Whimsy & Woe is a new approach to floristry in inner-west Melbourne (Naarm) creating beautiful botanical experiences for our clients without compromising our planet. We embrace the natural beauty of imperfection, minimising waste and giving preloved goods a second life through floral art. 

Whimsy & Woe is the brainchild of owner and florist Georgie. Georgie spent much of the last two decades revelling in the world of flowers to keep herself inspired while working hectic corporate gigs. But something never sat quite right. Why did these beautiful natural flowers always rock up to her door in reams of plastic that would go straight in the bin? Why did she never have quite the right vase and end up having to massacre her bouquet with scissors? Why did so many bouquets and even the flowers themselves look like clones?

Thus, the concept of Whimsy & Woe was born. 

At Whimsy & Woe, we hope to bring natural beauty to every special moment. From the stunning bouquet from our first true love to the soulful wreaths for those we’ve lost. And we hope in bringing the natural world into our home and our lives, we can continue to protect it for future generations. 

Georgie is a Sustainable Floristry Network member. The Sustainable Floristry Network champions for a better industry to create more sustainable models for design and business. You can read more about our commitment to sustainable and ethical business practices in our FAQs.