Twenty Years in The Making
Flowers, Family & Craft
For 20 years, Victoria Whitelaw has created beautiful flowers for Melbourne’s homes, weddings, events and most meaningful moments.
Behind The Blooms
Victoria Whitelaw
Founded by second-generation florist Victoria Whitelaw in 2006, Victoria Whitelaw Beautiful Flowers began as a tiny South Yarra store filled with the season’s most beautiful blooms.
Victoria’s vision was to create an elegant floral boutique defined by exceptional flowers, thoughtful design and genuinely personal service. Twenty years later, the business encompasses beautiful stores in South Yarra and Brighton, a dedicated Flower School, and an experienced team delivering flowers, weddings, private events and corporate floral styling throughout Melbourne and beyond.
In 2026, Victoria Whitelaw Beautiful Flowers proudly celebrates 20 years in business and was named the Australian Small Business Champion Award winner in the Floristry category.
From Mother to Daughter
A Family Story in Flowers
Flowers are more than a business for us. They are part of our family’s story.
Victoria grew up surrounded by flowers in her mother’s flower shop, developing a love and knowledge of floristry from an early age. She later built Victoria Whitelaw Beautiful Flowers from the ground up.
Today, Victoria works alongside her daughter, Jessica, a third-generation florist and Victoria’s second-in-command. Jessica plays an integral role across floristry, customer service, team leadership, events, operations and the ongoing development of the brand.
Together, they continue a family tradition guided by beautiful flowers, considered design and exceptional service.
Behind the Blooms
With decades of industry experience, Victoria remains deeply involved in the business. One of her favourite parts of the job is her regular visits to the flower market, which she attends several times each week to personally select beautiful and interesting botanicals for the stores, clients and special events.
Her long-standing relationships with trusted growers and suppliers provide access to exceptional seasonal flowers, unusual varieties and botanicals grown especially for particular projects.
Creating Floral Art
Our Incredible Team
The business is supported by an extraordinary team of floral designers, delivery and installation staff, and an administrative team spanning marketing, logistics and operations, all of whom bring creativity, care and attention to every order and event. Through the Victoria Whitelaw Flower School, we also share our love of flowers, inviting guests to learn new skills, explore their creativity and experience the joy of working with beautiful seasonal blooms.
Whether creating an everyday delivery, an intimate celebration or a large-scale event, our philosophy remains unchanged: exceptional flowers, thoughtful design and genuine customer care. We invite you to visit our South Yarra or Brighton store, contact our team to arrange a consultation, or discover our beautiful flowers online.
How to design a wow welcome
Same Day Delivery Across Melbourne
Order by 4pm for local Melbourne suburbs.
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.