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The David Jones flower show has an 82-year history. Back in 1920, the department store’s staff brought freshly picked flowers from their own gardens to the Elizabeth Street flagship store, to celebrate the arrival of spring.
In 2022, the annual floral display looks a little different to what it once did. This year’s show, which opens today, includes more than 40 different flower species, 40,000 individual stems, and 300,000 blooms. Florist George Low has worked to create the display, inspired by Australia’s aquatic ecosystems, bringing the magic of our oceans to life in flowers.
But while the flower show continues to celebrate the changing of seasons outside, this year, it also signifies a new era inside the store’s beauty department.
Alicia Shoolman recently joined David Jones as General Manager, Beauty, and has grand plans for the iconic department store’s offering. “There are a lot of exciting changes in the pipeline,” she tells GRAZIA, noting that she is currently working to both refine and expand the department store’s luxury beauty and wellness offering.
Of course, along with the iconic flower show, spring brings with it an annual desire to refresh our fragrance wardrobes. With this year’s display focusing on native Australian flowers, Shoolman is feeling particularly excited about homegrown fragrance brands, like Who is Elijah. “It’s a phenomenal home grown brand out of Sydney that creates gender-neutral scents that are sophisticated yet simple,” she says.
When it comes to upcoming fragrance launches, it’s no surprise that Shoolman is looking forward to new floral-based scents, including Gucci Flora Gorgeous Jasmine, an extension of Gucci’s much-loved Flora collection, and the re-launch of Guerlain Aqua Allegoria, which currently has its own bespoke floral window display.
“Pop into the store, expand beyond your comfort zone, and let our team help you discover your new signature scent,” says Shoolman. And there’s no better time to visit the Elizabeth Street flagship than right now, with the flower show running from September 1–11.
Shop David Jones now
WHO IS ELIJAH NOMAD 100ML, $179.SHOP NOW.
GUCCI FLORA GORGEOUS JASMINE EAU DE PARFUM 100ML, $230. SHOP NOW.
GUERLAIN AQUA ALLEGORIA FLORA SALVAGGIA EDT 125ML, $165. SHOP NOW.
