Alright – so today we’ve got the honor of introducing you to Aurora. We think you’ll enjoy our conversation, we’ve shared it below.

Aurora, looking forward to hearing all of your stories today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

The story behind Bloom Wild is deeply personal and rooted in my lifelong passion for books, community, and nature. I’ve always believed that access to diverse stories isn’t just about reading—it’s about empowerment, connection, and transformation.

Now, with Bloom Wild, I’m taking that mission on the road—literally. Bloom Wild is a mobile bookstore and native plant shop that brings banned books, BIPOC literature, and California native plants directly to communities. Why? Because stories and ecosystems are being erased. Books that challenge and inspire are being banned, and native landscapes that sustain biodiversity are disappearing. I saw an opportunity to create something that merges both—bringing knowledge and nature together in spaces where they can thrive.

Books and plants have the power to transform landscapes—whether personal, cultural, or environmental. With Bloom Wild, I’m cultivating spaces where conversation and conservation intersect. We’re showing up in neighborhoods, parks, schools, and community events—places where access to diverse literature and ecological awareness is often limited. Through author talks, book clubs, and gardening workshops, we’re creating opportunities for dialogue and growth, empowering communities to reclaim space for knowledge and nature.

The name ‘Bloom Wild’ reflects that mission. ‘Wild’ represents the untamed power of both stories and plants to resist, reclaim, and flourish. ‘Bloom’ speaks to the growth and transformation that happens when we nurture voices and landscapes. It’s about ensuring that communities have access to stories and spaces that inspire, challenge, and empower.

For me, this work is about reclaiming knowledge, restoring nature, and making sure that these vital resources—stories and native ecosystems—are accessible to everyone. Bloom Wild isn’t just about selling books and plants. It’s about building a movement where ideas take root, resistance flourishes, and communities bloom—wild and free.

Aurora, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My love for books started when I was a child. Growing up, books were my safe space—a refuge where I could explore different worlds, learn about people and places that felt both familiar and distant, and dream beyond the limits of my surroundings. Books didn’t just teach me—they empowered me, giving me the courage to imagine a world where I could make a difference. That love for storytelling and learning eventually led me to a career that blends literature, arts, and community engagement.

Throughout my career, I’ve worked with arts organizations and cultural institutions, always centering access, education, and community in my work. Whether it was through curating events that celebrated diverse voices, organizing cultural festivals, or developing initiatives that connected people to stories and ideas, my focus has always been on creating spaces where people feel seen, heard, and empowered. I believe deeply in the transformative power of the arts to build community and inspire change, and that belief has guided my work every step of the way.

In recent years, another passion took root—literally. When I began growing California native plants in my own home, it was more than just gardening. It was an act of reclamation and connection. I witnessed firsthand how native plants restore ecosystems, attract pollinators, and bring biodiversity back to spaces that had become sterile. The process of nurturing these plants transformed me—it taught me patience, resilience, and the beauty of watching something flourish in its natural environment. It made me realize that just as stories can heal and empower communities, native plants can restore balance and vitality to the land.

That realization inspired Bloom Wild, a mobile bookstore and native plant shop that brings these two passions together. Bloom Wild isn’t just about selling books and plants—it’s about creating spaces where knowledge and nature intersect. I offer a carefully curated selection of banned books, BIPOC literature, and works that challenge, inspire, and amplify historically silenced voices. Alongside that, I provide native plants that help restore local ecosystems and reconnect people to the land. What sets Bloom Wild apart is that it’s mobile—I meet communities where they are, showing up in neighborhoods, schools, parks, and events to ensure that both knowledge and nature are accessible to those who need them most.

I’m proud of the fact that Bloom Wild is not just a business—it’s a movement. Through author talks, book clubs, gardening workshops, and pop-ups, I’m creating opportunities for conversation, education, and transformation. Every book sparks dialogue, and every plant restores a piece of our environment. What I want people to know about me and my work is that I’m deeply committed to empowering communities by making both knowledge and ecological restoration accessible.

At the heart of it all, I’m most proud of how Bloom Wild reflects everything I care about—literature, community, and environmental justice. It’s a reflection of my journey, my values, and my belief that small acts, whether planting a seed or sharing a story, can lead to transformative change. My hope is that Bloom Wild inspires people to nurture both their minds and their landscapes, and to recognize that access to books and nature isn’t a privilege—it’s a right.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

A lesson I had to unlearn was the idea that success follows a linear path—one where progress means checking off milestones and staying within predefined boundaries. I used to think that if I worked hard enough and followed a set trajectory, everything would fall into place. But I’ve learned that the most meaningful transformations happen when we allow ourselves to pivot, adapt, and embrace change.

When I started dreaming up Bloom Wild, I realized that my passions for books, community, and environmental justice weren’t separate—they could coexist and thrive in a new form. Building something mobile, something that meets people where they are, felt like a departure from the traditional trajectory I had envisioned. But in reality, it was a natural evolution—an opportunity to break down barriers to access and create a space that aligned even more deeply with my values.

Unlearning the idea that ‘success’ is a straight line freed me to build something dynamic and impactful. Growth often looks like branching out, adapting, and trusting that every step—even the unexpected detours—are part of a larger, more meaningful journey. For fellow creatives and business owners, I’d say: don’t be afraid to redefine what success looks like for you. Sometimes, the best ideas emerge when we step away from the expected path and forge our own.

How’d you build such a strong reputation within your market?

I think what helped me build my reputation within my market is a deep commitment to authenticity, community, and impact. I’ve always approached my work—whether it’s curating books, creating cultural spaces, or advocating for environmental justice—with a focus on addressing real needs and amplifying marginalized voices. People recognize that my work is rooted in a genuine passion for connecting communities to knowledge and nature, and that consistency has built trust over time.

With Bloom Wild Bookshop, I’m continuing that commitment by meeting people where they are—bringing banned books, BIPOC literature, and native plants directly to communities. By creating spaces where conversations about culture, identity, and sustainability can flourish, I’ve been able to cultivate meaningful relationships with readers, plant enthusiasts, educators, and changemakers.

Another key factor has been my willingness to listen and adapt. I’ve learned that building a reputation isn’t just about offering great products or services—it’s about being responsive to community needs and staying open to evolving ideas. When people see that I’m invested in their stories, experiences, and aspirations, it fosters a sense of belonging and loyalty that goes beyond a simple transaction.

Ultimately, I think my reputation has been built on a foundation of trust, impact, and a relentless dedication to creating spaces where knowledge and nature thrive together.

Contact Info:

• Instagram: @BloomWildBookshop