Q&A with Moxom and Whitney

Moxom and Whitney is Canberra’s most eclectic floristry business, based in the heart of Braddon on Lonsdale Street. Co-owned by Lou Moxom and Belinda Whitney, M + W is the product of two best friends who wanted to see something a little bit different in our nation’s capital. I caught up with Lou Moxom to chat about floristry and what it’s like to run the store.

Q: Is there a story behind Moxom and Whitney – where did it all begin?

A: The story behind Moxom and Whitney is a fairly straight forward case of two besties who knew they could work together well (because we are both SO VERY DIFFERENT). We saw a gap in the Canberra floristry scene for the types of bouquets we wanted to make. We wanted to create beautiful, wild, seasonal bouquets without manipulating the blooms and definitely without the use of cardboard boxes, coloured cello and certain flowers. We knew we wanted the look of the flowers to speak for themselves and we also knew that we were going to bring terrariums back… Basically, we wanted to start a revolution!

Q: What is your style or approach when it comes to floristry?

A: Our approach to our type of floristry was to look at styles we didn’t like and do the exact opposite. Pure and simple. Canberra was screaming out for a change – everyone seemed to be putting out the same type of thing with the same types of flowers… We knew we were taking a massive leap of faith – it was almost a case of anti-floristry but luckily for us it worked. Our style is still very “organic” in look and we tend to cluster the same colours and same flowers. We try everyday to create something new as we’ve found that we are copied daily. Our industry is rife with it unfortunately but it keeps us on our toes. It’s hard and can be soul destroying. Everyone thinks floristry is all mermaids and unicorns and just playing with pretty things all day… You couldn’t get further from the truth!

Q: What’s it like for you both working in Braddon?

A: Working in Braddon over the past five years has been one of the most exciting times of our lives. To see a street transformed into a busy hub of food, coffee, fashion, art, homewares, creatives, hipsters – you name it, we have them – has been amazing. To be a part of the reinvention of an area has been inspiring, rewarding and simply incredible. Braddon is so community focused with workers and residents all thrown in together. The vibe on the street is always happy and welcoming, it’s like a Canberra version of Sesame Street down here!

Q: You’re really well known for your Flower and Terrarium School sessions – why do you think these have been so popular in Canberra?

A: We think our classes have been so popular because we’ve taken that “untouchable” feeling away from what we do. Customers used to say things like, “God, I wish I could just put flowers together the way a professional does,” or “I’d love to make a terrarium at home but don’t know where to start”. Again, we just saw a gap in the market that needed filling. What we do isn’t rocket science. We love our customers and thrive on feedback, so boom – flower and terrarium school was born!

School is also a chance to get out of the house, drink, eat, meet new people, get your hands dirty and, best of all, create something beautiful and have all the knowledge required to replicate it again in your own environment.

Q: How hard is it to create terrariums and sustain them?

Terrariums are by no means hard to create – it’s so much fun and the sky is the limit in terms of the scene you want to build. We give you all the help we can in terms of looking after your terrarium but on the whole it boils down to the sun and how much you water them – just like any other plant.

Q: Finally, what’s the best thing about Moxom and Whitney?

The best thing about Moxom and Whitney? Wow… where to start? Hanging out with your bestie everyday, never knowing what craziness the next order will bring, our customers, our fellow traders, the tenants and owners in all the apartments, all the woofas that live around us that pop in on the daily for a treat, water or a pat, our staff ( more like family )… The list never ends, but the big one is starting a floral revolution in Canberra and being so beautifully welcomed. We love what we do, we are very honest about what we do, and we still pinch ourselves that our baby is nearly five years old and thriving in an industry that sees businesses open and close daily. We feel honoured and very, very humbled.

You can see more of Moxom and Whitney on their Facebook and Instragram accounts, or drop by the store at: Shop 55, 28-30 Lonsdale St, Braddon.