What’s in a name? The story behind Amega Fleur

I’m often asked where the name Amega Fleur came from. It is a little unusual, but there is a meaning behind it - and one that still feels just as relevant today as it did when I first chose it.

The name was inspired by Alpha and Omega, the first and last letters of the Greek alphabet, traditionally used to represent the beginning and the end. 

Fleur, quite simply, is the French word for flower. 

Put the two ideas together and you have the inspiration for Amega Fleur - flowers from beginning to end. 

Flowers are part of our lives. They accompany us through so many different stages of life. They welcome new babies and celebrate birthdays. We give them for graduations, proms, anniversaries and achievements. They fill our homes, decorate our tables and become part of parties and celebrations. 

And, of course, they are woven through weddings. 

From the bouquet held as you walk down the aisle to the flowers surrounding you as you celebrate with the people you love, they become part of the memories, photographs and atmosphere of the day. 

Flowers are also there during life’s quieter and more difficult moments. At a funeral or memorial, they can express love, personality and remembrance when sometimes there simply aren’t the right words.

That was what I wanted the name to capture. 

Flowers for all of life’s moments - from beginning to end. 

It has always been about more than flowers. 

After more than two decades working with flowers, one of the things I love most about floristry is that we rarely create something just to look beautiful. 

There is usually a story behind it. 

A wedding bouquet isn’t simply a collection of beautiful stems. It belongs to someone and becomes part of a moment they will remember for years.

Flowers for a celebration help create a feeling as guests walk into a room. 

Flowers at a funeral can quietly say something about the person being remembered, perhaps through a favourite flower, a colour, something seasonal or simply the way the design feels. 

It is why one of the questions I ask our clients is: 

How do you want to feel?

Because before we think about individual flower varieties, colours or trends, I want to understand the feeling we are trying to create. 

A name that grows with us. 

Amega Fleur has evolved considerably since I first chose the name in 2012, but its meaning hasn’t really changed. 

Today, from our floral design studio on Mersea Island, Essex, we create flowers for weddings, events, funerals and businesses, from intimate personal designs through to large-scale floral installations. 

The way we work has evolved too. Luxury, sustainability, creativity and experience all sit at the heart of the business. 

We work thoughtfully with flowers and materials, use British-grown flowers when seasonally available, consider how designs can be repurposed and make sustainable choices whenever we can - without losing the beauty, quality or creativity of the finished design. 

But beneath all of that is the same idea that inspired the name in the first place. 

Flowers mark moments. 

Some are enormous, once-in-a-lifetime celebrations. Others are small moments that might mean just as much. 

They can say welcome, congratulations, I love you, thank you, I’m thinking of you and goodbye. 

And I think that is what makes working with flowers so special. 

About Amega Fleur floral design

Amega Fleur floral design is a luxury sustainable floral design studio on Mersea Island, Essex, founded by floral designer Felicity Wiggins. We create bespoke floral designs for weddings, events, funerals and businesses, bringing together professional floristry, creativity, quality and a thoughtful approach to sustainability. 

If you’re planning a wedding, event or special occasion, we’d love to hear your story and discover how you would like your flowers to make you feel.

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