Victoria has come a long way since her childhood where she grew up surrounded by beautiful blooms in her mother’s flower shop, eventually working alongside her before sharing her craft with her own daughter, Jessica. You could say floristry is in their blood!

With over 35 years’ experience in the flower industry, Victoria continues to play a hands-on role in her business. Multiple times a week she rises in the early hours to attend the flower market personally selecting botanicals for her stores, clients, and special events. Victoria has developed a strong bond with local flower farmers and suppliers which allows her to take priority over the best and most interesting botanicals and have flowers exclusively grown for her when required.

The first Victoria Whitelaw Beautiful Flowers store opened in South Yarra in 2006. A tiny flower store brimming with the season’s best and most beautiful blooms, Victoria Whitelaw’s vision was to create an elegant, high-end floral boutique unlike anything else in Melbourne.

Now located in a larger South Yarra store, with recently opened sister stores in Brighton and Armadale, Victoria’s exquisitely styled stores are a delight to the senses, filled with a delicious range of local and imported blooms, luscious plants, and luxury products. It is not unusual to witness high profile personalities purchasing beautiful blooms in Victoria’s stores, or to see her team of stylists working all over the city to inject Victoria’s elegant style into weddings, events, and corporate spaces.