The Velvet Grove began with a love of curating beautiful spaces, and a belief that beauty shouldn't be saved for special occasions — it belongs in the everyday. After noticing the gap between Europe's daily floral culture and Australia's “flowers only for celebrations” mindset, Joanne set out to create something different.

That belief found its true expression the day I made my very first dog flower crown — for a gorgeous dog named Wally, who gets around on his own set of wheels and never lets it slow him down. I made a matching piece for his hoomum, Jodie, too — a small thank-you for generosity she wouldn't let me repay any other way. Wally wore his to a party looking utterly delighted with himself, and something clicked: the joy I loved putting into a vase didn't have to stay there. It could be worn, celebrated, and shared with the ones who make everyday life feel special.

Wally loves a good party.

Today, The Velvet Grove creates faux floral crowns, garlands, and accessories designed to make dressing up simple, joyful, and enduring. Each piece is crafted with premium materials and thoughtful composition — lifelike, comfortable, and ready for whatever the moment calls for, season after season.

More than accessories, The Velvet Grove is about celebrating the rituals of life with the ones who make it feel like home — marking birthdays, sunny afternoons, and ordinary Tuesdays alike, one dressed-up dog at a time.

Wally, the gorgeous dog who inspired The Velvet Grove's first dog flower crown