Erica Holland
Erica Holland is a creative strategist, wellness entrepreneur, and founder of The Roaming Petal and Erica Holland Design, based in St. Petersburg, Florida. With a Bachelor of Fine Arts in Visual Communications from the University of Delaware, she began her career in graphic design and advertising, building a strong foundation in branding, storytelling, and strategic creative development. Over time, her work evolved beyond traditional design into experiences that connect people more deeply to creativity, nature, and well-being.
Erica’s career path shifted profoundly during time spent in Bali, where she fell in love with plants and worked in a local flower shop—an experience that brought her such joy it ultimately changed the direction of her professional life. Today, her passion lies in connecting people with flowers through immersive workshops, flower meditations, and retreats designed to help participants slow down, reset, and leave feeling happy, grounded, and rejuvenated. As the founder of The Roaming Petal, Erica partners with private, public, and corporate clients to deliver meaningful floral experiences that nurture creativity, mindfulness, and human connection.
As a leader, Erica is known for her empowering, laid-back leadership style. She treats her team as business partners, fostering an environment where individuals feel valued, seen, and supported. She is especially proud of opening her brick-and-mortar flower shop in November 2025—a milestone that reflects both her entrepreneurial growth and her commitment to building community through flowers. Outside of work, Erica enjoys yoga, traveling, gardening, hiking, and spending time at the beach. A fun fact that reflects her adventurous spirit: she has traveled to six of the seven continents.
• University of Delaware - BFA
• AIGA
• American Printing History Association
• Alpha Phi Omega National Service Fraternity
• Cancer Council NSW
• Alannah & Madeline Foundation
What do you attribute your success to?
I attribute my success to a strong personal drive, a genuine passion for the work I do, and a disciplined approach to problem solving. These qualities consistently motivate me to push beyond challenges, think critically, and deliver thoughtful, results-oriented solutions in every professional setting.
What’s the best career advice you’ve ever received?
The best career advice I’ve ever received is not to be afraid of failure. Each setback is an opportunity to learn, grow, and refine your approach, ultimately making you more resilient and effective in your career.
What advice would you give to young women entering your industry?
My advice to young women entering the industry is to go for it with confidence. Follow your heart, trust your instincts, and allow your curiosity and passion to guide you—often the most meaningful opportunities emerge when you’re willing to take that first bold step.
What are the biggest challenges or opportunities in your field right now?
The biggest challenge in my field right now is sourcing flowers locally in Florida, as finding and sustaining relationships with regional flower farmers can be difficult. At the same time, there is a growing opportunity to address the environmental impact associated with importing flowers from other countries by supporting local growers and promoting more sustainable, eco-conscious practices.
What values are most important to you in your work and personal life?
The values most important to me in both my work and personal life are clear communication, gratitude, and compassion. These principles guide how I build relationships, collaborate with others, and approach every interaction with intention, respect, and empathy.