Welcome to the world of Florietta.
Florietta is a modern collection of elevated hair tools, made to last, designed with purpose, and rooted in ritual.
Rooted in ritual and designed for longevity, each brush is made with intention, from wooden handles to sustainably sourced boar bristles and personalised engraving. Every detail has been chosen to bring a sense of calm, care, and quiet confidence to your routine.
Inspired by the heirlooms we grew up with and reimagined for modern beauty rituals, Florietta is a return to slow, meaningful self-care, designed to be kept, not discarded.
We believe beauty lives in the details. In the way something feels in your hand. In the objects you reach for again and again.
Florietta is here for those moments.
Meet Our Founder
Jumeirah Whittle
Founder & Creative Director
Florietta began as a quiet idea & a longing for something timeless, useful, and beautiful.
While working full-time, I built Florietta after hours: sourcing materials, sketching designs, and shaping a brand rooted in care and detail. I didn’t just want to create a product, I wanted to create something that felt personal.
Florietta is my way of honouring softness, reimagined with craftsmanship, longevity, and intention.
Each brush is made to be kept. To live on your vanity. To be used, loved, and passed on.
Thank you for being here.
— Jumeirah x
Flourish, Naturally
because your hair deserves love too!