About
Built with a wedding florist,
not for an imagined one.
Petal Studio started in our living room. My wife Heather runs an event flower studio. Every Tuesday for two years I watched her retype her wholesaler invoice line by line into a spreadsheet — flower, color, supplier, cost per stem, stems per bunch — forty times over. Half her day, gone.
Heather, in her greenhouse
The story
One weekend, I built her a tool.
Drop a PDF. It reads every line. Names, costs, stems per bunch — all of it, in ten seconds. The first time it worked, she said “it’s so beautiful, I’ll take a picture.”
Then she started asking for more. AI suggestions for stems based on a client’s aesthetic. Live cost vs. sell price. Order lists ready to email to the wholesaler. A proposal builder to replace her Canva workflow. An invoice she could send the bride directly.
Each of those features is a real moment in her workweek. None of them are features I imagined a florist might want. They’re features she walked me through at her workbench, with stems in her hands.
Who builds it
A small team. A real florist. A long view.
Matt Headley
Founder, engineer, husband
Lives in Jacksonville, Alabama. Spent nineteen years in music and pastoral ministry, then ran a cut flower farm with Heather before pivoting to building software. Now runs Headley Web & SEO for trades and small businesses, and writes editorial profiles of NE Alabama people and places at Southern Legends. AI tools and narrative craft, both for years.
Heather Headley
Florist, product partner
Runs Heather Florals in Calhoun County — garden-style designs for weddings and events across Northeast Alabama. Started as a flower grower in 2021, supplying local florists and farmers markets, then moved into event design. Every feature in Petal Studio is something she actually asked for at her workbench.
What we believe
A florist’s hands belong on stems, not a calculator.
Every working florist we’ve talked to says the same thing: the design work is what they love. The math, the typing, the order lists, the proposals in Canva — that’s the part that drains the week.
Petal Studio is the busywork. So you can do the design.
Try it free for fourteen days.
No credit card. Cancel anytime.
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