Victoria Whitelaw: Melbourne’s Reigning Queen of Floral Styling
Photo By: Sarah Godenzi Photography
With over 35 years in the business of flowers, if anyone knows a thing or two about flowers, it’s Melbourne’s leading florist, Victoria Whitelaw.
Words Alexander Ross
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Her name has become a Melbourne establishment, and if you ask anyone in Melbourne about Victoria Whitelaw, chances are that the majority of people would have heard her name.
Victoria learnt her craft from her mother, who was also a florist. Since then, she has since passed her knowledge on to her daughter, who now works alongside her.
Speaking from our personal experience, there is nothing quite like walking into the Victoria Whitelaw flagship store on Toorak Road in the Melbourne suburb of South Yarra. Adorned with an exceptional abundance of seasonal blooms, each of which is just so distinctively fragrant and fresh, it’s like an entirely new world, a world that ignites all senses.
We’ve taken a moment to get to know Victoria just that little bit better and give you her insight into the Victoria Whitelaw world of wedding flowers.
“2021 is set to be a big year for weddings with all that is happening at the moment!”
Take us back to that time as a young girl, can you remember what it precisely was about flowers that excited you? I’ve always been inspired by the seasons and that hasn’t changed. As a child I experienced the everchanging seasons by unpacking flower deliveries alongside my mother and marvelling in the unique colour and texture of each bloom. We are truly lucky in Victoria that we get to experience all four seasons and the beautiful blooms that come along with them.
Did you imagine yourself ever becoming a leader in the flower world? I’ve always been ambitious, and my vision is to be the most talked about flower business in Australia and the world.
Victoria Whitelaw pictured with one of her Brides. Photo By: Sarah Godenzi Photography
Ok, this might be a tough question, but for a bit of fun… how many weddings in total do you think you’ve done… Oh gosh, thousands! In all manner of sizes. From just a simple bouquet and buttonhole to floral extravaganzas with hundreds of guests!
Talk to us about wedding flowers. During your 35 years as a florist, what has been your favourite flower trend? My preference is for simplicity where the flowers are given the opportunity to shine. I have always loved a bouquet of classic and fragrant gardenia blooms which I created for my daughter’s wedding. Scent evokes emotion and the delicious fragrance of gardenia will forever remind the bride of her wedding day.
What is Victoria Whitelaw known for? My style is elegant, sophisticated and timeless, and I tend to do my own thing rather than taking much notice of trends or what my peers are creating.
Now to some advice for couples in the planning phase… How do you suggest they even get started with flower decisions? Couples need to have made a few important decisions before they even begin to think about flowers. Most importantly they need to have chosen a venue and a wedding date because these two factors set the scene for the style of their wedding. The style of the venue will dictate the kind of direction they should take in terms of both floral style and colour palette. The season will dictate which flowers are locally available for them to choose from and may influence their colour selection. Regarding how to choose your wedding florist, always meet them in person so you can feel if you have a connection with them and ensure they get your vision and style, and don’t just go for the most affordable option.
Coming into 2021, what do you envision for wedding flowers? Well, 2021 is set to be a big year for weddings with all that is happening at the moment! I feel if budget allows, couples will be going large with an abundance of blooms and a celebration to match. I think we will be seeing unstructured floral styling with full and open blooms and lots of colour.
Let’s touch on budget. Obviously, each wedding is different, but what should couples expect to budget for as a rough starting guide? Budget depends on so many factors such size of bridal party (if any), number of tables and amount of other styling required, how abundant they want the styling to look, how much labour is involved, whether travel is required and of course how much the couple is comfortable spending. We work with our couples to advise where to best spend their budget for maximum impact, but I would say an average sized wedding with a bridal party, simple ceremony styling and table styling would start at $3.5K.
In the 35 years you’ve worked with couples, what is the most valuable piece of advice you can give? Enjoy your wedding journey and have fun! Choose wedding vendors which you have a rapport with and who have experience in their field. Knowing your vendors have it all under control will allow you to stress less, know the individual parts they play in your wedding will be to your expectations, and in turn make your wedding planning journey much more enjoyable.
And lastly, before you go, what’s your favourite flower? I love bouvardia, a beautifully scented summertime bloom. When it’s in season, I can’t help but to fill my store and my home with it.
Visit Victoria Whitelaw on the Mr Theodore directory and see how she and her team can help you flower up your big day.
Photography By: Bianca Virtue, Sarah Godenzi & Julia Archibald.
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