For the love of
memories.
Since 1989
Zetta Florence was born out of a love for vintage treasures and preserving Australia’s stories. Working directly with museums, galleries and libraries we launched Australia’s first premium archival range of products - which most of Australia’s history is still housed in today.
Surrounded by this creative energy and a new found appreciation for the archives, we collaborated with owners to launch a range of paper products with the vision of reigniting the memories.
Four decades later, the ever growing team now passionately creates and collaborates with the wider Australian creative community to curate an eclectic collection of objects that span paper, homewares, textiles and storage.
OUR VALUES
1991 — Invented the 500 Year Archival Range with the National Archives of Australia.
1992 — Our very first shop opened its doors on Gertrude Street, Fitzroy.
Founder Georgina Knightley with her daughters Charlotte & Izzy.
2001 — We moved to Brunswick Street in Fitzroy, restoring a long-abandonedhotel and stables into the creativehome we still cherish.
2002 — Collaborated with Melbourne photographer Mark Strizic to create a series of paper goods celebrating his enduring cityscapes.
2007 - 2010 — We opened stores in Armadale and Chadstone, introducing our curiosities to new audiences.
2012 — We worked with Nelson Mandela’s team to send keepsakes & memorabilia, presented in special solander boxes, to figures like Oprah and Bono.
2015 — We chose to return to our roots and centre all our energy on Brunswick Street, the heart of Zetta Florence.
2019 — In partnership with Parliament, we prepared a special portfolio of photos, letters, and documents to be sent to the Queen herself.
2020 — Covid arrived, but our inspiring community kept creating... proof that imagination endures even in the quietest of times.
2024 — A new chapter began, as the founders passed the story to their daughter, who now carries Zetta Flroence into its future.
2025 — Workshops, digital projects, and a revitalised corporate offering arrived... new branches are growing from our archival roots.
Our Creative Emporium
Zetta Florence has become a perennial part of iconic Brunswick Street for the last 20 years. Our craft sanctuary is admired for its individuality, warmth, and beauty.
