How It All Began
The roots of HLFD trace back to my time in university. While studying, I worked part-time in a flower shop and quickly fell in love with the design process — especially wedding work, where I could curate a full concept and translate emotion into form and colour. It felt natural and came with a certain ease. During my thesis year, as we began presenting ourselves as artists within the professional art world, Hailly Lucas the designer, was born. It started as a name on a business card — a way to express my creative identity — long before it became a full-fledged studio.
After graduating, friends began asking me to design their wedding florals, and my first solo wedding in June 2018 confirmed that this was what I wanted to pursue. For a few years, HLFD was a passion project alongside other work, until I took the leap to go full-time in 2020 — a bold choice in a year when the world seemed to be coming to a pause and events were being cancelled and postponed. But even then, my commitment to creating beauty through design only deepened, and HLFD has grown ever since into a studio grounded in artistry, focusing on thoughtful design, refined colour palettes, and the artistry of floristry.
About Hailly
With a BFA in Sculpture and Installation, I’ve always viewed floristry as an art form, an ever-evolving medium that allows me to explore shape, texture, and colour in new ways. My style is constantly changing, pulling inspiration from all areas of design to create work that feels thoughtful, intentional, and beautifully composed.
At HLFD, I focus primarily on weddings and have a deep passion for creating gallery-ready floral art. My goal is to make the wedding experience feel effortless for my clients—from our first conversation to the final design execution. My primary passion is curating a sophisticated, well-considered colour palette, which I believe is the foundation of every beautiful design. With the right palette, everything else naturally falls into place.
When I’m working on fine art floristry, my attention turns to placement and composition—using emotion, colour, and lighting to tell a story and bring each piece to life. Whether for a wedding or an installation, I approach every project as an opportunity to create something timeless, expressive, and deeply personal.
In 2024, I purchased Camerons Flower Shop, a long-standing local business with deep roots serving our community for over 70 years. This new chapter has allowed me to become more deeply involved in the day-to-day life, creating florals not just for weddings and events, but also for life’s everyday moments. It’s given me the chance to meet more people and share my passion for design on a broader scale.
Becoming a mother has brought new depth to my practice. It’s taught me to slow down, find beauty in small moments, and create with greater care and purpose. I am reminded every day that time, like the flowers I work with, is brief and beautiful. Gently reminding me to stay present and mindful of each moment.
