We were lucky to catch up with Erica Hardesty recently and have shared our conversation below.

Erica, thanks for taking the time to share your stories with us today What’s the backstory behind how you came up with the idea for your business?

After graduating from Auburn University in 2018 with a degree in social work, I began working at a therapeutic foster care agency, where I spent the next three years. It was during this time that I became deeply aware of a heartbreaking gap in the system – specifically, the lack of practical care and support for teenagers and young adults aging out of foster care. My husband and I felt called to respond, and together we launched Make It Matter, a nonprofit dedicated to walking alongside teens in care and equipping them for life beyond the system.

In an effort to raise initial funds and build community awareness, we took an unconventional route – we started a flower truck. Every weekend, we set up shop, with 100% of the proceeds going directly to support Make It Matter. What began as a small idea quickly gained momentum. Within just three months, we were amazed by how much the community rallied behind us and how fast it grew.

After a season of prayer and thoughtful planning, we signed the lease for our first storefront and I made the decision to leave my full-time job to fully invest in what is now Noëlla’s Flowers – a Parisian-inspired floral brand that includes our brick-and-mortar shop, flower truck, and nationwide delivery service.

What makes this model unique is how seamlessly business and mission are intertwined. This isn’t just a flower shop. It’s a tangible, working extension of our nonprofit. A portion of every purchase supports Make It Matter, but even more importantly, Noëlla’s Flowers creates paid jobs, mentorship opportunities, and life-skills training for teens and young adults transitioning out of foster care. By integrating entrepreneurship with advocacy, we’ve built a sustainable system of impact – where every bouquet carries beauty, purpose, and the potential to change a life.

Erica, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

My name is Erica Hardesty, and I’m the founder of Noëlla’s Flowers and Make It Matter, a nonprofit supporting youth aging out of foster care. At the heart of everything I do is a deep desire to create beauty with purpose.

My journey began after graduating from Auburn University in 2018 with a degree in social work. I went on to work at a therapeutic foster care agency for several years, where I had a front-row seat to the deep challenges faced by teenagers in foster care – especially those approaching adulthood. It became painfully clear that once these young people “aged out” of the system, many were left to navigate life completely on their own. No safety net. No life skills. No support.

My husband and I couldn’t look away. We decided to do something. That “something” became Make It Matter, a nonprofit focused on equipping youth in foster care—starting at age 13—with mentorship, life skills training, and a path toward independent living. We are currently fundraising to build an apartment complex to house these incredible young adults as they transition out of foster care and enter into our program.

To raise funds and community awareness, we launched a flower truck. Every Saturday, we’d sell flowers and give 100% of the proceeds back to the nonprofit. What we thought would be a side project quickly took off – within three months, we couldn’t believe the response. People were drawn to the experience, the mission, and the message behind every bouquet.

From there, we opened our first storefront and Noëlla’s Flowers was born. Today, it has grown into a Parisian-inspired floral studio that includes a boutique flower shop, a vintage flower truck, an event space called The Parisian by Noëlla, and a nationwide shipping service under With Love by Noëlla.

What sets us apart is our mission-driven model. Yes, we sell beautiful, intentional floral designs – but every part of the business is designed to pour back into the lives of the very teens we aim to serve. A portion of every sale goes to Make It Matter, and more than that, we’re committed to offering paid jobs and life-skills training to teens aging out of foster care. Whether it’s customer service, floral design, event set-up, or behind-the-scenes logistics, they’re gaining real-world experience that builds confidence, capability, and connection.

We don’t just want to create beauty for the sake of beauty, we want our flowers to mean something. Every stem tells a story. Every bouquet supports a bigger purpose. And every event, workshop, or delivery is a reminder that business can be both beautiful and impactful.

What I’m most proud of is that we’ve built something sustainable – where social good and entrepreneurship go hand in hand. I want people to know that when they shop with us, they’re not just buying flowers. They’re joining a movement to see young lives empowered, equipped, and embraced with dignity.

Whether you’re sending a bouquet across the country, attending a workshop in our space, or just stopping by for a moment of joy – we’re honored to be a part of your story, too.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

One of the key foundations of our reputation in the market has been relationship. At Noëlla’s Flowers, we believe that authenticity and trust aren’t just ideals, they’re values that must be lived out daily. And the most meaningful way those values are revealed is through genuine relationship.

From the very beginning, we’ve been intentional about creating a space that goes far beyond retail. We want our shop to feel like a refuge – warm, welcoming, and full of beauty not just in product, but in spirit. Every interaction, every bouquet, and every experience is rooted in a deep desire for people to feel seen, known, and loved. That comes first, before any sale or transaction.

We’ve also created intentional opportunities for connection, like our Nights with Noëlla’s gatherings. These events aren’t about selling products or pushing promotions. They’re about gathering people around a shared table to build community. In a world that often feels fast-paced and transactional, we slow down to listen, to celebrate, and to simply be present with one another.

Over time, this posture of care and authenticity has built something deeper than brand recognition – it has cultivated trust. Our customers return not only because they love our flowers, but because they feel valued and connected. That sense of belonging has been the heartbeat of our growth.

We’ve found that when you lead with people – not product – you don’t just build a business, you build something enduring. And it’s that genuine connection with our community that has helped establish our reputation and loyalty within the market.

What’s a lesson you had to unlearn and what’s the backstory?

Something I’ve had to unlearn is the belief that success always has to look a certain way – fast, polished, and perfectly strategic. In the early stages of building both Noëlla’s Flowers and Make It Matter, I often felt the pressure to prove myself through productivity, numbers, or comparison to others in similar industries.

But over time, I’ve learned that sustainable, meaningful impact doesn’t always follow a straight line. Some of our most beautiful breakthroughs came from quiet faithfulness, messy growth, and community-driven moments that didn’t fit the typical business mold. I had to unlearn the idea that slower seasons meant failure or that doing things differently meant I was behind. We found out we were pregnant with our first right after signing the lease for our brick and mortar, and we just had our second little girl 2 months ago. This journey has looked far from conventional for me as I juggle the joy and weight of being a full time mom and full time entrepreneur.

So instead, I’ve learned to value presence over performance, depth over scale, and people over polish. Letting go of traditional metrics of success made room for creativity, authenticity, and mission-first decisions. And that shift has been not only freeing, but foundational.

Contact Info:

• Website: https://www.noellasflowers.com
• Instagram: @noellasflowers | @ericanhardesty
• Facebook: @noellasflowers
• Linkedin: Erica Hardesty
• Other: @makeitmattercollective
  www.makeitmattercollective.com

Image Credits

Madison Martin Photography