The Monarch Collection: A Mother’s Day Story Close to Our Hearts

This year’s Mother’s Day collection is one of the most personal we’ve ever created. Inspired by butterflies — symbols of love, connection, and those who are always with us — The Monarch Collection is a tribute to all the incredible mother figures in our lives.

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The Story Behind It 💛

In 2013, Justine lost her mum, Jill.

On the very first day East End Flower Market opened, a Monarch butterfly flew into the shop and stayed for most of the day. Over the years, they’ve continued to appear — small moments that feel like a quiet reminder she’s still there.

Now, it’s something the whole family shares. Whenever they spot a butterfly, it’s simply: “There’s Nana Jill.”