At first glance, you may not even realise this airy storefront on the Bondi-Tama border belongs to a florist. But look past the dog-walking locals sipping coffee on the sidewalk, beyond the shelves of neutral-toned ceramics and homewares, and you’ll find the Scandi-looking space’s raison d’etre: organic, sustainable and locally sourced flowers.
“Our ethos has always been to offer simple and organic arrangements that focus on quality and can be enjoyed by everyone,” says co-owner Georgia Martin. She describes MyFlowerMan’s signature bouquets as “crisp and classic, with lots of whites, greens and muted colours.”
Launched online in 2014, MyFlowerMan’s contemporary aesthetic and responsible sourcing practices earned it a loyal following while occupying studio spaces in Rosebery and Paddington. The boutique florist has more than 17,000 followers on Instagram, and delivers weekly arrangements to businesses such as Bentley Restaurant & Bar, Edwards and Co hair and make-up salons, and even H&M’s corporate offices.
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The new, expanded retail premises on peaceful Fletcher Street, next to M Deli, has allowed the MyFlowerMan to grow its offerings beyond the beautiful white bouquets for which it’s known. On one side of the store, a small but well-curated gift section displays potted plants, vases, scented candles and botanical handwash. Opposite that, a long blond wooden counter serves as both a florist’s worktable and a coffee bar.
In keeping with the store’s philosophy of collaborating with local and ethical producers, the beans are by Sydney roasters Skittle Lane (which have a cafe in the CBD), the organic tea is by Byron Bay-based Mayde, and baked goods come from wholefoods-focused MessySpoon. The humanely produced milk comes from How Now, a family-run micro dairy in Victoria. It’s the only dairy farm in Australia, and one of just three in the world, that doesn’t separate calves from their mothers – something you can feel good about when you’re ordering a cappuccino alongside a bouquet.
As part of the brand’s expansion, even the blooms have been overhauled to be as sustainable as possible. “Recently we sat down and thoroughly examined each area of the business,” says co-owner Kieran Birchall, who also mans the La Marzocco espresso machine.
In an effort to rid the business of plastic packaging, he and Martin decided to avoid purchasing any plastic-wrapped flowers at the growers’ markets, where they find the majority of their stock. They’ve also switched their own wet packaging to a material made from recycled limestone-quarry waste, which in turn can be reused and recycled by the customer.
“There is always more to do, but if we can contribute to the conversation and become part of the solution, that’s important to us,” says Birchall.