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.
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 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.
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.
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.