Today, we are so excited to bring you our chat with the wonderful Simone, of Architecture In Bloom. Based in the Hills District of Sydney, Simone finds inspiration in the intricate architectural forms of each flower and uses them as her canvas to craft bespoke floral designs. We have loved welcoming her to our FQ community and loved our chat even more! Read on below and get to know Simone and her thriving flower biz, AIB. Tell us a little about yourself and when you decided to embark in flowers and floristry? I didn’t come to floristry through the usual path. My background is in business, and I spent years in the corporate world. I was comfortable managing projects and working under pressure, but something was missing. People around me would often say, you have a creative eye, you should do something with it. Over time I started to understand what they meant. I had a natural instinct for detail and design and wanted to explore that more seriously. I’ve come to realise that this is at the core of the work I do now. That’s when I decided to study floristry professionally and take it further. I worked hard to build my skills and started taking on real clients early on. One job led to the next, and the business just grew from there. Floristry found me in a way. Talking about myself doesn’t come naturally, and like many creatives, I carry a bit of imposter syndrome. But I love what I do and feel lucky to be part of an industry I care about. Floristry is not just about flowers for me. It brings together everything I’ve learned through business and life. It’s about listening, understanding people, and using that to create something with purpose. Trying to sum it up in words without sounding dramatic, I’d say it’s about creating an atmosphere or producing a product that reflects what matters to the client, both in how it looks and what it represents.
Tell us a little about how was AIB born? Architecture in Bloom was born from a mix of courage, creativity and a simple idea. I wanted to open a small boutique studio where communication is personal, attention to detail matters, and the experience feels considered from start to finish. I also wanted to build a brand that reflected my style and values, and felt true to how I wanted to work. It started with that intention and has continued to grow and evolve. Owning a business means you’re always learning, and with openness to change and a drive to continually improve comes growth. I’m proud of how far it’s come and excited to see where it goes next. Can you tell us a little bit about what you specialise in? I specialise in gorgeous floral design for weddings, events, private clients and personal gift deliveries. I focus on thoughtful design using quality flowers, with each arrangement tailored to the occasion. Based in the Hills District of Sydney, I deliver within a 60km radius of the studio and travel across New South Wales and beyond for weddings and events. Most days I’m in the studio designing solo, but I also have a team of professionals who work closely with me on larger events and installations. What does a day in your life look like? Market days start early at the flower market, hand-picking the best product, checking off flower lists, navigating traffic, and thinking through the day before most people are out of bed. Other days begin with a coffee fix and a quiet moment to look at what’s ahead. There’s always a balance between design and logistics. Some days I’m creating arrangements, photographing work, conditioning flowers, washing buckets, packing for an event, a wedding or planning the week ahead. Other days are spent refining proposals, updating mood boards, preparing for consultations or the ongoing thorn in my side, posting to social media. Like everyone, I’m always trying to navigate a healthy work-life balance. Some days everything flows, and other days I need to step away and come back with fresh eyes. There’s no strict routine, which I love, because the needs of the business change daily. What’s your favourite part about what you do? Being trusted with someone’s important life moments means a lot. It’s not something I take lightly. Flowers are often tied to something bigger, whether a celebration, love or loss. It might sound corny, but I love my clients. They’re the best part of what I do. It makes this more than just a job; it feels like family. I also adore the flowers themselves. Working with them each day is a gift. Do you have a favourite wedding or event you have worked on? I don’t tend to keep favourites because each event has its own charm and sentiment. But if I had to pick a more recent job, it would be an engagement party I designed at an iconic Sydney restaurant. I loved it because the florals and the venue’s architectural details worked flawlessly together. It was romantic and luxurious without trying too hard. The bar installation and table arrangements felt right in the space, and the whole room just looked and felt like love. Is there anything you would change about the flower world? I think change starts with awareness. Every florist has their own way of working, but for me, it’s about making conscious choices day by day. Some of the steps we’re taking include composting green waste, separating, recycling and repurposing packaging, using ribbons made from recyclable materials, switching to an eco-wet wrap instead of floral foam, and limiting the foam we use in design. Education also plays a big role. It’s about staying open, learning as we go, and building better habits over time. I also think there’s room for more awareness around what florists actually do. From the outside, it might look like it’s just arranging pretty flowers, but there is a lot of planning, sourcing, labour and skill involved. It’s not that clients don’t appreciate it. Most of the time, they just don’t see it. Helping people understand what goes into the work helps them value it more, and that benefits the whole industry. Supporting local growers is also vital to the industry, and buying locally plays a big part in that. If we want flower farming in Australia to survive, we need to invest in the people growing them so they are here for the future. Trends will always influence what people want. While it’s not always easy to shift those expectations, I try to guide where I can and offer thoughtful alternatives that support better practices without compromising quality or impact. It’s not about being perfect. What matters is momentum, and if we keep moving in the right direction, the industry becomes stronger for it. Where do you see yourself or your business in 5 years? When I look ahead five years, I see Architecture in Bloom continuing to grow in the way that feels right for me. I want it to stay small, stay boutique, and stay connected to the work. I don’t have any plans for a storefront. That has never been part of the vision. I enjoy working closely with my clients and keeping the business personal and flexible. I’d like to keep building on what I already do, especially weddings and events, and expand more into brand styling and creative collaborations. Of course, I plan to keep learning and evolving as a designer. The flower world is always changing. There are always new techniques and new ideas. By 2030, which still sounds a bit futuristic, I just hope I’m doing what I love, working with great people and finding new ways to be inspired. Email: admin@architectureinbloom.au Phone No: 0414 872 204 Website: www.architectureinbloom.au
Tell us a little about how was AIB born? Architecture in Bloom was born from a mix of courage, creativity and a simple idea. I wanted to open a small boutique studio where communication is personal, attention to detail matters, and the experience feels considered from start to finish. I also wanted to build a brand that reflected my style and values, and felt true to how I wanted to work. It started with that intention and has continued to grow and evolve. Owning a business means you’re always learning, and with openness to change and a drive to continually improve comes growth. I’m proud of how far it’s come and excited to see where it goes next.
