A singular floristry and fashion experience, Lesser and Floristry by Sally is a luxury retail space run by Jazmin Wotton and her mother Sally. Having opened just under three years ago, it was the fashion-forward Jazmin who initially suggested adding a concise range of contemporary fashions to the Melbourne Street space that originally housed her mother’s floristry business.
“We wanted to create something very European. You know how they have all those beautiful concept stores over there? We wanted to bring that to Adelaide because we don’t have a lot of stores here that offer that beautiful shopping experience. Particularly after Covid, we found people were really craving that customer-forward experience,” Jazmin tells Broadsheet. The newly revamped space therefore offers an experiential shopping space, featuring sculptural floral installations which highlight Sally’s decades of experience.
At Lesser – which grew out of the phrase “less is more” – curation is everything. The brands are predominantly Scandi-inspired styles such as Danish womenswear label By Malene Birger and Swedish brands Chimi Eyewear and House of Dagmar, with a few Australian additions including Beare Park (who designed off-field outfits for the Matildas ), local designer Griffin & Griffin and Melbourne brand A Emery.
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The space also houses pieces by local ceramicists and lamps made by Jazmin’s father. Beyond the store improvements, there are plans to continue hosting exclusive dinners and VIP nights for customers. In the age of click and collect, the expansion is part of the Wottons’ philosophy of bringing a personal touch back to shopping.