When Susan Avery first started working with flowers, she was a 15-year-old kid in Canada just looking for a part-time job. Fast forward four decades and she’s built one of Australia’s most respected floral design and event styling businesses.

According to Susan, there wasn’t a single lightning-bolt moment that sparked the business; it was more of a slow burn. She and her husband, Charles, shared a vision:  A florist that brings elegance, quality, and personal service to every customer who walks through the door

“Susan Avery Flowers and Events began more than 40 years ago with a simple love of flowers, events, and a belief that every occasion deserves beauty and care,” Susan says. “What started as a part-time job grew into a small shop in Paddington. With my natural eye for design and my photographer husband’s steady support, the business was born.”

Starting a business from scratch can be hard going. Susan remembers the early mornings at the flower markets, the long hours, often seven days a week, and the lack of holidays, especially tough with her family still in Canada.

“What kept us going was the joy on people’s faces and the satisfaction of creating something beautiful every single day,” she tells Business Builders.

Despite the grind, Susan’s creativity and eye for design quickly began to turn heads. Her big break came when Vogue Australia named her their favourite florist.

“That opened the door to more large-scale weddings, corporate events, and collaborations with some of the city’s top venues and designers,” Susan says. “Word spread quickly through media exposure and through happy clients who told their friends.”

A blossoming business

From the very beginning, the business has been a family affair. “The original spark came from me,” Susan says, “but from the start, it was a family dream — everyone pitched in.”

Charles still works alongside her, balancing his respected photography career with roles as “engineer, event prop builder, head of IT, and in-house photographer.” Their long-time team member Tash, who Susan affectionately calls an “adopted family member,” runs the show day-to-day as manager and head florist.

“Tash is the supreme organiser of us and our team,” Susan says. “We couldn’t do it without her.”

The rest of their small crew,  Sally and Amanda, have each been part of the business for more than twenty years. “It really is a family business,” Susan smiles.

Even their children have been involved over the years. One is now a Chartered Accountant, the other has a business degree specialising in event management — both careers inspired by their upbringing in the shop. “They still add fresh ideas while respecting the traditions that built our name.”

Susan and David are finding the fun! image supplied

Lessons from four decades in bloom

Forty years of working side by side with family teaches you a thing or two about people, Susan says. “We’ve learnt that everyone brings a different strength to the table, from creative vision, to artistry, to staying calm under pressure, to practicality and persistence,” Susan says. “Working together teaches you patience and trust.”

Like any family, there have been moments of disagreement, but Susan says they’ve always managed to handle things with respect. “We sometimes see things differently, but we’ve learnt to take a step back, talk it through, and always focus on what’s best for the client and the business. Respect and honesty have carried us through more than four decades together.”

Where artistry meets reliability

Ask Susan to describe her business and she doesn’t hesitate. “I tell clients that Susan Avery Flowers and Events means ‘you can trust us’. We are where artistry meets reliability.”

That’s no idle boast. The team has styled more than 4,000 weddings — plus countless corporate events, movie sets, and high-profile clients. “We’ve made flowers for the Dalai Lama, Lady Diana and Queen Elizabeth II, Elton John, Paul and Linda McCartney, Bono, Michael Jackson, Diana Ross, Cher, Marc Hunter — the list goes on,” Susan says.

They’ve even provided flowers for movies like Star Wars and Moulin Rouge and were consultants on the look of the Sydney 2000 Olympics.

But Susan’s proudest moments aren’t the celebrity jobs. They’re the loyal clients who’ve stuck around for generations.

“We’ve styled weddings and years later created flowers for that couple’s children’s christenings, birthday celebrations and weddings,” she says. “Seeing generations return to us is the greatest compliment we could ever receive.”

Agility is about more than keeping your balance. Image supplied

Staying agile

It might sound like a dream job, but staying in business for more than 40 years hasn’t been without challenges.

“It doesn’t get any easier. The world keeps changing,” Susan admits. “We’ve gone from cheques in the mail, to fax machines, to mobile phones, to social media marketing.”

The biggest hurdles, she says, have been the unexpected ones: “Economic downturns like the GFC, the pandemic years when events disappeared overnight, and changing trends like social media.”

And let’s not forget the flowers themselves.

“Our business has a perishable product and a high labour content,” Susan explains. “We’ve survived by staying adaptable, keeping our standards high, and finding creative ways to keep serving our community.”

Values that never wilt

At the heart of it all are the family’s core values: honesty, care, and consistency. “We treat every client as we’d treat a guest in our home,” Susan says. “Our staff are part of our extended family, and our community relationships have been built on trust and respect.”

They also make a point of giving back. Donating to local schools, charities, and events, mentoring young florists, and offering work experience placements. “We prioritise local growers and suppliers wherever possible — supporting Australian producers is part of who we are.”

Beautiful blooms aplenty. Image supplied

Integrity and beauty

After four decades of turning petals into poetry, Susan has earned a long list of accolades, including induction into the Small Business Hall of Fame.

Vogue Australia once said she’d “changed the face of floristry in Australia”, and it’s hard to disagree.

Still, Susan’s not one to rest on her laurels. “We’re continuing to evolve — mentoring younger designers, embracing sustainable practices, updating our marketing skills, and preparing the next generation to carry our legacy forward,” she says.

Asked what she considers to be her legacy, Susan’s answer is heartfelt. “Integrity, beauty, and endurance. We hope people will always associate the name Susan Avery with quality, honesty, and heartfelt service. A reminder that true success is built one bouquet, one relationship, one day at a time.”

Australia’s Favourite Family Business

Being named a finalist in Business Builders’ Australia’s Favourite Family Business 2025 competition means a lot to Susan and her team.

“It felt wonderful, like a tribute to every early morning at the flower markets, every weekend and public holiday setup, and every person who’s been part of this journey,” she says. “It’s recognition not just for our family, but for our loyal team and clients who’ve supported us for decades.”

After all these years, she still believes longevity and integrity matter most. “It’s deeply humbling and reminds us why we started, to do something beautiful, honest, and lasting.”

So, what advice would she give to someone thinking about starting a family business?

“Be ready to work hard, communicate openly, and treat every customer as if they’re your first,” she says. “It’s not easy to be both a creative and a business person. Build on values, not just profit, that’s what keeps you going for decades.”

Wise words from someone who’s managed to turn a teenage love of flowers into a lifelong legacy, proving that when passion meets persistence, the results can be nothing short of blooming marvellous.

You can read more of the stories behind our Australia’s Favourite Family Business 2025 finalists here

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