Interview: Mim from Aurora Floral Studio

I am excited to bring you an interview with Mim Fergie, owner of Aurora Floral Studio in Brisbane, who has found her distinct niche by looking to what she feels most drawn too and seeking beauty in the imperfect world around her.

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Mim describes her style as untamed and wild, and while her work reflects the undeniable beauty of nature, there is no doubt that this lady is detailed in her planning and passion for her growing business, which she started off the back of her previous role, as a Coffee Shop owner! Mim’s beautiful floral arrangements speak for themselves, however, she is not content to rely on product and outcome alone, saying clients can expect a personalised service, where communication is transparent and her clients always feel comfortable.

Before you were a florist you owned a coffee shop! What inspired you to make the change and have there been any similarities or skills you have been able to transition over to your new venture?

I’ve always been a big believer in choosing your own adventure, and floristry has always been something I’ve dreamt of. There are definitely skills that I have been able to bring to this new venture. Being a people person is probably one of the most important.  It’s about listening to a client's needs, really understanding what those needs are, and working tirelessly to make it happen.

You have a very particular design style – how would you describe your aesthetic and how did you find your forte’?

I’m inspired by the simple beauty of each flower. I love how they all tell their own story.

I think my style reflects who I am as a person, so it was just something I was naturally drawn to. My floral style is wild and untamed, but also soft, romantic and feminine. For me, it’s really important that each arrangement looks natural in its surroundings. I’m a sucker for anything native but I also love to soften to my arrangements with feminine colours and delicate flowers.

What most inspires you in your business and in creating your floral designs?

I’m inspired by the simple beauty of each flower. I love how they all tell their own story. It’s about finding the flowers that move in the same way. It’s quite romantic really.

With social media, it’s easier than ever for clients to be overwhelmed by choice and competing design elements. How do you help your clients identify what will work best for their event?

There are so many beautiful ideas out there and it can sometimes be hard for a client to see the bigger picture, rather than all of smaller components mixed together. I like to meet with my clients in person and get a feel for the kind of person they are and what is most important to them. By doing this, you can really lay out all the options and talk through their pros and cons before making a decision.

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In creative industries such as ours, there can often be a compromise to achieve the best outcome for the job – whether that’s availability of flowers, seasonality or how the rest of the event will be styled. How do you find the balance between your own aesthetic, the client’s brief and then other design suppliers (i.e. event planners and stylists)?

We’re very lucky in this day and age to be able to show our own style and aesthetic through so many channels. This really gives clients the opportunity to search for a florist (and other vendors) who best fit the style they are trying to achieve. When a client trusts and respects your work, they are more likely to be open to your suggestions of what will and won’t work. There are a lot of components that go into a wedding or event so I think it’s important to work closely with the other vendors to bring it all together.

What is one piece of advice you would give to prospective clients before they talk with a florist?

Think about what your personal style is as a couple, and what’s important to you. This may be as simple as thinking of a few key words, a colour palette and some images to go with it, for example: neutral, light and breezy, simple and relaxed, wild, family gathering.

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Favourite flower and why?

Magnolia. It’s such a beautiful contrast of soft and hard, strong and delicate, feminine and masculine.

What can clients expect from Aurora Floral Studio when they work with you?

Clients can expect a personal experience. I like to work closely with each client to develop a strong concept that is uniquely tailored to them. I like to be transparent and to make sure my clients feel comfortable enough to ask questions and have a clear understanding of what they’re getting.

To see more of Mim’s beautiful work you can visit her on Instagram @aurorafloralstudio or www.aurorafloralstudio.com

Business: Why I believe in Collaboration over Competition amongst Wedding Planners

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With our new blog, I have hoped to bring you some insights not only into our Weddings but into the building of and behind the scenes of the business. Today, I'd like to share with you an ingredient I believe is paramount to success as a Wedding Planner - Collaboration, and why at HT Events, we prioritise relationships above all else. 

If you’ve read our website or know a bit about our story, then you will know that at HT Events we truly believe that collaboration is key to success. I fundamentally believe this to be true. In this industry collaboration is crucial and having the right connections and people around you should be every Wedding Planners first prerogative.

Collaboration ensures we can produce and deliver the most amazing event possible for our clients! Client satisfaction is the driving force behind our business - it is always our number one. We truly want this to be the best day of your lives and we understand just how monumental this day is. That core value is also the reason we only book one Wedding per day – to ensure we are there for you, delivering on your wedding with the right team of suppliers for your day.

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That team of suppliers may change on various events depending on requirements, but getting out there, meeting people, and building trusted working relationships is the best thing any planner can do for their business and their clients.

Personally, I’ve also been lucky to make some other “planner” friends along the way. When I first entered this industry, I had the real sense that Wedding Planners seemed to compete and weren’t necessarily friends. Over time I have discovered that this couldn't be further from the truth. Of course, at the end of the day we are business competitors, but that doesn’t mean we can’t support and uplift each other to make this industry truly great and most importantly, leverage our collective knowledge to produce outstanding results for our clients.

You also never know when you may need to call in reinforcements on a job (life happens!) – and who better to reach out to than another experienced planner that you can trust to assist and deliver the job to the standard you and your clients expect.

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During my pregnancy I did just this – I called in reinforcements for the biggest wedding we had ever produced (just six weeks after the birth of my daughter). After spending months stressing about the need to expand our team by hiring another person, I realised that another Wedding Planner friend was the perfect fit to help us out on that job – and you know what, it paid off! That wedding was a HUGE success - our team was absolutely on their A-game that day. As it turned out, I was able to work that full day (something I wasn’t sure of beforehand), but the peace of mind that came with that extra set of hands, was the most valuable thing I could have done for myself, my team and my client.

HT x 

With thanks to Just For Love Photography for the above images.