BIAB: The Low-Maintenance Queen Your Nails Deserve

If my nails could talk, they’d probably say, “Can you please stop making me break every five minutes?” or “I just want to look cute and survive the week, thanks.” That’s where BIAB — Builder in a Bottle — comes in. It’s the low-maintenance nail hero that actually gets what my nails need.

What Makes BIAB So Special?

BIAB is a soak-off gel designed to build strength and structure directly on your natural nails. Unlike acrylics or traditional gels, it’s flexible, supportive and much gentler. If you’ve been Googling “BIAB nails near me” or “BIAB nails Melbourne,” you’re about to fall in love like I did.

Why I call it the low-maintenance queen:

• It grows with your nails instead of working against them

• It protects against chips, lifts and everyday knocks

• It’s kind to nail beds and perfect if you’re recovering from nail biting or damage

• It lasts three to four weeks with minimal fuss

BIAB and Nail Health: A Match Made in Heaven

At Apricot Nails, I believe healthy nails are the foundation of every beautiful manicure. BIAB supports natural nail care by reinforcing your nails with a thin but strong layer that helps them grow.

If you’ve struggled with bitten nails or brittle tips, BIAB can be a total game changer. It smooths over uneven surfaces and creates a durable barrier that actually reduces the urge to pick or bite. My gentle prep and careful application techniques help keep your natural nails happy and protected.

Less Fuss, More Flex

What I love most about BIAB is how well it fits into busy lives. No more scheduling constant fill-ins or stressing over chips after a big weekend. One appointment gives you glossy, strong nails that stay looking fresh without any high-maintenance drama.

That means more time for:

• Sipping your favourite tea (or something stronger)

• Bingeing your go-to comfort show

• Living your life without worrying about your nails

Custom Looks Without Compromise

You don’t have to sacrifice style for strength. Whether you want a classic French tip, subtle shimmer or bold colour using Japanese gels or Korean gels, BIAB sets the perfect base.

And if you love length, I offer Gel X extensions using premium Japanese gel products. They protect your natural nail and give you that extra wow factor.

What to Expect at Your BIAB Appointment

When you come in for a BIAB appointment at Apricot Nails, it’s all about giving your nails exactly what they need. I take a tailored approach every time:

• Gentle cuticle care to keep your nail beds healthy

• Clean, precise prep for long-lasting adhesion

• Layering BIAB for the perfect amount of strength

• Premium gel polish for that high-gloss, flawless finish

With regular visits, you’ll notice your nails grow stronger, look healthier and stay glossy for longer.

Ready to Meet Your Nail’s New Best Friend?

If you’re tired of high-maintenance nails that chip in a week or you’re trying to rebuild after nail damage, BIAB is the answer.

At Apricot Nails in Forest Hill, I specialise in BIAB, Gel X extensions, Japanese gel nails and long-term natural nail care. If you’ve been searching “builder in a bottle near me” or “nail appointment Melbourne,” this is your sign.

📍 Book your appointment today and let BIAB do the hard work while you enjoy strong, pretty nails that actually last. Your nails will thank you.

Healthy Nails Are the Real Flex

You know what I find more impressive than chrome claws or bedazzled tips? Nails that are actually healthy underneath it all. Not snapping off in the shower. Not flaking after a week. Just strong, glossy, unbothered nails doing their thing.

In a world full of short-lived trends and endless Pinterest inspo, nail health is the flex that lasts.

If you’ve ever typed in “BIAB nails near me” or “natural nail care in Melbourne” while wondering why your nails keep breaking, lifting or peeling, I’ve got you.

Here’s What Healthy Nails Actually Look Like

Let’s be real. Healthy doesn’t always mean long. It means nails that are strong, smooth and growing without splitting the second you open your oat milk.

Some of the signs I look for in healthy nails:

• They grow without flaking or peeling

• They hold gel polish for three to four weeks

• No cracking edges or splitting corners

• They look polished even before the polish goes on

At Apricot Nails in Forest Hill, I care just as much about what’s under your nail art as I do the art itself. Everything I use, from Builder in a Bottle to Japanese gels and Korean gels, is chosen to support and strengthen your natural nail.

Why I Love BIAB and You Will Too

If you're new here, BIAB stands for Builder in a Bottle, and I like to think of it as skincare and strength training for your nails. It's a flexible, soak-off gel that gives your nails the structure and support they need to grow, with a glossy finish that doesn’t quit.

Here’s why I swear by it:

• It helps your nails grow longer and stronger

• It creates a smooth, protective layer

• It helps reduce breakage and peeling

• It’s ideal for bitten nails or anyone recovering from damage

I’ve lost count of how many clients have walked in after searching “BIAB nails Melbourne” and walked out with strong, healthy, thriving nails. That’s not by accident.

Nail Health First. Always.

Sure, I love fun designs and playful colours as much as anyone, but the truth is, the best nail art starts with a strong foundation. Even minimalist nails pop more when they’re sitting on healthy, happy nail beds.

Whether you’re after a soft nude, a subtle shimmer or Gel X extensions, I always start with a proper consult and choose products that suit your individual nail needs. No cookie-cutter sets here. Your nails deserve a little more respect than that.

I take a prescriptive approach, which means I customise every set. Your nails are as individual as you are, and your manicure should be too.

Want to Help Your Nails at Home? Try This

I’ll do my part in the studio, but nail health is a two-way street. Here’s what I recommend for keeping your nails happy between visits:

• Use cuticle oil

• Don’t pick at your polish or bite your nails, use a file and keep one on hand at all times to maintain a sleek finish and save you from biting regret later.

• Book regular maintenance appointments to avoid lifting

• Wear gloves when cleaning or doing dishes

Small habits make a big difference. Trust me, nail health gets a little addictive once you start seeing the change.

Let’s Start Your Nail Health Era

Whether you're rebuilding from nail biting, recovering from acrylic damage or simply ready for a manicure that looks good and lasts, I’m here for it.

Here’s what you can expect at Apricot Nails in Forest Hill:

• Expert BIAB application tailored to your nail goals

• Soft gel extensions using the Japanese Gel X method

• Thoughtful care for bitten nails and stressed-out cuticles

• A warm, welcoming space where you can relax and feel looked after

If you’ve been searching for “BIAB nails near me” or “nail appointment Melbourne” and hoping to find a spot that actually cares about your nails, you’ve found it.

Time to Flex Something Real

Pretty nails are great. But nails that don’t chip, don’t lift and feel strong underneath? That’s the real flex.

So if you’re ready to take care of your nails and get results that last longer than your last situationship, I’d love to see you in the chair.

📍 Book your nail appointment at Apricot Nails in Forest Hill today.

💅 Specialising in BIAB, Gel X extensions, Japanese gel nails and natural nail recovery.

Wait...Extensions Can Help My Nails Grow? (Yes, When Done the Apricot Way)

If you’ve always thought nail extensions = damage, breakage, or "my nails were ruined after," it’s time for a new thought. Done wrong, sure—extensions can leave your natural nails paper thing. But done right? With skill, the right products, and proper removal? They can actually help your nails grow underneath.

I’m here to break the myth (not your nails). Let me tell you how I use extensions as a tool to protect, not punish, your natural nails.

First, what are extensions really?

When I say nail extensions, I mean length that’s built on top of your natural nail. I use the full tip soft gel extension method (think Gel X). They look luxe, give you extra canvas for nail art, and yep—they’re totally safe for your nails when done properly.

