Victoria Whitelaw’s interest in styling flowers began as a young girl working alongside her mother who was a florist herself. From these early days, Victoria then went on to own multiple stores of her own. She has been a valuable member of the flower industry for many years, competing overseas, winning numerous awards and demonstrating to her peers. Victoria is proud to have personally trained her own daughter, Jessica, a third-generation florist, who works alongside her in Victoria’s flagship store in South Yarra.


Victoria is extremely passionate about her craft, and over her 35 years in the industry has created her own extraordinarily elegant and individual style. With years of experience she has been able to work on a variety of events, weddings and private parties, all stylishly created with ease. There is nothing that thrills Victoria more, than working from start to finish on her client’s events and making their dreams become a reality.


It is not unusual to witness high profile personalities purchasing beautiful blooms in Victoria’s store, or to see her team of stylists working all over the city to inject Victoria’s exquisite style into weddings, events and corporate spaces. Victoria can even count Her Majesty Queen Elizabeth II as a client after being commissioned as her floral designer during her Royal Visit to Australia.