How Justine Alpen makes time for motherhood and a thriving business
Posted: 05 March 2025
Justine's journey started in a garage and evolved into what is now a bold and beautiful florist. And we couldn't wait to interview her for The Dreamers Series.
We drove down to the sunny shores of Mermaid Beach and caught up with the mind behind The Bud Club, Justine Alpen.
We talked about everything, from the leap of faith that got her here to juggling motherhood and running a business all at the same time.
Q: What do you think sets The Bud Club apart from other florists? Is there anything you do that makes your work so unique?
A: I believe that every florist brings their own unique perspective to the craft, so I never really think of my work as “set apart.” We’re all in this incredibly rewarding, yet challenging, industry where early mornings and hard work are part of the beauty. What does make me feel connected to my work is my love for playing with modern, bold designs. Floristry is such a creative art form, and when I get the opportunity to experiment with shapes, colours, and textures, I’m in my element. For me, it’s all about pushing boundaries and embracing the unexpected. The florists I admire most are the ones who don’t shy away from trying new things and defying the traditional norms of floral design, and that’s the spirit I carry into my work every day.
Justine is wearing our French Flax Linen Apron in Ivy Gingham
Q: Out of all the events and clients you've worked with, is there one that stands out as a favourite? If so, please tell us more!
A: Honestly, I’m incredibly grateful for all my clients, especially the subscription members and regular Bud Club supporters. They are the heart and soul of what keeps my business going strong. When a client trusts me enough to say, “Do whatever you think will look best,” it’s an amazing feeling—especially when there’s a solid budget to bring those ideas to life! I’ve been lucky enough to work with amazing brands like Gucci and Tiffany & Co., who love to create stunning floral displays, and it’s always a pleasure. I’ve also had the joy of collaborating with some incredibly talented creatives on photoshoots like with I Love Linen, where I get to approach flowers in new and exciting ways. Every project feels like an adventure, and I just love the creative freedom these opportunities provide!
Q: Many founders talk about a defining moment when they decided to go all in on their dream. Did you have a moment like that you can take us back to, or was your journey more gradual?
A: In the beginning, my journey was definitely gradual. I started out working from my garage while juggling a part-time retail job. But things shifted when I had a pivotal conversation with Jodi Phillips from Jodi Phillips Jewellery. She suggested we grab a coffee, and during that conversation, she proposed the idea of sharing a commercial space. I hadn’t really thought about taking that next big step yet, but it felt like the right moment. I trusted the process, took the leap, and we ended up moving into a shared space during the middle of Covid. The space we took over in Mermaid Beach ended up being the perfect place to bring The Bud Club to life in a bigger way. That decision was a huge turning point, and from there, the business began to evolve into what it is today.
Q: Has there ever been a time when you felt like giving up on a dream (whether in your business or personal life)? What made you push through?
A: Definitely! The toughest time for me came in 2023 when I had my daughter. She was a terrible sleeper, and my workload was overwhelming. There were moments when I felt like I couldn’t keep juggling both my business and being a new mum. But every time I looked at her, I reminded myself that this stage wouldn’t last forever, and the exhaustion would eventually pass. I knew I wanted both—a thriving business and a beautiful family—and I didn’t want to give up on either. With the unwavering support of my family, I managed to push through those sleepless nights. Now, seeing my daughter grow up in the flower shop, watching her experience my passion firsthand, it’s all worth it. There are still challenges, of course, but when I ask myself, “If not this, then what?” I always come back to the same answer. I love what I do, and I feel incredibly lucky to have a business I’m passionate about and a family I adore
Q: Finally, what's the best piece of advice you've ever been given?
A: One of the most impactful lessons I learned came from my cousin, who’s an incredible sports psychologist for the Milwaukee Bucks. When we were kids, he would ask my brother's and I to write down three great things that happened to us that day and one thing we could have done better. It wasn’t so much advice as it was a way of training our brains to focus on the positives and stay grounded. It’s a practice I still carry with me—especially in business—because it’s so easy to get lost in the challenges. I also come from a family of hard workers who are always striving to be their best, and that energy pushes me to keep giving my all to what I do every day. It fuels my passion and shapes how I approach both life and business.
Justine is wearing our French Flax Linen Ruby Set in Jade
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