Archival Products, Presentation Products, Stationery Product, Wrapping Paper, Cavallini & Co

The Zetta Florence Story

  

Zetta Florence Overview

riginally established 20 years ago to serve the archive needs of Australia’s national museums, galleries and libraries, Zetta Florence is an iconic Melbourne brand.  The reputation of Zetta Florence Archival for quality presentation, archival storage and high end stationery products is unsurpassed in Australia.

There are two Zetta Florence Retail stores; in Brunswick St, Fitzroy and in High St, Armadale.

Zetta Florence is proudly 100% Australian owned and operated.

The Zetta Florence Story

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etta Florence was founded by Georgina Knightley in 1989, in a small house in East Melbourne.  The concept began as an idea “Why can’t we produce quality archival and presentation products here in Australia, instead of importing them from Europe and America at great expense?”

And that’s exactly what she did. 

It wasn’t really that simple, but over the last 20 years, Georgina and Philip Knightley have quietly developed Zetta Florence into a cult archival and stationery brand, with two retail shops, a custom design service and the exclusive distribution rights to some of the world’s most luxurious paper, notebooks and journals. 

An enormous amount of work had gone into researching, developing and perfecting the Zetta Florence range of stationery, presentation and archival products. The 500 Year Range™ has been endorsed by National Archives of Australia  

“The quality of our products, the fact that we developed a range which will last forever and the work we’ve done with galleries, museums and libraries has added enormously to our credibility,” Georgina Knightly said.  “And word of mouth has been our most powerful sales tool.”
Georgina Knightley says that the company’s purpose is to offer exquisite stationery, gifts, and presentation portfolios as well as pass on knowledge accumulated by working with the leading cultural institutions.  “We can help educate people about caring for their own precious photographs, thoughts and works ...  forever”.
Company success is measured in terms of happy customers and happy staff ...  and the business benefits have flowed.  Zetta Florence has enjoyed extraordinary growth with more store openings planned.

“We’ve managed to create a successful business model which runs contrary to popular thought.  Our philosophy, our culture, our product and our stores are at odds with the industry giants who are all about volume and margin. Zetta Florence concentrates on quality products that are timeless and traditional service.  We are not a supermarket, but a return to more old fashioned retailing.”

  How Zetta Florence Got Its Name

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 lot of people think Zetta Florence is in Italy ... a little known area in Florence, or an ancient Italian village where beautiful stationery is made in the traditional way,” Georgina Knightley says.  “But actually, Zetta Florence is my Grandmother’s name.

The real Zetta Florence raised 5 children almost single-handedly through wars and depression – and with great devotion and moral code.  Her story is really the story of Australia – one which we should all rejoice in.  Our products are designed to create, store and present our own stories for now and beyond.”