Hello, my name is Justine and, together with my husband Josh, I own East End Flower Market.

I lost my mum, Jill, to cancer in 2013 when she was just 44 years old. Funny enough, my mum was also a florist in the Barossa, so flowers have always been part of my story.

After Mum passed away, Josh and I realised that life really is too short not to back yourself. In many ways, her passing gave us the courage to take a leap and create East End Flower Market, which we opened in 2015.

On the very first day we opened our doors, something special happened. A beautiful Monarch butterfly flew into the shop and stayed for most of the day. Over the years while we were in the East End, butterflies would continue to visit from time to time. In a very special way, I always believed it was my mum popping in to say hello, letting us know she was proud and cheering us on.

My children have grown up hearing stories about their “Nana Jill”, and whenever we spot a butterfly together they’ll say, “Look, there’s Nana Jill.”

Because of this, butterflies have always held a special meaning for me, and that’s why this year’s Mother’s Day range has been created with them in mind. You might have noticed the beautiful butterfly drawings on our socials — they were actually drawn by my kids, Bede and Stevie, which makes this collection feel even more personal to our family.

I know Mother’s Day can bring many different emotions. For some it’s joyful, for others it can be tender or difficult. But what brings me comfort is knowing that today we are sending flowers to so many beautiful and deserving mother figures — whether that’s your mum, an aunty, a grandma, a mentor, or even a dad, like it has been for my sister and brother.

However you are spending Mother's Day, please know that your support of East End Flower Market means the world to our little family business.

With much love,
Justine