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The Melbourne Events Florist Who Flipped Her Business Model To At-Home Delivery

Studio Visit

Gina Lasker runs Georgie Boy, a floral studio in Melbourne specialising in events. Her wild, imaginative installations are usually rambling and large-scale, floating over wedding tables and spilling over bars in earthy and romantic tones. She knows how to set a mood.

So what do you do when you’re an independent florist with a focus on events, and every booking locked in for the foreseeable future has been wiped? You get creative.

30th April, 2020

Gina Lasker of Georgie Boy. Photo – Dan Roberts.

Gina gets her flowers from her longstanding supplier, Soho Rose Farm. Photo – Dan Roberts.

A radiant woman with a radiant bouquet! Photo – Dan Roberts.

The sun streams into Gina’s gorgeous home-cum-studio, which she shares with her partner Dan and dog Monty! Photo – Dan Roberts.

Different heights, textures, colours and varietals are the key to the perfect bunch. Photo – Dan Roberts.

‘I focus on depth and movement most,’ Gina says of her method. Photo – Dan Roberts.

Though she usually designs installations for events and weddings, Gina’s style as translated well to a smaller scale. Photo – Dan Roberts.

Filtered light sets the tone for Gina’s extraordinary installations. Photo – Dan Roberts.

Gina’s arrangements are romantic and moody. Photo – Dan Roberts.

When she discovered her stalwart supplier, Soho Rose Farm, was suffering from event cancellations and lost bookings, Gina sprang into action. Photo – Dan Roberts.

‘I focus on depth and movement most,’ Gina says of her method. Photo – Dan Roberts.

Gina runs her home delivery service out of her own home! Photo – Dan Roberts.

A corner of Gina’s at-home studio. Photo – Dan Roberts.

Buy A Bunch has been so successful that Gina has expanded her offering to larger bouquets and a Mother’s Day collaboration with Salt + Fig! Photo – Dan Roberts.

The back of the delivery van. Photo – Dan Roberts.

Doorstep presents are a joy in the current climate. Photo – Dan Roberts.

Sasha Gattermayr
Thursday 30th April 2020

‘People are ordering for themselves as much as they are for others, which has also been a nice realisation. It’s been a nice reminder how much joy flowers bring to people!’ – Gina Lasker.

Buy A Bunch couldn’t be further from the work I regularly do,’ explains Gina Lasker, the Melbourne florist behind floral studio Georgie Boy. Gina usually specialises in events, but after the suspension of public and private gatherings in Victoria, she knew her business model needed to take a quick, sharp turn. For the time being at least.

‘A few people mentioned that they would love to send or receive a bunch of flowers right now while they’re housebound, but I really wasn’t convinced there was enough demand,’ Gina recalls. ‘It wasn’t until I spoke to my growers and suppliers about the devastating effects of the pandemic on their businesses, that I decided I would take it week by week and see if this was a service people wanted.’

And sure enough, it was. Gina’s bouquets have sold out every week since the launch of Buy A Bunch, a home delivery service bringing her imaginative floral arrangements to people’s doorsteps. Her bunches are rich, romantic and wild, with clusters of dahlias next to roses and hydrangeas, along with more unusual blooms such as chrysanthemums and lupin flowers. Though her distinct style is usually reserved for large event installations, bringing vivid, vibrant floral arrangements into people’s homes on a smaller scale has proved just as thriving. The flip has been so successful, in fact, that Gina has even expanded her offering to include larger bunches and a collaboration with local cakemaker Fig + Salt for an upcoming Mother’s Day hamper!

Gina’s longstanding supplier is Soho Rose Farm, an independent flower farm on the outskirts of Creswick Regional Park, who Gina credits as an invaluable resource to Victoria’s florist industry. When the pandemic hit, Gina immediately reached out to Kristy Tippett of Soho Rose Farm – ‘I knew I wanted to include her roses and some of the more unusual flowers she grows like stripe or single-petal dahlias,’ Gina says. With the litany of cancelled events and postponed gatherings sprawling endlessly into the future, Kristy and her fields of wasted flowers were happy to accomodate Gina’s orders. It was a win-win for all!

Working with her partner, photographer Dan Roberts, Gina staged photo shoots of her arrangements in her home, and began hand delivering bunches to people’s doorsteps every week. ‘People are ordering for themselves as much as they are for others, which has also been a nice realisation. It’s been a nice reminder how much joy flowers bring to people!’

As a practice, Gina has been running Georgie Boy since 2015. Off the back of working with some of the greats (Saskia Havekes of Grandiflora, Cecilia Fox and Katie Marx), Gina developed her own arc of floral expression that allowed her to sit comfortably with those she trained under and admired. Though she takes inspiration from many, Georgie Boy’s arrangements are totally Gina’s own. Her events installations are abundant and rambling, a considered chaos that resembles the organised patterns of the wild, natural world. ‘I focus on depth and movement most,’ she says of her arrangements, combining differences in height, colour and texture to allow the natural form of the flowers to speak for themselves, while also evoking emotion.

‘The best thing about the work I do is how varied it can be. It’s physically, emotionally and mentally stimulating, and takes me to some incredible places’ she says.

Want to brighten up your home with one of Gina’s bunches? Head to Georgie Boy to order a bunch, if there are any left!

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The Design Files acknowledge the Traditional Custodians of the lands on which we work, the Wurundjeri people of the Kulin Nation. We pay our respects to Elders past and present.

First Nations artists, designers, makers, and creative business owners are encouraged to submit their projects for coverage on The Design Files. Please email bea@thedesignfiles.net