With more than two decades of experience in Sydney floristry, Jossif and Victoria have built a reputation for timeless floral design, premium flowers and thoughtful personal service.

Their journey began in 2002, when Jossif opened his Darlinghurst florist and began developing the distinctive style and commitment to quality that continue to shape their work today. Victoria soon joined him, bringing her own creativity and shared appreciation for beautiful, considered design.

Together, they created Victoria Blum Florist, a boutique floral studio in the heart of Darlinghurst.

Long-standing relationships with trusted Australian growers and international suppliers allow the team to source exceptional flowers throughout the year. Each arrangement is guided by the best blooms available at the market, bringing together beautiful colour, texture and natural movement.

At Victoria Blum, every order is individually created. From seasonal bouquets and elegant vase arrangements to bespoke floral gifts, events and large-scale installations, the team approaches every design with care and attention to detail.

While floral trends continue to evolve, the Victoria Blum style remains grounded in classic elegance with a contemporary touch—creating flowers that feel personal, memorable and beautifully suited to the occasion.

Let us help you celebrate life’s meaningful moments with flowers created from the heart.