It should come as no surprise that many Jewish Light Unsung Heroes of the past continue to expand their volunteer repertoire with gusto. Take Susan K. Goldberg, a member of the Unsung Heroes Class of 2016 and self-described “professional volunteer.” For her, giving back isn’t just choice — it’s in her DNA.
So when Goldberg came across a Facebook post about an organization that rescues floral arrangements from weddings, funerals, birthdays and more — delivering them to nursing homes, hospitals, hospices and schools — she did exactly what you’d expect: she jumped right in. Then, in true Susan K. Goldberg fashion, she picked up the phone to share the organization’s story with me, hoping to spread the word. Now, I get to share it with you.
While on a business trip with her husband, Colleen O’Neill Rohm struck up a conversation with a woman volunteering for an organization in Santa Barbara, Calif., that repurposes flowers from special events. The idea immediately appealed to O’Neill Rohm, a former retail marketer and cancer survivor who was seeking purposeful opportunities after her treatment. What the woman shared with O’Neill Rohm seemed to strike a deep chord with her.
“I started doing research and couldn’t find anything like this in St. Louis, but I did find a place in Kansas City,” said O’Neill Rohm. “It seemed someone else from St. Louis had also reached out (to the Kansas City organization) so I got her name and called.”
After O’Neill Rohm and Tricia Morningstar, a master gardener and floral designer, met and bonded over their shared love of flowers, they realized their skills complemented each other perfectly.
“Tricia said, ‘I know the operational side,’ and I said, ‘I’m really good at setting up the business and corporate side,’” O’Neill Rohm recalled. By July 2024, they had officially incorporated, and just a few months later, in October, a 600-square-foot retail space in Rock Hill was donated to them. From there, it didn’t take long for the nonprofit — aptly named Joy Petalers — to blossom.
“It was just kinetic. Bloomin’ Buckets, Wildflowers and then Dierbergs came on board,” said O’Neill Rohm, 49, now executive director of Joy Petalers. “We thought we’d do 3,500 bouquets a year and we’re on track to do 10,000 this year.”
The idea behind Joy Petalers is simple yet powerful: most people light up – or at the very least, feel appreciated – when they
receive a bouquet of flowers. The gesture carries even greater meeting for those who may be unwell, isolated or are experiencing the challenges of aging, such as patients in healthcare facilities or residents of nursing homes.
Science backs this up. Research shows that flowers stimulate dopamine, serotonin and oxytocin production—the “feel-good” chemicals that enhance mood, strengthen emotional bonds and sharpen mental clarity. It’s no surprise, then, that many hospitals and wellness clinics in the U.S. incorporate flowers into holistic approaches to patient care.
To create the bouquets, Joy Petalers gathers donations of gently used fresh flowers from florists, wholesalers, grocers and from special events like weddings. Volunteers deconstruct any arrangements and upcycle the blooms into artful displays sized to fit 6- or 8-inch vases, which are then hand-delivered to recipients. Currently, O’Neill Rohm says, Joy Petalers delivers to 41 facilities across the St. Louis region —and they’ve just added Covenant Place and Crown Center to the list as well as St. Louis Public Schools.
“The school district contacted us. What people are realizing is that everyone is needing a pick me up these days,” said O’Neill Rohm. “Service professions such as teaching and nursing can be tough, even thankless at times. Hopefully, these flowers will bring them some joy.” She added that Joy Petalers expects to deliver about 700 bouquets to SLPS teachers, staff and faculty by the end of the school year.
O’Neill Rohm encourages floral shops and event hosts to give as much advance notice as possible when donating flowers. “We need time to coordinate volunteers who bring buckets, collect the flowers and transport them back to our office for arranging as well as delivering,” she explained. “The more notice we have, the better we can plan.”
Since vases are essential, the nonprofit gladly accepts both vase donations and monetary contributions to help purchase them. All gifts are tax-deductible.
“We are 100% donation driven,” said O’Neill Rohm. “Everyone associated with Joy Petalers is a volunteer.”
At last count, there are roughly 150 of them, and growing. Next month, the organization is hosting a one-year anniversary fundraiser, in the hopes of raising enough money to be able to move to a larger office and workspace.
“To meet rising demand, engage more volunteers and host workshops, we’re seeking a 1,500-square-foot space to continue expanding our mission,” said O’Neill Rohm. “At the same time, expenses like vases are increasing, even as we build sustainable solutions such as repurposing wine bottles and upcycling donated flowers from florists, weddings, memorial services and our community.”
The fundraiser will take place from Thursday, Oct. 23, from 5:30 to 8:30 p.m. at Falcons Social Hall, 5400 Southwest Ave., in the Hill neighborhood. Tickets at $50 and sponsorships are both available at joypetalers.org.
In addition, Joy Petalers will be featured on Nine PBS on Sept. 22 at 7 p.m., with rebroadcasts on Sept. 25 at 7:30 p.m. and Sept. 28 at 9:30 a.m.
Meanwhile, volunteers like Goldberg embrace their role as “floristas”—schlepping flowers from venues, turning them into cheerful arrangements and hand-delivering them to recipients. O’Neill Rohm explains that Joy Petalers aims to visit partner facilities with fresh bouquets about every three months, though some places, like Siteman Cancer Center and Evelyn’s House, receive them much more frequently.
“I just think this is such a cool concept,” Goldberg said. “I want to help get them more connected to the Jewish community because that’s what I do — be a connector.”
