Episode 101: Erica Holland on Building Roaming Petal, Flower Workshops, and Creative Community in St. Pete
In Episode 101 of Talkin’ St. Pete, Ryan Bogden sits down with Erica Holland, owner of The Roaming Petal, for a conversation about entrepreneurship, creativity, community, and building a business that looks very different from a traditional flower shop.
What started as an idea during a trip overseas has grown into one of St. Pete’s most unique small businesses. Today, Roaming Petal hosts flower workshops, private events, corporate experiences, and community classes that give people a chance to step away from their daily routine and create something with their hands.
Throughout the episode, Erica shares the story behind Roaming Petal, how the business evolved from a mobile workshop company into a storefront, and why she believes flowers can offer much more than people realize.
How a Trip to Bali Led Erica Holland to Start Roaming Petal
Before starting Roaming Petal, Erica worked in graphic design and spent years building a creative career behind a computer screen.
Everything changed during a trip to Bali.
While living there, she saw flowers incorporated into everyday life in a way that was very different from what most people experience in the United States. Flowers were part of homes, businesses, celebrations, and daily routines rather than something reserved for holidays and special occasions.
After spending time learning floral design firsthand, Erica returned to Florida with a new idea.
She wanted to create a business that helped everyday people experience flowers in a more creative and approachable way.
That idea eventually became Roaming Petal.
From an Apartment and Garage to a St. Pete Storefront
Like many small businesses, Roaming Petal started with very limited space.
The business began in Erica’s apartment before eventually moving into her garage and later expanding into a dedicated storefront in St. Pete.
For the first four years, Roaming Petal operated primarily as a mobile business, bringing flower workshops directly to homes, offices, event venues, and local businesses throughout the area.
Today, the company continues to offer mobile experiences while also hosting regular workshops and events at its shop.
The episode provides an honest look at what growth actually looks like behind the scenes, including the challenges, risks, and adjustments that come with opening a physical location.
Why Roaming Petal Focuses on Experiences, Not Traditional Floristry
One of the most interesting parts of the conversation is hearing Erica explain that she never intended to build a business focused on training professional florists.
Instead, her goal was to help people learn how to work with flowers in a way that feels approachable and enjoyable.
Roaming Petal offers workshops covering everything from bouquet making and wreath design to pressed flowers, floral meditation, charcuterie bouquets, and seasonal classes throughout the year.
The focus isn't just on flowers.
It's about giving people an opportunity to slow down, spend time with friends, learn something new, and enjoy a creative experience they might not normally make time for.
The Story That Reinforced Why Erica Started the Business
One of the most meaningful moments in the episode comes when Erica shares stories from events hosted at Ronald McDonald House and the Children's Cancer Center.
She talks about meeting families, parents, and caregivers who were going through difficult situations and seeing how something as simple as flowers could bring a small moment of happiness into an otherwise stressful day.
Those experiences reinforced the reason she started the business in the first place.
Not because of the flowers themselves, but because of the impact they can have on people.
It's a powerful reminder that small gestures often matter more than we realize.
How St. Pete Helped Roaming Petal Grow
Another major theme throughout the conversation is the role St. Pete played in the growth of Roaming Petal.
Erica talks about partnering with local businesses, hosting workshops throughout the city, collaborating with other entrepreneurs, and building relationships that helped the company grow over the years.
She also shares why she believes St. Pete's collaborative business culture is different from many other places and how those connections helped turn a small idea into a growing business.
The conversation highlights something many local business owners talk about on Talkin’ St. Pete: the people and relationships behind the city often play just as big a role in success as the business itself.
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