Can you tell us a little bit about what you specialise in? I specialise in gorgeous floral design for weddings, events, private clients and personal gift deliveries. I focus on thoughtful design using quality flowers, with each arrangement tailored to the occasion. Based in the Hills District of Sydney, I deliver within a 60km radius of the studio and travel across New South Wales and beyond for weddings and events. Most days I’m in the studio designing solo, but I also have a team of professionals who work closely with me on larger events and installations.
What does a day in your life look like? Market days start early at the flower market, hand-picking the best product, checking off flower lists, navigating traffic, and thinking through the day before most people are out of bed. Other days begin with a coffee fix and a quiet moment to look at what’s ahead. There’s always a balance between design and logistics. Some days I’m creating arrangements, photographing work, conditioning flowers, washing buckets, packing for an event, a wedding or planning the week ahead. Other days are spent refining proposals, updating mood boards, preparing for consultations or the ongoing thorn in my side, posting to social media. Like everyone, I’m always trying to navigate a healthy work-life balance. Some days everything flows, and other days I need to step away and come back with fresh eyes. There’s no strict routine, which I love, because the needs of the business change daily.
What’s your favourite part about what you do? Being trusted with someone’s important life moments means a lot. It’s not something I take lightly. Flowers are often tied to something bigger, whether a celebration, love or loss. It might sound corny, but I love my clients. They’re the best part of what I do. It makes this more than just a job; it feels like family. I also adore the flowers themselves. Working with them each day is a gift.
Do you have a favourite wedding or event you have worked on? I don’t tend to keep favourites because each event has its own charm and sentiment. But if I had to pick a more recent job, it would be an engagement party I designed at an iconic Sydney restaurant. I loved it because the florals and the venue’s architectural details worked flawlessly together. It was romantic and luxurious without trying too hard. The bar installation and table arrangements felt right in the space, and the whole room just looked and felt like love. Is there anything you would change about the flower world? I think change starts with awareness. Every florist has their own way of working, but for me, it’s about making conscious choices day by day. Some of the steps we’re taking include composting green waste, separating, recycling and repurposing packaging, using ribbons made from recyclable materials, switching to an eco-wet wrap instead of floral foam, and limiting the foam we use in design. Education also plays a big role. It’s about staying open, learning as we go, and building better habits over time. I also think there’s room for more awareness around what florists actually do. From the outside, it might look like it’s just arranging pretty flowers, but there is a lot of planning, sourcing, labour and skill involved. It’s not that clients don’t appreciate it. Most of the time, they just don’t see it. Helping people understand what goes into the work helps them value it more, and that benefits the whole industry. Supporting local growers is also vital to the industry, and buying locally plays a big part in that. If we want flower farming in Australia to survive, we need to invest in the people growing them so they are here for the future. Trends will always influence what people want. While it’s not always easy to shift those expectations, I try to guide where I can and offer thoughtful alternatives that support better practices without compromising quality or impact. It’s not about being perfect. What matters is momentum, and if we keep moving in the right direction, the industry becomes stronger for it.
Where do you see yourself or your business in 5 years? When I look ahead five years, I see Architecture in Bloom continuing to grow in the way that feels right for me. I want it to stay small, stay boutique, and stay connected to the work. I don’t have any plans for a storefront. That has never been part of the vision. I enjoy working closely with my clients and keeping the business personal and flexible. I’d like to keep building on what I already do, especially weddings and events, and expand more into brand styling and creative collaborations. Of course, I plan to keep learning and evolving as a designer. The flower world is always changing. There are always new techniques and new ideas. By 2030, which still sounds a bit futuristic, I just hope I’m doing what I love, working with great people and finding new ways to be inspired. Email: admin@architectureinbloom.au Phone No: 0414 872 204 Website: www.architectureinbloom.au 
