The Floral Society: A blooming good idea

Posted on 13 October, 2015

For Renee Douros, fresh flowers are an integral part of what makes a celebration beautiful.

“They not only smell great but can completely transform a space or shift your mood,” Renee says.

After noticing a gap in Canberra’s market for easily accessible fresh flowers, Renee – who is also the publisher and editor of HOORAY Magazine – decided to launch an online platform that allows customers to essentially be their own florist.

Described as ‘Canberra’s answer to Net-a-Porter for flowers’, The Floral Society offers same-day bouquet delivery using only the freshest blooms, sourced direct from the best Australian growers.

Renee says the digital hub will provide fresh single variety bunches and collections of florals based on current styling trends.

“It’s perfect for a special occasion like a wedding or a baby shower or simply want a daily dose of loveliness in their lives,” she says.

“We enable the customer to be their own florist, expressing their own creativity through DIY arranging, so it’s perfect for brides who can’t afford a florist or want to do their own thing, which is something we have noticed is happening more often.”

Bunches start from $30 with free delivery, and for those pursuing permanent chic, The Floral Society also offers a subscription service delivering flowers on a weekly, fortnightly or monthly basis.

Renee says flowers will be available on a seasonable basis.

“What people don’t realise is often flowers from florists are snap frozen, defrosted and sent to a wholesaler which is then sent to the florist and the florist sells it to the customer, so by the time the customer gets it, they’re not fresh and they die quickly,” she says.

“In Canberra we don’t have a flower market so if you want fresh florals you either have to pick them yourself or drive to Sydney.

“This will essentially be the first fresh flower market for Canberra, which is really exciting.”

Locals will be able to get a first glimpse of what The Floral Society has to offer when its pop-up flower cart appears at Canberra Centre, Level One (outside Witchery + AESOP) from Friday 16 October-Friday 13 November.

The Floral Society opens its digital doors from Monday 12 October. Click http://www.thefloralsociety.com.au to view.