But here’s where the Apricot difference comes in: I care about what’s underneath just as much as what you see on top.

Why extensions can help your nails grow

Think of extensions like a protective helmet for your nail beds. When you bite, pick, peel, or snap your natural nails from stress or everyday life, it interrupts their growth. Extensions stop that cycle. Here's how:

• They take the hit, not your nail: That bump into the car door or chip while opening a can? The extension absorbs the impact—not your real nail.

• They prevent biting and picking: When you’ve got a strong, flawless nails, and a full tip extension in place, it’s physically harder (and less tempting) to bite or pick at your nails or cuticles.

• They hold shape: Extensions reinforce the structure of your nail as it grows, helping prevent bends, tears, and stress breaks that can damage the nail plate. Disclaimer: after 3-4 weeks growth, a refill or removal must occur to maintain safety of your natural nail due to the strength point moving down the nail.

• They create space: With extra length, your cuticles get a break too—giving the skin around your nails a chance to heal if it’s been chewed or overworked.

But aren’t extensions damaging?

They can be… if they’re applied or removed with zero care. But I don’t mess around when it comes to nail health. Here’s what I do differently:

• I never over-file the natural nail

  Your nail is precious, and I treat it that way. I use gentle prep and skip the aggressive filing that leads to thin, sensitive nails later.

• I choose high-quality soft gels

  Whether I’m applying BIAB or full tip extensions using Japanese gel systems, every product is tested, trusted, and made to support long-term wear.

• I prioritise proper removal

  No peeling, no popping, no “I just picked them off while watching TV.” When it’s time to remove or refresh your extensions, I do it the right way, so your natural nail stays intact underneath.

• We chat aftercare

  Your nails don’t just live in the salon—they go home with you. I’ll show you how to hydrate your cuticles, avoid lifting, and keep that extension sealed and smooth until your next visit.

What nail growth actually looks like under extensions

Real talk: If your nails are struggling—brittle, short, peeling, or chewed to bits—extensions can give them the break they need to grow. There are exceptions to this rule, as damaged nails can mean shorter retention time. BIAB manicures can help your nails grow strong enough to maintain long-lasting extensions.

Here’s what I typically see with clients:

• Weeks 1–3: Your nails are covered, protected, and finally left alone. The trauma cycle is interrupted.

• Weeks 3–6: Your natural nail starts to grow under the extension, gaining strength and length.

• Weeks 6–12: With consistent infills or refreshes, the extension supports the entire nail bed as it recovers—and clients are often shocked by how much length they’ve grown on their own.

So, are extensions right for me?

If you:

• Bite your nails or pick at your cuticles

• Have weak or bendy nails that never seem to grow

• Want to safely grow your natural length without the stress

• Need a sturdy base for detailed nail art

• Have a big event coming up (and want those Instagram-worthy hands)

… then yes, extensions might be exactly what you need.

The Apricot Wrap-Up

Extensions don’t have to mean damage or regret. When applied with care and removed properly, they can be the best thing you do for your nail health.

At Apricot Nails, I use extensions as a tool, not a cover-up. My goal is to protect your natural nails, help them grow, and give you gorgeous designs you’ll actually want to show off.

So whether you’re on a nail rehab journey or just want a little extra length to feel fabulous, I’ve got you covered (literally).

Ready to grow the nails you’ve always wanted?

Book your extensions appointment at Apricot Nails today.

I’ll help you build strength, length, and confidence, one tip at a time.

Japanese Gel Nails: Why Everyone’s Obsessed (And You Will Be Too)

Looking for a mani that actually lasts, gives full-on pigment, and feels like it was painted by a tiny, glamorous wizard? Welcome to the world of Japanese gel nails, your new beauty obsession. If you’ve ever had a gel manicure chip after two weeks (or worse, lift after a few days), this is the glow-up your nails deserve. And no, we’re not talking about your average salon gel. Japanese gel is on a whole other level.

So… What Is Japanese Gel?

It’s not just a cute name. Japanese gel is a specially formulated nail gel that’s made in, you guessed it, Japan, using ultra high-quality ingredients. Think creamy texture, super rich pigment, and a formula that goes on like butter. The difference? It’s 100% pure gel (none of that gel-polish hybrid business), so the colour is bold and the wear is strong. Perfect for detailed art, vibrant full sets, or designs that need serious staying power.

It’s got more pigment, better adhesion, and just gives that ultra-sleek finish, Japanese gel is basically the luxury handbag of nail products.

Japanese Gel vs Regular Gel: What’s the Real Tea?

Let’s break it down:

• It lasts longer: We’re talking three weeks minimum, with many of our clients getting 4+ weeks out of their set, especially with a BIAB base.

• It removes more gently: The formula soaks off with less damage to your natural nails (we still recommend letting your tech handle it, though).

• It’s perfect for art: Because the pigment is so intense, designs pop. Tiny cherries, anime inspo, elegant florals? Easy.

• It’s cured just like regular gel: Cleanse, prep, base, colour, UV light, top coat. Same rhythm, way better finish.

But Wait—Is It More Expensive?

A little bit, yeah. But honestly? Worth it.

At Apricot Nails, our Japanese BIAB gel manicures are $110 for a clean, one-colour look and a Russian manicure your friends will be jealous of. Add on designs (we’re known for them), and you’re looking at $120–$200 total depending on the detail. From 3D gel, gems to full-on hand-painted art, we customise every set based on you.

And you know we’re not about churn-and-burn nail bars. You’re paying for artistry, better products, and nails that actually last the distance. No chips, no lift, no regrets.

Can I Still Get Japanese Gel If I Have Short Nails?

Yes girl. Japanese gel works beautifully on natural nails, whether you're growing them out or keeping them short and sweet. It also pairs perfectly with our BIAB overlays if you need a bit more strength or shape.

What If My Nails Are Damaged?

We’ve got you. We take nail health seriously, and Japanese gel is one of the least damaging options around because of the damage-free removal process. This is especially great if you're someone who’s had a bad experience with acrylics or harsh removals. It’s also great for clients recovering from breakage or nail trauma (we see you, SNS escapees).

Does It Work for Nail Extensions?

Absolutely. If you’re getting extensions, Japanese gel still layers on beautifully as your colour or art finish. It doesn’t lift or crack the way cheaper products sometimes do. Plus, it gives that glassy, perfect finish we all want.

How Do I Remove It?

Our removal process is gentle and safe:

• File the top coat (never peel, babes)

• Soak in acetone wraps

• Gently push off

• Rehydrate with cuticle oil

Or, just come back to the studio and I’ll do it the right way—zero stress.

Why We’re That Obsessed

We could go on forever, but here’s why Japanese gel is our go-to at Apricot:

• Glossy finish that lasts

• Perfect for custom nail art

• Safer removal, less damage

• Looks luxe, feels luxe

• Pigment so rich it’s basically makeup for your nails

Whether you want baby pink micro French tips or full K-pop-core decals, this is the kind of gel that levels up your whole look.

TL;DR?

If you’re over boring gels that chip in a week or lift the second you open a soda can, Japanese gel is your next move. It’s the smart-girl, detail-loving, luxury-choice manicure, and once you try it, there’s no going back.

Want Nails That Slay for Weeks?

