By Mikayla van Loon
For the second year in a row, Healesville’s Floral Emporium has been nominated in three categories at Victoria’s Australian Bridal Industry Awards (ABIA).
The consumer-voted awards saw owner and floral designer Rebecca Davis be crowned artificial floral designer of the year in 2023, a moment she regarded as “incredibly rewarding and humbling”.
“It was a moment of validation for all the hard work, creativity and passion that goes into every floral arrangement we create,” she said.
“It’s a memory we’ll always cherish.”
Again, this year, Ms Davis has been named a finalist in all three floral categories, including wedding floral designer, artificial floral designer and wedding stylist.
“Knowing it is consumer-voted is incredibly meaningful. It signifies that the hard work, creativity and dedication put into each floral design is being recognised and appreciated by those who matter most – the clients,” she said.
“It is a powerful affirmation that the effort to exceed expectations and create beautiful, memorable experiences is truly resonating with the couples and families I have the privilege to serve.”
First discovering the art of floral design through a school-based work experience program, Ms Davis went on to study interior design and business management, all leading her down the path of starting her own business.
In 2011 that dream came alive as she began working from home, growing over the years until she was able to open her own shop four years ago at 5 St Leonards Street in Healesville.
Now employing a local apprentice Kelly and with the support and guidance of her mum Jillian, the business continues to develop and expand, spreading beauty and joy with every bouquet.
Ms Davis said capturing the “unique essence of each event and client” through “bespoke arrangements and styling” was something she prided herself on.
“Whether working with real or artificial flowers, I focus on blending colours, textures and forms to translate a client’s vision into floral artistry, no matter if it’s a romantic whimsical wedding bouquet or a modern statement centrepiece.”
Starting to offer artificial floral arrangements roughly six years ago, Ms Davis said this was somewhat before faux silk flowers became popular and accepted but it’s something she’s seen grow, more so over the last two years and the ABIAs reflect that.
When working with faux arrangements, Ms Davis said she often likes to incorporate fresh florals or greenery to bring cohesion to the designs, as well as that fresh smell of eucalyptus.
Despite a love of working with fresh florals, Ms Davis said it is an industry where a lot is wasted so artificial arrangements offer a more sustainable option.
“Artificial premium silks offer a wide range of durability and longevity, cost effectiveness, because we do hire, and can be reused and repurposed,” she said.
While weddings make up a large portion of what the Floral Emporium creates, Ms Davis said faux hire continues to be on the rise, particularly for businesses needing foyer arrangements.
Being nominated again for the state’s prestigious awards, Ms Davis said was enough for her and she felt excited to share this moment once more with the local community.
The industry’s night of nights will see hundreds flock to the Crown Palladium, including Ms Davis on Tuesday 27 August.
Floral Emporium will be teaming up with newly established business Little Elk in a few weeks to host a workshop in Healesville allowing the community to try their hand at floral design.
Keep an eye on their social media pages for more.
