Renowned Florist
About
The first Victoria Whitelaw Beautiful Flowers store opened in South Yarra in 2006. A tiny flower store brimming with the season’s best and most beautiful blooms, Victoria Whitelaw’s vision was to create an elegant, high-end floral boutique unlike anything else in Melbourne.
Now located in a larger South Yarra store, and with recently opened sister store in Brighton, Victoria’s exquisitely styled stores are a delight to the senses, filled with a delicious range of local and imported blooms, luscious plants, and luxury products. It is not unusual to witness high profile personalities purchasing beautiful blooms in Victoria’s stores, or to see her team of stylists working all over the city to inject Victoria’s elegant style into weddings, events, and corporate spaces.
Business is blooming
Victoria has come a long way since her childhood where she grew up surrounded by beautiful blooms in her mother’s flower shop, eventually working alongside her before sharing her craft with her own daughter, Jessica. You could say floristry is in their blood!
Floral Experts
With over 35 years’ experience in the flower industry, Victoria continues to play a hands-on role in her business. Multiple times a week she rises in the early hours to attend the flower market personally selecting botanicals for her stores, clients, and special events. Victoria has developed a strong bond with local flower farmers and suppliers which allows her to take priority over the best and most interesting botanicals and have flowers exclusively grown for her when required.
Creating Floral Art
Our Incredible Team
Now somewhat of an institution, with two luxurious stores, a flower school, and thousands of beautifully styled weddings and events behind them, Victoria’s business wouldn’t exist without her hardworking team of creative floral stylists backed by highly-organised office staff, project managers, and logistics coordinators. Victoria's favourite part of her business will always be when she is working alongside her team on the flower benches creating floral works of art, and together with her team, she is passionate about sharing the joy of flowers with her extensive and ever-growing client-base.
We invite you call our South Yarra store to schedule a consultation in our luxuriously refurbished consultation space or reach out via the contact form for a quote via email.
Tel: +61 3 9821 4613
Email: flowers@victoriawhitelaw.com.au
Same Day Delivery Across Melbourne
Place your order by 4 pm, and we deliver today.
Handcrafted by Florists
Visit our South Yarra or Brighton stores for a curated bouquet or a bespoke design.
Seasonal & Locally Sourced
Our florists hand-select premium, seasonal flowers direct from the market.
Luxury Gifting
From weddings and sympathy arrangements to “just because” gestures.