The florist to know: Fjura

February 25, 2016 / OLD news posts

‘People from a planet without flowers would think that we must be mad with joy the whole time to have such things about us.’ These magnificent words are author Iris Murdoch’s, but are oft quoted by Fjura’s founder Simone Gooch, who we’re tipping as this year’s hippest horticulturalist.

Having arrived in the UK from Sydney in 2015, Gooch has quickly piqued our intrest thanks to her uniquely minimalist, sculptural and almost otherworldly floral compositions.  ‘I find it is important to allow space around the flowers, so they can speak for themselves. You could say our work is inspired by Japanese ikebana,’ she says. Lucky London this spring, for her work is no longer the preserve of style powerhouses such as Hermès and Chanel, for which she has created large-scale installations: ready-made posies are now available via beautiful gardening retail website and journal The Garden Edit.

Pictured: large bouquet in vase, £125 (;

Seeking more floral inspiration? Here are a few more of our favourite florists