A few things have changed at Fig & Bloom this season — all of them in your favour. Here's the thinking behind them, in full.
Most "improvements" in our trade are quiet subtractions. A few fewer stems in the bunch. A smaller head on the rose. A discount that's really just a price rise wearing a costume. We didn't want to do any of that. So this season we did the opposite — and we want to explain exactly why, because the reasoning matters as much as the change.
Here's what's new: a redesigned wrap, 20% more stems for everyone on our email list, and a freshness promise we're willing to put our name to. No catch hidden in the small print. This is the long version of the story.
The one reaction we're chasing
Every decision we make comes back to a single moment. The door opens. The fresh bouquet is handed over. And the person holding it says: "OMG — these are the nicest flowers I've ever received."
That's the whole job. We call it delivering wow, and it's not a slogan we stuck on the wall — it's the test every bouquet has to pass before it leaves the studio. If a flower won't earn that reaction, it doesn't go in. Everything below is in service of that one moment.
Why 20% more stems, and why only for members
For a long time we ran a points-based rewards programme. It returned roughly 10% in value — if you remembered to log in, check your balance, and redeem before anything expired. Most people didn't. The value sat there unclaimed, and the whole thing quietly worked against the people it was meant to reward.
So we retired it and built something simpler. If you're on our email list, every order now arrives with 20% more stems — same price, no code, nothing to redeem. It happens automatically. In real terms that's roughly double the value of the old points scheme, handed to you in the one currency that actually matters here: flowers.
We chose more flowers over a bigger discount on purpose. A discount shrinks the gesture — it makes the gift cheaper. More stems makes the gift bigger. And the size of the bunch is exactly what your person notices when they open the door. We'd rather invest in the thing they'll remember than in a number on a checkout page. You can read the full reasoning on our membership page.
The honest part: we moved the spend off the feed
Part of how we afford this is a decision about where our money goes. Our single biggest cost, for years, was being found online — paying platforms to put us in front of the right person, week after week. We'd rather earn your attention with a better bunch than rent it from an algorithm.
So we moved that spend. Out of the feed, into the flowers. The 20% more stems is, quite literally, the advertising budget redirected into your bouquet. That's also why it's for our email list — you came to us directly, so the value goes to you directly. If you're not on the list yet, joining is free and the perk starts on your next order.
The new wrap
The flowers always had the care. Now they have the dressing to match. Every bouquet now arrives in illustrated paper drawn especially for us, finished with a soft cream Fig & Bloom ribbon tied by hand in the studio.
The new wrap — illustrated paper, tied by hand with a cream Fig & Bloom ribbon.
Nothing about the flowers themselves has changed — same florists, same hand-tying, same morning-of photography. We simply gave the work an envelope worthy of what's inside. It's a small thing that turns out to matter a lot in that doorway moment.
Fresh for 7 days, or we re-send
This is the promise we're proudest of, because it's the one that puts us on the hook. If your flowers don't stay beautiful for a full seven days, we'll send a fresh bouquet. That's the entire policy — no forms to wrestle with, no fine print to decode.
We can make that promise because of how we work: flowers cut and conditioned close to send, hydrated properly, photographed the morning they leave us. If you want to stretch those seven days even further, our guide on how to keep flowers alive longer covers the small habits that make the biggest difference.
One date for the diary: rewards points expire 31 December
With the move to 20% more stems, the old points programme is winding down. Any rewards points you're currently holding stay fully redeemable until 31 December 2026 — after that, they expire. If you have a balance, it's worth putting towards a bouquet before the year closes.
And one last thing — a new season is coming
As the weather turns, so does the studio. New stems, new designs, a winter palette we're genuinely excited about. We'll keep the details for another day, but if you're on our list, you'll be the first to see them.
The one in the photos.
Shop the Osaka → From A$129
For now, the simplest way to feel all of this is to send something. The next bouquet you order — whether it's for someone else or, honestly, for your own kitchen table — arrives fuller, better dressed, and backed by a seven-day promise. Have a look at the current bouquets, or if you'd like flowers on a regular rhythm, The Flower Club brings them to you week after week.
Either way — we hope the next time a door opens, someone says "these are the nicest flowers I've ever received." That's the whole point.
