stockist spotlight - zetta florence, melbourne
Studio Seed papergoods are stocked in a wide range of lovely gift boutiques, paperies and shops all over the UK and also worldwide, and we are very proud of each and every one of our lovely Stockists! Here begins a regular feature where I will tell you a little bit about some of our stockists and the story behind their lovely shops and boutiques.
We begin with a pretty hefty trip all the way around the world to Melbourne, Australia, to the lovely Zetta Florence.
When the proprietor of Zetta Florence, Georgina, got in touch with me about stocking our cards, I felt a) very excited and b) a sense of deja vu... the name rang a bell. After a little google search I realised that a few years ago when I was in Melbourne visiting dear friends, that I had actually visited the Zetta Florence store (and if my memory serves me correctly, left with a bag full of goodies!). I remember being overwhelmed with the absolutely gorgeous selection of products, lots of which I'd never seen before - quite a feat when you're as obsessed with stationery as I am.
The aim behind Zetta Florence is to "inspire you to record your own story through the timeless medium of paper" and with two stores in Melbourne and an online shop, the focus is on "in house designed and constantly changing wraps, calendars, frames, prints, diaries, journals, greeting cards, plain notes & envelopes and accessories such as ribbons, erasers, pens, magnets, embellishments." Zetta Florence believes in the values of good design and quality product. Zetta Florence is actually the name of Georgina's Grandmother - "The real Zetta Florence raised five children almost single-handedly through wars and depression and with great devotion and moral code. Her story is really the story of Australia - one which we should all rejoice in. Our products are designed to create, store and present our own stories, for now and beyond.”
Founder Georgina has told me that they are currently championing British stationery in order to bring fresh products into the store, one of the reasons they are now stocking Studio Seed products alongside other British favourites including Alice Palace and A Farmer's Daughter. I am so proud to be a tiny part of the Zetta Florence story and feel a personal connection having visited the store and feeling so enchanted by it - I mean, of ALL the stationery shops in Melbourne, I went here! I'm proud also to report that our cards are selling really well!