Lu Diamond Flowers – TARANAKI
Lucy is a creative influencer in the New Zealand flower industry showcased through her unique and loose style of floristry. Lu Diamond Flowers highlight the fun and vibrant side to floral design!
She started her business in 2013 as a self-taught floral designer, learning through trial and error how to arrange flowers. Through the years, she has built a strong following of loyal flower lovers who keep tabs on what she is up to next! There are no ‘rules’ to how and what Lucy matches up in her designs, it’s always a wild mix using stunning locally sourced products.
Her work is inspirational which has attracted a circle of ‘like-minded’ clientele such as Ecoya, The Together Journal, and Loreal NZ (among others)
Lucy and her team specialise in event floristry, always working with the best of what’s in season to help support local industry. Lucy styling is so unique that without knowing you can almost always tell when it’s a characteristic ‘Lu Diamond’ piece.
We got the chance to ask Lucy’s about her experiences as a florist in New Zealand:
What does it mean to you to be a NZ florist?
Being a NZ based florist is all about the community that supports you, from clients to suppliers and other talented florists. NZ is so very small but working in a niche market such as floristry is extremely humbling for its tight knit and intimate support.
What do you love about NZ Flowers and foliage?
I love that you can forage just about anywhere in the country we are lucky to have an abundant of usuable product right at our feet. Having a diverse climate through out the country means we have distinct seasons filled with lush product.
What sparked your interest to become a florist?
To me it seemed like such a romantic job / hobby. Playing with flowers and learning about mother nature seemed like such a dreamy way to spend my days.
Where did you study/practice floristry?
I didn't study, I started to buy small amounts of floral and teaching myself names and how to care for them. I slowly taught myself how to create interesting arrangements at home then started to sell them to family and friends.
How long have you been working ‘in the biz’?
I think its been around 4 years! maybe coming up 5?
What has been your biggest challenge as a florist so far?
Oh man so much and everything! From general flower knowledge to prep and execution to the day to day running of a business. It’s a tough industry and super competitive with product that has a very short life so you are always on your toes!
What has been your biggest highlight as a florist so far?
I think the lovely words of encouragement and the support of others has been a highlight and a massive motivator.
How would you describe your design style?
I guess colourful, modern, pretty and above all FUN!