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Form and function

The design-led florist: Blush

It may have only blossomed onto the retail scene last year but new florist studio Blush knows how to give its customers a theatrical experience. With its stage-like brass counter, library ladder and white troughs of blooms, the 10-month old store provides Parnell passers-by and shoppers alike with an insight into the “chaotic and a little messy” business of preparing weddings and events.

As well as its beautiful interior – raw brass, white brick, white and blush linen, oak and marble – the Blush brand is reflected in its signage, van livery, website, Instagram and innovative handbag-like paper carriers.

Along with wedding and corporate clients the boutique is also a florist for walk-in customers, who buy ready-made bouquets, choose stems for arranging or purchase from an ever-changing array of luxury gifts and coffee table books.

Blush founder and creative director Kelly Karam had run her floristry business out of her garage for almost a decade for clients like Louis Vuitton and the Hilton Auckland. Opening a shop had never occurred to her until she happened to spot the perfect place for lease on Auckland’s Gladstone Rd.

Karam designed the 70sqm interior herself. “I knew instantly that we wanted a white backdrop for the flowers and that we needed to use the space well, so I thought up the idea of housing the flowers in troughs and accessing them on a library ladder.”

She commissioned Powersurge Metalworks to make the ladder, troughs and signage and DBJ furniture to produce the five-metre brass bench. Karam chose the light pendant from Douglas and Bec.

Hannah Design created Blush’s logo and colours while Think Pack created the florist’s iconic flower carrier and long pink and gold foil boxes. “I wanted a product that was innovative to set us apart and practical,” says Karam. She says that while the brand came first, “it [all] came together very easily and just played out like a story in my head.”

Blush’s website was also created in-house by general manager Megan Piper while Karam’s sister, photographer and stylist Amanda Thomas, shoots the store’s flower wall twice a week for the website and Instagram.

Karam says the shop has set the tone for Blush’s flower aesthetic.

“The space reflects what you will receive in the way of flowers. Modern, beautifully crafted and well-made with the highest quality product – and a little fresh and new.”

Blush, Parnell.

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