The Lake Macquarie boutique bringing Sydney's luxury floral scene home

For years, some of Sydney's most luxurious weddings, events, and floral installations have been crafted by Newcastle-based florist Josie Beletich.

After more than a decade immersed in the luxury floristry scene, and following the success of her previous online business, Josie has now brought that same elevated standard of craftsmanship to Lake Macquarie with the opening of En Masse Florals in Watagan Park. 

But while her shop is now closer to home, her commitment to quality hasn't changed. While most of us are still asleep, Josie is making the 2:30am drive to the Sydney Flower Market, personally hand-picking armfuls of the best flowers and foliage before loading her refrigerated van and returning to the Hunter.

Combining market-fresh premium blooms with bespoke floral design and extensive retail experience, En Masse Florals is quickly becoming one of Lake Macquarie's most sought-after florists.

Meet the florist behind En Masse

Josie is no stranger to the floristry scene.

At just 15 years old she left school, stepping into the industry that would eventually see her work featured in Vogue, Ivory Tribe, and some of Sydney and the Hunter's most prestigious weddings. 

What began as simply giving floristry a go quickly evolved into a career that has now spanned more than 14 years, giving Josie an instinctive understanding of luxury flowers, large-scale event production, and editorial design. 

Despite the industry recognition, Josie remains grounded in what matters most.

"It's really exciting, but it's never been something I've chased," she says.

"My focus has always been on the client, fulfilling their briefs, and making sure they walk away with something special. Those opportunities have simply come from doing the work.”

Today, that philosophy continues to shape every arrangement that leaves En Masse Florals. 

Where luxury meets local  

Opening a physical store has transformed the business in ways Josie never expected. Originally operating exclusively online, the opportunity arose unexpectedly after she was approached by the shopping centre's owners.

"I wasn't actively looking for a shop," she says.

"It all happened within about 24 hours."

Since opening in February, the business has expanded well beyond deliveries. Walk-in customers now form a significant part of daily trade, while enquiries for weddings, corporate events, and large-scale floral styling continue to grow.

"Having a physical space has really elevated every part of the business."

Inside Josie's creative process 

Even with a growing team behind her, Josie still makes the pre-dawn trip to the Sydney Flower Market herself – sometimes as many as six mornings each week – personally selecting the majority of the flowers that fill the store.

"I probably hand-pick about 70 to 80 per cent of what we use from the market floor," she says.

Take a glimpse into the shop and you’ll see Josie’s hands-on approach reflected throughout.

Rather than offering traditional bouquets, customers will find collections with names like Fairy Floss, Strawberry Matcha, Dreamy, Sweetener and Whipped, sitting alongside customer favourites including Colombian roses, garden roses and orchids.

Josie's signature aesthetic is abundant yet restrained, often built around just three to five floral varieties so every stem has room to shine.

She credits much of that philosophy to one of fashion's most enduring style icons.

"I always think about Coco Chanel's advice to look in the mirror before leaving the house and take one thing off," she says.

"That translates into floristry for me. It's about editing back so the flowers that remain can really shine."

That approach also inspired the name En Masse – a reflection of her love for creating impact through generous masses of premium blooms, where texture, scale and simplicity speak louder than excessive variety.

The result is a floral style that feels romantic, contemporary, and quietly luxurious, with arrangements that lean more towards fashion editorial than traditional florist bouquets.

From everyday moments to life's biggest celebrations 

Today, En Masse Florals creates everything from everyday bouquets and birthday flowers to large-scale weddings, corporate events, and thoughtfully designed farewell arrangements. 

Rather than recreating the same bouquet each day, Josie allows the flowers themselves to guide the final design.

"Most customers simply give us a colour palette and trust us," she says.

"People aren't usually asking for specific flowers anymore. They trust us to create something beautiful."

That trust has become one of En Masse Florals' defining qualities, built through consistency, craftsmanship and an unwavering commitment to quality – one carefully chosen stem at a time. 

What's next for En Masse Florals 

For Josie, En Masse Florals is only just beginning. 

With plans to expand deliveries, introduce more curated gifting and continue supporting Australian female-founded brands, she's focused on creating a space where flowers feel personal, thoughtful, and a little bit special. 

Whether you're celebrating a milestone, planning a wedding, or simply treating yourself, you'll find Josie and the team ready to help at En Masse Florals in Watagan Park Central. 

It's a little piece of Sydney's luxury floral scene, now blooming in the heart of Lake Macquarie. 

Photo credit: Daina Marie

This article was produced by HUNTERhunter in partnership with En Masse Florals. Thank you for supporting the partners who make HUNTERhunter possible.