Spotlight On: Jen Egerton-Warburton, Lucinda's Everlastings
What's not to love about a flower that refuses to fade? Who doesn’t have a soft spot bordering on an unhealthy attachment for a flower that doesn't quit on you the second you look away. Everlastings - those papery, sun-bright daisies that hold their colour and shape long after most blooms have given up - are the common name for a whole host of flowers, including Xeranthemum annuum, Rhodanthe manglesii, Helichrysum monstrosum, and Rhodanthe chlorocephala.
This month I sat down with Jen Egerton-Warburton, the grower behind Lucinda's Everlastings, a family farm in Kojonup, WA, growing native Australian everlasting Rhodanthe chlorocephala on a working farm alongside livestock and grain. Here's her story.
A farm life, twenty years in
Jen is based on a farm in Mobrup, in beautiful south western WA, splitting her weeks between farm operations - done alongside her husband, Rob -and the flower business. Jen runs marketing, customer service and the wholesale arms of the business, no mean feat, all managed remotely from the farm itself - proof that "flower farmer" is doing a lot of quiet, unglamorous spreadsheet work behind the pretty Instagram photos.
The business has been running for more than two decades and was founded back in 2004 with Rob. But Everlastings weren't originally part of the farming plan, and certainly not one you might think was a match for the more traditional elements of their farm. Jen says they learned to grow flowers alongside their existing livestock and grain farming enterprise.
Q. Tell us - how did you get started?
A. "I was given a kilo of seed by a friend who asked if I could grow it, and it all stemmed from there." (Ha ha - love that play on words Jen!)
Fast forward 20 years, and now Jen, Rob and family have a blooming (see what I did there? Jen's not the only one who can pun) farm full of paper daisies and a thriving business selling seeds right across the country.
Why everlastings
Rhodanthe chlorocephala - a type of everlasting - are a uniquely WA native wildflower, available in a riot of striking colours. Unlike almost every other flower, they hold pretty much their exact shape and colour when dried. It's that papery, long-lasting quality that gives them their name. I use everlastings in my Christmas wreaths every year, and they just sing – as well as laugh in the face of the Australian December heat and light.
Jen's background set her up for exactly this kind of work: she grew up in a farming family (livestock and grain), studied agricultural science, worked at the agriculture department, then moved into teaching and land care. It was only once she and Rob had settled on the farm and had their daughters, Lucinda and Zara, that the everlasting business began.
Q. Talk to us about the realities of growing on a farm and running a business.
A. "Dealing with seasonal and weather variability that affects the seed harvest is our biggest challenge," says Jen, "plus the slower, less glamorous work of building retail distribution and an online sales system entirely from scratch."
Q. What are your tips for growing Rhodanthe chlorocephala?
A. Although they can technically be grown all year round and right across Australia, Jen recommends the following for best results:
Ideal climate: A Mediterranean climate - cool, wet winters and warm, dry summers - like WA's Wheatbelt and South-West regions. That said, they're adaptable and can grow pretty much anywhere in Australia, in almost any soil type – although avoid any area that’s too soggy.
Best planting time: Autumn from March to May is best for a spring flowering display.
Growing tips: Direct sow in autumn, in full sun, in well-drained soil - and go easy on the water. Overwatering is the main way people go wrong.
Preserving tips: Pick just before full bloom, then hang upside down in a cool, dry, dark spot. This will ensure you lock in the colour.
Sowing outside autumn? If you want to grow outside of autumn, place them in a pot instead - that way the climate can be controlled. Keep an eye on watering while they establish - once .
Q. Although it's a little like asking you to pick a favourite child - do you have a favourite colour?
A. The deep red variety with yellow centres.
Q. What's next for Lucinda's Everlastings?
A. Momentum is building. A recent feature in ABC Organic Gardener has been driving strong interest - you can read it here: Seeds of Success. The near-term focus is on growing retail and wholesale reach and refining the online store.
Q. How can people buy from you?
A. "Direct via our website, www.everlastings.com.au, or from one of 200+ stockists around Australia - see our website for the full list."
More than just a pretty flower
Beyond its beauty, Rhodanthe chlorocephala plays a meaningful role in supporting native pollinator communities - bees, beetles, and small flies all visit the flowers for nectar and pollen. In other words, it's not just a great dried flower - it packs a practical and beautiful punch in the garden too.
One of the things I love about this business is that the seed you buy is the seed this family business has grown, harvested, and cleaned on the family farm in Kojonup - start to finish, growing to organic principles.
And if you're WA-based, mark the date: they're hosting an Open Day on 4th October 2026. 10am-5pm at the farm in Kojonup. Free entry, just a $5 donation per bunch if you pick your own (and frankly, who would miss that opportunity?). Bookings via this link. A delicious chance to see the farm, the flowers, and the whole operation in person.
A huge thank-you to Jen for taking the time to answer these questions — and for growing a business so genuinely special – all from a single kilo of seed. Turning one kilo into 200+ stockists and a flower farm empire is inspiring.