Vale Dawn Fleming

Vale Elaine Dawn Fleming (nee Dennis),
known to all as Dawn

23/02/1937 – 30/05/2026

Founder and Honorary Life Member of
Encouraging Women in Horticulture Australia Inc. (EWHA)

–

by Noelle Weatherley OAM
Hon Life Member, EWHA

Encouraging Women in Horticulture Australia Inc (EWHA) owes its very existence to Dawn Fleming, stalwart of Victoria’s horticultural industry, with her husband Don, and a long-standing advocate for women and girls in the workplace and the broader community. Without her, it would not have got off the ground – it took her drive and determination to improve the lot of women in horticulture to become a reality.

The idea for EWHA germinated in Dawn’s mind after a chance coming together at the Melbourne International Flower & Garden Show in 2007 of a group of like-minded women, who happened upon one another on one of the many paths criss-crossing the gardens. As well as Dawn, they included landscape designer Caroline Blackman, garden writer Rosemary Davies, Marjorie McLaine from NGIV and advertising executive Robyn Holloway, who worked closely with Jane Edmanson during her time with radio station 3MP.

All were passionate about the industry but agreed that it was, at the time, quite male-centric and offered little encouragement to or opportunity for females. In the coming months, Dawn arranged for this group to gather again and the wheels were set in motion to start “something” that would benefit women and girls embarking on a career in horticulture.

The “something” turned out to be ‘A Night on the Town’ on March 3, 2008 – an evening soiree high above the city in the Flemings’ apartment at Southbank. And what a night it was! The initial group combined their contacts lists and invited everyone they could think of involved one way or another in the broad field of horticulture. It was a spectacular event in every way.

The voice on the other end said “G’day, mate. I’m Dawn Fleming and I’d like to ask you to join a small committee I’m putting together with a few other women to form a group called Encouraging Women in Horticulture”.

And so began not only my wonderful friendship with Dawn but my long involvement with EWHA as well. As many would know, Dawn loved playing golf and was an enthusiastic member at Southern Golf Club in Keysborough. She played at least weekly and, quite often, on her way home to Monbulk after a day on the course, she’d call me when a few streets away from my home and ask if the coffee machine was on! We enjoyed many a late afternoon cappuccino in my kitchen, ‘chewing the fat’.

Dawn chose the original Encouraging Women working group well. It included women from all facets of the industry who shared the common goal of seeing women and girls not only encouraged to choose careers in horticulture but to strive for better recognition of their achievements.

Early meetings were held monthly at the Southbank apartment. It was the most central location we could think of as we came from all over Melbourne, as well as country areas.

By Spring 2008, Encouraging Women in Horticulture had become an incorporated association with a legal constitution/set of Model Rules, had applied for and received an Australian Business Number, opened a bank account and elected its first official committee. There were some 100 plus names on its contact list and we were busy recruiting paying members. At that time, most were drawn from the nursery industry, gardening media and a smattering of garden designers.

‘A Night on the Town’ was followed by several other well supported events, including ‘Networking by the Lake’ at the Royal Botanic Gardens after dark, with radio’s Dr Feelgood (Dr Sally Cockburn) as our guest speaker. It was at this second function that EWHA’s catch cry, “Women can do anything!” was born. The group was gathering momentum!

Dawn was the instigator, founder and first chairperson and held that position for several years, constantly encouraging both the association itself and all of us as members to promote and support women in horticulture in both Victoria and beyond – Dawn dreamed BIG!

While the committees of the time appreciated everything Dawn did, it’s this extract from her 2011 President’s Report to the AGM that sums up what EWHA meant to her:

“Yes, I like being on the committee of Encouraging Women in Horticulture: great women, good conversation, excellent opportunities to visit special places and the greatest of all is the opportunity to meet and encourage women already in horticulture to join us and spread the passion.

“Remember, ladies, everyone loves a winner BUT we have to become a winner before everyone will love us.”

Without Dawn, and the generosity of the Fleming family for allowing us to hold meetings and fund-raising events at Southbank, EWHA would have struggled.

Her passion, however, was not confined to women in our industry or EWHA. Dawn also sponsored a scholarship for young girls at her local high school, and took great pleasure in seeing how the recipients flourished scholastically when given some encouragement.

Dawn’s early life was anything but simple or easy. It’s been well documented in her own writings and also the Dennis Family history. When she and Don took over the family business in 1984 and built Fleming’s Nurseries into the success it now is, life was still something of a struggle for them. The family history has been told in ‘Beyond Their Wildest Dreams’, published in 2009, and it is well worth the read. From humble beginnings, big things grow!

Dawn’s unique sense of humour and personal writing style is recorded in her own book ‘Dawn – A collection of community letters’ which was released at her 80th birthday celebration. Dawn was well known for writing open letters, sent by email to her entire address book while travelling both around Australia and overseas. They were always fun to read, especially when she related stories about travelling with Don, a reluctant traveller at the best of times!

As EWHA evolved in the 2010s, the membership broadened to include women and girls from educational institutions, allied industries and landscape architecture and the legal and business requirements became more onerous.

By 2014-15, Dawn, who was heading towards her 80th year, decided to step aside as EWHA chairperson, feeling that her goal was well on the way to being achieved and it was now time for others much younger than her to carry the association forward. Still vitally interested, she attended many events and always retained her interest in what was going on, as well as the many new friends she made through EWHA.

In 2015, Dawn Fleming was awarded Honorary Life Membership of Encouraging Women in Horticulture Inc, in appreciation of her role as founder and inaugural chairperson.

Dawn’s legacy and influence continue on today with the “Dawn Fleming Student Scholarship”, awarded annually to provide some financial support for a female student studying horticulture. Her name will never be forgotten by its recipients.

On a personal level, I will be forever grateful to Dawn. I valued her friendship, generosity of time and knowledge, genuine love of this industry and her story-telling. I’m sorry I’ll never again hear her cheery “G’day mate” in person or over the phone.

EWHA and its members far and wide owe Dawn a huge debt of gratitude for, without her, this wonderful group of dedicated women would not exist.

Rest in peace, Dawn, you will live long in our memories.