Daily Blooms Opens First Melbourne Store on Gertrude Street, Fitzroy
From a $500 start-up to a multimillion-dollar floral empire, Daily Blooms founder Courtney Ray is bringing her much-loved flower brand to life with a beautiful new store in the heart of Fitzroy.
After more than a decade of delivering beautiful bouquets to doorsteps across Australia, Daily Blooms has opened its first-ever physical store at 157 Gertrude Street, Fitzroy, and it’s every flower lover’s dream.
Founded by Courtney Ray in 2014 with just $500, Daily Blooms has grown into a multimillion-dollar business, delivering more than one million bouquets and gifts to Australians nationwide.
Now, the Melbourne-born brand is entering an exciting new chapter, inviting customers to step inside and experience the beauty of flowers in a completely different way.
And what a beautiful space it is.
From the moment you walk through the doors, you’re surrounded by colour, gorgeous blooms and a warm, welcoming team who make you feel right at home. It’s the kind of store you could happily spend an afternoon in, admiring the flowers and finding a little something special for yourself or someone you love.
The interiors are equally inviting, with warm timber, dark textured tiles, sage green accents and a soft pink marble bench creating a contemporary space that feels perfectly at home among Gertrude Street’s independent boutiques.
Designed by Melbourne-based studio In Addition, the store has been thoughtfully created to offer much more than a traditional shopping experience.
More Than Just a Flower Shop
For founder Courtney Ray, the vision was always about creating a space where people could come together.
Speaking at the launch, Courtney explained that she wanted Daily Blooms Fitzroy to be somewhere the community could connect, learn something new and experience something creative.
She went on to share that her hope is for everyone who walks through the doors to leave feeling as though they’ve connected with others, learnt something new about flowers and their seasonality, and, most importantly, walked away with a big smile on their face.
It’s a lovely sentiment, and one that perfectly captures the atmosphere of the new store.
And that’s exactly what we experienced at the launch.
Alongside special guests including Triple J presenter and author Dee Salmin and entrepreneur Emma Hawkins, I had the opportunity to discover the art of flower arranging.
With an abundance of beautiful flowers and foliage to choose from, we each selected our own combination of blooms, carefully considering colours, textures and shapes before creating our arrangements in the vases provided.
There was something rather lovely about taking the time to be creative, surrounded by beautiful flowers, good company and plenty of conversation.
And while some of us may have been more naturally gifted at flower arranging than others, that was all part of the fun.
It was a wonderful reminder that flowers aren’t just about giving or receiving. There’s also something special about creating an arrangement yourself, learning a new skill and enjoying the process along the way.
A Creative New Destination for Fitzroy
The store will also host floral workshops and classes, giving customers the opportunity to learn directly from florists, experiment with seasonal blooms and create their own arrangements.
From picking up a quick bunch of flowers to having a bespoke arrangement created, Daily Blooms is bringing a more personal, hands-on experience to the world of floristry.
Fitzroy was a natural choice for the brand’s first retail location, with its thriving creative community, independent boutiques and distinctive neighbourhood character.
And with Gertrude Street already known for its wonderful mix of fashion, food, art and design, Daily Blooms feels right at home.
For Courtney, who has spent more than a decade building the business online, opening a physical store is also an opportunity to connect with customers in a way that simply isn’t possible through a screen.
“You can buy flowers in so many ways, but there’s something special about being able to see them, experience their seasonality and speak to the person arranging them,” she says.
It’s this personal connection that makes the new store so appealing.
Whether you’re looking for a thoughtful gift, something beautiful for your home or simply an excuse to treat yourself, Daily Blooms offers a little floral escape from the everyday.
And judging by the smiles, laughter and beautiful arrangements created at the launch, Courtney has certainly achieved what she set out to do.
A beautiful space, a little creativity and the opportunity to connect. Sometimes it’s the simplest things that bring the greatest joy.
One thing is certain: you won’t want to leave Daily Blooms empty-handed.
By Melinda Sullivan.
Daily Blooms Fitzroy
157 Gertrude Street, Fitzroy, Melbourne
Visit: Daily Blooms https://dailyblooms.com.au/
