Thursday, May 13, 2010

The Echo Newspaper & Moss Industry Florist

Danielle Fraser (left) & Alex O'Halloran of Moss Industry Florist
Thursday May 13th 2010
Echo Article:
SISTERS, business partners and florists Alex O'Halloran, 42, and Danielle Fraser, 37, have gone from strength to strength since starting up Moss Industry in Barwon Heads five years ago.
In April, their business was one of the only 10 invited to create a display at the Melbourne Flower Show.
And with Mother's Day just gone, it would be time for the girls to stop and draw breath - if only they weren't so busy.
"We were frantic then - I can still hardly move, "Mrs O'Halloran said. "People pre-ordered flowers and then we did get a lot of walk-ins - it's mainly men who do that"
Moss Industry flowers is not your traditional florist, according to Mrs O'Halloran, with foliage playing a huge role in the arrangements they create.
"We use lots of unusual foliage," she said. "Really natural things you might see in gardens, but not necessarily think of picking, such as chili, khale, which is a part of the cabbage family. We use figs, pivot berry and fresh fruit, maybe some branches with lemons on. There are no rules".
Mrs.O'Halloran added that they did do traditionally structured floristry. "You need to have things for people who are more conservative because not everyone is going to take to something that is too unusual," she said.
Moss Industry Flowers also stocks homewares, including bags, artificial, candelabras and lamps.
Written by MARGARET LINLEY - Echo Newspaper.
Photo: Tony Kerrigan

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