$600 is expensive for a house plant. But it’s a price the devoted are willing to fork out for the perfect piece of nature inside their home, such as a fiddle leaf fig tree that’s between seven and 10 years old. “They’re probably the most expensive thing,” says Justine Ellbourn, owner of East End Flower Market. “Because this store is a lot bigger … we’re going to be able to have more products available. And we’re going to start getting into some more interesting flowers, and have some more high-end flowers.”
East End Flower Market, located on the easternmost end of Grenfell Street for almost five years, has closed and moved in to a new space on Halifax Street. It opened to the public this morning. It’s not technically the East End any more, but Ellbourn says she’s kept the name to pay tribute to the shop’s roots. The new location brings more foot traffic, a full studio out the back and the ability to consolidate their delivery point with their shopfront (deliveries were previously being carried out from Parkside).
The new shop embraces brightness: floral illustrations in pastel colours cover the walls, and a hot-pink neon sign (designed by Imogen Koch) welcomes you upon entry. There’s also an eye-catching terrazzo bench designed by interior architecture student Lauren Main, on which customers will be able to see their arrangements being made.
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Ellbourn, who was raised by a florist mother, has a passion for local plants and flowers, and an instinct for experimentation. She and her team create bouquets that change daily; they mix modern, cultivated plant varieties with wild plants. “A lot of our wildflowers were grown organically in Balhannah,” says Ellbourn. “That’s something that’s important to us, always trying to buy local and organic. They don’t use any pesticides, which is really great.”
King proteas, flannel flowers, peace lilies and delphiniums are just a handful of what’s available at the moment. There’s also The Bambino Everlasting, which is a spray-painted dried flower arrangement inspired by customers asking for “dead bouquets”; plant-care products, scented candles and self-watering pots.
The sweet smell of flowers isn’t the only aroma coming out of the shop. Former coffee pop-up Day Job has moved into the florist, run by partners Antonio Trotta and Jessica Rogers. Trotta cut his teeth at cafes around Adelaide, including Third Time Lucky and La Moka, before opening his own pop-up about a year ago.
Local micro-roaster Kindred is the supplier for their milk-based coffees; they’ll change suppliers from time-to-time for their black coffees, starting with Canberra’s highly regarded Ona Coffee. The menu will change weekly to fortnightly, too. Right now, there are Turkish-bread sandwiches (filled with sopressa, mozzarella and ricotta), baguettes (with pesto, ricotta, roast mushrooms, rocket and caramelised onions), and ham and cheese croissants. Breads are supplied by Dough, and you can find a small selection of pastries from Market Street sitting on the counter.
East End Flower Market
83 Halifax Street, Adelaide
Mon to Fri 7am–6pm