The Urbanite recently spoke with Bart Hassam, co-founder of Maison Fleur, a boutique florist studio that has become a cornerstone of Brisbane’s luxury floral scene. Alongside his business partner, Carolyn Williamson, Bart has built a brand synonymous with elegance, inspired by the timeless allure of French fashion houses like Chanel and Valentino. “Maison, like the house in French, Fleur like a flower,” Bart explained, noting the name reflects their vision of a “house of flowers” that delivers exceptional quality. With three distinct locations—on Edward and Margaret Streets, Burnett Lane, and Gasworks—Maison Fleur caters to diverse Brisbane communities, offering a sensory experience that blends European charm with local flair.
Bart Hassam’s journey as a world-renowned florist is nothing short of inspiring. An Australian florist with a global presence, he has taught at flower schools worldwide and competed in prestigious floral design competitions. His accolades include winning Australian Florist of the Year five times over two decades, triumphing at the Asia Cup, and ultimately claiming the World Cup title in Philadelphia in 2019—an event he likens to the Olympics of floral design, held every four years with 24 to 30 countries participating. “I have a beautiful jewel life,” Bart shared, reflecting on his dual role as a commercial florist in Australia and an educator abroad, a testament to his dedication and skill.
His partnership with Carolyn Williamson forms the backbone of Maison Fleur’s success. Having worked together for years before launching the business, Bart and Carolyn bring complementary skills, creating what Bart describes as “one great person within a floral design studio.” Their dynamic is seamless, with each respecting the other’s strengths—Bart often leads on creative direction while Carolyn excels in operational strategy. “If one person feels strongly about a direction, the other usually gives in easily,” Bart noted, highlighting the ease of their decision-making process. This harmony allows Maison Fleur to maintain consistency across its three locations while adapting to each community’s unique needs.
Maison Fleur represents more than just flowers to its customers—it’s an experience steeped in luxury, accessibility, and connection. Inspired by their ideal customer, the brand’s aesthetic—a 35-to-55-year-old woman who appreciates European elegance—features dark, moody interiors with black walls, wooden floors, and exposed brick that let the flowers’ vibrant colours sing. “We want you to see things, make them look beautiful,” Bart said, likening their approach to a chocolate shop’s temptation. Their 50-square-meter flagship on Edward Street, housed in a heritage building near the Brisbane Botanical Gardens, feels like a European escape, a sentiment echoed across their Burnett Lane arcade and modern Gasworks stores.
Customer engagement is at the heart of Maison Fleur’s ethos, with a commitment to quality and service that caters to every need. Whether a client spends $10 or $1,000, they receive the same attention, complete with beautiful paper and ribbon at no extra cost. “We’ll do as much or as little as they like,” Bart explained, noting their staff’s expertise in guiding customers through selections, from hand-tied bouquets to corporate arrangements for Eagle Street offices. Their signature spiral bouquets, a German technique, ensure maximum volume and ease of care, reflecting a thoughtful approach that prioritises the customer experience long after the purchase.
Maison Fleur also stands out for its dedication to local sourcing, with 90% of their flowers from Australian growers in regions like Kerala, Alstonville, and Wamuran. “Flowers delivered directly to us in water means no stress,” Bart said, emphasising their commitment to freshness, especially during cooler months when blooms last longer. As Mother’s Day approaches, they’re preparing an array of pastel pink, white, and cream bouquets—their most popular palette for the occasion—available on their comprehensive website or in-store. Bart’s invitation is simple for Brisbanites yet to discover Maison Fleur: “We’d love to see you. We have a lot of beautiful things that other florist shops don’t have.”
