Staehelina petiolata (L.) Hilliard et Burtt., an endemic plant of Crete, is a potential new floricultural crop. Studies were conducted to investigate the effects of season, IBA application, and rooting media on rooting of stem tip cuttings from wild plants of S. petiolata. Season had a strong influence on rooting percentage and number of roots. Increased rooting (50%) and number of roots (8.8/rooted cutting) occurred in autumn (November) in combination with 4 g l^-1 IBA in perlite, whereas only 12% of cuttings rooted in June and none in April. Peat moss, sand, vermiculite and their mixes were better for rooting and number of roots than perlite and perlite with peat moss mixes. In vitro propagation was studied using cotyledons and hypocotyls with an apical bud from 6 weeks old seedlings. The effect of light and growth regulators (BA at 0, 1, 2 or 4 mg l^-1 and NAA at 0 or 0.5 mg l^-1 in all possible combinations) on the shoot and callus proliferation was investigated. Friable or compact callus were formed in all treatments. The addition of BA and NAA stimulated the proliferation of multiple shoots under light from hypocotyls while in continuous darkness no shoots were formed. More shoots developed at 4 and 2 mg l^-1 (12.3 and 11.6 respectively). All cotyledons and hypocotyls were rooted in darkness at 0.5 mg l^-1 NAA. Of hypocotyls, 14.3% and 72.7% rooted under light at 0 and 0.5 mg l^-1 NAA, respectively. Microcuttings produced 5.5 and 8.3 roots at 0 and 0.5 mg l^-1 NAA, respectively. Rooted cuttings were acclimatized successfully in pots in greenhouse.