A florist should be a designer, not a dispatcher.
We began with a simple idea: that flowers deserve the same eye for line, colour and proportion as anything on a runway. A decade on, we still design every arrangement rather than assemble it. The moment after matters most.
From a fashion bench to a florist's bench.
Step inside a Fig & Bloom studio in Melbourne, Sydney or Brisbane and you could be forgiven for thinking you had walked into a designer fashion boutique. That is no accident.
Founder Kellie Brown studied fashion design at RMIT and spent a decade working with names including Decjuba, Wonderbra, Witchery and Zoo York. When she turned to flowers, she brought a fashion designer's discipline with her, an obsession with palette, proportion and the finished silhouette.
Wanting to learn from the best, she flew to New York and studied at FlowerSchool New York under Shane Connolly, the floral designer behind the wedding of Prince William and Catherine, and principal florist to Queen Elizabeth II.
"Being in New York really opened my mind to the possibilities in floral design. The aesthetic and the way flowers were designed was truly unique."
Four ways of seeing.
Kellie fell in love with New York's bold, modern designs and brought that sensibility home, showing the Australian market something it had not seen before. Everything we make sits within one of four considered directions.
Contemporary white
Restraint and architecture. Tone on tone, built to sit close.
Pretty & pink
Soft, romantic, generous. A quiet kind of warmth.
Bright & colourful
Confident colour, chosen to make a room turn its head.
Rustic
Textural and unforced. Natives, seedheads, the seasonal and the wild.
Founded in Melbourne by Kellie Brown and Daniel Groch.
Moments delivered with care across the country.
Across more than 3,000 verified customer reviews.
Studios in Fairfield, Camperdown and Bowen Hills.
Kellie and Dan source direct from growers across Victoria and New South Wales. Relationships built over years, so the flowers that reach you are picked for the season, not the shelf. Want the full story in numbers? Fig & Bloom at a glance →
The work brands trust us with.
The same hands that build a single bouquet also design flower carts, activations and installations for some of Australia's most considered brands: Mimco, Witchery, Swarovski, J‑Crew and more. The scale changes; the eye does not.
Trusted from the shop floor to the world stage.
We design carts and activations for Mimco, Witchery, Swarovski and J‑Crew, and seasonal arrangements for Jurlique, L'Oréal Paris and Lancôme. The same hands have made the flowers for Barack Obama, Elton John and Lady Gaga.
"It's so easy to send someone a message now, a text, a message online. Flowers are a very traditional way of saying something that actually means something. We love being part of that."
Kellie and Dan have kept Fig & Bloom deliberately small, a close team across three studios who share one way of doing flowers, and who still care most about the moment the door opens.
