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.
