With over three decades of experience in the floral industry, Jossif and Victoria have cultivated a reputation for timeless, elegant, and personalized floral designs. Their journey together began in 2002, when Jossif—driven by a passion for flowers and an eye for quality—stepped into the world of retail floristry. Victoria, sharing his creative spirit, soon joined him on this path.

After years of running successful floral businesses independently, the couple decided to combine their talents and expertise, giving rise to Victoria Blum Florist—a boutique studio nestled in the heart of Darlinghurst, Sydney.

From the beginning, Jossif has been dedicated to providing exceptional service and premium floral arrangements. His commitment to excellence has led to long-standing relationships with Australia’s finest growers and international suppliers. These trusted partnerships ensure that every arrangement at Victoria Blum is crafted with the freshest, most exquisite blooms available each season.

At Victoria Blum Florist, every detail matters. Whether you're visiting our Darlinghurst store or placing a bespoke order, we offer a highly personalized experience, guiding you to the perfect selection for any occasion. We don’t just sell flowers—we help you tell your story through them.

As trends evolve, we stay ahead of the curve while staying true to our signature style: classic elegance with a modern touch. From thoughtful gifts and intimate bouquets to large-scale installations and event styling, our work is designed to inspire, move, and leave a lasting impression.

Let us help you make every moment unforgettable—with flowers that speak from the heart.