Wild Flowers Wild Futures: Grown with Purpose

Design-led sisterhood empowering women

In a world full of life coaches, Lucy Holmes and Emily Fitzgerald call themselves something different, wildflowers. Together, they’ve built Wild Flowers Wild Futures, a nature-connected coaching experience designed to help women design their futures with intention, creativity, and community.

Fitzgerald, based in New York City, is a mountaineer, climber, adventurer, and a single mother to her son, Stan. Her journey began in Dubai, where she launched a corporate career that later evolved in the US into a purpose-driven path.

During the pandemic, she pursued a Master of Science in Strategic Design and Leadership at Parsons School of Design. “I became fascinated by Design Thinking and Futures Thinking,” she said. Her thesis explored how women could use these tools to reshape their futures in a world not always designed with them in mind.

Holmes, her sister and co-founder, has called Dubai home for 14 years. A marketing veteran with a 24-year career, Holmes has worked across multinational corporations and local businesses. Her passion for meaningful communication has always been coupled with a drive to uplift women. “I’ve built a network of inspiring women in Dubai,” Holmes said. “It’s a community built on collaboration, mentorship and growth.”

Both women have impressive personal and professional achievements. For Fitzgerald, raising her son alone in New York while holding a high-powered corporate job is at the top of her list. “Professionally, becoming a Vice President before 40 was something I used to be proud of,” she said. “But the words from women I mentored have become my new badge of honour.”

Holmes cites purchasing her villa in Dubai as a standout moment, marking a decade of growth in the city she now calls home. Professionally, she became a Vice President at 34, a milestone she met while raising her young son. “Balancing those moments has been incredibly fulfilling,” she said.

The Spark of an Idea
The seeds of Wild Flowers Wild Futures were planted during a winter WhatsApp conversation between the sisters. Fitzgerald, reflecting on her thesis work, asked Holmes if she could test her coaching method with a few friends in Dubai. Holmes, ever the visionary, replied, “Yes. But let’s make it bigger.” And just like that, the project became a shared mission.

What began as an intimate gathering has grown into the immersive Garden Parties – a unique blend of coaching methods, collaboration, and creativity. “We’re in the testing phase,” Holmes said, noting the open-minded, experimental spirit of Dubai’s women has been essential. Backed by Green Valley Holdings’s The Garden Concept, the sisters now look to expand in New York and Dubai, bridging audiences through nature-inspired experiences.

Fitzgerald believes profitability stems from three “U’s”: unique, useful, and understandable. “You also need to know your audience deeply,” she added. “We design for humans.” The pair also believe in running a lean, experience-based business model that prioritises accessibility and social impact, especially for women who might otherwise be left behind.

But the path hasn’t been without challenges. For Fitzgerald, winter isolation in New York and the leap from structured employment to entrepreneurship proved daunting. “It was hard until I picked up the phone and shared my dreams and difficulties with my sister,” she said.

Holmes pointed to the ever-present issue of funding. “Female-owned startups only get around two per cent of global funding. We’ve used our own money to get started, and we’re grateful to The Garden Concept for its support,” she said.

Both women offer practical advice to those coming up behind them. Fitzgerald encourages young professionals to “roll up your sleeves” and be open to learning. “Find a mentor,” she added, “and keep learning. Education was one of the best decisions I ever made.”

Holmes, reflecting on her moments of self-doubt, urges women to say yes and be confident. “When I was offered the role of Global VP, I was hit by imposter syndrome. But I embraced the challenge. Say yes, work hard, and believe in yourself.”

Staying Grounded
Stress is part of any business, but Fitzgerald and Holmes manage it with the same philosophy they share with their clients. “I break things down into small pieces, accept failure, experiment often, and allow rest,” Fitzgerald said. For Holmes, addressing anxiety and protecting mental health is non-negotiable. “Life is too glorious and too short not to.”

Their asset-light business model naturally aligns with sustainability. “We reuse party materials and host our events in nature, leaving no trace,” Fitzgerald explained. Holmes added that their sustainability mindset is integrated into their personal lives; she lives in Dubai’s Sustainable City, where their first home party was held.

“We’re not life coaches,” Fitzgerald said. “We’re life designers.” Their approach blends business methodologies like design and future thinking with a communal, creative experience. Each session is live, bespoke, and participatory. “We’re doing the work ourselves, redesigning our futures alongside our community.”

If given the chance, both would have made slightly different choices. Fitzgerald wishes she had found a mentor and asked for leadership coaching earlier in her career. Holmes would have pushed harder for promotions. But neither expresses regret—only lessons learned, and paths redirected.

Today, what matters most to them is clear: happiness, family, fitness, nature, and purpose. “Quality of life now means experiences and relationships, not dollar signs,” Fitzgerald said. Holmes echoed the sentiment: “I’m focused on fulfilment, not just salary.”

Inspiration and Resilience
They draw inspiration from resilient women, especially those who’ve succeeded unconventionally. “Women who bloomed after adversity, those are our people,” Holmes said.

Above all, mental health remains a priority. “I talk about my feelings, stay vulnerable, and keep a check on my mental and physical state,” Fitzgerald shared. For Holmes, mental well-being is central to maintaining balance across work, family, and self.

With Wild Flowers Wild Futures, Fitzgerald and Holmes aren’t just launching a business, they’re cultivating a movement deeply rooted in nature, driven by empathy, and designed to help women bloom, no matter where they’ve been planted.

For more information, please visit the Wild Flowers Wild Futures website.