How Wild Forager blossomed in Freshie
What the Wild Forager sisters can teach about balance, branding and building community.
Running a small business takes passion and persistence. The best lessons often come from those who have already walked the path. In this profile, sisters Sarah and Sophie, co-founders of Wild Forager in Freshwater, share how they built a thriving floral sanctuary. Their journey offers practical tips on setting boundaries, diversifying online and building genuine community connection.
From a shared dream to Freshwater’s floral haven
It began as a dream between Sophie and me to blend flowers, creativity and ritual. At first it was just the two of us, with Mum pitching in, managing everything from bouquets to bookkeeping. We wanted to create a space that felt grounded, inspiring and connected. That vision grew into Wild Forager, now a much-loved lifestyle sanctuary in Freshwater.
A curated, multi sensory experience
Walk into Wild Forager and the space wraps around you. It is warm, whimsical and thoughtfully curated. This is not just a florist. Seasonal, often locally grown blooms sit alongside candles, ceramics, incense, crystals, books and our own ritual led jewellery line, SUNDAH. Everything is chosen to create a personal and memorable experience.
“We don’t just sell flowers. We create moments of meaning.”
Discovered through connection
Most customers find us through word of mouth. Some wander past the shop. Others arrive because they received a Wild Forager bouquet and wanted to know where it came from. Instagram has also been powerful, giving us a way to share the rituals, seasonal creations and stories behind the business.
Marketing that feels like conversation
Storytelling drives our marketing. Instagram helps us show the spirit of the shop. Klaviyo (marketing automation platform) let us connect more personally through stories, although as a small team we know we could do more of this. Marketing feels less like promotion and more like inviting people into the journey.
Adapting with care in store and online
We knew not everyone could make it to Freshwater, so we opened an online store. Many customers love to drop in for the full experience, but our online community has grown quickly. Whether it is flowers, a ritual bundle or a SUNDAH piece, every delivery is created to feel as personal as visiting us in person.
“Selling online has allowed us to diversify and reach more people.”
Lessons from the learning curve
In the early days Sophie and I wore every hat, from florist and marketer to manager and bookkeeper. Burnout was always close by. We learned to delegate, build systems and set boundaries. Saying no is not easy, but clarity is gold and it keeps the business true to its purpose.
Why doing it here matters
Freshwater is part of Wild Forager’s identity. The community spirit, the creative energy and the natural beauty of the Northern Beaches all shape the way we work. I recharge with bushwalks in Ku Ring Gai and swims at Freshie. When people shop with us, they support not only our store but also growers, makers and artists across the community.
“When someone shops with us, they support growers, makers, artists and dreamers. It creates a ripple of care that goes far beyond the transaction.”
Nurturing SUNDAH jewellery with meaning
SUNDAH, our ritual led jewellery line, is our next big step. Each piece is designed with meaning and story. We have nurtured it quietly, and now we are preparing for a wider launch with a dedicated website and new designs. It carries the essence of Wild Forager but in a form people can wear every day.
Sarah’s top tips for small business owners
- Start before you are ready.
- Momentum will teach you more than waiting for a perfect plan.
- Learn as you go and trust your gut.
- Set boundaries early. Clarity will save you energy and stress.
- Embrace community. Real connection grows when you lead with intention.
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