Founded in 2005 in Sydney by Simone Gooch, Fjura is a flower boutique that has been based in London since 2015. It is known for actively showcasing a wide range of custom works, from small bouquets to large floral installations. Fjura has also gained much recognition for the flower still life photography book *Rosa Book*, a collaboration with photographer Derek Henderson. Fjura has designed floral arrangements exclusively for Urbanic30. Please enjoy.
U: Where do you draw inspiration from when working with flowers?
S: My inspiration comes primarily from the flowers. Working with a fresh, seasonal product I select what is best quality and appeals to me at the flower market, and this changes daily.
U: What is your design philosophy and where does your inspiration come from?
S: My inspiration comes primarily from the flowers. Working with a fresh, seasonal product I select what is best quality and appeals to me at the flower market, and this changes daily. When arranging, I have a strong emphasis on color and form.
The space, practically and aesthetically, I am working with will also dictate the final work.
