The Petal Coop
Address: 577 North 200 West
Telephone: 801-971-1127
Website: thepetalcoop.com
District: Marmalade / Capitol Hill
“Taking a three-hour flower arranging class made me so happy - it brought me a source of comfort and peace that I did not realize could happen to me,” shares Natalie Cruz, a native of Cottonwood Heights, Utah. Surrounded by flowers since childhood, thanks to her mother and grandmother, Natalie developed a deep love for blooms. This passion followed her to California, where it truly flourished during her college years. Frequent visits to local farmers markets and floral arrangement classes ignited a joy that eventually led to the founding of The Petal Coop.
After college, Natalie returned to Utah and began a career in hospitality, working in Salt Lake City and North Carolina. Despite her professional success, the corporate world left her unfulfilled. During her twelve years in the industry, she kept her passion for floral design alive, often creating arrangements for fun and gifting them to others to brighten their day.
As her talent became clear, friends began requesting her services for their weddings. This growing recognition led to an opportunity to become a preferred vendor at a local venue. This, in turn, motivated her to set up a formal business. With the encouragement of her then-boyfriend, now-husband Zach, Natalie took the bold step of leaving her corporate job to pursue floral design full-time. Zach’s unwavering support, including his offer to work two jobs while Natalie built her business, was crucial to the success of what would soon become The Petal Coop.
The name “The Petal Coop” was inspired by Natalie’s initial vision of creating a cooperative for event vendors and florists. Although the cooperative aspect did not fully materialize, the name stuck and has since become synonymous with unique and thoughtful floral designs in Utah. The business’s logo, featuring a rose - a tribute to Natalie’s grandmother - adds a distinctive touch to the brand.
In 2018, Zach found the perfect flower truck that would allow Natalie to bring her creations directly to the community. When she showed it to her dad—who owned an auto mechanic shop specializing in vintage European cars - he and Natalie’s grandfather were thrilled. “My grandpa started crying when he saw the truck. He had not seen this kind of car since he was a kid in Venezuela.” The truck quickly became a beloved fixture at local events, offering customers the unique experience of picking their own flowers. As The Petal Coop expanded, so did the need for a more permanent space, leading Natalie to open her first retail location in the Maven District - a vibrant area filled with women-owned businesses. When she outgrew this space, Natalie’s brother-in-law, a realtor, found her the perfect shop on a quiet corner in the Marmalade District.
The Petal Coop is not just about selling flowers; it is about creating joy and fostering connections. Natalie hosts workshops in collaboration with local resorts and farmers, teaching participants how to craft beautiful floral arrangements. These workshops, especially popular during the holidays, reflect Natalie’s commitment to sharing her love of flowers with the community. She has also recognized the needs of the corporate world, carving out a niche where she incorporates a company’s branding into floral arrangements.
Looking ahead, Natalie hopes to expand The Petal Coop’s impact. “Small gestures can have such an impact on people’s lives. One lovely flower can add a ray of light to someone who is having a rough day.” She envisions a model where a part of the business’s sales could be donated to local causes, continuing the tradition of bringing happiness and beauty to others.
Natalie acknowledges that her shop is not in a high-traffic area, but those who discover it appreciate the experience she offers. In addition to beautiful flowers, the shop features a charming array of merchandise created by local artists, including ceramics, candles, and jewelry. Through every bouquet, workshop, and interaction, The Petal Coop reflects Natalie’s journey, her passion for flowers, and her dedication to making a difference in people’s lives. “At the end of the day, it is rewarding that I can make someone happy with flowers.”
(On a side note: Zach Howa has become a well-recognized chef in Salt Lake City, as well as being a member of the team behind the Woodbine Food Hall and Drift Lounge in the Granary District - stay tuned for these two blog posts.)
