Tell us about yourself and what you do?
Oh man, that's a hard question.
I'm a bit of strange one, personally. Most days I look like a heavily tattooed Courtney Love after a big weekend, I brush my hair for special occasions though. I've seen some things, been through some things. None of which I'm ashamed of, it’s all made me who I am today, someone I'm proud of. I'm a fur mum to Chuck, Primrose and Ruby and I talk to them, my flowers and my plants more than humans. I live in my version of a big tree house in the beautiful Mount Dandenongs where I also have my beautiful studio.
Professionally, I'm a self proclaimed Floral Alchemist, alchemy being a seemingly magical process of transformation, creation, or combination. I think flowers are magic and when I'm designing and creating I always feel as though I'm making floral potions.
I specialise in weddings, events and milestone made to order these days and also freelance for some pretty amazing floral rockstars. I'm also currently managing The Little Flower Shoppe in Montrose with a heavy focus on embracing local makers and up and coming floral designers.
Have you always had an interest in flowers?
Always, always, ALWAYS! Flowers deeply resonate with me and I find them and their life process applicable to so many facets of life and being. My belief system is in Mother Nature, I've always practised earthing, consciously or not, and I have always envisaged myself as a metaphorical flower, whether I'm blooming, wilting, growing, self seeding, struggling in an environment or at my most vibrant self.
What inspired you to begin Chloe Lashay Flowers?
Alan Watts. An incredible writer and speaker. I listened to one of his lectures called 'What if Money was No Object' at a time where I was really unhappy in a corporate role and a bit lost in my career orientation. Everyone should listen to it. I thought to myself, what do I really love? What really makes me happy? Nature, beauty, flowers, giving, bringing others joy. I realised that's a job! I can be a florist! A week later I quit my corporate job and enrolled in a floristry course. Eight years later and I've never ever looked back. Even during the toughest of times.
What kind of flower brings you the most joy?
Local field grown Ranunculus. I LOVE them. They're all so unique and beautiful, the colour range is stunning but not overpowering. They're heavily textured and kind of odd, some even look like a flower inside a flower. I love them, just on their own too.
What’s your creative process?
My space has to be a certain way. I need beautiful scents, candles, oils, music, my art, my treasures and privacy. I like to have a reference point to begin with and then just go with the flow. Creative control is my favourite. I prefer to work at night too. There’s something calming about the moonlit hills at night. So quiet and peaceful. Just me and my flowers.
Are there any other floral designers that inspire you?
Oh mannnn, SO MANY! Naomi Rose, Eleventh Flower, The Flower Drum, Debbie O'Neil, Francis Floristry, Ponderosa and Thyme, Sassafras Wedding, Foxy Evergreen, Boutierre Girls, Clementine Posy, Elsa & Gray... I could go on forever.
Tell us about the most memorable event you can think of in your career?
Attending and flowering the wedding of two of the most amazing women I've ever known. Michelle and Rhonda. Michelle is a powerhouse and loud voice for women's rights. She has and always will be a mentor and friend to me. After same sex marriage was legalised (THAT was massively memorable too, I was engaged to my partner of the same sex at the time) they got to legally marry each other after 17 years together. It was an absolute honour to be there and to contribute and I've never ugly cried so hard in my life. Also my first hard copy publication in Dancing With Her of my dear friends Leah and Erica's wedding. Very close to my heart and a real milestone for me professionally.
Any music, artists, books, that you’re loving right now?
Music is HUGE for me in every facet of life. My play lists are ridiculous, one minute its Black Sabbath, the next it's The Velvet Underground, the next its Two Feet, the next its Bishop Briggs. Lately I've really been feeling Halou, Sol Seppy and Aurora. Soothes the soul. Dromsjel is my ultimate all time favorite artist. I just finished The Subtle Art of Not Giving a F@$k, loved it. Next is The Celestine Prophecy. Ive tried to start it about 5 times. Fingers crossed for number 6.
Favourite weekend activity?
Well my weekends when its not a Global Pandemic are usual Monday and Tuesday because of events and now that I'm running the shop its really only Monday. But Facetiming my sister and baby angel niece and friends who I'm missing, spending time with my fur children, wandering around the fresh spring I'm blessed to have across the road and my guilty pleasure, watching true crime documentaries. Actually any documentary.
How has COVID affected the floral industry, I’d love to hear your thoughts on this?
It's been horrible to be honest. For the whole floriculture industry. We've been lucky enough to be able to operate at some capacity with made to order and contactless delivery and for the small increment of time in Melbourne when limited gatherings were allowed, its been good for florists doing dried arrangements which have become a trend again, but for those in fresh florals, events and weddings it's been devastating. Most of us lost a year of annual projected income and work in a week. Not to mention how heartbreaking it is for our couples and clients who have been planning celebrations for so long. Some are having to postpone for the second time for us in Melbourne. Some have cancelled altogether. Its incredibly sad. For the florists, venues, designers, beauty industry, hospitality, the entire wedding and events industry. Funerals have been really hard too. Its difficult to express the deep sadness of delivering bereavement flowers to ten people and a live stream camera.
The only positive I have found is that it has created somewhat of a 'community over competition' mentality. We're all in the same boat. We're all equally effected. We're all in the same space for once. A bunch of us all had to go on Centrelink benefits for the first time since trade school. It's very surreal. Its so important to be supporting each other at the moment.
Top tips for surviving lockdown?
Don't take self isolation literally. Don't shut off from the world because you're confined to a space or area. Don't isolate your mind.
Stay connected to your loved ones, be kind to yourself and others, keep your space nice, calming and comfortable, stay local, buy local, send care packs if your in a position to do so, do things you've never had time for, use your time on your devices looking for positive and inspiring content, promote local businesses, be honest about how you're feeling, cry if you need to, scream it if you have to, reach out if you're not coping, help others if you are. Remember, its NOT forever.
Every flower must grow through dirt.
You can find more of Chloe’s work here:
Chloe Lashay Floristry Instagram