Book your Japanese gel manicure at Apricot Nails now.
Your hands will thank you.

What’s the Best Nail Shape for You? How to Choose Based on Your Natural Nails

At Apricot Nails, I’m here to help you get your dream nails, while keeping your natural nails healthy underneath. So let’s break down what shapes work best for different nail types, lengths, and lifestyles.

Got Trapezoid-Shaped Nails? Try a Rounded or Oval Look

If your natural nails are wider at the tip than at the base (think: trapezoid or fan-shaped), a rounded or soft oval shape is your BFF.

Why it works:

Rounded shapes balance out wider nail beds and soften the overall look. Plus, they’re super durable and less prone to cracking at the sides.

Avoid:

Square shapes—they tend to exaggerate width and can make your nails look shorter.

Short Nail Beds or Very Short Free Edge? Skip Almond—for Now

We love a classic almond shape, but it needs just a little free edge to make the shape work (and to hold up without cracking).

Best alternative:

Try a soft square or squoval (square + oval) if you’re still growing out. These give a polished look without needing much length.

Tip:

Once your nails have grown out a few millimetres past the fingertip, you can ease into almond or even oval styles.

Narrow Nail Beds? You Can Rock Almost Anything

If your natural nails are narrow or tapered, you’ve won the nail shape lottery—you can pull off just about any look.

Go-to shapes:

Almond, stiletto, ballerina (coffin) or even square if you like a bold edge.

Watch out for:

Super long stilettos—unless you’re into drama and careful with your hands, they’re high-maintenance.

Strong Nail Beds + Decent Length? Coffin or Ballerina is Yours

Coffin (or ballerina) shapes need a bit of length and strength to maintain that crisp tapered look.

Why it works:

Your natural strength helps keep corners from breaking off. With BIAB or gel overlays, this shape is perfect for a clean, chic style.

Avoid:

If your corners tend to snap easily, try almond instead—it gives a similar vibe with less risk.

Thin, Flexible Nails? Stick with Rounded or Squoval

If your natural nails bend easily or struggle with splits, you’re better off with softer, more protective shapes.

Best picks:

Rounded or squoval. These avoid sharp corners and reduce stress on weak edges.

Pro tip:

Consider a BIAB overlay to give your natural nails structure without bulk. It’ll help them grow while keeping your shape intact.

Final Thoughts: Your Shape Should Match Your Lifestyle, Too

Love typing fast? Do hair? Chase toddlers all day? All of that matters when choosing your shape.

Still unsure? Don’t stress—we’ll help you figure it out during your next appointment. Your nail shape should fit you—not just the trends.

Come visit Apricot Nails and let’s find your perfect shape-match!

Nail Art in Melbourne: How Your Nails Became the Ultimate Form of Self-Expression

At Apricot Nails, we believe your nails are more than just nails – they’re tiny, beautiful canvases for your personality. Whether you're vibing with subtle designs or full-on statement art, nail art in Melbourne has seriously levelled up – and we’re here for it.

From soft minimalism to extra-extra sparkle, nail art is all about expressing who you are, right down to your fingertips. Your favourite colours, your current mood, even your favourite snacks (yes, we’ve done food-themed sets before) – it’s all fair game.

Mediums We Play With: Beyond Polish

When it comes to creating art on nails, there’s a whole lot more than just a brush and some polish. At Apricot Nails, I work with all kinds of mediums to bring your dream nails to life:

✨ Inks for soft, dreamy designs
✨ Gems for that luxe, glimmering finish
✨ Shell pieces for beachy, earthy textures
✨ Foils for pops of metallic magic
✨ Isolated chrome for sleek, futuristic highlights
✨ Glitters (chunky or fine – we love both)
✨ Nail art pencils for delicate sketches and detailing

It’s not just about slapping on some glitter and calling it a day. I’m an artist, and every set is crafted with an eye for balance, colour harmony, and what will actually look amazing on your nails.

Healthy Nails Come First: BIAB and Russian Manicure

Gorgeous nail art is only as good as the base it’s built on – and that’s where our love for BIAB (Builder in a Bottle) and Russian manicures comes in.

BIAB is perfect if you want strength without bulk. It helps your natural nails grow stronger and healthier, all while giving you a beautiful, clean canvas for any art you want.

Russian manicures take nail prep to the next level. It’s an ultra-detailed method of cuticle care (and a bit of an obsession at Apricot Nails), meaning a neater finish, longer-lasting polish, and overall healthier nails. Plus, it makes your nail art look even sharper and more polished.

We don’t believe in damaging nails just to get a look. Everything we do – from the products we use to the techniques we swear by – is designed to protect your natural nails while making them look insanely good.

Why Choose Apricot Nails for Nail Art in Melbourne?

Because we’re serious about the little things. The crisp lines, the perfect colour match, the custom designs made just for you. We’re not a production-line salon. We take our time, we care about your nail health, and we know how to translate your style into a set that feels 100% you.

Ready to create some tiny masterpieces together? Book your appointment at Apricot Nails – the cutest little spot for nail art in Melbourne, BIAB, and Russian manicure magic. Check out the Apricot Nails page for examples of what types of nail art people have asked for before!

Bonnie Dowie, Floral Designer, Port Wilunga, South Australia

Tell us about yourself and what you do?

I’m Bonnie, a florist from Willunga, South Australia. I’ve been running my little business, Bonnie Blooms, for about a year and a half. I work with seasonal, locally grown flowers and strive to operate in a sustainable/eco-friendly way. My main focus is wedding florals, but I also do the occasional special order, and weekly bunches for a local café. I’ve always been drawn to things of beauty, especially in nature. I try to work with flowers as ‘gently’ as possible…observing the way they grow in nature and arranging them in a way that doesn’t feel forced or contrived. My aim is to celebrate nature’s inherent beauty whilst bringing joy to those who receive my flowers.

How did Bonnie Blooms start?

I was working in Scotland as a wool roller (roustabout or shedhand in Aussie terms), and on my days off I’d go for walks through meadows and down country lanes, gathering wildflowers as I went. I fell in love with the simple joy it brought me. When I got back to Australia, I kept up my foraging/flower gathering adventures. In need of work/income, I posted photos on Facebook of some of my bunches around Christmas time, and asked if anyone would like to place an order. I had a good response…and it wasn’t too long before I found myself registering a business name! A huge help in getting my business off the ground was the NEIS program (New Enterprise Initiative Scheme). This is a government funded program helping small businesses get established by offering a 10-week training course where you put together a detailed business plan. Once your plan is approved, you have access to 10 months of income support, plus quarterly meetings with a business mentor. (Highly recommend for anyone out there wanting to start a business!)

 What kind of flower brings you the most joy?

It’s almost impossible to pick a favourite flower…it often changes for me! But some of my favourites are Forget Me Nots, Japanese Anemones, and old English/garden variety roses.

What’s your creative process?

