Inner west florists rooting to win the Fresh Awards

‘To sell flowers and be nice’. The simple goal of one of the inner west florists named as finalists for the Fresh Awards.

Goldenfruit based at Sydney Markets, listed as finalists for Wholesaler of the Year in the 2019 Floral Awards.

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This year’s Fresh Awards sees a bunch of inner west businesses picked as finalists.

The Floral Decorator in Erskineville has been named one of the top florists in the Retail Excellence category again, after winning last year.

The owner Kelly Thomas started the shop with just $1000 about 20 years ago.

Ms Thomas said floristry allows her to grow with the community. “From weddings, to their children’s christenings, to the parting of their parents … watching it all happen.”

The motto for her staff, she said: “There’s something for everyone, from $10 to $3000”.

The Floral Decorator in Erskineville nominated for the Retail Excellence award.

As a Wurundjeri woman, Ms Thomas said she “follows the lore”. It informs her business practice.

“We look after the waterways, the earth and the environment, so that our souls are healthy,” she said.

“It’s about complementing nature and trying to be sustainable.”

Ms Thomas has had a long and colourful career in floristry, which started with a chance encounter at 15.

Leaving home as soon as she could, Kelly got a job at the Kmart shoe department in Melbourne. Each day, Ms Thomas had to wander past a beautiful flower shop. One day she walked in and asked if there was any possibility she could work there.

She was mentored by a woman named Sally, who, after teaching Kelly everything she knew, set up a job for her at the Hyatt.

At the age of 20 she travelled overseas, and worked at Edward Goodyear in London, the Queen’s appointed florist. She stayed there for six years, decorating the two-centuries-old Queen Charlotte’s Ball and travelling to France, Germany and Holland, before returning to Sydney.

“I brought it back here. The passion for flowers, that everyone’s money is really important … the same respect, quality and freshness (for everyone),” she said.

Jodie McGregor Flowers in Annandale was also named a finalist for the Florist Service Excellence award.

Florists at Jodie McGregor Flowers in Annandale nominated for the Florist Service Excellence award.

Before Jodie McGregor opened the store 20 years ago, she was looking for a job and found that no one greeted her as she walked through their doors. She wanted to have her own store where she could be kind to her customers.

“To sell flowers and be nice … That’s why we’re really focused on customer service,” she said

27-year-old florist Alice Johnson said, “We have a strong importance on remembering customers’ names, making it really personal and becoming friends with our customers.”

“We have customers who have been with us since day one … you get a sense of what that customer likes. We already know exactly how they want their flowers and they really trust us,” she said.

Four produce wholesalers based at Sydney Markets were also named as Wholesaler of the Year finalists including Export Fresh, Goldenfruit, Perfection Fresh and Zappia Produce Group.