Elen and Ludmila, are the owners and floral designers of Pure Flowers, a boutique florist in Lane Cove, Sydney. They absolutely love what they do and are so proud of how their customer’s eyes light up when they receive their beautiful blooms. After both making a career change and starting the course with Pearsons School of Floristry they haven’t looked back. Here’s their story….

Company: Pure Flowers

Florists: Elen and Ludmila.


How was Pure Flowers started?

Pure Flowers (previously Ellen’s Flowers by Design), a beautiful boutique florist, was established in 1995. We purchased Pure Flowers in 2011.

How have you found working in the industry?

We are on an incredible journey! It’s a beautiful industry and environment to work in. Its always so uplifting to see the first of the new season’s flowers at the Sydney Flower Market, especially when our favourites are in bloom. Its very rewarding when customers love and appreciate our work – it puts a huge smile on our face. At the same time we were very surprised by the hard work, ie the physical aspects of working in the industry.

What did you love about studying with Pearsons?

The talented teaching staff, being able to challenge ourselves and see what we were capable of creating and achieving, while learning in an environment together with like minded motivated classmates. The course had a strong emphasis on both the practical and theoretical aspects of floristry and we were able to grow and develop our skills from term to term.

What advice would you give people thinking about Floristry?

Explore the industry, talk to florists, undertake formal learning, get some practical experience in a florist and decide if it's something you love. If it is, follow your heart, take the leap and enjoy the journey! And do what you are passionate about.

Do you have a fun tip or trick that you can share with our readers?

To enjoy your hydrangea for as long as possible, in addition to trimming the stems and changing the vase water, mist the flower heads daily. You can let the flowers dry out and enjoy them for a few months longer.

What does the future hold for you both and the business?

We aim to continue to develop a successful and profitable business, keep learning and bring new ideas and designs to our customers. (and always keep smiling).


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P: (02) 9427 8214

E: info@pflowers.com.au