Women Who Move West Michigan – 2026 – Special Section
As owner of Eastern Floral, Rachael Goei Vander Heide is not only honoring the history of an over 75-year-old Grand Rapids business; she’s also thoughtfully shaping its future by keeping it fresh, relevant, and growing. Rachael understands the power of beauty to change a moment or a day. And that flowers aren’t just for weddings, funerals, or big milestones — they’re for everyday life, too.
Blending leadership, creativity, and hospitality, Rachael leads a talented team of designers and staff who create floral arrangements, plantscapes, and gifts for occasions big and small. She’s passionate about building craftsmanship and service into each arrangement and believes in the value of a piece made with care and intention by human hands.
That intentionality carries over into the customer experience. Rachael and her team strive to offer a space that feels welcoming, inspiring, and caring, acknowledging that those who walk through their doors could be celebrating, grieving, thanking, or just treating themselves. “Flowers and plants may seem simple, but they carry so much emotion: comfort, joy, gratitude, love,” she says. “You don’t need a special occasion to bring a little beauty into your home or to brighten someone’s day.”
Enduringly focused on community, Eastern Floral supports local events and organizations through flower donations and discounted product. And each year, it partners with the Mental Health Foundation for the “Petal It Forward” initiative. Desiring to spread more warmth throughout West Michigan, in November 2025, Eastern Floral expanded from its flagship 28th Street and East Beltline shop to an additional location in Lowell.
Rachael Goei Vander Heide, Owner
Eastern Floral
2836 Broadmoor Ave. SE
Grand Rapids, MI 49512
207 E. Main St.
Lowell, MI 49331
616-949-2200
