In Conversation With Stephen, Founder of The Abstract Florist

Stephen, founder of The Abstract Florist, ventured into the world of floristry inspired by assisting his wife Chloe (from Your Day by Chloe) at weddings. Witnessing the artistry of floral design at various ceremonies planted the initial seed, drawing him from his background in interior and furniture design into this creative new path. Since then, The Abstract Florist has grown into a brand known for embracing modernity, transparency, and a non-traditional approach to wedding florals. By merging his design expertise with a genuine openness to client visions, Stephen has crafted a unique brand that resonates with couples seeking florals that reflect their individuality, sidestepping conventional norms to create truly personal celebrations.

Interview Alexander Ross

“…Before you even start thinking about the wedding vision, I think couples should find someone they get along with. I preach this big time with anyone enquiring because a wedding day is such a raw and special moment in a couple’s life and it’s important to protect the emotion and energy surrounding that experience.”

What inspired the creation of The Abstract Florist, and how has your brand evolved since you first began in the wedding industry?

The Abstract Florist came to fruition through assisting my wife Chloe (Your Day by Chloe) at weddings and seeing all the unique ways different Florists flowered up ceremonies, cocktail bars and reception areas - soon enough, the seed was planted in my head. 

I decided to take the leap into the world of Floristry and started freelancing. I loved learning alongside some amazing florists and absorbed as much knowledge as physically possible. I loved every second of it. 

I found the design principles of Floristry were compatible with what I had learned throughout my time in Interior Design and Furniture Design, which was a blessing! 

Once The Abstract Florist began and I could start building relationships with my own clients, I got well and truly excited.

My brand has evolved as I've learnt about the Floral Industry in general. My previous experience in the Design World and the Hospitality Industry has allowed me to see Weddings with a different set of eyes. 

I see that couples want transparency with what is being put forward as a quote, but also looking for more modern fun outlook into the world of weddings. Now I feel the anti-wedding movement is a really big thing and “traditions” is somewhat a thing that only happens if it has a sentimental meaning towards the couple.

I find that having an open mind as a vendor and asking why and how certain points mean so much to a couple is a huge factor in someone’s wedding experience, rather than just pushing the same old spiel just because it's “what we are meant to do”.

How would you describe The Abstract Florist's approach to wedding floral design, and what sets your brand apart from others?

The thing that sets The Abstract Florist apart from others is that I am keen to do anything my couples can dream up, which is my core belief around weddings and events. It’s all about the couple and there should be no outside influence on how they want to celebrate their love.

I'm always trying to help my clients be creative with their florals. Talking through their mood board or inspiration ultimately helps them get an understanding of the themes they like and what kind of concept they are vibing overall. I think this plays a huge part in creating a bespoke brief that represents each couple, while keeping things different and fun!

Can you tell us about a pivotal moment in your journey when you realised The Abstract Florist had truly found its voice in the wedding world?

I think when I started to see my own work in client's Pinterest boards/screenshots was one of those major moments for me, it was almost like a tick of approval - I was doing something right. Talking to friends in the industry and explaining how I arrived at a certain design or flower recipe is always a nice moment that confirms I am where I belong. When it comes to voice, there's no doubt everyone can hear me the second I arrive - whether it's at the markets at 4am or at a venue to start set up! There are so many incredible floral designers in Australia, I'm just trying my best to express my couple's personality through what I create/design and that’s the special thing about what I do. It's an honour and truly humbling to be a part of.

When couples come to you, what do you think they’re seeking that’s unique to your brand and design philosophy?

My goal with The Abstract Florist has always been to have fun with sculptural styles, by putting in a twist or adding something interesting, because that's what comes most naturally to me. My couple's really love the concept of using what's in season to make a statement. It's always fun looking out for special flowering foliage or abstract florals, using them as an element within an installation or tablescape and creating a shape or movement that gives a modern element to an elegant wedding.

How do you stay connected to your brand’s core values while continuously evolving and pushing creative boundaries?

The value is to have fun with my creations and always look at the bigger picture with an open mind. I try not to behave/follow traditional creative processes (within reason). I feel that when you are creating everything has been created before in some way or another, but it is more so play with what is around you and find a twist or a slightly different approach to the design that represents how I want to create an installation or tablescape.

Have there been any specific weddings or projects that have helped shape the direction of The Abstract Florists' identity?

I would love to say yes, there are a few particular weddings/projects that have made The Abstract Florist, The Abstract Florist. BUT I'm always searching for new inspiration, and I feel that I learn something new at every wedding. As the seasons roll on, I'm constantly developing and finding new ways to give my clients the best experience possible. 

What advice would you give to couples when choosing a floral designer whose brand aligns with their wedding vision?

Before you even start thinking about the wedding vision, I think couples should find someone they get along with. I preach this big time with anyone enquiring because a wedding day is such a raw and special moment in a couple’s life and it's important to protect the emotion and energy surrounding that experience. If you can find a vendor, any vendor and they align with you as a person but also with your style and what you’re about that is the biggest added bonus. But as any vendor will say we are capable of many styles and have many creative solutions, it just really starts with trusting who you vibe with and making sure it all fits in with your budget and personalities.

What does the future look like for you? Are there any exciting developments or projects on the horizon?

I have a few big things on the horizon! The immediate future looks very exciting! I believe you can never stop learning and I'm looking forward to a few upcoming opportunities to mix it up and work alongside others in my community.

Find The Abstract Florist online by CLICKING HERE or follow on Instagram at @theabstractflorist

Images By: Alex Jack, House of Luice and Hungry Hearts Co.

DISCLAIMER: We attempt to credit the original photographer/source of every image we use. However, in most circumstances, the images we use are provided by the brands spoken about, and we rely on them to inform us of the image source. If you think a credit may be incorrect, please contact us at info@theodoremagazine.com

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