Featured Florist: Urban Flower
We are excited to be sharing an interview with our Featured Florist and Bag a Bouquet Supplier Urban Flower. Well known to most Sydney-siders is the big pink building, with huge teddy bears on Parramatta Road at Concord in Sydney’s inner-west. Urban Flower is a family business since 1975 and have become one of the most long established and well-known Florists in Sydney. They established their online presence in 2001, and have become one of the most respected, and popular online florist stores in Australia.
When did you open Urban flower? And How many people do you employ?
Urban Flower opened as Nite Florist in 1975. It was called that because it was opened all night (yep crazy!), but we changed the name to Urban Flower in 2004. Floristry has been a part of our family for four generations now! We employ 10 people, and during busy periods a fewmore family andfriends come to help us out.
How long have you been a florist for?
And where did you study/ complete work experience?
Winston and I are not florists, our family members are florists and we also employ some very talented ones! Most of our staff attend TAFE or Pearsons School of Floristry first but they all feel that the best way to learn floristry is through time in the florist making and making and making.
What have been you biggest career highlights so far?
I don’t know if we have any really huge ones, but it always feels amazing to work really hard and get through a very busy Valentine’s Day period. It’s very satisfying to plan and execute the plan to make customers super happy, sell out of flowers, and get deliveries to their destinations hassle-free. We love the hustle of every day, creating new products, and continuing on our family legacy. We love helping people when they’ve been though big life events, it’s a pretty sacred thing to be a part of.
What are your biggest challenges as a florist?
One of our biggest challenges is that flowers are a perishable product, so we are always monitoring our stock levels like hawks. We like to turn over all our stock daily and keep it all really cold until it reaches the doorstep. Our shop is always an icy 15 degrees! Nothing worse than crappy already opened flowers! We also have a really great relationship with our growers and suppliers, many of them have been working with us for almost 45 years and some of our family are flower growers and supply us with beautiful blooms too. We’re really grateful for them, they look after us.
Among your own designs, do you have a personal favourite?
At the moment we all love the Charlotte bouquet, it’s so feminine and sweet. A long time favouriteof ours is the Pure Delight bowl. It is huge and always gets a great reaction upon delivery. We love out hamper range too and always get excited when we get to make one!
What Instagram accounts are you following for inspiration?
What’s one piece of advice you would give someone who is considering floristry as a career?
Go for it! There’s so much flexibility and different avenues to follow. Start working with flowers now, use YouTube to learn new skills. Learn your flower types, enrol in a course. Keep up your customer relations skills. A great phone manner, friendly smile and happy attitude are as important as what you can do with flowers.
Sadly last week 24th February 2019, JEFFREY, David Winston the former boss and father of current Urban Flower owners passed away peacefully surrounded by family and today they are celebrating his life. Our thoughts and Prayers are with the Urban Flower family and friends.