Bella is building World of Petals one strange seasonal stem at a time
Inside the Northcote flower and gift shop where Bella is developing her own style, following the garden and learning what it means to build a floral brand alone.
Bella / World of Petals, Northcote, Melbourne, Australia · Words by Flower Club International · 1 October 2026
Instagram: @world.of.petalsBella is the owner of World of Petals, a boutique flower and gift shop in Northcote, Melbourne, Australia. She is building the business as a sole trader while developing a floral language shaped by gardens, seasonality and the strange materials that catch her eye.
Tell us a little about you and your work with flowers.
My name is Bella and I’m the owner of World of Petals which is a boutique flower and gift shop in Northcote, Melbourne.
How did you first get into flowers?
I romanticised the idea of working in a flower shop for part time work but after beginning my Tafe in floral design and starting my work experience at Babylon Flowers I realised, almost immediately, that this was exactly the full time job I was looking for. I love the fast paced on the go aspect of the job whilst also being creatively fulfilling and exciting.
What are you working on or interested in right now?
I’m working on developing a style and building a brand for World of Petals. It has been a different experience for me starting this as a sole trader because I’ve always been surrounded by florists I really look up to. I’m having so much fun too though, curating this little world of World of Petals.
What does your creative process usually look like from the beginning of an idea to the finished work?
Well, I’m a somewhat impulsive person I would say and so I may come up with an idea, say, overnight and then fixate over it. Gather and source all the things and dive in. That goes for starting the shop, decorating the shop, stocking it, creating things within it, coming up with window displays, so on and so forth.
Which materials, flowers or techniques are you most drawn to at the moment?
Materials I am drawn to at the moment are all the weird and wonderful seasonal bits and bobs that you find at the market or on the side of the road. Weird blossoms!! And all the little spring bulbs and forget me nots are so cute too. I’m also always drawn to the fragrant goodies. They're so indulgent and special to me.
Where do you find inspiration outside the flower world?
The garden! I don't know if that counts as outside the flower world but the garden, my garden and other peoples gardens are always the greatest source of inspiration to me.
What is something flowers have taught you?
Hmm I think flowers and more specifically working with flowers, has attuned my eye to seeing the natural world in a way of great detail. As I’m sure many florists would agree, when you work with the environment everyday you become super aware of how unique and special each stem, branch and leaf is. That has taught me how special, detailed and complex our environment is and I love that.
What is one piece of advice, knowledge or inspiration you’d like to share with other flower people?
Best not to re-cut your hellaborus stems!
“I’m having so much fun too though, curating this little world of World of Petals.”
Photographs: Claudia Lewis; Thomas; World of Petals