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florist simone gooch






Simone Gooch is one of Sydney's most sought-after behind-the-scenes florists. She doesn't have a shop, but instead receives countless commissions from private clients for their homes and weddings, as well as for designer stores, such as Scanlan + Theodore.

"I feel quite anonymous in the process of exhibiting nature's magnificence," Simone says. "I collect and load up the flowers from the market (that the flower growers have laboured over). Then back to the studio, preparing them and assisting them to reach their composed potential, then I drive them to their destination. I love the process; the flowers from their raw form to their presented finished moment."

Last year Simone opened a pop-up shop on Crown Street in Sydney's Surry Hills. You can follow her work here. And to see an amazing photo shoot of Simone's apartment created by Lisa Cooper and photographer Harold David, go here.

Which five words best describe you? I love flowers very much.
How did you get your career start and which path have you taken since? Over the years I have moved in and out of flower work to figure out what I wanted to do for a living. It was at Grandiflora that the penny dropped - where the creative medium of flowers was where I wanted to work. I never imagined it would become my passion. After six years there I left to travel and work in Malta. On my return I was offered to open Jute by Grandiflora with Saskia Havekes and Alison Coates. After Jute closed, Fjura began; starting from a shared basement of a terrace in East Sydney, I now work from a studio and with short-term retail spaces when the planets align.
What's the best lesson you've learnt along the way? Flowers are consuming; the early mornings are long, the days physical; so I have learnt to encourage and embrace a work/life balance.
What's your proudest career achievement? Having my own business and happy clients.
What's been your best decision? To make changes and take chances.
Who inspires you? My grandmother. Strangers with their acts of kindness.
What are you passionate about? Remembering to acknowledge and appreciate humble everyday beauty. I'm also passionate about my family and friends.
Which person, living or dead, would you most like to meet? An ancestor from way back.
What dream do you still want to fulfill? So many... I would like a backyard with a vegie patch.
What are you reading? Just started The botany of desire by Michael Pollan.

images courtesy of simone gooch portrait james fisher
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