Floral fantasies

Cromwell’s beautiful landscapes and distinct seasons is the inspiration behind Alexandra Butson’s budding floristry business Flower Theory.  

“I’ve always had a love for flowers from a young age,” says Alexandra. “This region offers great opportunities for floristry. Right throughout the year Cromwell and the surrounding areas make for beautiful wedding destinations for locals and people from afar, so I decided now was a good time to challenge myself with my own creative dream with wedding work and everyday flowers.”

Originally from Invercargill, Alexandra worked as a nanny in Italy before deciding to pursue her passion. Her career in floristry began nearly five years ago and saw her working in busy florist shops both locally and in Dunedin. At the end of last year, she decided to take the plunge by opening her own shop in a small studio on her parents’ property in Mount Pisa.

“I think Cromwell could do with a new, vibrant retail area for businesses to set up shop,” she says.

Alexandra finds beauty in her surroundings which translates into her creations.

“There are some amazing wildflower and foliage finds on the country back roads in this area. This is a trend showing through in wedding florals at the moment.”

But having a flower shop in Central isn’t always easy. Because there isn’t a flower market in Central Otago, Alexandra has to always think ahead when it comes to ordering supplies. Most of the flowers have to come from Christchurch and Auckland and take at least a day to arrive. The other challenge she has to contend with is the heat.

“Keeping flowers fresh in the heat is not always easy,” she says. “That is why I always try to pick flowers that will last.”

Flower Theory strives to be as green as possible and uses environmentally friendly wraps, glassware, and containers that can either be reused or recycled.

Besides the practical aspects of her trade, Alexandra admits that she is still learning a lot on the business side.

“Getting to grips with social media, website and the business side of things has been really interesting. I am learning a lot at the moment.”

Alexandra enjoys the freedom working for herself has given her.

“It’s great getting up every single day and doing what I love – it doesn’t feel like work to me!” she says.

When the shop is closed, however, she enjoys going for runs, tending to her vege garden, shopping, exploring Central Otago, and spending time with her boyfriend.  

Flower Theory provides beautiful fresh flower bouquets and arrangements for all of life’s special occasions. Follow them on Facebook and Instagram, or go to their website.