On Giving - National Sorry Day and Reconciliation Week 2021


More than a word.
Reconciliation takes action.

East End Flower Market acknowledges the Kaurna people as the Traditional Owners and Custodians of the lands on which we work, and pay our respect to Indigenous Elders past, present and emerging. We honour their legacy and acknowledge that the spiritual connections enjoyed by the Kaurna people for millennia continue to this day. Sovereignty has never been ceded. It always was and always will be, Aboriginal land.
National Sorry Day is observed on 26 May each year. It is a day to remember and acknowledge the mistreatment of Aboriginal and Torres Strait Islander people, who were forcibly removed from their families and communities, now known as ‘The Stolen Generations’. 
National Sorry Day is followed by National Reconciliation week, which runs from 27 May to 3 June annually. It is a time for all Australians to learn about our shared histories, cultures, and achievements.
Both occasions allow us the opportunity to explore how each of us can be a part of the healing process, and can contribute to achieving reconciliation in Australia. 
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The theme for this year’s National Reconciliation Week is ‘More than a word. Reconciliation takes action.’ This has given us pause to think about what meaningful changes we can make at East End Flower Market, and in our personal lives. Below are some of our starting points. We would encourage you to think about what you might also be able to do in working towards reconciliation, and welcome any suggestions on actions you think we might be able to take as individuals, or as business.

Traditional Place Names on all deliveries
Following the movement of Gomeroi women Rach McPhail (@place_names_in_addresses), since late last year, East End Flower Market has been putting Traditional Place Names on all our deliveries. As each of the suburbs we deliver to are within Kaurna Country, you will find these words included in the address line of your gift cards and complimentary cards. We feel that this is a small but valuable everyday practice that we can implement.
We have also now made it possible for customers to fill in this information themselves when ordering online! 
We absolutely love seeing you putting Kaurna Country in your address lines, so keep up the great work!

Celebrating Indigenous Australian Talent
Over National Sorry Day and National Reconciliation Week, the East End Flower Market staff will be highlighting some of our favourite, most impactful Indigenous artists, musicians, writers, makers and works. This is a great way to discover new Indigenous creatives and creative projects, diversify our social media accounts and inject some inspiration into our everyday.  

Listening to Indigenous Australian music in store
If you come into the store throughout this period, and onwards, you will hear us playing some deadly beats. Despite an abundance of Indigenous Australian musicians playing a huge range of music genres, there is only a fraction of those who get the airtime and recognition they desire and deserve. 
There are a range of barriers preventing Indigenous Australian artists from reaching the same breadth of audiences as their Anglo-Australian peers. Making broader and more inclusive decisions around who we choose to listen to at home and at work is a good first step towards minimising this disparity. 

Learning Kaurna language
The EEFM Family have been looking at some Kaurna beginner words and phrases. We’ll be sharing what we’ve learned with you in a series of posts on our social media throughout this period.

New T-shirts
With the help of the wonderful team at Ochre Dawn, an incredible Australian Aboriginal owned and operated business, and Ngarrindjeri man Jordan Lovegrove, who is a talented artist and graphic designer, we’ve got some stunning T-shirts dropping this week. Our staff will be rocking these in store and out on their delivery runs. We’ll also have a limited number available to purchase in the store! 
Ngaityalya! (Thank you!)
The EEFM Family

1 comment


  • Lauren Kluske

    Hi there, I am opening a new department for education preschool with 50% indigenous student enrolments. I would love to purchase a native flower everlasting bouquet with indigenous colours/ representation for our foyer space. Would be happy to pay more for a donation to go to an indigenous charity too :)


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