Meet Cherrie Miriklis-Pavlou – Vasette Founder

The History of a Melbourne Icon

In 1989, Cherrie Miriklis-Pavlou founded Flowers Vasette at its now-iconic flagship location on Brunswick Street, Fitzroy. Over the past three decades, Vasette has blossomed into Australia’s leading floral destination, renowned for its exceptional creativity, quality, and unmatched service. From single cut stems to breathtaking floral masterpieces, Vasette’s artistry has earned both local and international acclaim. The brand has set trends, working with prestigious institutions like the National Gallery of Victoria and catering to private and corporate clients with awe-inspiring floral installations.To celebrate the launch of our exclusive Review x Vasette collection, we had the pleasure of sitting down with Cherrie, to discuss the brand’s remarkable journey, her personal inspirations, and all things florals.

Q: Could you share your earliest memory of flowers and how it influenced your path in floristry?

My passion for flowers started in childhood, thanks to my parents' beautiful garden. After my father’s passing, receiving flowers filled with love and remembrance deepened my connection to floristry. Growing up surrounded by blooms sparked the passion that would guide my career.

Q: Reflecting on the early days of Vasette, how did you envision the business, and how has it evolved over the years?

Coming from the corporate world, I felt a strong pull toward something more creative, and that’s where my love for flowers truly began to blossom. The ever-changing economic climate offered us the chance to experiment, and from there, the business went from strength to strength. What started as a humble corner flower shop in Fitzroy has evolved into so much more, branching out into events, weddings, tourism, hospitality, and an online presence. Despite this growth, we’ve never wavered from our commitment to quality and innovation, always staying true to the heart of what makes Vasette special.

Q: What do you believe has contributed to Vasette’s status as an iconic institution within Melbourne?

Vasette’s success over the past 35 years is a testament to the incredible skills and talents of the people who have been part of our journey. Our evolution as a brand has been deeply shaped by the diversity of knowledge within our team. Many of our designers come from fine art backgrounds, bringing a refined artistic sensibility that allows us to continually push the boundaries of floral design.  Our clients also play a pivotal role in our growth. Their vision and trust give us the opportunity to explore new ideas and unlock untapped potential, creating magic together.

Q: Throughout your journey, what has been a constant source of inspiration for you?

Nature has always been my greatest source of inspiration, but beyond that, my inspiration stems from so many areas of life. I vividly remember walking through the markets of Greece with my son, buying the sweetest tomatoes, and being struck by the beauty of mother nature. These experiences, whether it’s the texture of fabric, the design of an interior space, or the vibrant energy of a bustling market, all feed into my creative process. They help me see floristry as not just an art form, but as an integral part of the beauty that surrounds us in everyday life.

Q: Looking back on 35 years of Vasette, what standout moments, collaborations, or creations hold the most significance for you?

There have been so many unforgettable moments, but a few stand out. The first NGV Gala, celebrating the legacy of Christian Dior, was an extraordinary event that allowed us to create florals that matched the sophistication and artistry of the occasion. One of the most meaningful community-focused projects was the Lei Ming Wei exhibition, where we with the support of our suppliers, gifted gerbera stems as a symbol of unity and connection. During the challenging period of COVID-19, we had the honour of creating the Arch of Celebration at Flinders Street Station, marking the reopening of the city. It was a powerful representation of resilience and hope.  

Q: Is there a particular flower variety that holds a special place?

It’s difficult to choose just one, but I have a deep fondness for Gardenias and Daphne’s, or really, any flower that carries a beautiful fragrance. There’s something undeniably powerful about the way scent evokes memory and emotion. Gardenias, with their rich, creamy blossoms and intoxicating perfume, always bring a sense of nostalgia and elegance. Daphne, on the other hand, with its delicate clusters and sweet, heady fragrance, fills the air in a way that’s both subtle and captivating. Scented flowers add an extra dimension to floristry that goes beyond the visual, creating a truly immersive experience.