Life As A Florist With Danielle Fraser



According to Melbourne-based Danielle Fraser from Moss Industry Weddings and Events being a floral artist isn't a job, "it’s the love of my life." She founded her business several years ago with her sister Alex and hasn't looked back. We caught up with the mother of two to find out more about her blooming career...

Photography: Nikole Ramsay. Visit www.mossindustryflorist.com.au


At the age of eight years old, I already had a passion for flowers…

Being a florist is something I always wanted to do, I never had anything else in my thoughts for a job. From the age of 15, I started floristry and now at 42, my passion for flowers has not changed, I love them. So advice to my children would be to do something you love to do, floristry isn’t a job to me, it’s the love of my life.


Moss Industry was launched several years ago with my best friend in the whole world, my sister Alex...

We opened our florist in Barwon Heads, which was divine for a coastal town. After five years, I wanted to concentrate on just weddings and events, so I am now currently in a space which I call The Shed (it’s very chic for a shed) doing weddings and events. I absolutely love doing weddings and from the first meeting with my brides to the day of the wedding, I would have to say I’m just as excited as they are. Apart from weddings I do a lot of the local restaurants, day-to-day orders and functions. Every day is a surprise.


My best tip for a great life balance is be totally organised, or have a very good family network...

I would have to say that I am still trying to work this out after so many years. It is my biggest challenge still. Most of my work is on the weekends and I have a mix of late and very early starts. My children are now 14 and 19 years old so they are self-sufficient. I still feel a lot of guilt that I can’t do certain things. This is why I love it when Coco comes to help me as we have time together and loads of giggles. I seem to be juggling all the time; I would have to say it is all about time management. I still haven’t got that right!


Every day is really different for me...

I go to the markets, I pick foliage, I could be cleaning vases, having meetings with brides or just on my computer doing quotes and answering enquiries. My favourite part of the day is putting flowers together.


I have been in this current workspace for the last year and a half...

I LOVE it! All of my friends know if I had a shower, I would live here. It is in the industrial estate of Ocean Grove and I feel I have made it into my own sanctuary. When I first got the shed, no one other than my family could see the end vision. I have done the garden and cleaned everything up and made it a really girly shed. The interior is all pastel tones in pinks and pale blues and mints with of course a rustic, edgy feel, but still lots of femininity.


Some days I start very early…

I drink a litre of water before I even walk out the door, sneak into my daughter’s room and whisper, ‘bye have a great day and be safe’. I go to work and check over everything and then make a cup of tea.


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