Within my business, my creative process often begins with the first few interactions I have with my clients. I listen to their vision and ideas, view their inspiration pictures, and ask clarifying questions. I spend a lot of time just thinking/visualising things in my head. It often helps me to get things out on paper, whether that’s writing down the client’s main ideas on colours and vibe, or sketching out an idea for an installation. A lot of my creative process with flowers really gets going at the markets and all the other places I gather flowers. Much of it is intuitive – picking colours and varieties I think will go well together and create a cohesive look. After hours or days of flower prep (depending on the size of a wedding), I start the designing. Usually I’ve made sure my flower studio/bedroom/living space (all-in-one!) is relatively tidy to begin with. I’ll put on a podcast or music, or sometimes just enjoy the silence, and begin quietly creating. I often don’t quite know how things will turn out until they’re done…I just let the flowers do a lot of the speaking! A challenge I seem to constantly encounter in my creative process is questioning and doubting myself towards the end of getting something finished. Often, I start out confident, but by the end of a bridal bouquet think I’ll have to throw it away and start again. I’ve learnt at these points to step away for a bit, get something to eat, have another cup of tea, and come back to it later with fresh eyes. And also, to remind myself that others won’t look at things with as critical an eye as my own!

A fun fact about yourself?

I love creating spaces and events that bring people together and create a sense of community. And I get PARTICULARLY excited about helping people find their spouses! Through Jolly Good Events (old fashioned town hall dance fundraisers), 3 couples have met and married. I even recently ran a Christian speed dating event which was quite a hoot!

When or how do you feel most inspired to create?

When there’s afternoon or morning light streaming through my studio windows, soft music is playing, flowers are prepped, I’ve got a warm cup of tea or coffee and I’ve had enough sleep (rare).

How would you describe your aesthetic?

Nature-inspired, whimsical, joyous, perfectly imperfect.

If you could choose any vocation in the world (aside from floristry) which would you choose?

Not an official vocation but I’d love to create community gathering spaces where art, creativity, dance, seasonal food and fun happens, bringing people together and combatting loneliness in towns and cities all across the world. :)

What do you like to do in your spare time?

Be with my people. Give me a good friend or two, a cup of coffee, maybe a slice of cake, deep conversation, laughter, and I’m one happy girl. Add in a botanic garden, a beach or some other beautiful piece of nature and I’m a VERY happy girl. Take me on an adventure with my people and gosh, I just might explode. Also…family, especially nieces and nephews. Fills my heart to the brim.

What do you think sets Bonnie Blooms apart from other brands?

I’ve never been too worried about ‘the competition’. I firmly believe there is space for every florist, because every florist is different and will therefore connect to a different client base. I put a lot of ‘me’ into my work. It’s very personal and from the heart. I also love learning about my clients and putting as much of their personality or ‘vibe’ into what I create for them. So, apart from ensuring my work is eco-friendly and locally sourced/seasonal, I think what sets me apart from other brands is simply me, and all the heart and soul I put into my work.

you can see more of bonnie’s work here:

Instagram

Website

Phoebe Simpson, Creative Designer, Melbourne

Tell us about yourself and what you do?

Hey, I am Phoebe! I adore the beach, being outdoors, spending time with friends and family, cooking, styling, creating and expressing beauty. I am a communication designer and I run my own design studio, Double Creative, with my husband Tom on the Mornington Peninsula. We have been doing this for about two and a half years, and it has been super challenging but so fun and deeply rewarding. We have also just launched another business called Hosea Store, an ecommerce rattan furniture store.

Why did you decide to start Hosea?

Tom and I have a joint heart for inspiring people to live a wholehearted and creative life so that together we can create an authentic and beautiful world. We try and fulfill that in everything we do, and Hosea felt like a perfect opportunity to bring that to life. It's a place to explore, dream and wonder—and is devoted to products and wares that evoke mindful and creative living. It's creative, playful, exciting with endless opportunities to grow and develop new skills. Any startup takes a lot of work and we've already faced our fair share of challenges that we've managed to overcome, and some we're still overcoming as the business develops. But also like trying anything new and creative, it gets to the point where you just have to launch, and it becomes a practice that we can chip away, change, develop and grow over time.

What’s your creative/design process?

My process is about exploring and reflecting. All our work starts with a research and discovery phase. It's a mix of conversations, exploration, reading, interpreting, and forming a brief that can help guide the rest. When it comes to inspiration, I like to take things in from all different expression—designs, art, music, nature, and all the beauty that's around me in small ways and large. This looks like taking time not just at the computer researching, but by getting out in the world to gather inspiration from others around me, from natural beauty and conversations with people.

I then reflect, take it in and process everything. This is by no means the easy part—sometimes it requires letting go of expectations and fears around creating or designing something new. New is daring—it's more than just copying. And to create something new is more about the process than it is the outcome. In trusting ourselves and the process, we can focus on developing something meaningful, something that fulfills the brief, and exceeds expectations. This process allows me to carry my head high when things get messy... knowing it's all a part of the process. This allows the gold to come through. Not to mention how important this is when collaborating and creating with others or for others—you have to trust the process and yourself. As our design business grows we get to do this in bigger, more daring ways. Clients and their businesses are depending on us delivering something creative that's on time, on budget, and to spec. It's in these times you have to hone in on this practice of the process. When it's done well, working with and being inspired by our clients, their stories and ideas draws creativity out of me rather than boxes it in.

A fun fact about yourself?

I grew up in Byron Bay and moved down because I met Tom five years ago on NYE! We have been doing life together ever since, married for three years this past April.

When or how do you feel most inspired to create?

After taking time to rest and allowing my ideas to run wild. When there's room and permission to play. This goes back to the process idea... when you're not so concerned with the outcome you can allow yourself the permission to explore and have fun.

How would you describe your aesthetic?

My aesthetic is always evolving and changing—sometimes because of personal taste, but a lot of the time because we work in different contexts. We are so blessed to work with so many amazing, unique businesses across various industries and therefore I get the opportunity to explore and express through design, with no project ever being the same. The aesthetic in these cases is just one element of expressing the heart of a business and helping them connect with their community.

Having said all that... I am a lover of simplicity, with beautiful colour palettes and typefaces to match. Art has always been a passion of mine and integrating creativity and artful expression into my designs is always a goal. Hosea's aesthetic is simple and refined. We wanted it to come with room to breathe, to feel restful and calm. The neutral palette adds to this too.

If you could choose any vocation in the world which would you choose?

"Design" for sure! I say "design" because running our own business, we cover a lot of ground in terms of what we do. Even though we specialise in branding, it's still a pretty vast landscape of brands, marketing, design, digital etc. The part I love the most is helping others find their "why" and encouraging them to pursue the things that make them come alive. I have a real heart for people and creativity. Design feels like the best expression of all of these things.

 Who are some other artists that inspire you?

There are a bunch of designers, studios and artists who inspire me. A few of my favs would be Projects of Imagination, House of Folk, Jasmine Dowling and my dear friend, Bonnie Gray.

What kind of flower brings you the most joy?

One from my husband.. hehe any flowers he buys me bring me joy!

What do you think sets Hosea apart from other brands?

Hypothetically anyone could start a furniture business. But we're not in it for the furniture as much as we are the people that buy our furniture. Our hope is to establish a community of people who are pursuing a holistic life of creativity, beauty and courage. The furniture is an expression of that heart... it's how we've chosen to tell that story, and it's one of the ways that we express beauty ourselves. I'm sure it's going to evolve quite quickly into more too. Anyone is welcome to join that story—furniture or no furniture.

You can find more of phoebe’s work here:

Hosea Store Instagram
Double Creative Instagram
Double Creative Website

Cassandra Walker, Interior Architect and Designer, Melbourne

Tell us about yourself and what you do?

