Hi, I’m Kelsey — Floral Designer & Creative Director at Where the Roses Grow, a boutique floristry studio inspired by cottage gardens, quiet moments, and the soft beauty of slow, romantic living.

Flowers have always been my way of storytelling. I’m endlessly drawn to airy movement, fluttery petals, gentle colour palettes and those delicate, whimsical details that make a bouquet feel like it’s been gathered from a dreamy little garden at golden hour. Everything I create is intentionally soft, feminine and a little bit nostalgic — designed with a modern, editorial touch that still feels deeply personal and warm.

What began as a love for my own garden, cooking with my son Ollie, and capturing everyday magic has grown into a full floral studio specialising in airy, romantic arrangements, thoughtful gifting, and event florals that feel intimate, heartfelt and completely custom to you.
I work from my cosy studio in Rosewater, where every bloom is carefully selected, every stem is placed with intention, and every bouquet is crafted to feel like a gentle breath — soft, whimsical, and full of story.

At Where the Roses Grow, I believe in floristry that’s more than just “pretty flowers.”
It’s about emotion. Atmosphere. Creating something that feels like home.
Whether it’s a single bouquet, a long lunch, a birthday, a celebration, or flowers just because, my goal is always the same: to make the moment feel softer, slower and a little bit magical.

Thank you for being here, for supporting a small studio, and for inviting my florals into your life. I pour my heart into every single arrangement, and I’m so grateful to create for you.

 

My Story

Where the Roses Grow began long before it ever became a business.
It started in my little garden — a space where roses climbed old fences, sweet peas tangled themselves around whatever they could find, and where my son Ollie and I spent slow mornings picking herbs, fruit and the prettiest stems we could find.

What began as a personal love for growing, creating and capturing beauty slowly grew into something much bigger. Friends and family began asking for bouquet after bouquet… then neighbours… then people I’d never met before.
Before long, my home studio in Rosewater became a small but heartfelt floral haven — a place where quiet creativity, gentle colour palettes and garden-inspired florals came to life.

I never set out to create a traditional florist shop.
I wanted something softer, more personal — a studio where each arrangement felt intentional, romantic and crafted with story. A place where flowers weren’t rushed or mass-produced, but chosen with care and arranged with that airy, whimsical, modern softness that has become my signature.

Where the Roses Grow is more than a business to me.
It’s part garden, part creative sanctuary, part love letter to slow living and all the small, gentle moments that make life beautiful.

My Ethos

At the heart of Where the Roses Grow is a simple belief:
Flowers should feel like a moment — not a product.

Every bloom I select, every stem I place, every colour I choose has purpose. My work is grounded in a few core values that guide everything I create:

1. Soft, Intentional Design

I design florals that feel like quiet magic — airy, whimsical and full of movement. Nothing heavy, nothing overworked. Just gentle, romantic florals that breathe.

2. Garden-Inspired Beauty

My designs are shaped by the way flowers grow naturally: imperfect, windswept, wild in the most delicate way. I favour textures, fluttery petals, and blooms that tell a story rather than rigid, structured styles.

3. Slow Living, Slow Floristry

I work slowly and thoughtfully, focusing on quality rather than quantity. I want each bouquet to feel like a deep breath — unhurried, calm, soulful.

4. Personal Connection

Every arrangement is made with heart. I don’t believe in “copy and paste floristry.” I believe in emotion, storytelling and creating something that feels uniquely yours.

5. Sustainability & Respect for Nature

Where possible, I choose local growers, seasonal blooms, and mindful practices. I compost, reuse, and aim to keep my environmental footprint as gentle as my arrangements.

6. A Boutique, Warm Experience

I want people to feel cared for — whether they’re picking up a bouquet for themselves or someone they love. This is a small studio with a big heart, and every customer matters deeply to me.

 

The Why Behind My Work

I believe florals are a form of comfort, celebration and memory.
They’re there for the soft moments — births, birthdays, grief, friendships, beginnings, endings and everything in between.

It’s an honour I don’t take lightly.
Every bouquet carries a little piece of my heart, my home, my garden, and my story.

And it means the world to me to be part of yours.

With love,
Kels