Sniff Flowers

Sniff, the design studio led by Hannah Moore, a talented florist based in Hawke’s Bay, embraces a unique perspective in the world of floral design.

Hannah, tell us a little about Sniff:
Our team at Sniff meticulously selects the finest, freshest flowers and foliage from both markets and local growers, viewing each creation through a distinct creative lens.

At Sniff, we take great pride in crafting tailor-made and inventive floral designs that bring your vision to life. Whether you’re hosting an intimate dinner party at home, organizing a luxurious black-tie gala, or commemorating a momentous occasion, we strive to curate a striking and unforgettable atmosphere. We delight in pushing the boundaries of traditional floral arrangements, channelling our creativity to produce one-of-a-kind pieces of art. We believe in the power of imagination and are committed to transforming your dreams into stunning floral realities. With our unwavering dedication and boundless creativity, Sniff promises to elevate any event or space into a captivating sensory experience.

Visit Sniff at the TJ boutique brands directory

Hannah, tell us about your background in fashion and design and how you think this impacts on your flora style: Having cultivated a passion for fashion during my formative years, alongside a deep appreciation for art and photography, I found myself naturally drawn to the world of floral design. Growing up surrounded by my mother’s expertise as an interior designer and my brother’s creativity as a fashion designer, I was constantly immersed in the realm of style, colours, and trends.

Drawing parallels between fashion and floral design, I approach the latter with the same meticulous attention to detail. Just as I carefully curate my fashion ensembles, I ensure that each bloom harmoniously complements and elevates the overall aesthetic. Much like my fashion style, my floral designs strive to make a statement by incorporating unique elements such as exotic feature blooms, vibrant pops of colour, or captivating accessories.

Through this intertwining of fashion and floral artistry, I continually seek to create floral arrangements that stand out, capturing attention and evoking a sense of wonder. With a keen eye for the extraordinary, my designs aim to add a touch of uniqueness to any space or occasion, mirroring the essence of my personal fashion style.

You have worked with some notable people in the flora industry. Can you tell us a little more about this and what the highlights have been? Inspired by the work of Mr Cooks, I embarked on a journey to become a florist. Relocating to Sydney, I immersed myself in the study of floristry fundamentals and joined forces with Sean for event work while also learning the intricacies of the business alongside Ange Summers. Among my memorable experiences was crafting grand floral installations for prestigious venues and residences in Sydney. Through hands-on learning and collaboration with seasoned experts, I honed the skills needed to transform my creative visions into tangible beauty.

Hannah, we have read that you used to own and run a fresh-cut flower caravan. Tell us how this has helped you understand the floral growing landscape here in NZ and how it has now impacted Sniff Flowers. Running my flower caravan gave me first-hand experience with the local floral growing landscape, including which flowers grow well in the region and when they’re in season. This helped me make better decisions about sourcing and pricing flowers for my business SNIFF. Being immersed in the local floral Community has helped me build relationships with growers, brokers and other industry professionals. The Sydney markets are very different to NZ, I am such a visual person, so I think this still impacts me not being able to see a lot of the product in person from the markets before you buy it from the auction here.

What makes you different from other florists? My aspiration was to establish a distinctive brand that defied convention and eschewed the traditionally feminine and cute aesthetic. Drawing inspiration from fashion, design, art, and all things creative, I sought to amalgamate these influences. It is through my bold and unique style, coupled with a creative approach to floral design, that I distinguish myself.

And by incorporating unconventional materials, embracing vibrant colour palettes, and crafting unexpected arrangements, I forge a path separate from that of traditional florists. This approach attracts a specific clientele seeking an artistic touch. I take pride in thinking outside the box, creating designs that reflect the individuality and preferences of my clients, thus creating an experience that is truly one-of-a-kind.

What do you most like to create with flora: I enjoy creating floral installations and arrangements that incorporate unique shapes, colours, and textures. I like to experiment with different types of flowers and foliage to create dynamic and visually captivating installations for weddings or events.

Who and what inspires you? The natural world serves as an ever-present muse, with the shapes, colours, and textures of plants and flowers influencing my designs. Additionally, I find inspiration in the realms of fashion and art, incorporating the latest trends and artistic techniques to infuse my arrangements with a contemporary flair. Three brands that consistently captivate my attention are Magda Butrym, Loewe, and Caro. Magda Butrym’s recent fusion of fashion and flowers in their spring-summer 23 collections has left me dreaming of creating a shoot with a similar concept. Loewe’s penchant for thinking outside the box and their unique trends, both in clothing and photography, continually inspire me. The floral designs by Carolin Ruggaber resonate deeply with me; her use of colour and bold groupings showcase her incredible talent. By combining these diverse sources of inspiration, I create pieces that reflect a harmonious blend of nature, fashion, and art.

Find out more at or @sniffffff__/

Sniff Flowers