Words Megan Lyon, Images Ashlee DeCaires
Alex Bedford, owner and director of The Flower Crate, cradles her handmade Richard Beauchamp stacking mug, admiring its aesthetic qualities. She has returned from neighbouring café Space Cadet, also down Lovegrove Lane, off Grey St in Hamilton East, with her two staff’s morning coffee in an assorted collection of cups. This seemingly small action speaks to Alex’s ethos; supporting makers and business owners who follow best practice, creating really cool relationships with suppliers, and stocking unique, thoughtful ethical wares. Alex’s stance on sustainability is the core across the three strands of her business; The Flower Crate’s fresh cut flowers, and gift store and The Potting Shed .
Alex was born in Ireland, raised in England and came out to Hamilton, with her parents, where she later completed a degree in Ecology and Zoology. She and her husband moved back to the Waikato where she owned her own store and worked in sales before raising three children. It was during her youngest daughter’s last year of school that Alex started seriously looking for an opportunity to retrace her desire to own her own business after working in retail for others. Strolling down Lovegrove Lane after coffee, her friend mentioned that The Flower Crate was for sale, which led to Alex meeting with Sandra Bai who had established the business three years prior.
Alex describes the timing as both “extraordinary & serendipitous” despite the challenges of opening a business in 2020 during lockdown. Alex had Sandra at her side for a six-month handover period which she describes as invaluable and was able to make incremental changes while the doors were shut. Of course, indoor plant sales went crazy over this time and Alex, who comes from a long line of gardeners, is happy to give advice and is constantly learning herself.
The Flower Crate only stocks New Zealand grown flowers, from local growers wherever possible, which are wrapped in brown kraft paper that can be repurposed or recycled. She uses reusable bamboo cloth wrap and compostable bags as a wet wrap protection to prevent the flowers from becoming stressed between the shop and their destination. Alex takes home the accumulated green waste to compost and encourages customers to compost spent flowers rather than sending to landfill. One thing you will never find used is oasis foam, a type of plastic commonly used to hold together arrangements which Alex describes as her personal bugbear. Instead she and the team carefully consider the mechanics of displaying flowers, such as on a casket spray or wedding installations, using natural materials.
She feels proud of what she has achieved over the past four years and still has many plans to expand the ranges she stocks. “We’ve created something quite niche in Hamilton and I think that people like coming here because what we have isn’t in every other shop.” Alex cites Gisborne based Ora Aromatherapy, a natural skincare company, which she describes as “beauty for the soul.” She also stocks Australian products which cannot easily be found locally. The store is constantly morphing in order to accommodate those special items that she’s come across, through travel or social media, that catch her eye and would like to stock. Alex jokes that people need to take in the store in three rounds. “Look down, look mid and look up!”
Being on Lovegrove Lane alongside other boutique businesses is important to Alex who feels connected to this neat community of local, likeminded owners.
Backed by loyal staff of which Alex’s daughter Phoebe has been a familiar and friendly face from the start, and a handy husband who has spent many “free hours” in shop re fits she is extremely grateful for the continued support and knows success comes from all around.
When it comes to the shop she says, “We’re evoking a memory, which is what I wanted to achieve, so that when people buy or are gifted something they are taking on the story of the creator and in that story, I am the connector.” Take one of Richard’s beautifully crafted cups, handcrafted in Ōtautahi | Christchurch and stocked exclusively at The Flower Crate. Alex can speak about him, his background in the coffee industry and how his bespoke works are made.
“My hope is that when people drink out of that coffee cup there is a link to its maker and its story.”