I am a Residential Interior Architect and Designer. I love getting to personally know my clients to create a truly unique interior for them. The way we use our homes and environments is crucial to our wellbeing. It brings me so much joy to create timeless and perfectly tailored interiors.

Why did you want to become an interior architect?

I have always loved playing with drawings and plans of homes. I remember even as a little girl drawing over the top of plans my Dad would bring home from work.

What would be your dream project to work on?

I am dreaming of designing and building a complete Passive house. Entirely designed, built and manufactured here in Australia with Australian materials.

How would you describe your aesthetic?

Contemporary and Australian bearing a timeless aesthetic with an holistic appeal.

Favourite memory in your career so far?

Oh that’s tricky, there are actually so many. I don’t think I can pick one, I'd say generally meeting so many amazing people doing amazing things, particularly of recent in relation to my Passivhaus training. There are so many knowledgable people willing to share.

You're passionate about sustainability and regeneration, how do you integrate that into your projects?

Thats another tricky one. I am finding there is still a lack of education around possibilities here and many are scared by this. It's a daunting process to renovate or build without the added layer of sustainable and regenerative homes. I find most of my clients pop it in the too hard and too expensive basket at the moment, which I totally understand. I am undergoing my PassivHaus training at the moment and hoping to come out of this armed with knowledge I can simplify and pass onto my clients.

What’s your creative process?

I firstly listen as I need to understand everything about the way they live. Personal, social and family rituals are noted so that we can design the perfect fit for each unique client. I then find inspiration for that project. In books, our Environment, Online, and sometimes I go back through photo archives of places I have travelled. From here I sketch and ‘play’ to produce a concept design. This is presented to my clients. Then we go away and document/detail this for the builder/s. I really enjoy the construction process as I get to see my/our vision come to life, my clients responses are always the best part. Some projects I manage onsite others I hand over a construction package. It really depends on my scope.

A fun fact about yourself?

I drive my husband crazy with my home organisation and love reformer pilates, that’s two sorry.

What kind of flower brings you the most joy?

Peonies, as they remind me of my wedding day.

What do you hope to achieve in 2021?

Totally cliche but a better balance of family and work. Both make me so happy.

find more of Cassie’s Work here:

Website

Instagram

ILENIA MARTINI, CREATIVE CONSULTANT, BERLIN, GERMANY

Tell us about yourself and what you do?

I am a creative consultant and I run Neni Studio which is a visual communication agency that I co-founded in 2017. Neni Studio works with international design and lifestyle brands to create digital communication strategies and content aimed for social media.

How did you get into photography and creative consulting?

I got into photography pretty early on in life. Mine is one of those stories where one of the parents introduces the medium. For me it was my dad, who with both film cameras and 16mm film recorded my childhood from basically birth to age thirteen.

I had mixed feelings about turning it into a career, so I experimented within the field, assisting other photographers and then becoming an editor and ultimately went to film school where I graduated as DoP (Director of photography for Film).

Fast forward to 2015 where after seven years in New York, I relocated back to Europe for a job as Head of Creative for a Design brand called Hem - where I worked until 2017. In the meantime the work I had done for them got quite the traction and started receiving requests for work outside if the brand and that’s when I decided to consult. It was a natural transition.

What’s your creative process?

It’s messy - that’s for sure. It doesn’t really follow any specific rule but one thing is constant, I write everything down on paper, and I sketch a lot - from concepts to ideas that come to mind. You’ll never find me without a pen and a notebook.

A fun fact about yourself?

Ah, I don’t know if this is fun, but for sure for me it is.
I have a thing for pens and paper, well, stationery in general.

When do you feel most inspired?

I feel like inspiration is a muscle that needs constant training, so I constantly work on it. From reading/flipping through books about architecture, typography, art, photography, to watching films with incredible cinematography. I usually dedicate a couple of hours to inspiration and research each week, no matter what project I am working on.

How would you describe your aesthetic?

I would say ‘experimental’. I like to mix colors and patterns in a subtle way and I stay away from matchy-matchy pairings for both work and personal style.

How do you think COVID has affected the creative industry?

It’s a change that has caught everyone off-guard and nobody had the time to adjust gradually to this new way of living.

Here in Europe, I am in Sweden, it’s still a work in progress. Digitalization hasn’t come naturally to the creative industry but I see, very happily, that the ones who embraces this shift rather than resisting it have been thriving. One big change that Covid brought is expose different mediums/possibilities, look at NFTs for instance - perhaps if Covid hadn’t hit, it wouldn’t have had such positive reactions from both art and creative industry in general.

Who are some other creatives that inspire you?

I am always keeping an eye out on the fashion and art world. I am constantly inspired by Gabriela Hearst and Lucy Chadwick.

What kind of flower brings you the most joy?

Ah, this is a tough one because I love flowers. I feel like I have to say roses because I have a huge rose tattoo on my arm.

They are so underestimated and there’s so many beautiful variants that you’ll never have the same experience twice!

What do you hope to achieve in 2021?

Some renewed energy to step outside my boundaries - I’d love to try new paths!

You can find more of ilenia’s work here:

Website

Instagram

Corina Koch, Interior + Photographic Stylist, Sydney, NSW

Tell us a bit about yourself and what you're passionate about?

I’m an interior & photographic stylist who produces content for brands, homes and publications. I’m very much addicted to my job and enjoy daydreaming about working when I’m not working. I’m really passionate about the creative process - the best jobs have always the ones where you are given the opportunity to take the lead.

How did you get into interior design?

I’ve always had an interest in interiors but I actually began in fashion and chose to study visual merchandising, which covered fashion, interiors and props. So I grew more of an appreciation for interiors through that. When I started work experience at an interiors magazine, it was a very quick dive into the interiors world and I’ve been hooked since.    

What's been a memorable project so far, and why?

My first magazine cover. I guess it was a milestone moment for me and it was a really big deal as I truly had started from rock bottom and put in years of hard work to get to that moment. And when I heard the news, it was just a wonderful surprise and acknowledgement of how far I’d come.

How would you describe your aesthetic?

Oooo, so tough. It’s forever evolving but I would say it’s a fusion of vintage finds paired with unique contemporary pieces and handmade artisanal objects. It’s feminine, can be a bit rouge and is heavily influenced by fashion and textiles.

What kind of shapes, texture, or colours are you drawn to?

I love my neutral colours and use them for all my bigger furniture items as a foundation of the room. I tend to go more gaga over unusual shapes and textures, things that wiggle and twist, velvets, thick knotted weaves, stripes and oriental prints.

Who are some other interior designers or creatives that inspire you?

There are a lot of people's style I admire, even if it’s not to my own taste. But it’s the risk takers that I really appreciate, the Kelly Wearstlers of the world. You can tell it’s authentic and she always pushes boundaries- which I find incredibly exciting.

What kind of flower brings you the most joy?

Anything that feels like I’m in a romantic garden, like Dogwood or miniature garden roses still on the branch. I love the mix of leaves and flowers.

What do you hope to achieve in 2021?

I really feel 2021 has been critical for me in my career journey. I’ve taken some risks and have really learned to understand who I am as a brand, to embrace my true aesthetic, which in turn has helped me undertake my next steps. I have a special project in the works - I’ve never been so excited about something in my life. But you’ll have to wait and find out.

A fun fact about yourself?

It’s not so much fun, but it’s probably important to be documented. I really hate coriander. I can smell it if it’s in my food and will not eat anything it touches. I can even taste it if someone has just “removed” it as a garnish. Super freaky!

