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Simone Gooch

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Simone Gooch has been a lover of flowers and foliage since the tender age of 16 when she worked at a local flower shop in Sydney. Although she didn’t find it overly inspiring at the time, it was the beginning of a lifelong passion, which has seen her work for Flourish, Grandiflora, and now Fjura – her very own floral design studio.

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Fjura, meaning ‘flower’ in Maltese is not your typical florist – you can’t just walk in a buy a bunch. Instead, it is a studio that designs insanely gorgeous floral gifts and arrangements, made to order for installations, photo shoots, and private clients. Each creation begins before the crack of dawn when Gooch hits the local markets to grab her pick of the freshest flowers on offer. Then, it is back to her studio for a full-on day of designing and creating.

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“People from a planet without flowers
would think we must be mad with joy
the whole time to have such things
about us.” – Iris Murdoch

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Fjura was established in 2005 by Simone Gooch in Sydney. In 2015 Fjura moved to London. Simone is known for creating seasonal, custom flower arrangements spanning hand-delivered flower gestures to large floral installations.

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Simone is also Floral and Event Director of Pleasure Garden Magazine. She has clients like Hermes, Gucci, Louis Vuitton, Christian Louboutin, Roksand, Erdem, Nicholas Kirkwood, Dolce&Gabbana, Burberry, Vogue Australia, Woolmark, Jimmy Choo, Alex Eagle Store, The Store Sotheby’s, Glossier, M Magazine Le Monde, Pleasure Garden Magazine, The Plant Magazine System Magazine, Dazed Magazine, and Various Public Relation Agencies.

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