William and Princess Kate and is also principal florist to Queen Elizabeth.
Kellie fell in love with the New York flower scene and its bold, modern designs, and so she brought everything she’d learned back to Australia and launched Fig & Bloom in 2015 with her partner, Dan Groch.
“Being in New York really opened my mind to the possibilities in floral design. The aesthetic and the way flowers were designed was truly unique.``
“We offer four different collections: Contemporary White, Pretty in Pink, Bright & Colourful, and Rustic. We feel that everyone’s sense of style fits into one of these categories.”
“I saw this perfect opportunity to bring what we were learning back to Melbourne and show the market here what they’d never seen before.”
Specialising in high-end, contemporary floral design, Fig & Bloom is now Melbourne’s only five star florist, with thousands of loyal customers who can’t stop gushing about the incredible floral arrangements.
“We offer four different collections,” says Kellie. “Contemporary White, Pretty in Pink, Bright & Colourful, and Rustic. We feel that everyone’s sense of style fits into one of these categories.”
Kellie and Dan have worked hard to build up their contacts in the industry, sourcing direct from flower growers in both Victoria and New South Wales.
Kellie and Dan have purposely kept the business in the family, working with a small but dedicated team that shares their passion for doing flowers differently.
Summing up the reason they all come to work every morning, Dan says: “We live in a world where it’s so easy to send someone a message – via Whatsapp or Facebook or SMS – but flowers are this very traditional way of sending a message that actually means something. And we love being a part of that.”
“We live in a world where it’s so easy to send someone a message – via Whatsapp or Facebook or SMS – but flowers are this very traditional way of sending a message that actually means something. And we love being a part of that.”