18 September 2026

In Conversation Series: Florist Victoria Whitelaw

To celebrate the opening of PERRI CUTTEN’s new flagship boutique at 1147 High St Armadale, leading florist Victoria Whitelaw Beautiful Flowers created a stunning bespoke window installation. Celebrating 20 years of beautiful flowers in Melbourne this October, Victoria Whitelaw has kindly shares some insights into her business and the art of floral craftmanship as part of our In Conversation Series.

Tell us about your journey into floristry. What first drew you to working with flowers?

Flowers have been part of my life for as long as I can remember. As a second-generation florist, I grew up surrounded by beautiful blooms in my mother’s flower shop. It was there that I developed not only a love and knowledge of flowers, but also an appreciation for the changing seasons, quality craftsmanship and the emotion flowers can convey.
I have now worked with flowers for more than 40 years, and in 2006 I founded Victoria Whitelaw Beautiful Flowers. What began as a deeply personal vision has grown into an award-winning family business that proudly celebrates 20 years this year.

Was there a defining moment when you knew floristry would become your career?

There wasn’t one defining moment. It simply always felt as though flowers were part of my makeup. Floristry was woven into my childhood and became a natural extension of who I was. I never made a conscious decision to fall in love with working with flowers. That love was always there.

Looking back at your career, what are you most proud of?

There have been many extraordinary moments throughout my career, from creating flowers for Queen Elizabeth II’s Royal Tour to participating in and presenting floral demonstrations at renowned events such as the Melbourne International Flower & Garden Show and NGVWA Garden Day. However, I am most proud of building a business that has endured, evolved and remained deeply personal.

"Celebrating 20 years in business, surrounded by a talented team and seeing my daughter Jessica continue our family’s floral story as a third-generation florist, is incredibly meaningful to me."

How would you describe your creative style in three words?

Elegant, sophisticated and abundant.

Where do you find inspiration for your floral designs?

Inspiration comes from many places, including fashion, interiors, art, travel and the natural landscape, but most of all from the changing seasons. Visiting the Melbourne Flower Market is still one of my favorite parts of the job. I love witnessing the seasons unfold through flowers and discovering which varieties have come into bloom. The market is continually changing, and no two weeks are ever quite the same.

What role does seasonality play in your work?

Seasonality is everything. It determines which flowers are at their most beautiful and naturally influences the colour, texture, form and overall mood of a design. I believe in working with nature rather than against it. Seasonal flowers have an authenticity and generosity that cannot be replicated, and they often inspire the direction of an arrangement from the very beginning.

What flower or bloom are you particularly drawn to right now, and why?

Flowering magnolia. Its branches are sculptural and beautifully unassuming, with small, tightly held buds that gradually unfurl into magnificent, delicately scented blooms with the most luxurious, velvety petals. The transformation is always remarkable.

Flowers and fashion are both forms of self-expression. How do you see the two worlds intersecting?

Both flowers and fashion communicate personality, mood and a sense of occasion without the need for words. They bring together colour, form, texture and proportion to tell a story.
Both can be influenced by a moment or a season, while the most beautiful designs retain a timeless quality.

A floral installation can transform the feeling of a space in much the same way that a beautifully chosen piece of clothing can transform how someone feels.

If Perri Cutten were a bouquet, what would it look like?

It would be elegant, refined and quietly confident. I imagine sculptural blooms arranged in considered groupings, using a sophisticated palette of soft neutrals and olive green, or deeper contrasts of navy, burgundy and warm brown.
The bouquet would have a clean, tailored structure softened by natural movement and texture. It would feel timeless, luxurious and effortlessly composed.

What similarities do you see between designing a floral arrangement and creating a beautifully curated wardrobe?

In both, every individual element is carefully considered to work in harmony with the others. It is about balancing colour, texture, form and proportion, while knowing when to introduce contrast or allow one beautiful piece to take centre stage.
The result should feel cohesive and effortless, even though a great deal of thought and craftsmanship has gone into creating it.

What advice would you give to women looking to build a creative business?

Persevere, remain adaptable and trust in your own point of view. A creative business requires more than creativity. It takes consistency, resilience, strong relationships and a willingness to keep learning.
The business world will continually change, so it is important to evolve with it without losing sight of your identity or the values that made your work distinctive in the first place.

Who are some women or people who have inspired you along the way?

I have always drawn inspiration from women from all walks of life. Their drive, ambition and resilience, along with their ability to adapt, create opportunities and find a way forward through every stage of life, continually inspire me.
The strength, resourcefulness and determination I have witnessed in women throughout my life and career have helped shape the woman I am today, both in business and in life.

What was your vision for the floral styling to launch Perri Cutten’s new Armadale flagship store for Spring?

My vision was to create something that felt like an extension of both the Perri Cutten collection and the new flagship space, rather than simply an addition to it.
The installation is sculptural, refined and editorial, balancing clean structure with natural texture. It feels contemporary and fashion-led while retaining the understated elegance and distinctly premium quality synonymous with Perri Cutten.

The intention was to create a strong visual moment that draws the eye into the store without competing with the fashion.

What is your favourite flower and why?

I have always loved bouvardia. I adore its delicately scented clusters of sweet, star-shaped flowers. It has an understated beauty and exquisite detail that becomes even more captivating the closer you look.

Do flowers go in and out of vogue with your customers, or are there perennial favourites?

Absolutely. Much like fashion, flowers move in and out of vogue as colours, shapes and styles are rediscovered. Calla lilies, for example, are having a wonderful moment again because of their strong, sculptural form. There are also favourites that never truly go out of style. Roses, hydrangea and peonies continue to be loved for their beauty, romance and timeless appeal.

What does craftsmanship mean to you?

Craftsmanship is the knowledge, discipline and care behind the beauty. In floristry, it begins long before an arrangement is created. It encompasses selecting and conditioning each stem, understanding its natural movement and longevity, and considering its place within the finished design.

It is also found in the details that may not be immediately visible, such as thoughtful mechanics, beautiful balance and an impeccable finish. True craftsmanship allows a design to feel effortless while ensuring every element has been deeply considered.

If you could leave readers with one piece of advice on bringing beauty into everyday life, what would it be?

Don’t save beautiful things only for special occasions. Place fresh flowers in the room you spend the most time in, use the treasured vase or wear the piece you love.
Beauty is often found in small, thoughtful rituals, and making space for them can transform the way we experience an ordinary day.