An Interview with Kieran Birchall
What began as just a small venture and an online floristry business for weekend deliveries only, Kieran Birchall is now one of Sydney’s most respected florists, focusing on providing the city’s elite with appealing arrangements which are simple and minimalistic. MyFlowerMan simply started out as a side-project for Kieran: he began gifting flowers and plants to friends and family whilst working in the corporate world and making regular visits to the flower markets on his days off before it quickly snowballed into a full-time thing.
Photo Trevor King
TELL US A BIT ABOUT THE PARTICULAR INFLUENCES GROWING UP WHICH MAY HAVE LED YOU TO START MYFLOWERMAN?
I grew up on cane farm on the outskirts of a small coastal town in northern NSW. I was always camping, fishing and surfing, so I have always been interested in nature and the outdoors. MyFlowerMan happened by chance. A friend took me to the flower markets one morning and I started going whenever I could and asking friends and family if they wanted anything. Never in a million years would I have thought it would eventuate into a fully functional business or that I would become a florist.
WHO ARE YOUR CLIENTELE?
I work with a lot of fashion related clients like PR agencies or the labels directly. Flowers and fashion seem to go hand in hand – whether it is for collection showings, gifting, events or marketing. I also work with a lot of restaurants, again food and flowers work well together. My clientele generally has the same approach and aesthetic as me so that’s the main commonality.
WHY DO YOU THINK THEY RESPOND SO WELL TO A MALE FLORIST?
I’m not sure it’s the fact that I’m male but maybe that does speak through my aesthetic and the work I produce? As a person I’m quite to the point and pretty easy going, I think that comes through and that’s what people respond to? I don’t like fuss or anything that’s trying too hard or been overly manipulated.
WHAT DOES A TYPICAL DAY AT WORK INVOLVE?
Early 4 am start at the Sydney Markets, preparing the flowers for gift bunches and arrangements, coordinating deliveries or bump-ins, emails and meetings. That’s pretty much a standard day. Sometimes it’s mixed up with photo shoots and styling.
Now I think I’m driven by what MyFlowerMan can become. There is still so much more I want to do with it and I’m excited and driven by trying to make that all happen.
Photo Trevor King
WHAT IS THE MAIN THING DRIVING YOU?
I like being able to be creative and work with a natural product, that’s what initially drove me to start this. Now I think I’m driven by what MyFlowerMan can become. There is still so much more I want to do with it and I’m excited and driven by trying to make that all happen.
WHAT HAVE BEEN SOME OF THE CHALLENGES ALONG THE WAY?
Every business has challenges. I was certainly not immune to the common challenges any start-up faces. I guess for me one of the biggest was the challenge to leave my corporate job and go full time with this side-project. That was a real moment in terms of trying to ensure I was making the right decision. But I do now think it was one of the best decisions I have ever made, and I would recommend anyone thinking of doing it to go for it. Be prepared and see what happens!
