You all know just how excited I get about flowers, one of my first blogs was almost totally dedicated to declaring my love for their colourful displays. In fact, I would love to own my own florist shop, if only it didn't involve early mornings or standing in the cold. It's a fantasy that will never happen! Any way, you can imagine I almost couldn’t contain myself when I first came across Fjura and started following their beautiful creations. Australians, Simone Gooch and her business partner, Lucinda Johnson work together to create the most beautiful arrangements. Their arrangements are different, almost wild. Styled in a relaxed and natural way that seem to compliment the flowers existing curves rather than fighting against them. There is simplicity to the style which I'm sure isn't at all simple to create, as if the blooms have been picked fresh from the garden and have been put together in away that is just right! No bunches or bouquets that we have got so used to seeing. Let me know your thoughts, how would you describe the style of Fjura? To me its like a breath of fresh air! 

To me this makes the floral displays stand out from the norm and by the looks of it, I’m not the only one that’s taken a shine to this clever duo. They are causing quite a stir, being mentioned in the New York Times T Magazine and more recently in Australian Vogue Living. They have got quite an impressive client list already in London including the likes of Christian Louboutin and Dolce & Gabbana and they look to be taking on more exciting adventures in the year ahead.

Ooh, and a little juicy nugget of information I have stumbled across, Simone made Nicole Kidman's wedding bouquet all those years ago, now that's a pretty cool claim fame!

Below, Simone discusses the business with me and we get a little insight of behind the scenes at Fjura.

Who is behind Fjura and how did you first get involved in floristry?
We are a partnership of two: myself  and Lucinda. I set up Fjura in Sydney 10 years ago and moved the business to London last June. Lucinda worked with flowers in Sydney before studying interior design and moving to London 4 years ago. We both started working with flowers at an early age and have always been drawn back to working with them.  
What does ‘Fjura’ mean?
Fjura means flower in Maltese, which is my mothers heritage. 
Where is your studio?
We work out of a studio in Central London. We are potentially going to have another space that will be a shopfront - fingers crossed! 
You can’t just walk in and buy a bunch of flowers from your studio, so what are you creating and for who?
All of our work is very much driven by each client's brief. We have worked on quite a few photoshoots (fashion and interiors) recently as well as doing installations for events. We love doing flowers for dinners, launches etc - it is nice to work across a variety of briefs and see the final event come together. 
Where do you get your inspiration from?
Everywhere! Being in London is so wonderful - there is always something catching your eye. 
Where do you source your flowers from?
We go to the New Covent Garden market in Vauxhall, but also have private suppliers who deal with us directly. Being in England where so many incredible flowers (and varieties) grow is very exciting. We have visited some incredible nurseries and a rare plant fair where we sourced some beautiful and unusual specimens for a shoot. 
Do you have any favourite flowers to work with?
We are looking forward to the first flush of garden roses, lily of the valley, flowering magnolias in the coming Spring. It is very hard to pick a favourite though! 
Do you work alone or do you have a team to support you?
We usually work together on projects and then call on extra people as required. 
What are you most excited about creating in the year ahead?
We have lots of things coming up - a collaboration with a jewellery company where we are creating arrangements that will be used to inspire a new collection. We are collaborating with a company to do some bespoke bunches that will be sold on their online store. Otherwise, other smaller projects that are equally exciting - dinners, weddings and gift bunches. 
Simone gooch & lucinda bell

Simone gooch & lucinda bell


To learn more about Fjura please visit their website: or you could follow their instagram feed which is updated regularly 

This is not a sponsored post

All images are courtesy of Fjura