From Engineering to Floral Artistry: How Elisabeth Russell Built Peachy Petals
Preserving Memories, Building Community, and Saying Yes to the Leap
Hi friends,
Last week on The Founders Society Podcast, we sat down with Elisabeth Russell, the founder of Peachy Petals, a floral preservation studio based in Atlanta, Georgia. From studying environmental engineering at Georgia Tech to launching a thriving creative business that transforms wedding bouquets into timeless keepsakes, Elisabeth’s story is one of intentional pivots, bold risks, and staying grounded in her “why.”
If you’ve ever felt called to build something completely different from what you studied or started in, this one’s for you.
Elisabeth’s Journey: From Engineering to Entrepreneurship
After graduating with a degree in environmental engineering, Elisabeth spent time working for a nonprofit in Sierra Leone, then returned to the U.S. to take a job in environmental consulting. But deep down, she knew the corporate world wasn’t for her.
It wasn’t until she planned her own wedding—and couldn’t find a local floral preservation artist that fit her style—that inspiration struck. She decided to preserve her own bouquet. And just like that, Peachy Petals was born.
What started as a creative side project soon turned into something more.
Making the Leap (and Celebrating It)
As word spread, Elisabeth found herself preserving blooms for friends, then friends of friends, and soon, organic clients from coast to coast. It didn’t take long before she realized she was ready to take Peachy Petals full-time. But she didn’t leap without intention—she set financial benchmarks, made thoughtful logistical decisions, and built a steady foundation for growth.
Perhaps the most meaningful part of that plan? She carved out time to celebrate—with the people who had been there since the very beginning. In the midst of entrepreneurial chaos, she chose to pause—not only to savor the moment, but to honor the quiet, unwavering support of her friends and family that helped bring her vision to life.
The Power of Community: Founders Society as a Launchpad
Elisabeth credits attending The Founders Society Getaway as the North Star Scholarship Recipient as a pivotal turning point in her journey. For three days in Charleston, South Carolina, she found herself in the company of women who simply got it—founders who understood the weight of building something from scratch and the beauty in chasing a dream.
Surrounded by their wisdom and warmth, Elisabeth gained what she hadn’t even realized she was missing: clarity around her next steps, courage to pursue them, and a sense of connection that made the leap feel a little less lonely.
Just four months later, she took the plunge—running Peachy Petals full-time!
Authenticity as a Marketing Superpower
Elisabeth has quickly cultivated a devoted social media following—and her secret sauce? She doesn’t strive for perfection. Instead, she offers an unfiltered look into her world as a floral preservationist, sharing the quiet moments, the messy middle, and everything in between. From late-night coffees while finishing projects to the genuine thrill of wedding bouquets arriving at her doorstep, she invites her audience into the honest rhythm of her days.
Her marketing resonates because it’s rooted in something deeper than strategy: authenticity. Through candid “day in the life” content and a brand voice that feels unmistakably hers, Elisabeth has built more than a business—she’s built a sense of belonging. Her customers feel like they know her because, in many ways, they truly do.
Her advice for fellow founders? Let people in. You don’t need to be polished. You just need to be you.
Hiring, Scaling, and Doing It Thoughtfully
As demand for Peachy Petals blossomed, Elisabeth made her first hire—a studio assistant to help with packaging and flower maintenance. It marked a shift, not just in workload, but in mindset. Growing a team meant growing her role as a leader, too.
She walked us through her approach: hiring for personality fit just as much as experience (“Choose someone you can imagine working alongside, day in and day out,” she says). She’s created a natural cadence for feedback, where small adjustments and open dialogue help sidestep the need for heavier conversations later on.
And when it comes to staying organized? Elisabeth is leaning into systems. By building out shared tools like Notion, she’s able to keep both team members and clients in sync—ensuring the work flows, the flowers thrive, and no one burns out along the way.
Why Contracts (or Something Like Them) Matter
During our Open Studio segment, Elisabeth helped a listener navigate a common roadblock: how to protect your business without the overwhelm of formal contracts. Her solution? Terms and conditions.
While platforms like HoneyBook are wonderful for managing contracts, not every product or service calls for that level of formality—especially when price points are lower or the offering is more personal. Instead, Elisabeth builds her policies right into the checkout experience. Clients must agree to her terms and conditions before purchasing, shifting the responsibility onto them to understand the expectations up front.
Having a dedicated terms and conditions page not only sets boundaries—it also serves as a clear, step-by-step guide if anything goes sideways.
Her take? You don’t always need a traditional contract, but you do need clarity. And for Elisabeth, that clarity protects her business—and her peace.
Tidbits for the Week!
To wrap the episode, the ladies shared the tools, mindset shifts, and simple joys fueling them behind the scenes.
Elisabeth is currently obsessed with Notion—a digital catch-all where she organizes client work, personal to-do lists, and everything in between. Her mindset shift of the season? It’s okay to slow down to speed up.
Meg has been inspired by Mend, a coffee shop in Atlanta founded by Katherine Wolf that employs interabled individuals. With coffee as good as the mission behind it, Mend is a beautiful reminder to root your work in purpose—and to consider the impact of what you build, day by day.
Hayley is embracing the 30 Day Creative challenge, saying yes to play and exploration. From painting pots for her windowsill to experimenting with new techniques in the studio, her creative curiosity led to the birth of the wildly beloved Reading Girls series.
Find us online:
The Founders Society on Instagram: @founderssociety
Peachy Petals on Instagram: @peachy.petals.co
If Elisabeth’s story resonated with you, hit reply and let us know: What leap are you preparing to take in your own business?
Until next time,
Meg & Hayley