If you’ve ever wondered where Sydney’s most beautiful bouquets actually begin, the answer is: very early.
Ed West, director of POHO Flowers in Sydney’s Double Bay, starts most days at the flower markets before sunrise – a fast-paced, high-stakes environment where instinct, experience, and a good eye matter more than anything else. By the time the rest of us are deciding whether we need coffee or tea, West’s already secured the stems that will shape the day’s order and event arrangements.
POHO has cultivated a reputation for florals that feel directional without trying too hard – structured, but never stiff. In the lead-up to Mother’s Day, we asked Ed to walk us through a typical day, from pre-dawn market runs to the personal habits that happen once the flowers are finally put to bed.
Photography by Ryan Cullen.
3am - Alarm goes off. Coffee at home whilst setting intentions and priorities for the day.
4.45am - Arrive at the flower markets (three days per week). This is my happy place – a fast-paced, high-energy start to the day where all buying happens.
6am - Out of the markets and back to the studio to unpack and allocate stock across events and daily orders.
8am- Early morning emails and any immediate priorities.
Taking advantage of the morning light to capture imagery, first bouquets, fresh product and anything new coming through. This is a moment I really enjoy as a way to stay connected to the product.
9.30am - Second coffee, incense lit in the office, then into the creative side of the day, planning corporate work, refining product direction and supporting the team.
12pm - Quick late breakfast or lunch on-the-go.
The afternoon is then focused on prep for the following day, general business tasks and wrapping up at the studio.
3pm - Home for errands, then a bit of personal time, organising social content, reading, music or something easy on Netflix.
4.30pm - Late afternoon/early evening spent with my partner Ryan and our dog River. Usually a walk, time in the sun, and often down to the koi pond in Elizabeth Bay or for a swim if the weather allows.
Feast of florals
If you find yourself in Double Bay this Mother’s Day, you’ll discover LEIF in-store at POHO Flowers — paired with fresh stems, ready to gift.
