Victoria Whitelaw Beautiful Flowers Wins Floristry Category at the 2026 Australian Small Business Champion Awards

We are incredibly proud to announce that Victoria Whitelaw Beautiful Flowers has been named the winner of the Floristry category at the 2026 Australian Small Business Champion Awards.

This national recognition is a very special milestone for our business and one we are deeply honoured to receive.

A Proud Moment for Our Melbourne Florist Business

What began 20 years ago as a small flower shop on Toorak Road in South Yarra has grown into one of Melbourne’s most recognised names in premium floristry, wedding flowers, event floral styling, corporate flowers and floral education.

For two decades, Victoria Whitelaw Beautiful Flowers has built a reputation for refined floral design, exceptional customer service and thoughtfully curated flowers for life’s most meaningful moments. From weddings and celebrations to sympathy flowers and corporate floral styling, every arrangement is created with care, creativity and attention to detail.

Founder Victoria Whitelaw, a second-generation florist, remains actively involved in the daily operations of the business alongside her daughter Jessica, now a third-generation florist. Together, they continue to lead a business grounded in craftsmanship, personal connection and a genuine love of flowers.

Supporting Local Flower Growers & Sustainable Floristry

A key part of the business philosophy has always been supporting local flower growers, wholesalers and suppliers wherever possible. By prioritising locally grown flowers, Victoria Whitelaw Beautiful Flowers is able to offer fresher blooms while supporting the Australian flower industry and reducing environmental impact.

Sustainability initiatives across the business also include reducing floral foam usage, reusing vessels and botanical materials, composting botanical waste and recycling water used throughout daily operations and events.

More Than Just a Melbourne Florist

Over the years, the business has evolved beyond traditional retail floristry to include wedding and event floral styling, corporate flowers, floral workshops and immersive flower market tours at the National Flower Centre.

These educational experiences have become an important part of the business, allowing customers and aspiring florists to connect more deeply with the floral industry and gain insight into the artistry and mechanics behind professional floristry.

Thank You for Supporting Our Journey

This award would not have been possible without the support of our incredible clients, team, growers, suppliers, venues and industry colleagues who have trusted and supported us over many years.

We are so grateful to be able to do what we love every day and to continue sharing beautiful flowers with our community.

Thank you for being part of our journey. We look forward to continuing to create beautiful flowers and meaningful experiences for our clients throughout Melbourne for many years to come.