It might be cold and grey outside, but at Queen Street Flower Co in Victoria Harbour it feels like spring has just sprung. Don’t let the name deceive you – this is the sister store of the company’s CBD flagship and tucked away on Merchant Street in Victoria Harbour it’s the perfect place to brighten up your mood on a cold winter’s day.
For owner Daveen Drummond, winter is one of her favourite times in the botanical calendar. “Winter’s great for beautiful bunches of tulips – I find it hard to walk past when I see them! Erlicheer is another of my favourites. It’s such a delicate flower and smells deliciously sweet,” she says. “And this is a great time of year if you like roses. They’re always so full of colour and live much longer than in the warmer months.”
Running one of Melbourne’s most successful florists, Daveen certainly knows a thing or two about flowers, so it’s surprising to find out that she didn’t start her career in the industry. Instead, she founded Queen Street Flower Co after a career in media and publishing. So why did she make the switch?
“The floristry industry is simply beautiful and so varied. On any one day we might have a table centrepiece to design, a bouquet to create to celebrate a baby’s birth, or a chat with a bride about the flowers she envisages for her wedding day,” Daveen says. “Even when the flowers are for a sad occasion, they’re still beautiful. Flowers can bring happiness to people when they need it most.”
“We spend time with our clients to understand what they want, or work with them to establish what would work well if they’re not sure! Some people ask us to write notes or cards for them; it’s all about the personal touch and taking time over the details. I’ve managed a lot of events over the years so I like to get involved with the personal touches, things like the design and style, the materials we use. It’s a good excuse to let my creative side run wild!”
Daveen works with a team of four florists, including head florist Stavros Gouvos, who has worked with her since the opening of her CBD store in May 2014.
“When we were looking to open our second store, Victoria Harbour really stood out to us. We could see so many opportunities for us here, especially with regards to growing our corporate offering. Victoria Harbour was developing into a natural extension of the city centre, and we wanted to be part of it,” she says.
“The best thing about working here is the sense of community. People know each other by name and say hello to one another. We’re just around the corner from some fabulous restaurants and bars, and at lunchtime everyone comes out to eat and socialise. It’s got a real buzz!”
Queen Street Flower Co’s Docklands store is open from Monday to Friday. For more information about their services and opening hours, please see their website: www.queenstflowerco.com.au