The Quiet Power of Flowers

Founded by friends, Iona Roff and Dakota Storm, Eden Florists is a Midlands-based business rooted in faith, creativity and the belief that flowers should be accessible to all. Their work centres on meaningful, personal connections, with each bouquet designed to bring comfort, joy and a sense of occasion. 

How did Eden Florists begin?

We were having a picnic with friends at Doreen Clark Park when a conversation sparked a business idea. By the next day, both of us had so many ideas, many of which are still part of Eden Florists today. It all came together very naturally, but that moment really set everything in motion! You never know when inspiration might strike. 

You started this business at a relatively young age. What has that experience been like?

It has been a steep learning curve. We have had to handle big responsibilities like managing finances, wedding logistics, and communicating with suppliers and customers. These are things we were never formally taught but did learn quickly. Thankfully, we have each settled into our roles quite smoothly. Being young in this industry can feel intimidating, especially surrounded by experienced florists, but we remind ourselves that everyone starts somewhere. That perspective has helped us grow in confidence.

How do kindness and generosity shape your business?

Every customer plays such an important role in our story. Because it is just the two of us, we are able to build genuine relationships, especially with repeat clients. They really do become part of our Eden family. Since the beginning, we wanted to create something accessible, because we believe everyone should have flowers in their home. That sense of warmth and connection is at the heart of everything we do.

How does your faith influence your approach to business?

Our business would not be here without God. He planted this idea in our hearts, back in 2022 when we became friends, long before we even realised it. This industry can be challenging and sometimes disheartening, so being able to lean on our faith keeps us grounded. Sharing the same values has also strengthened our partnership. Being able to pray with and for each other is incredibly special.

What role do you think your work plays in people’s lives?

Flowers have such a powerful emotional impact. We both started as delivery drivers for another florist and saw firsthand how meaningful those moments can be. Hugging a stranger with tears in their eyes can break down social barriers. That was when we knew we wanted to do this. Those moments, and the many beautiful stories we have been part of since, continue to inspire us every day. 

Flowers carry a message. I was sitting, reading in Ground Coffee, where we used to supply bouquets, when a man struck up a conversation; he was visiting his sister in the hospital. When he realised the flowers nearby were ours, he said he had been thinking of buying some for her and now he definitely would. “She’s in a coma,” he said quietly. He chose a bunch of sunshine yellows. I never got his name, but I left with such a deep sense of joy, knowing those blooms had gone out into the world to serve a purpose: hope.

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