Because flowers don’t design themselves.

Most flowers arrive hoping you’ll know what
to do with them.

A standard cylinder vase. A handful of stems. And the unspoken assumption that beauty will just… happen.

Observed beauty is lovely.

Creating beauty is something else entirely.

Petal Icon exists for people who love flowers but want more than a generic vase moment. This is about slowing down. Working with your hands. Being part of the process.

Because beauty doesn’t happen by accident.

And flowers deserve more than being dropped into water and hoped for the best.

Amy started her career as a chemist—until the flower industry busted into her life and sent her safety goggles flapping in the wind.

She happily traded cold labs for romance, working as a wedding planner and self-taught florist before launching Flower Moxie in 2014. What started as an idea became a wildly successful e-commerce brand that’s helped DIY brides create their own flower moments for over a decade.

Now an American Institute of Floral Designers–certified Master Florist and author of Blooms Every Day, Amy is hooked on petals for life. She created Petal Icon to focus on what matters most to her: empowering people to put their hands in nature and make something beautiful.

No perfection required.