Loulou Moxom is nervous but also excited about the next venture for Moxom & Whitney. Photo: Supplied.
“It’s me, the now Yass-based florist”.
This is how Loulou Moxom, owner of Lonsdale Street’s Moxom & Whitney, opened a social media video announcing the beloved florist would no longer have a physical presence in Canberra.
Speaking with Region, Loulou said the growing pressures on her business – from decreasing foot traffic, an uptick in online shopping, COVID-19, among others – meant the idea to close the Lonsdale Street address had been in the back of her mind for years.
But advice from a new accountant drove home just how unsustainable things had become.
“[So far] I hadn’t had the gumption, energy, strength and money to do it and not only that, I love Lonsdale Street, it’s the perfect street, community, neighbourhood – it’s just magical,” Loulou said.
“But I don’t think I realised just how much I was propping up the business myself.”
Loulou had posted online on 16 December the Christmas period closures, fully planning on re-opening in January.
But during the break, she realised it was time to take the step of shutting down entirely.
“It was very quick … I didn’t get the chance to say goodbye to a lot of people, but in a way that’s a silver lining because I would have been in an absolute state,” Loulou said.
Given people have moved more to ordering flowers online, that element of Moxom & Whitney will remain.
Moving from a shopfront in Canberra to a small studio in Yass has been a massive change, but Loulou has lived in the town for the past eight years.
Almost all of the boxes have already been unpacked and her garden is being transformed.
This is because Loulou plans on her future flower sales to include not only flowers from her suppliers, but blooms from her backyard.
“I don’t call myself a flower-grower – that is a profession, that is an art – but when I’m making the bouquets, I want to see what part of ‘us’ that we can put in there as well,” she said.
“What we’re known for are those more magical, eclectic bouquets and I want to keep going with that.
“So I want to include things you don’t see everyday … but this could well change depending on how successful I am at growing them!”
Her first crop of sunflowers has already been planted and time will tell what other personal blooms will make their way into Loulou’s creations.
The new space will also allow Loulou to expand on another love: workshops.
People will be able to take part in general bouquet and floral arrangement workshops, but Loulou said the space and ample parking meant she’d like to expand her offerings.
“I’m looking at workshops on table arrangements, installations … potentially even show people how to do florals for their weddings,” she said.
“I always want to be doing something different and here the opportunities are endless.”
As the soil is turned, florals arranged and the final boxes are flattened and recycled, Loulou is excited about what this next step in her venture will bring.
And she has this message: “The next step is frightening, exciting and I need people’s love and support more than ever before.
“Please, support me, support all small business.”
And watch this space.
