Local Floral Business Blossoms With Mission of Inclusion & Love
For Stefani Goetz, flowers have always been more than simple arrangements. They’re expressions of resilience, love and connection. Through her two businesses, 21 Petals and now SoBro Flower Company, Stefani and her family have built something truly special — a floral enterprise rooted in purpose, community and compassion.
21 Petals began in Lafayette as a small dream nurtured by Goetz’s passion for flowers and her desire to build something meaningful with her family. The name “21” honors her son, Foxx, born with Down syndrome — an extra 21st chromosome that became the heart of their mission. “Petals” symbolize beauty, growth and delicate strength. Together, they tell the story of how the Goetz family turned love into action.
“When our son was born, it changed the way we saw everything,” Goetz says. “We wanted to create a business that not only celebrated flowers but also celebrated inclusion, hope and joy.”
With 21 Petals, Stefani and her husband, John, set out to create more than a floral shop, but rather a family business that embraces diversity and empowers others. Their son’s journey inspires them, reminding them that every challenge can blossom into something extraordinary.
What began as a small, home-based floral studio and farm quickly evolved into a thriving business renowned for its lush designs and heartfelt mission. Goetz’s work caught the attention of the Indianapolis community, where her attention to detail and emotional storytelling through flowers set her apart.
Then came SoBro Flower Company, a second venture born from the family’s desire to expand their reach and create more opportunities for connection. Nestled in South Broad Ripple, SoBro Flower Company offers walk-in bouquets, workshops and private event florals, providing customers with a more interactive floral experience.
“Opening SoBro was a way to bring what we love about 21 Petals directly to the community,” Goetz says. “We wanted people to come in, smell the flowers, ask questions and be part of the process.”
The shop’s modern, airy aesthetic and friendly atmosphere reflect the warmth and creativity of the Goetz family. Every arrangement tells a story — crafted with intention, emotion and often a personal touch inspired by the recipient.
While beautiful blooms fill their days, Goetz and her family remain focused on the impact of their mission. 21 Petals was founded to advocate for inclusion and has since created employment opportunities for individuals with disabilities, increasing local workforce diversity and inspiring other businesses to adopt similar models.
“We wanted our son, and others like him, to see that they have a place in the workforce,” Goetz says. “We believe in creating meaningful work, not just busy work. Everyone has something valuable to contribute.”
Through 21 Petals, the Goetz family partners with local organizations to support individuals with Down syndrome and other developmental disabilities. They host workshops, donate arrangements and raise awareness about inclusion.
Their generosity extends beyond disability advocacy. Each year, both 21 Petals and SoBro Flower Company participate in local fundraising events, donate floral arrangements to nonprofit galas, and surprise teachers, caregivers and healthcare workers with “joy bouquets.” Goetz says these gestures are her favorite part of the business.
“Flowers are about emotion,” she says. “They comfort, they celebrate, they connect people. Being able to share that with our community … it’s the best feeling in the world.”
Running two businesses while raising a family could easily become overwhelming, but Goetz approaches her work-life balance with the same creativity she brings to her arrangements.
She credits her husband, children and close-knit team for maintaining harmony.
“It’s definitely a family effort,” she says. “Foxx and our daughter, Reeslin, help at events, my husband handles logistics, and we all pitch in when it gets busy. The chaos can be beautiful if you let it be.”
That sense of teamwork and gratitude shows in every petal and stem. Customers often remark on the personal touches that make 21 Petals and SoBro Flower Company feel different — from handwritten notes tucked into bouquets to thoughtful follow-ups after events.
“We want our clients to feel seen and appreciated,” Goetz says. “Every order, no matter how big or small, is a chance to brighten someone’s day.”
As both businesses grow, Goetz hopes to inspire others to find purpose in their passions. She’s proud of how her son’s story has shaped their outlook on life.
“Every day, we’re reminded that beauty can come from unexpected places,” she says. “If our story encourages even one person to believe in themselves or see others differently, that’s success.”
In every bouquet that leaves her shop, Goetz sees a reflection of that belief — a reminder that love, inclusion and creativity can transform something as simple as a flower into a symbol of hope.
“We’re just a family doing what we love,” she says. “But if what we love also makes a difference, then we’ve truly bloomed.”
For more information, visit the21petals.com.