You can find more of Corina’s Work here:

Website

Instagram

Nitty Valentin, Floral Designer, South Coast, NSW

Tell us about yourself and what you do?

Hey, I am Nitty. I own a wedding, events & workshop floral business on the South Coast of NSW, named “Follow Your Nose”. I am a studio-based florist and I am lucky enough to be able to create ‘Native Chic’ florals for the special moments in my clients lives, I also get the chance to surround myself with the most beautiful people when I organise and teach my floral workshops.

Why did you decide to begin floristry?

I have always been a lover of gift-giving and as time went on, I really enjoyed picking up a bunch of flowers to add to every gift I was giving, eventually I became interested in individually choosing the florals at the shop & putting them together myself (they weren’t good haha, but I liked the idea of it!) I then found myself at a flower-workshop and from there the desire turned into passion and after attending two more workshops, I was hooked. I signed up for the next available course and basically the rest was history. I became so infatuated with all things florals and knew this is what I wanted to do!  

What’s your creative process?

That’s a tough one, for me creating becomes one big mess. Most people would probably walk into my studio and feel extremely overwhelmed. But, I promise there is a method to the madness. Basically, I like to write out what I will be making and annoyingly, I probably write out my lists 10 times before I am comfortable with what I am about to create. Once my lists are written, I must have at least one work table completely clean so I can lay everything out that I am going to use. Then I get to creating. Sometimes I start and everything falls into place naturally. Other times I have to make a bouquet, pop it in the fridge & come back to it in an hour later to make sure I like the way it is sitting. I am guilty for over thinking things and remaking them, but most of the time, if I don’t 100% love the way it is looking, I would rather start fresh so it looks the way I want it to. A lot of the time, as a florist there is a client-brief to follow, but over the years I feel like my style has really begun to shape the clients I attract. I am generally drawn to all Native flora, but I find ways to add softer flowers/foliage’s to give it more of a romantic look.

A fun fact about yourself?

I am a part time disability companionship worker & have the pleasure of assisting the most beautiful human in his day to day activities. It has been the greatest honour & biggest accomplishments of my life. I never knew the feeling of truly caring for someone with every ounce of my being until I was blessed to meet him and be there for him. 

When or how do you feel most inspired to create?

I am most inspired to create once I have had the chance to organise myself and declutter my thought space, allowing me to be fully immersed in what I am doing. I love over cast days because I get all cosy & creative and don’t feel like I am missing out on the going to the beach. I also hate feeling hot when I am creating, so a nice cold day is perfect for the creative mind. 

How would you describe your aesthetic?

I was introduced to the words “Native Chic” by a lovely gal-pal who came to do some work with me recently. She described my work as Native Chic and ever since I haven’t stopped using it. I think native florals often get quite a masculine point of view, so I love softening them by adding some more romantic florals to the overall look. I am also very attracted to warm, autumn colours and will always flock straight to them at the flower market.

A word of encouragement for Beginner Flower Designers?

YOU GOT THIS!!! Don’t be afraid to dive into your own personal style, avoid spending too much time comparing your work to other florists and just follow your own rules. There is no right or wrong, beauty is in the eye of the beholder and you will attract others who love your style and what you do. Ask your fave floral-babe to let you come and do some work experience so you can build that confidence that is burning inside you and never ever let anyone tell you you’re not good enough! Let your work speak for itself!

Who are some other florists who inspire you?

There’s actually alot, my local area has some of the most incredible florists in the world and if you are lucky enough to get flowers from them than I am sure you have held pure magic in your hands. Some of my faves are: Film and Foliage, Gypsy Carmen, Emily Nicole Florals, Lady Gnarbo, Fleurescent.

What kind of flower brings you the most joy?

I really love Flowering Gum, when it is in season I think I nearly cause car accidents when I slow down, admiring its beauty. They look like bright fireworks on trees and they are just the most beautiful texture. I am also very well known for throwing a King Protea in most of my bridal bouquets, they are definitely a show stopper!!!

What do you hope to achieve in 2021?

I hope to run frequent workshops once we move into our new house & build my new studio!!! (top secret - heard it here first, haha) I also hope to organise a mini retreat sometime this year for all my flower enthusiasts out there!!

You can find more of Nitty’s work here:

Follow Your Nose Instagram

Follow Your Nose Workshops Instagram

NICOLE DONEGAN, ARTIST, LIKE POETRY, YARRA VALLEY

Tell us about yourself and what you do?

My name is Nicole and I am based in the Yarra Valley, Victoria. I am an artist who finds inspiration in nature, the Australian landscape, hand-picked floral arrangements, poetry, colour and story-telling. I paint still life paintings (flower studies), landscape and abstract paintings. In the past year my arts practice has also expanded into hand built ceramics, cushions, tote bags and greeting cards.

Past exhibitions have included solo shows; ‘Into Dreams’ 2017, sponsored by the Art Seed Pods and the Yarra Ranges Council, ‘Falling into you, Falling into me’ 2018, at Dot Space Gallery in Northcote, ‘Flower garden of your heart; 2019 at Corner Store Merchants Gallery Castlemaine. In 2020, I was thrilled my work was picked up by Jumbled Online. I also sell my work via Instagram. When I am not in the studio creating, I work at Deakin University in the Marketing Division.

Why did you decide to start painting?

I first discovered my passion for painting seven years ago, when I assisted to paint (by chance) an abstract mural. Soon after, I joined a painting group, found a painting mentor and never looked back.

What’s your creative process?

My creative process begins on Saturday morning, foraging the garden, bushland or local growers for foliage, flowers and colour inspiration. I then take the materials back to the studio (located in back shed) and arrange everything into vases. From there I then mix the acrylic paints; taking colour inspiration from the flowers I have in the studio or what I have seen on the land that day. Once I am set up, I am ready to start painting. I paint with the roller door up, so the light floods through the Shed. The studio view looks out onto a paddock.

The biggest advantage of painting in the shed is the brilliant natural light and the luxury of leaving my paints and materials scattered across my large studio table, ready to come back to, the very next day. Over the course of the week the flowers die. Sometimes I find more inspiration in the new colours and shapes that form during the drying/ dying process. If I’m not in the studio, I can be found painting en Plein Air in the Australian bush. The most precious gift as an artist is being able to translate the magic of the land and nature in paintings, cards, ceramics and homewares. 

A fun fact about yourself?

I collect words, if I read or hear something interesting or moving, I will write it down in my phone. I am also a runner.

When do you feel most inspired to create?

I feel most inspired to paint when I come back from a trip somewhere. Lately these trips have been in regional Victoria. I often return with the desire to paint the feeling of the land and my experience of place. In these times, inspiration often flows easily into a series or paintings or a body of work. That said, what I have come to learn in my arts practice, is even when I don’t feel inspired to paint, it’s really important I push myself to paint anyway. A few years ago, I would only start a painting when I had a strong desire to create. But over time I have come to realise that the most important part of my painting process is having a consistent practice. I paint several hours a day and this allows those moments of inspiration (when they come) to flow more easily and regularly because I am painting more.

How would you describe your aesthetic?

My intuitive approach to painting allows the paint on the canvas to form a feeling or moment.  The painting process often studies life’s truths; both joyful, melancholy and the everyday. I use colour to evoke emotion and meaning and to tell a story in a painting.

