In a world of fast gifts and fading petals, we offer something gentler — and more honest.

Crochet flowers that never die. Affirmations stitched with care. And bouquets that speak the unsaid: You’re enough. You’re seen. You belong.

We don’t design for the “perfect moment.”

We design for the messy, real, in-between spaces — for breakups, grief, joy, gender, neurodivergence, awkwardness, and becoming. Because everyone deserves to be celebrated — not just on birthdays or Valentine’s Day, but when they’re trying, or tired, or tender.

This journey began with Naheed Abidi, our founder — a retired doctor who has long been the quiet pillar of emotional strength among her family and friends. Having spent decades healing others in hospitals and at home, she now brings that same gentleness and support to the world — one flower at a time.

Each collection is thoughtfully curated by Subuhi Safvi, a trauma specialist and mental health practitioner. Her guidance ensures that our flowers and affirmations aren’t just beautiful - they’re emotionally safe, inclusive and affirming.

And our newest co-founder is Jibraan Chotani, Naheed’s 9-year-old grandson and the heart behind Velvet Kidsr. A boy who feels deeply, dreams wildly, and believes every child deserves to be seen and heard. He’s not just the face of our kids’ line - he’s shaping it with stories, softness, and sincerity that only a child can bring.

Together, this intergenerational team comes together to wrap softness around all the hard things. To honour what’s imperfect. To hold space for feelings we don’t always have words for.

This is more than craft.
It’s care. It’s therapy. It’s softness. It’s art — in bloom.