Passion blooms on the Bellarine


Danielle Fraser feels at home among the greenery and blooms. Photography: Nikole Ramsay

Moss Industry continues to gather momentum,

Ever since she was eight years old, Danielle Fraser has had an obsession with flowers – so much so, she has made a life of surrounding herself with beautiful blooms every single day.
That passion has just gone to the next level, with her floristry business, Moss Industry, opening to the public as a vibrant shopfront at Ocean Grove last month.
“I have always been in love with flowers,” Danielle says.
“I used to pick the neighbours’ flowers, make arrangements and take them around to the neighbours’ houses.”
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Danielle, 43, followed her dream from the get-go and has been working with flowers professionally since she was a teenager.
The brand has been constantly growing and evolving for about a decade.
Danielle and her sister Alex opened their first Moss Industry retail store at Barwon Heads in 2006.
As they grew more and more successful, the pair decided they needed to change things up.
“After roughly five years of trading, my sister and I decided to rebrand the business as it had outgrown the premises,” Danielle says.
Danielle started working in an industrial area on Smithton Grove in Ocean Grove, nicknamed “the shed”, to cater to the demand and take on larger events and weddings. It was not originally open to the public.
“I wanted to go huge on the wedding side,” she says.
“This has allowed Moss Industry to expand and grow to what is has become today.”
The Barwon Heads store is still run by Alex under the name Moss Grotto, and stocks clothing and homewares; while Danielle used her new space to prep blooms for her growing florist business.
“The edgy industrial area was perfect for my working conditions,” Danielle explains.
Danielle has since been able to produce not only bouquets and small arrangements for clients, but also large-scale pieces, and loves a challenge with her floral designs.
“My favourite floral arrangement to make would have to be creating hanging installations, orbs or flowering chandeliers,” she says.
“They are just so beautiful hanging in a venue – the bigger the better.”
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But the business and the Moss Industry brand did not stop there.
“In the past two years the shed has blossomed into a haven where I can work and create along with an area where my brides can come and relax,” Danielle says.
“I was asked at least three times a day was it going to be opened.”
In response to Danielle’s clientele, Moss Industry opened to the public as a retail store late last month.
Moss Industry is now open as a florist shop, but still caters to events, including weddings.
The business, although housed in an industrial hub, has a feminine feel. Colourful art adorns the walls and handmade furniture by Danielle’s partner Jon also feature.
Floor to ceiling greenery and a selection of seasonal blooms stand out against natural wood walls.
As well as cut flowers, arrangements and bigger pieces, Danielle also stocks indoor and outdoor plants and soy candles from local maker Hazel Baby.
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With each season Danielle’s arrangements change with blooms from local growers.
“When every season changes there is always something beautiful,” she says.
However, summer holds a special place in Danielle’s heart, the season of hydrangeas.
“They remind me of my nana – her house was always full with them,” she says.
With her business continually thriving, Danielle knows she is doing exactly what she is meant to be.
“I get to create something beautiful everyday,” she smiles.


Moss Industry, at 8a Smithton Grove, Ocean Grove, is open from
Monday to Friday from 10am -4pm
Photography: Nikole Ramsay