Urban Flower Information

Urban Flower is a family business in every sense of the word. We've been in the flower game for four generations. The story begins with Gaetano Giuffre, known as 'Tom'. Born in 1879 on the island of Salina, Messina, Italy he came to Australia when he was only 10 years old. A fellow Italian immigrant taught him to grow and sell flowers. By the time he was married in 1902 his occupation was listed as florist. He bought some property in Mascot between Sutherland, Coward, King sts & Botany Road where he grew flowers to supply florists and the Sydney flower markets. His young family were very involved in the family business, his son Joe used to drive the flowers by horse and cart into the city's Queen Victoria Markets and surrounding florists. He owned several florist shops throughout the Sydney city. His main store was located at 100 Phillip Street, was more than just a florist to it's customers. It became a social gathering place, where customers would feel welcome to share a yarn over wine, crackers and cheese. Of his 13 children, most eventually got involved in the flower business. One of his children that was always by his father's side was Anthony, known as 'Tony', Tom's eighth child. Tony ended up being in the flower business for his whole life. From early in his life, he was involved in all aspects of the flower game, from helping out on the farm, to selling the family's flowers. Apart from helping out on the farm, and running flowers around to florists all over Sydney, young Tony worked with Cliff Reynold's florist in the basement of Hotel Australia, and eventually opened his own florist businesses. In the city he sold flowers from a kiosk at Martin Place, and outside Her Majesty's Theater. While Tony was away fighting in Papua New Guinea in WWII, his brother Tommy bought a property in Peakhurst where he started growing flowers. In honor of his brothers who were fighting tin the war, Tommy named the property 'The Diggers Nursery'. He grew Violets, Cecile Brunner Roses, and bunch flowers such as Snap ...