Why Fleur Was Created
I didn’t want a traditional flower shop.
I wanted a place where people felt seen. A place where flowers weren’t rushed or copied. Where designs felt one-of-a-kind because they were just like the recipient receiving them. This was due to us not being able to find unique arrangements for my mom or any unique, tropical flowers at any store in Seattle – I wanted a place where anyone can find their favorite flower or simply ask for it.
A Space to Create, Inspire, and Become
Fleur was created for people who notice, people who care how things are made. People who believe beauty can be quiet and still powerful. It was created for people who love detail and love tapping into something creative. It was also created for a space to be created in – since we rent out the Kirkland studio, I wanted to create a blank canvas for anyone to come in and create their own dream, to showcase their own dream, just like I am able to showcase mine. I wanted Fleur to inspire; myself, my people, my team, and our customers. I wanted people to see Fleur and start pursuing their own dreams, because you are here for a reason and that reason can be found within you and Fleur is there for that activation.
Intention in Every Detail
European floral sensibilities deeply influenced the brand — the freedom, the movement, the respect for seasonality and imperfection. I fell in love with Korean wrapping paper as it was waterproof and the European way of packaging florals (in the aquabox and bag) which is what we do at Fleur. I didn’t want another traditional flower ship, I wanted a flower museum. In addition to that – since I studied organizational leadership, I knew what I meant to build a brand, what it took. Every decision – ribbon color, logo font, stationary, bag colors, flower choices, greenery choice, vase choices, coffee, mugs - every detail was thought through with intention and connection to who Fleur was becoming. I spent 3 months researching how to stand out in just our wrapping alone and that’s how I came up with our newspaper wrap. I also spent 1 year learning how to wrap with paper and where to find aqua box and bag vendors. This all takes time. Fleur did not become an overnight success, but a long race. That philosophy became the backbone of everything Fleur would grow into and our motto became “unique flowers for unique people”
Becoming More Than Flowers
As Fleur evolved, it became clear that it wasn’t just about florals, it was about people. It was about creating space — emotionally and physically. Space to gather. Space to learn. Space to celebrate. Space to slow down. Space to create. Space to dream. Every workshop, every bouquet, every detail was built around one guiding question: “How will this make someone feel?” That question continues to shape every decision.
What Fleur Means to Me Now
It’s a reminder that building something meaningful doesn’t require perfection. It requires intention and attention. Fleur exists to honor moments — big and small. To create beauty that feels human. To offer luxury that feels warm, not distant. To create space to dream and create.
XoXo,
Your Fleurist, Angelina
