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.”