It all starts very early
It’s 4:00 AM in Melbourne, and while the city is wrapped in slumber, Emma Schreenan of Herbivore Florals is already on her way to the bustling flower market. This is where the magic begins—amidst rows of fresh blooms, crates of greenery, and the chatter of growers. Armed with a detailed list, Emma scans for the perfect stems. She knows every petal counts when it comes to creating unforgettable wedding arrangements.
Walking through the aisles is no leisurely stroll. Buckets of flowers must be lifted, inspected, and loaded. A single wedding can require hundreds of stems—peonies for the bride’s bouquet, long-stemmed roses for the centrepieces, trailing jasmine for the ceremony arch. Each flower is chosen with precision, but the clock is ticking. By sunrise, the van is packed, and the team is headed back to the studio to start the day.
The studio is a hive of activity. Flowers are carefully unpacked and prepared—leaves stripped, thorns removed, and stems trimmed at an angle before plunging them into buckets of cool water. Some blooms need extra care to open just in time for the wedding. Timing is everything; it’s a science and an art. Hydration stations are set up, colour palettes are checked, and the design board is reviewed.
The work isn’t glamorous. Emma and her partner, Emmett, spend hours on their feet, hauling buckets, lifting heavy floral mechanics, and cleaning up endless petals and leaves. The Melbourne heat can be unforgiving, and the physical labour is relentless. But this is where their passion shines!
Then comes the artistry. Creating a floral masterpiece isn’t just about arranging flowers—it’s about storytelling. A cascading bouquet must capture the essence of the bride. A towering ceremony arch should frame the couple like a scene from a fairytale. These designs are intricate puzzles, requiring a steady hand, a sharp eye, and a touch of intuition.
When the arrangements are complete, the next challenge awaits: transportation. Every bouquet, centrepiece, and installation is carefully secured in the van. A sudden bump on the road or an unexpected gust of wind could undo hours of work.
At the venue, the pace quickens. The team unloads the van and starts assembling the displays, often under the blazing Melbourne sun. Ladders are climbed, floral foam is soaked, and every stem is secured into place. Sometimes, it’s a race against time as the venue crew sets up chairs and tables around them. The air is electric with anticipation, and the stakes are high.
Despite the long hours and aching muscles, Emma feels a sense of fulfilment as the vision comes to life. By the time the couple arrives to see their transformed venue, the stress and sweat of the day fade into the background. Seeing the look of awe and joy on their faces is worth every early morning and late-night preparation.
Being a wedding florist isn’t just about flowers—it’s about creating moments of magic, weaving dreams into reality, and pouring heart and soul into one of the most important days in a couple’s life. From the quiet hustle of the market to the grand reveal at the venue, the journey of a wedding florist is a beautiful blend of hard work, dedication, and love.
