A brand rooted in beauty, ritual, and everyday joy.
The Velvet Grove was created from a love of curating beautiful spaces and the belief that flowers should be part of everyday living - not just reserved for celebrations. After noticing the gap between Europe’s daily floral culture and Australia’s “flowers only for special occasions” mindset, Joanne set out to create something different.
Our faux florals are designed to make styling simple, joyful, and enduring. Each piece is crafted with premium materials and thoughtful composition, giving you a lifelike, ready-to-display arrangement you’ll enjoy season after season.
More than décor, The Velvet Grove is about elevating the rituals of everyday life - refreshing your home with the seasons, marking moments of joy, and creating a space that feels calm, beautiful, and celebrated.
Founders Note
Our Values
Family
We're rooted in the desire to create something lasting for family - a business that supports today while building a legacy for future generations. Every decision is made with care, reflecting the importance of connection, tradition, and the people we hold closest.
Beauty
Flowers have the power to uplift and transform, turning ordinary spaces into places of joy and inspiration. Beauty is at the heart of everything we create - not as something extravagant, but as an everyday essential that makes life richer and more meaningful.
Education
Many Australians still see flowers as “for special occasions.” We seek to shift this mindset by educating customers about the joy of everyday styling and seasonal rituals. Through content, design, and storytelling, we empower people to confidently create homes they love.
Ritual
Our pieces are designed to become part of life’s rhythms - seasonal refreshes, small gestures, thoughtful moments. Ritual is what transforms flowers from décor into a meaningful lifestyle practice, giving customers a sense of connection and continuity throughout the year.
Quality
We believe convenience should never mean compromise. Each piece is crafted with premium, lifelike textures and designed by a florist’s hand to ensure it feels authentic, lasting, and worth treasuring. Quality is our promise: looks real, feels real, and endures season after season.
