An inherent desire to create something different from what is traditionally on offer in the floristry scene in Auckland was the catalyst for Isadia founders Isabel Johnston and Lydia Reusser to join forces and form their floral design studio at the end of 2020. 

“Lydia approached me with the idea of partnering up after we had spent many hours freelancing together and discussing our dreams of what our ideal vision for a floristry business would look like,” recalls Isabel. 

With Isabel’s handful of regular clients seeking weekly arrangements and Lydia’s calendar of weddings for the upcoming season, the partnership came together organically and, not before long, their unstructured, elegant arrangements guided by intuition and seasonal beauty began to garner the attention of the region’s premier fashion and lifestyle brands. 

Ripe with disruptions and COVID-19-related date changes, early stressors have made Isadia’s growth over the past few years all the more sweeter. 

“We are both constantly amazed by what we have achieved. It’s incredibly rewarding to see people really appreciating our designs and getting to work with some amazing brands.”

Today, Isadia turns its attention to servicing three key areas: wedding and events; weekly flower deliveries; and selling bouquets online. Though their model has provided them with an abundance of opportunities, they’re always keeping an eye out for a dreamy studio space to showcase their work for customers to visit.

For Isabel and Lydia, their love of foraging and exploration stems from their respective upbringings surrounded in nature; Isabel grew up on Waiheke Island and Lydia on Great Barrier Island. 

“Growing up I was extremely shy and lacked confidence. Once I discovered floristry it all began making sense,” says Isabel. “I always knew I wanted to do something that involved working with nature and here was a way I could create something beautiful and intricate, that can evoke so much to those who receive them.”

For Lydia, who has a background in fine art and landscape design, it’s the fleeting and seasonal nature of working with florals that inspires her work. But when a creative block takes hold, leaning into one another’s strengths always prevails.  

“When something isn’t going right, it is amazing to be in a partnership and to be able to step back and help one another to rest when needed,” says Lydia.

Rest, as it transpires, is at the root of Isadia’s ethos. 

Citing boundaries between life and work as the most important thing they’ve learned being in business together, allowing enough time to ‘check-out’ affords them the luxury to work with a positive mindset and compartmentalise their focus. 

“We both love to spend time in nature to help keep us grounded. We have our own interests and hobbies outside of floristry which allows for downtime away from work.”

Lydia practises yoga and Isabel escapes to the beach to read and swim. “We both find walking and gardening really therapeutic and a great way to clear our heads and solve any business challenges.”

With many growers closing their doors due to COVID-19, supply pressure continues to drive up the prices at flower auctions, meaning there’s no guarantee Isabel and Lydia can get their desired flowers on the day. 

“A lot of people don’t realise that we are at the mercy of the seasons and the flower market is still struggling post covid.”

Thanks to pre-ordering directly with growers and wholesalers, often up to three months in advance, coupled with educating their customers on the need for flexibility, the duo has been able to minimise the impact on supply. 

“An open brief allows us to get really creative and source unusual and fun foliages and flowers to work with.”

Recently, Isadia teamed up with Together Journal founder Great Kenyon who gave them free reign to transform a space. The end result? A textural and colourful feast for the eyes.  

“There’s a certain creative trance we get into. As florists, getting to arrange just for the sake of showcasing the flowers is pretty special.”