More Than Flowers: Founder Kay on the Story Behind Amaranté's Spring Collection
Introduction
There are some collections that exist simply to be beautiful. And then there are the ones that are designed differently - inspired by renewal, resilience, and the women who shape our world. Amaranté’s 2026 Spring Collection is one of them.
Majesty and Eden fresh flower bouquets from Amaranté's spring collection.
For Kay Seehra, our Founder and Creative Director, designing this year’s spring collection carried a deeper meaning. With spring arriving alongside Women’s History Month - a time dedicated to honouring women and their stories - Kay reflects not only as the woman who built a brand from her bedroom, but now also as a mother herself.
“This collection has been so special for me, because I became a mother in the last year.”
- Kay Seehra, CEO & Creative Director, Amaranté
And it shows. In every stem. In every name. In every colour chosen with care for the women who raised us, shaped us, and loved us without condition.
Designing Through the Lens of a Mother
This year’s Spring fresh flower bouquet collection was not designed from a mood board alone, but from memory. From feeling. From the lived experience of being loved by the women who shaped everything - and from the tender, new perspective of having just become one.
“Flowers mark a moment - whether it’s birthdays, weddings, celebrating holding your babies.”
- Kay on why floristry is an act of emotional memory
Founder Kay Seehra with her son next to Majesty and Eden fresh flower bouquets from Amaranté's Spring collection.
Each bouquet in the collection is named after and inspired by the women in our lives. The mother who stayed up late. The grandmother whose warmth you can still feel. The sister who tells hard truths with love. The mentor who saw potential you had not yet found in yourself. The mother-in-law who welcomed you as her own. These are not generic names attached to generic bouquets. They are the result of Kay sitting with each of these relationships, asking what flowers would say if they could speak the way these women have spoken into our lives.
“I want you to feel loved, cherished, and honoured.”
- Kay on the intention behind every bouquet in this year’s collection
The 2026 Spring Collection - Who Each Bouquet Honours
Rosa - Bold, confident, and beautifully generous. Inspired by Kay's mum, this arrangement is as warm and giving as the woman herself.
Beloved - Timeless, stylish, and full of beauty. Inspired by Kay's nan and grandmother - classic flowers for a woman of enduring grace.
Eden - Lush, abundant, and full of life. Inspired by the garden roses that grow in Kay's mother-in-law's garden - big, beautiful, and blooming with welcome.
Butter - Bright spring tulips in the happiest shade of yellow. Inspired by Kay's sister, who has always loved colour, joy, and everything that makes a room feel alive.
Majesty - Radiant seasonal mimosa, all golden light and warmth. Inspired by Kay's son, who loves the mimosa flower - and who, just like it, reminds her of sunshine.
Iris - Elegant, distinctive tulips with a timeless beauty. Inspired by women who are often a little ahead of the moment - graceful, assured, and deeply admired.
The flowers are fresh, seasonal, and handtied to feel alive with meaning. This is not a collection designed to sit prettily in a shop window. It is designed to land on a doorstep, be lifted out of its wrapping, and make someone feel - for a moment they perhaps did not expect - truly seen.
A family moment with Kay, her son and mother by the Eden bouquet.
Where It All Began: A Bedroom, a Vision, and a Belief in Flowers
In 2019, Amaranté was not a studio. It was not a team of thirty. It was a laptop, a phone, and a young woman with a belief that flowers could be more than a product.
Infinity Rose Boxes from the early years of Amaranté.
Kay started Amaranté from her bedroom- an e-commerce business built on instinct, love for design, and a vision she could not yet fully articulate. What she knew was this: flowers, arranged with intention and feeling, have the power to mark a moment forever. To make it last.
“I wanted to capture something that could last forever.”
- Kay on the philosophy behind Amaranté and the Infinity Rose Collection
That idea - of permanence, of flowers that do not fade became the founding heartbeat of Amaranté. From preserved Infinity Roses to fresh seasonal arrangements, everything the brand creates is built around that same quiet conviction: that a flower is never just a flower. It is a moment held in your hands.
Kay's son with a blue Infinity Rose box
Fast forward to today: Amaranté employs over 30 people across the UK and globally. The team includes some of the country’s most talented floral designers, artisans, and creative experts - people who bring genuine craftsmanship to everything they touch. What began as a one-woman bedroom business now produces breathtaking large-scale floral installations at luxury weddings, brand activations, and high-profile experiential events across the UK and around the world.
“Flowers can be more than a product.”
- Kay on Amaranté’s creative mission and growth
From thoughtful gifting to large scale installations, Amaranté has become a name synonymous with floristry that feels like art. And at the centre of all of it: one woman who started with a bedroom and a vision.
A glimpse at Amaranté's signature events and installations.
Leading with Intention: The Amaranté Story So Far
As Amaranté has grown, so has the intentionality behind every decision Kay makes. The company has moved deliberately and purposefully - from e-commerce into bespoke weddings, from weddings into large-scale brand and event installations, and from the UK into projects that span continents. None of it has been accidental.
“Amaranté is heading in an intentional direction. It started as an e-commerce flower business in 2019, and now we employ over 30 people - a talented team of designers, floristry experts and artisans, working across the UK and globally.”
Founder Kay Seehra holding a signature Infinity Rose Box
For Kay, building and leading Amaranté as a female founder and creative director has come with its own set of lessons - in resilience, in vision, and in knowing when to grow and when to stay rooted. She has built a team and a culture that reflects the same values the brand was born from: craft, creativity, and genuine care for the people on the receiving end of her work.
“I’m very conscious of this being a moment in time.”
- Kay on leading Amaranté with awareness and purpose
That consciousness is what sets Amaranté apart. It is what has taken a bedroom business and turned it into one of the UK’s most exciting names in luxury floristry and floral design. And it is exactly what has made this year’s Spring collection feel so different from anything that has come before it.
Still the Same Love for the Craft
For all that Amaranté has become - the large-scale installations, the global reach, the team of 30+, the brand that touches some of the most significant moments in people’s lives - Kay has not lost sight of why she started.
“At the heart of it all, I still love designing new collections and sharing it with the world."
- Kay on designing the 2026 Spring Collection
A special moment with Kay and her son holding the Majesty bouquet
It is that simplicity - that joyful love for the work itself - that makes Amaranté feel genuinely human. In an industry that can drift toward the cold and the commercial, Kay has kept the brand anchored in feeling. In the belief that a bouquet of Spring flowers in the UK, whether a single stem or a full, generous arrangement, can say what words sometimes cannot.
That a flower is never just a flower. It is a feeling made visible. A moment made real.
Watch: Kay Seehra on Amaranté, Motherhood & the Spring Collection
In a brand-new five-minute film, Kay sits down to speak openly about building Amaranté from a bedroom to a global brand, what it has meant to design as a mother for the first time, the women who inspired this collection, and where Amaranté is heading next.
It is honest, warm, and worth every minute.
Watch the full video here:
Shop the 2026 Spring fresh flower collection at amarantelondon.com and find the bouquet that says everything you want her to feel.