In Conversation with Youki from Sugar Bee Flowers
Sugar Bee Flowers is known for its soft, seasonal florals and an approach that feels deeply connected to nature and place. Founded in the Yarra Valley, the studio has built a reputation for thoughtful colour palettes, gentle movement and quietly abundant arrangements. At its heart, Sugar Bee is about creating floral stories that feel personal, intentional and timeless.
THEODORE Mag: Who is Sugar Bee Flowers, and how did the brand begin?
SB: Sugar Bee’s real beginning is when I didn’t get the flowers I wanted for my wedding.
When I had my wedding, I dreamt of soft pastel pink, buttery yellows, creams and whites. All the beautiful cupped roses, scented seasonal flowers.
But on the day, what I got delivered was very, very different (cries). There was nothing to do but enjoy the moment, yet I quietly thought, “I could probably do this differently.”
After years of studying floristry and gaining hands-on experience, I started Sugar Bee Flowers in 2009 as a small backyard studio. From the beginning, the brand was shaped by a love of pastel garden flowers, thoughtful colour palettes, gentle movement and natural abundance.
Since settling in the Yarra Valley in 2011, Sugar Bee has continued to grow. Today, we’re grateful to create meaningful, luxurious wedding florals that reflect each couple’s vision, while staying true to our soft, seasonal aesthetic.
THEODORE Mag: When did you start the business, and what inspired your journey into floral design?
SB: Sugar Bee Flowers started in January 2009. I was 25, heavily pregnant with my second baby, dreaming of what my life would bring next.
I grew up in the Japanese countryside near Lake Biwa, surrounded by flowers, nature and seasonal festivals. I spent my childhood picking wildflowers, eating wild berries, catching tiny frogs in the rice paddocks, and collecting autumn leaves in every shade. Those early experiences shaped my love for seasonality and my desire to always work close to nature.
During my floristry studies in 2008, I found deep inspiration in studios such as Blooming Brides (Feldman Flowers) and Saipua. Their work felt natural and unforced - as though the flowers were meant to be there. That philosophy continues to guide me today, with nature always at the heart of everything I create.
THEODORE Mag: Where are you based, and what areas do you serve for weddings and events?
SB: We’re based in Coldstream in the Yarra Valley, working from our studio alongside a small, close-knit team who have been together for many years.
Being surrounded by the Yarra Valley’s world-class venues is something we feel incredibly grateful for, and this is where most of our wedding and event work takes place. We also travel to Melbourne for select celebrations, which is always a joy and a welcome change of scenery.
THEODORE Mag: What services do you offer today, and what makes your approach unique?
SB: Today, Sugar Bee Flowers specialises in wedding and event floristry, offering thoughtfully designed floral styling that is grounded in seasonality and nature. Our approach is both sustainable and deeply client-focused — I put my heart into the consultations to understand what they want, and we design as a team with intention, minimising waste where possible. The process always begins with understanding what truly matters to each couple, and I think that’s what makes us pretty special as a collaborative team member on the client's wedding day.
THEODORE Mag: How would you describe your floral style and philosophy?
SB: Our style is natural, organic and inspired by the landscape around us - which includes florals, foliage, textures and form. We’re drawn to seasonal flowers that excite us - let’s face it, when I see the first peony buds at the market, or the first bucket of hydrangeas, that’s pretty exciting. We love gentle movement and arrangements that feel effortless rather than overworked. Philosophically, we believe flowers should look as though they belong in their surroundings — soft, seasonal and quietly beautiful, reflecting nature at its best.
THEODORE Mag: What makes Sugar Bee Flowers different, especially in how you connect with clients and manage their day?
SB: At the heart of Sugar Bee is a genuine love for our clients and the stories they bring. We take on only one wedding per date, so we can give our full attention to each couple, from the planning stages through to the wedding day itself. Being present allows us to adapt, problem-solve, and support our clients in real time, so they can relax and truly enjoy their day.
THEODORE Mag: What have been some memorable or meaningful weddings or events you have worked on?
SB: Some of the most meaningful moments come from being part of celebrations that honour cultural traditions and personal histories. We feel privileged to witness these deeply special rituals.
Our blossom installations at Stones of the Yarra Valley have also become a signature for us — large-scale, seasonal, and fleeting — they reflect everything we love about working with nature and place.
THEODORE Mag: What is next for Sugar Bee Flowers in terms of creative direction or new offerings?
SB: Sugar Bee has been a part of my life for over 16 years, and while I’m always looking forward creatively, I’m also learning to pause and appreciate what we already create. Moving ahead, I’d love to gently expand into shaping spaces holistically with flowers, textures, and form to create atmosphere, while collaborating with our wonderful clients who have always been at the heart of the brand.
Visit sugarbeeflowers.com.au
Instagram @sugarbeeflowers
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