profile_image

Fjura

florist

United Kingdom

Designer

About Fjura

Fjura means flower. Fjura was established in 2005 by Simone Gooch in Sydney. In 2015 Fjura moved to London. Simone is known for creating seasonal, custom flower arrangements spanning hand delivered flower gestures to large floral installations. Simone is also Floral and Event Director of Pleasure Garden Magazine. Simone fell in love with flowers during an after-school job at a florist in her native Australia. After launching Fjura in Sydney in 2005, she quickly amassed a client list, which includes Chanel, Hermès, and Louis Vuitton. In early 2015, Gooch decamped to London. “I felt there was a hole in the market here. Everyone is doing a bit of the English country garden. I was looking for fresh inspiration,” she explains of the move. Although she loves the rambling English country gardens that now surround her, Gooch favors minimalism in her own work. “I think it’s nice to keep it quite simple,” she says of her often single-bloom, sculptural creations. The florist starts off most mornings at the New Covent Garden Market, where she shops for the components of her seasonally driven arrangements. At times, Gooch, influenced by a particular color palette, requests a specific flower. More often, though, she purchases whatever catches her attention. This spontaneity is a theme that pervades her work: Gooch finds great pleasure in the “impromptu freestyle arrangements” she creates while alone in her studio on a small street in the city’s South Kensington. “I just go with the flow,” she says. “It’s now second nature.”
text-image__image

Fjura location

Fjura London, UK


Products Fjura has access to these products
Growers Growers connected to Fjura
Suppliers Suppliers connected to Fjura
No suppliers attached yet
Add your company
Traders Traders connected to Fjura

Articles about this florist

8 Flower Shops in Paris You Don't Want to Miss
Mar 18 | 5 min read
X-mas Christmas Floral Designs That Will Get You in That Festive Mood
Dec 15 | 3 min read
News Will Flowers Be Affordable in the Future Due to High Energy Prices?
Oct 21 | 3 min read
Top Lists 6 Floriculture Blogs You Have to Read
Oct 20 | 3 min read
News These Floral Face Masks Are Pretty Cool
Aug 05 | 3 min read
ALL ESSENTIALS ALL FLORISTS ALL PRODUCTS ALL GROWERS ALL BREEDERS ALL TRADERS

Can't get enough?

Subscribe to the
newsletter, and get
bedazzled with awesome
flower & plant updates