Case study — Consumer
Petalwork
Flowers are the most emotionally loaded product with the worst customer experience on the internet. Petalwork fixes the experience and keeps the emotion.
The origin
Flowers are the most emotionally loaded product with the worst customer experience on the internet.
We kept hearing the same complaint: online flowers arrive looking nothing like the photo, from a wholesaler nobody chose. Petalwork partners with independent florists in each city and gives them the tools — demand forecasting, routing, a beautiful storefront — to run a subscription business under their own name.
It’s early. Three cities, forty florists, and a retention curve that made us stop looking at anything else.
The build
What we made.
Brand, product, and platform — designed and engineered in-house, from the first sketch to launch.
For once a platform is building the tools for us instead of around us.
Outcomes
Where it stands.
Next venture
Northbeam Labs
Applied AI for materials discovery.