A word of encouragement for beginner artists?

To be an artist takes hard work and discipline, if you have a calling to create I would also encourage you to surround yourself with other creatives, and work on your practice every day. I would encourage you to find a painting mentor and join a local painting group. I was also once told -- everyone is born to ride their own horse. So, if you were born to ride a corporate horse; work hard and ride her. But if you were born to ride a creative, work hard and do everything you can to honour your horses own special talents and gifts. Because I believe if you honour your horse, they will take you on a great adventure. Also, follow your heart.

Who are some other artists that inspire you?

My favourite painter is Australian Artist, Jenny Watson. Jenny’s exhibition ‘the Fabric of Fantasy, at Heidi Museum of Modern Art in 2018 was one of the most inspiring exhibitions I have been to. Even today, years later, I am still moved by the work in that exhibition.

Artists: Elizabeth Cummings, ileigh Hellier, Idris Murphy, Justin Lee Williams, Rachael Castle, Kate Eliza, Katy Smail, and recently Johanna Dumet Poetry by Liana Flinck, Mary Oliver, Darby Hudson Floral Designers: XX floss, LLB Florals Ceramics: Jessilla Rogers, Hilary Green and Bridget Bodenham. Fashion Design: Molly Goddrard Photography: Jenna Faye White, Lilly Waters

What kind of flowers bring you the most Joy

Since I was a little girl, my favourite flowers have always been, forget-me-not flowers. A close second, would be a blue hydrangea. I feel both flowers have a special feminine quality to them.

What do you hope to achieve in 2021?

• I’m in the process of completing a beautiful website on Shopify.

• I have recently completed a photoshoot in a country cottage in Victoria with the amazing Jenna Faye White (who has had work published in Vogue and Harper’s Bazaar- so talented). It was a total thrill to collaborate and I can’t wait excited to get those photographs out into the world!

• Paint everyday

• I am collaborating with some amazing creatives this year – interior stylists and an online exhibition (but unfortunately, I can’t give too much away right now).

• Spending more time away from tech – spending more time reading, writing and running. I am also knitting a scarf and jumper for the first time this year, which has been so enjoyable.

See more of Nicole’s beautiful artwork here

Instagram Tips & Tricks From Some of The Best

So if you follow me on Instagram, you’d known by now, I’ve been having a lot of fun hanging out on the new Clubhouse App, lately. What is Clubhouse, you ask? You can read Vogue’s take on it, here.

Anyway, so last night I hosted a room on styling tips for Instagram with a couple of other creatives: Khryxette Abarra (Lifestyle Photographer, Melbourne) and Kerri Carucci (Fashion Stylist, Brisbane). Not long after the discussion began, we had a diverse range of people, all with large followings, come up on stage and share some awesome tips with the audience.

The conversation took many twists and turns and I’ve collated the best of what was discussed below for you! Hopefully you can learn from these tips that have come from some successful influencers and brands who have figured out what works and how to use the algorithm to their benefit.

Here’s what we learnt:

1. BECOME AN AUTHORITY

   Become an authority in what you’re selling, and your brand.

2. Know your purpose

   Why do you want a greater following? Who do you want to follow you? This will help you determine the ‘how’.

3. have A strategy and objectives clearly understood

   This one is self-explanatory! Know your WHY and stick to it.

4. Ask people to save your post

   Instagram is constantly changing and evolving, and while it’s important that your brand values stay consistent, the way you present yourself on there shouldn’t as you’ll need to adapt and shift as the platform favours certain features. One of those features currently, is ‘saves’ of your post. So remember to make your content something someone would want to come back to later, and there’s no harm in directly asking your audience to save your posts!

5. Inspire, educate or entertain

   A general rule-of-thumb for making interesting content for your viewers. This is known to cause a great spike in engagement and connection (check out the Reels or Explore section and to find inspiration on what others are creating in this way).

6. Authentically give

   Be generous with your viewers, share tips and tricks that are relatable to them. Are you a florist in the wedding industry? Give behind-the-scenes sneak peeks at a wedding setup, tag other vendors in your posts (this also then makes your content shareable by them and more likely to spread), make how-to instructional on simple posie creation, or document how much work in involved in a wedding setup etc. The possibilities are endless and it depends on your field or industry as to what is relatable, so be creative!

7. Behind the scenes

   Speaking of behind-the-scenes, your viewers love this stuff! It doesn’t have to be as curated and beautiful as the tiles on your feed. You would usually post these images on your Stories, or in a Carousel post on your feed, behind the prettiest picture, people want to see real-life and real people, so don’t be shy!

8. Ask questions

   Engage your audience with questions. Put them at the start of your caption. Using stickers like polls and quizzes, on Stories works really well for engagement too!

9. Show up on your page

   Show your face! People love to see the person behind the brand and very much relate to that. Once trust is built, it can become the very reason they choose to purchase your products. It was mentioned in the discussion on Clubhouse that we want to buy from people we have crushes on! You’re definitely going to trust that person who is relatable to you or who you aspire to be like, more so than a faceless brand. If this scares you, find a group of friends who are your cheer squad to encourage you and support you. Maybe don’t check how you went too many times the first time, just let it go and know we aren’t judging you as much as you probably feel and it’s scary even for the most confident of us the first time, and many times after that. (You’ll feel better about it after you do it a few times, I promise).

10. Know what you stand for

    It’s super important to know your values, and stick to them. Don’t change with trends or peer pressure. Know what makes your brand unique, be consistent in what you offer your viewers, and know your point of difference, and your why!

11. Drill down on your niche

    It was mentioned many times that knowing your niche and not being afraid to go deep into it, is a massive benefit on Instagram. People can sniff out fakes pretty easily, so own what makes you and your brand unique and authentically communicate that to your audience, they’ll love it!

12. be a teachers pet

    As previously mentioned, Instagram is constantly adding new functions and ways of sharing and connecting with others on their platform, find out what the latest thing is and jump on early! Instagram Guides seems to be all the rage at the moment - check it out!

13. carousels create engagement

    More time spent on a post flicking through a carousel post, creates a higher level of engagement - give it a try.

14. check your insights

    Make sure you keep track of what is working or not working for you, it’s so important to read that data and adapt appropriately. Don’t be afraid to take risks, and trial and error to find out what works.

15. build trust

    Remember to connect with your customers and be consistent, this will build the trust and relationship that encourages them engaging with your profile and brand.

16. stay away from overly curating your feed

    There’s no such thing as perfect and often this can be off-putting for a viewer. We don’t want clinical but relatable. There’s nothing wrong with a beautiful feed, but don't fall into the trap of focusing so heavily on that, that the spark is lost in the attention to detail.

17. the amazing shop analogy

    One contributor educated us with the most beautiful analogy for how to look at your Instagram feed. Imagine it’s a shop and you’re a store owner and you’ve spent all this time and energy setting up your store. Do you just sit in your store and wait the customers to come in and appreciate it? Or would you go out, network, chat to people and leave your business cards around town? The latter, I hope. And the same applies for Instagram, be active in engaging with your existing customers, and future customers, just like you would in a brick-and-mortar store. Collaborate with other brands! Have FUN!

18. use hashtags with under forty thousand uses

    This is such a simple way of getting your content seen easier, and was recommended highly by one of the speakers who has over fifty thousand followers on her page.

