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Creating A Bunch Of Opportunities, One Stem At A Time

A smiling person with long dark hair stands in front of a wooden fence, holding a bouquet of flowers wrapped in paper. They're wearing a black sweatshirt and light blue jeans. A sign behind them reads "the Beautiful bunch" and displays contact information, highlighting successful women in business.

Jane Marx

The Beautiful Bunch

The Business
The Beautiful Bunch
The Founder
Jane Marx, 2020
The Concept
A not-for-profit floral delivery service that trains and employs young women from refugee and migrant backgrounds
What’s Next
Accredited training courses to help improve digital literacy and online customer service
The Reward
“There’s not many people doing this and although the whole business takes a lot of effort we get so much joy from watching what comes from it.”

Turning Lemons Into Lemonade

A strange thing happened during the strict Covid lockdowns in Victoria in 2020: there was a 512 per cent increase in online flower sales. Melburnite Jane Marx was closely watching this artificial spike, just as her own business Merchant Road was being decimated by the pandemic fallout.

Marx pulled off the ultimate pivot, and in October 2020 launched The Beautiful Bunch, a not-for-profit floral delivery service that trains and employs young women from refugee and migrant backgrounds. Three years later the business is flourishing, if you’ll mind the pun.

“It was an artificial market, we couldn’t meet the demand and we’ve never met the daily sales we had since. We’re half that now, so it’s an interesting trajectory,” Marx says. “Nevertheless the concept is very strong.”
A woman wearing a pink hijab arranges flowers in vases on a table. She is focused on her task, smiling softly. Around her are various flowers and greenery. A clock on the wall in the background suggests an indoor setting, likely a flower shop owned by an aspiring entrepreneur starting a business.

A Unique Value Proposition

In launching The Beautiful Bunch at the height of the pandemic Marx took a calculated risk, knowing her new business was doing something no-one else was: working with young women no-one else would employ.

These young women smiling on The Beautiful Bunch’s website hail from Eritrea, Ethiopia, South Sudan and Iran. Their stories are often traumatic – some have arrived in Australia as unaccompanied minors having spent six months in a refugee camp, not knowing if their families are alive; others have been involved in emergency evacuations from Afghanistan just 13 months prior. But through The Beautiful Bunch they discover people who believe in them and are prepared to invest in their futures.

“We have a youth focus (18-24) because that’s where the needs are highest,” says Marx, explaining many of these young women are Muslim so can’t serve alcohol or non-halal food, don’t have a high enough standard of English, can’t work nights due to caring commitments and, most commonly, simply don’t have any employment experience.

“No-one is willing to be the first to say yes, except us. We have none of those barriers, so we really are meeting a need others aren’t able to meet.”

The Beautiful Bunch offers a six month training program in foundational floristry skills, computer literacy and business administration skills – vital transferable skills that set up the trainees for future success. Nobody leaves until they have a job, with most young women spending around nine months there.

The Results Speak For Themselves

To-date 32 women have been through the program, going on to find employment in software design, business administration, the hospital system, Australia Post and hospitality, while others go on to full-time study.

The Beautiful Bunch was a natural evolution from Marx’s previous two social enterprises, Long Street Cafe in North Richmond that partnered with the Asylum Seeker Resource Centre and offered barista training programs to young people seeking asylum. Noting that 85 per cent of the applicants were male, Marx and her co-founder husband determined to focus on training young women when they started their second social enterprise, Merchant Road, an events and catering business that trained young women from refugee and migrant backgrounds in front-of-house service, wine and floristry.

Two women in business stand in front of a light beige wall, each holding a large floral arrangement with greenery and protea flowers. The entrepreneur on the left is wearing a navy coat, while the one on the right sports a black outfit and headband. Both are smiling warmly.
A person wearing a hijab and a dark "Be Kind" sweatshirt arranges a large floral arrangement in a white vase. The stunning display, perfect for female businesses, includes various green plants, flowers, and branches. The background features a light-colored, textured wall.

The Opportunity To Scale

Just two months after signing the lease in January 2020 on an old church in Fitzroy North that housed a 250-seat events venue, the state went into prolonged lockdown. But with the support of an understanding landlord prepared to give them the space for free, Marx evolved the business into floristry, noting that had been the trainees’ preference at Merchant Road.

“It was a better alignment with their needs but also where we could find space in the market, somewhere we could grow something beyond the pandemic. Because I would never put my energy into something that was going to be fleeting,” Marx says.

Mistakes And How To Avoid Them


Respect the budget bottom line: “It’s basic business but so many people don’t get the basic business units right initially, including myself. Whether it’s a cup of coffee or a bunch of flowers, work out how much it costs… to fulfill your business objectives. It’s key to business and one of the hardest things to determine.”


Who you work with is crucial: “Make sure your key stakeholders are invested in your values and vision.”

Advice For Women Of Refugee Or Migrant Backgrounds Seeking Their Own Start-up:


Seek out tailored programs such as SisterWorks or Global Sisters that offer free courses on subjects such as budgeting.


Focus on the social enterprise space rather than conventional start-up programs. “There’s a lot of fantastic women doing wonderful things who are happy to help.”

It’s Tough, But Worth It

While it’s undeniably stressful running your own social enterprise Marx says the rewards make it worthwhile.


Some more enterprising journeys: