Florist Spotlight: Petersen & Tietz Florist and Greenhouses

In Waterloo, Iowa, a floral legacy has been blooming for more than nine decades. Petersen & Tietz Florists and Greenhouses is a third-generation, full-service florist, greenhouse, and interiorscape maintenance business with roots that stretch back to 1934.

FTD recently spoke with owner Heidi De Silva about the shop’s remarkable history, the evolving floral industry, and the passion that continues to fuel their growth.

A Family Tradition Takes Root in 1934

The story began when Heidi’s grandparents, Pete and Margaret Petersen, started selling vegetable seedlings to co-workers at Rath Packing Co. in Waterloo. By the early 1940s, Margaret had traveled to Chicago to study the Art of Floral Design at Kennicott Bros. Wholesale Florist—bringing professional floral expertise back home.

For Heidi, the floral industry was never just a career path—it was a way of life. She grew up in the shop and greenhouses, learning to disbud mums at just five years old under her father’s guidance. Surrounded by color, fragrance, and texture, her love of natural sciences blossomed early.

That passion led her to earn a B.S. in Horticulture from Iowa State University and later to serve as a Product Manager for Spring & Flowering Plants at Ball Horticulture Company. But in 1989, she returned home to Waterloo—just in time for poinsettia season—continuing the family tradition with renewed expertise and vision.

“It’s an industry where there is always something new to explore,” Heidi shares. And after 90+ years, that spirit of curiosity still defines the business.

The Blessing (and Challenge) of Being a Local Florist

As Petersen & Tietz begins its 92nd year, Heidi reflects on the unique position of being a longstanding community florist.

“There is both a blessing and a curse to being the local florist,” she explains. Some may assume a shop with decades of history is “old fashioned,” while others recognize the depth of knowledge and experience that only time can bring.

The challenge? Making sure the community understands everything today’s floral industry can offer.

The reward? When customers walk through the door or call to share how flowers made them feel. Those moments reaffirm why they do what they do.

Full-Circle Moments That Define the Industry

One particularly meaningful story captures the heart of Petersen & Tietz’s legacy.

Two daughters recently came in to plan their mother’s funeral tribute. As children in the 1950s, they had visited the shop with their mom—and even shared a newspaper photo of themselves with Heidi’s grandfather from decades earlier.

Though the daughters eventually moved away, they always brought their mother back to visit when in town. Later, when she developed dementia, they arranged for monthly flowers from Petersen & Tietz. Even when many memories faded, she remembered when her flowers were coming.

“It was a gentle reminder of what flowers convey,” Heidi says. “Comfort, happiness, joy, love, memories and more.”

Stories like this are why the floral industry is unlike any other. It’s not just about arrangements—it’s about emotion, connection, and legacy.

Staying Connected by Serving the Community

Petersen & Tietz builds relationships by doing more than selling flowers. Their team serves on local boards, partners with schools, and collaborates with other locally owned businesses. They host speaking engagements, floral demonstrations, Book Club gatherings, Plant Bingo, and floral design classes—creating opportunities for the community to gather and grow together.

Their goal is simple: be approachable, helpful, and engaged.

Advice for the Next Generation

For those considering a career in floristry, Heidi offers honest and inspiring guidance:

“There is always something new to learn—new flower varieties, new plants, new techniques. It’s a very stimulating industry. Fifty percent of what you provide is the product, and fifty percent is the service.”

It requires passion, physical stamina, and emotional strength—but the results are deeply satisfying.

You can make a difference. If you love what you do, it will never be work.

A Longstanding Partnership with FTD

Petersen’s Flowers joined the FTD network in 1953, recognizing early on that connection was key to growth. When the business became Petersen & Tietz Florists & Greenhouses in 1965, the partnership continued.

“FTD was the way to connect people with flowers and expand our business worldwide,” Heidi explains. Today, that connection also includes technology and tools that help simplify operations in a constantly evolving marketplace.

At FTD, we are proud to support members like Petersen & Tietz—businesses that honor tradition while embracing innovation. Their longevity, dedication, and service embody the very best of our network.

A Mission That Continues to Bloom

At the heart of Petersen & Tietz is a clear mission:

To share their passion and knowledge of plants and flowers so others may succeed—and fully enjoy how flowers enhance our lives and the lives of those who receive them.

For more than nine decades, they have done just that.

And as they continue into their next chapter, one thing is certain: the roots are strong, the passion is deep, and the future is blooming beautifully. 🌿

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