19. add value

    Your customers, supporters, and potentially even your friends and family are on your page because it adds value to their life. This can be translated into so many different expressions. But ask yourself, how am I adding value to someone’s life today?

If you’re on Clubhouse I’d love to connect with you there! My handle is @melbourneartist and thanks to all the incredible contributors from last night’s discussion. If you’ve implemented these tips and they’re working for you, I’d love to hear from you too and keep the conversation going! I’m all about community, connection, and collaboration.

Have a beautiful day.

Love, Ash x

How to create an engaging Instagram reel in three simple steps

STEP ONE - MAP OUT A ROUGH PLAN

There are many ways in which you can create fun, exciting and attractive content for your reel. But before you start creating, it’s important to think about how you want your reel to come across to the viewer. You can ask yourself “What feel do I want my reel to have?”. Do you want it to feel joyful, fun, adventurous, colourful, muted, dark or dreamy? You can then choose your filters and format accordingly. Try and stick to a maximum of two to three similar looking filters or feels within the one project or it will lack cohesion, continuity and flow.

Secondly, ask yourself, ‘what message do I want to send to the viewer?’ Will its purpose be to educate, or entertain, will it be just for fun, to market a product, tell a story, will it be just for beauty’s sake, or will it be funny? A purpose and direction will help you edit your content to fit the vibe you’re going for. If you’re a brand, make sure you consider that the feel, styling and content fits within the ethos and identity of your brand.

Considerations: Purpose, mood, message, and brand identity

STEP TWO - CREATE YOUR CONTENT

Where you record your app is up to you. I often use Instagram Stories to film things or a combination of a few different apps to create the content I’m after. Reels of course is great, but it’s important to remember to save along the way or else you can easily lose your work.

In order to keep the reel interesting and engaging, I record dynamic content that varies from section-to-section. What I mean by that is taking footage from altering angles, panning, speeding up or slowing down the recording, and using simple techniques such as stop motion or time-lapse to diversify the content. Often, but not always I record larger times than what I need and trim down in the editing stage. I do multiple takes of shots (excluding things like stop motion and time-lapse) and choose the most fitting one for my reel when it comes time to put it together.

Considerations: App choice, diverse, dynamic content

step three - putting your reel together

Now to the best part, putting it all together. I choose thirty second reels every time as I can always make it shorter. I like to remind myself during the process that more is not always better and to keep it succinct by only including footage that is interesting, beautiful, and relevant to the goals I set out in Step One. Quality over quantity, always.

The musical element is one of my favourite ways to add another dimension to my reels. It can evoke a sense of adventure, change the mood, be fun or silly. I love the process of searching for songs that enhance the reel I want to build and trial and error until one fits perfectly! I edit footage to coincide with the beat or flow of the song. The way the editing section is designed in the app, makes this very easy to achieve once you’ve practiced a little bit.

I like to keep my individual reel sections short and sweet - one to three seconds max. I do this in order to keep the flow of the reel moving and to tell the story in a fun and interesting way. I find matching well with the beat of the music easy when the reel frames change at this pace.

Considerations: quality over quantity, matching your visual story to the music, relevance, frame length (short and sweet)

And that‘s it really. I Can’t wait to see what you create with your reels. Feel free to tag me and I’ll be sure to give your reel a like and a comment!

Instagram: @ashwhite.co

Youki, Creative Director, MIDNIGHT Flowers & Sharps, Yarra Valley

Tell us about yourself and what you do?

My name is Youki, and I’m a florist based in the Yarra Valley. I’m a single mum to two wonderful children, and a mum of three businesses - Sugar Bee Flowers (wedding flowers), MIDNIGHT flowers and sharps (cute little retail store on main street Healesville) and Hamono Studios (Japanese knife wholesaler). I have been running my own businesses since 2009, which is when I was pregnant with my second baby.

Have you always had an interest in flowers?

Yes and no. Ever since when I was little, I always knew I loved colours. I would gather wild flowers and foliage, autumn leaves and different soils, and line them up on the ground in different combinations. I got into floristry when I got married and the flowers that arrived on the day were nothing like what I had asked for. It was actually a blessing in disguise, as it led me to the path of flower life.

What inspired you to open Midnight Flowers & Sharps?

When I took over MIDNIGHT flowers and sharps in April 2019, I was already into my tenth year of my wedding flower career and was looking for another creative outlet. At that time I had met a knife maker based in Japan, and he was looking for a way to distribute the knives all over Australia and New Zealand, and I thought what a wonderful way to incorporate the two (flowers and knives) while supporting other local artists and creatives who produce amazing, inspiring products!

What kind of flower brings you the most joy?

All seasonal flowers bring me so much joy and happiness. When I go into the market and see a new flower that has come into season, it makes my heart feel like it’s squeezed so hard that it might explode. Spring flowers especially gets me so excited - like Sweet Peas, Ranunculus, Andromeda, and Daphne.. oh my!

What’s your creative process?

All of my floral creative energy comes from seasonal flowers and colours. I often work to people’s preferences, so I make sure I listen to what people want and create that in the best way I can. Otherwise, if I have the creative freedom, then I will pick up my favourite flower (often a rose) and start building from there, taking inspiration from the shades of colours and seasonal textures.

Are there any other florists that inspire you?

Sarah Ryhanen from SAIPUA has always inspired me. Her combinations of colours and textures are just breathtaking, she uses seasonal flowers always, and has always been an advocate for sustainable floristry. I attended Sarah & Nicolette’s flower course in Sydney years ago and it was an absolute dream come true!

Tell us about the most memorable event you can think of in your career?

There are so many, from the gorgeous wedding styling that we have created, to the day that I took over the shop in Healesville, to the all-nighter at work I’d done with my staff to get ready for a wedding. But I think opening the workshop in Coldstream for Sugar Bee Flowers, and taking over the shop in Healesville are both fond moments for me. There were so much emotions - combination of excitement, joy, accomplishment, fear, anxiety, exhaustion... and everything in between!

Any music, artists, books, that you’re loving right now?

I have been immersing myself in a book called Gene Keys. It’s highly spiritual, and has given me so much wisdom. I think everyone should read it!

Favourite weekend activity?

At the moment we can’t really do much so I’ve been walking my dog A LOT. He’s never been this happy I don’t think. When we weren’t in lockdown, I would go out for dinners and try to spend time with friends, who inspire and motivate me to become a better person.

How did COVID affect the floral industry, I’d love to hear your thoughts on this?

Because there are no weddings and events, the wholesalers, growers and florist have though that we would be doomed.. but how we were wrong! Although we are not using as much flowers as we would in weddings or events, many florists have become extremely busy with bouquet deliveries. People were sending flowers to their family, friends and loved ones to cheer each other up, and I feel like I have been immersed in people’s kindness throughout COVID.

When COVID hit, there was a time import flowers weren’t coming in, which then made us florist rely on the local growers. I cant speak for growers who always work very hard, but I think it would’ve been a fantastic thing to happen, for buyers and some wholesalers to realise the value of locally grown flowers. We really couldn’t do without the local cut flower growers and I hope all florists continue choosing local flowers over imported flowers.

you can find more of Youki’s work here:

Sugarbee Flowers Instagram

MIDNIGHT Flowers & Sharps Instagram

Hamono Studios Instagram

MIDNIGHT Flowers & Sharps Website