Valentine’s Day is all about celebrating love, connection, and those special moments that bring us closer.
This year, we've partnered with UrbanStems to introduce the mood setter, a custom floral arrangement designed to elevate your gifting experience. With a blend of roses, snapdragons, mini carnations, and cremons in a sleek and glossy abstract ceramic vase, this bouquet perfectly captures the essence of romance. To help you further get in the mood, it comes with a 2oz bottle of shine organic for an extra touch of intimacy.
We spoke with Justin Lievano, floral designer at UrbanStems, to dive deeper into the inspiration and artistry behind the mood setter, and learn why flowers can be the ultimate foreplay—on Valentine's Day and beyond.
Why has giving flowers become the default romantic gesture of our time?
Justin: The practice of giving flowers as gifts actually dates back to the turn of the 18th century. Rumor has it that one of the kings of Sweden learned about the “language of flowers” on his travels to the Near East and brought the idea back to Europe. But, I think the reason the tradition has such staying power is because flowers are literally the passion of the living world made manifest. They represent a kind of desire, an urgency even, to grow and produce that moves us all. Plus, the fact that they’re beautiful doesn’t hurt either.
Do you think there is a real connection between flowers and intimacy? Are they actually just another form of foreplay?
Justin: Flowers are all about the senses—they awaken and galvanize our senses of sight, smell, and touch. Lacy textures remind us of delicate fabrics grazing the skin, rich colors speak to the intensity of our appetites, soft glossy petals remind us of a caress. When you give flowers, you’re offering a reminder that the sensual world around us is full of pleasures that are ours for the taking. If that doesn’t set the stage for intimacy or romance, I can’t imagine what would!
Are there specific flowers that intimate those carnal pleasures more than others?
Justin: Red roses are the obvious answer here—their deep color is traditionally symbolic of passionate (read: lustful) romance. However, as flowers became consumer commodities in the 20th century, people began to prioritize other characteristics in their flowers—rarity, in the case of specialty florals like orchids, or potent fragrance as in lilac and sweet pea. Nowadays almost anything goes, but my tip is always to connect the flowers you give to something about the recipient. For example, my ex loved fragrance in his bouquets, so I always prioritized something beautifully scented when I gave him flowers.
What message would you say the flowers in "the mood setter" are sending?
Justin: I would say Crazy, Sexy, Cool! Unless I wanted to avoid litigation. In that case, I would probably say, flirtatious, unexpected, and well-prepared. This bouquet is a delicate collection of chrysanthemums, standard roses, and wild snapdragons that’s meant to evoke the way in which romance is both deep and intense while also being playful and fun. The color story here is intentionally literal—soft pinks, moody reds, and a wee bit of blush to evoke the softness of young romance, or a veteran romance that’s rejuvenated by renewed desire. One thing that I, personally, resent is how self-serious romance can be. If we’re not making the world softer and more amusing for one another, what’s the point?!
So these are petals with a purpose.
Justin: I hope people who receive them will feel sexy, desired, and excited to share a romantic evening with their partner or lover. The sense of obligation that so many people bemoan around Valentine’s Day because they feel compelled to spend money on things that don’t actually matter is boring and not worth our attention. Because being wanted, being truly and fully desired, by a partner has the power to wipe away all the desultory cards and abortive dates. I hope pairing our flowers, which are really meant to make people feel cared for and connected, with maude’s shine organic creates a gift that’s less an obligation and more a promise of fun to be had.
Justin's Tips for Flowers that Last.
1. Clean water will change your life and the lives of your flowers.
It’s usually bacteria growing in the water that will kill your flowers. For the best vase life, you should trim about ¼” from the bottom of your stems (to re-open them) and fully change the water every other day. You can sometimes double your flowers’ vase life with this simple trick.
2. Your stems are probably too long.
For a very lush and professional look, your blooms ought to sit about 1-2” above the lip (or top edge) of your vase. When your stems are too long, you just end up looking at the bare stems themselves, rather than flowers, which gives the arrangement an un-polished appearance.
3. Invest in a good pair of floral shears
UrbanStems shears are fantastic (but I don’t gatekeep—Joyce Chen Scissors are also excellent. The reason being that kitchen shears will usually crush the stem. You should think of all flower stems as clusters of straws that pull water up the stem to the bloom. Shredding those straws (xylem, if you want to be botanical) is horrible for your flowers.
4. Keep your flowers away from sources of heat
That includes direct sunlight and ripening produce (e.g. a bowl of fruit on the counter). Any warmth, including warmth from produce that produces ethylene gas as it ages, will age your flowers more quickly.
The mood setter is more than just a bouquet—it’s a conversation starter, a mood enhancer, and an invitation to connect. Whether you’re celebrating a new romance or reigniting an old flame, this collaboration between UrbanStems and maude promises to make this Valentine’s Day one to remember. Set the tone for a day—and night—of romance.
