When life feels non-stop, finding small rituals to slow down can make all the difference.

In a first for Australia, premium florist Fig & Bloom has launched Flower Club, a subscription service designed to help Australians embrace mindfulness and self-care through flowers.

This is no ordinary flower delivery. Each week (or fortnight, depending on your preference), a curated bundle of seasonal blooms arrives at your doorstep, freshly picked from the markets that morning.

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Alongside the flowers, subscribers receive a five-minute video tutorial showing how to style their stems into a centrepiece, as well as self-care prompts and a surprise gift tucked into every box.

Co-founder Kellie Brown describes Flower Club as a wellness experience rather than a delivery service.

“Each delivery is an invitation to pause, create and reconnect to find beauty, presence and joy in small intentional moments,” she said.

Flowers as a wellness ritual

Research backs her up. A Rutgers University study found that 94 per cent of participants reported a calming effect when interacting with flowers, while 90 per cent said they felt less stressed and more satisfied with life.

The act of arranging flowers encouraged mindfulness, mental clarity and a sense of presence.

It is this therapeutic effect that Flower Club taps into. Instead of rushing through the week, members are encouraged to take five quiet minutes to focus on creating something beautiful.

Whether you’re placing blooms in a vase on the kitchen table or styling a centrepiece for the dining room, it’s a chance to step away from screens and give yourself a mindful break.

Accessibility meets luxury

Until now, most Australians needed to attend floral workshops in person to learn the art of arranging.

Fig & Bloom has removed that barrier, offering professional guidance directly to homes through accessible video tutorials.

And this is not just any florist. Kellie Brown studied floral design at New York’s prestigious FlowerSchool and trained under Shane Connolly, the royal wedding florist for Prince William and Princess Kate, as well as principal florist to Queen Elizabeth II.

Together with her partner, Dan Groch, she founded Fig & Bloom in Melbourne in 2015.

What started as a boutique florist has grown into a nationally recognised brand with stores in Sydney and Brisbane, known for modern design and uncompromising quality.

With Flower Club, the pair are reinventing how Australians engage with flowers. No longer just a thoughtful gift for others, flowers are reframed as a personal ritual — something you do for yourself, to nurture creativity and well-being.

The details

• Subscription price: $50 per delivery or $25 with the code WELCOME50 on your first order.
• Delivery day: Thursday, with flowers picked fresh that morning.
• Flexibility: subscriptions auto-renew, but you can skip or cancel anytime.
• Frequency: weekly or fortnightly, depending on your choice.

For a limited time, new subscribers can enjoy 50 per cent off their first Flower Club delivery with the code WELCOME50, valid until 30 November at 11:59 pm AEST.

Brown sums it up perfectly: “Flowers have always been a beautiful gift, but now, they’re a tool for self-care too. The Flower Club is about helping people slow down, create beauty with their own hands, and feel good doing it.”

So if your weeks feel relentless, this little floral ritual might be exactly what your routine is missing.