We recently connected with Madeline Hernandez and have shared our conversation below.

Alright, Madeline thanks for taking the time to share your stories and insights with us today. Let’s start with the story of your mission. What should we know?

As a woman owned business run by a 1st generation college graduate, 1st generation American and 1st generation florist my mission has always been to work hard and create a positive impact no matter where I am. My roots are from Boston, MA where I was born and graduated college from. I moved to Arizona in 2016 to work for the public school system in a special city called Tolleson. Shoutout to Dr. Lupita Hightower for believing in the young woman from Boston looking to find herself in the desert.

It wasn’t until I became a mother during covid, which was such humbling experience, that I would create Florecita. It’s been so healing building a brand centered around something I love & sharing it with others who love it just as much as I do. Florecita is not just a flower shop, we’re a space that exudes love and and encourages our flor fam to be themselves and bloom different.

Before starting Florecita I was really unsure if I was on the right path. The summer of 2021 I went to go see a curandera for a limpia. She would assure me that as long as I stay authentic to who I was I would find what I was looking for. That following Valentine’s Day I would host my first pop-up at the local farmers market. I think of Felicia Cocotzin Ruiz and my session with her often. It’s really what encouraged me to bet on myself. My hope is that when you come to Florecita you also feel that inspiration to bet on and love yourself authentically.

Madeline, 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?

I’m a chicana florist who has loved flowers since being a child mainly because of my mother and grandmother’s love for flowers and gardening. I started in the floral industry brand new and self taught. I have taken the time to work on my craft and learn as much as I possibly can through classes, networking and an amazing peer support system.

I created Florecita in December of 2021 to make high quality premium florals more accessible. I have intentionally created a flower company that offers fresh and colorful blooms that can’t typically be found in your local grocery store or even your average flower shop. My promise to you is that no matter what you order, you’re going to love what Florecita creates for you.

When I started, I could’ve never told you that I would come this far. I am so proud of the brand and community I have created. Florecita has come such a long way since our first pop-up but I assure that we are just getting started. There is so much more to come and I thank every person who has ever supported Florecita, my dream and my family.

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

I’ve had to unlearn a lot since starting a business but what sticks out the most is having to let go of my idea of perfectionism. Motherhood and entrepreneurship challenge me on most days. It’s a difficult balance that requires a lot of grace and compassion.

Showing up and accepting myself as I am has been the most important. Fully embracing my journey means fully embracing the chaos and beauty that comes with being a new parent, and new business owner. I’ve made mistakes along the way, have learned a lot of lessons and continue to make a plan everyday to improve just a little more.

I thank my husband for being my rock and supporting me through this journey. I’ve also learned that having a support system that genuinely loves and supports you unconditionally matters as well. The people around you need to believe in you and celebrate your successes as much as you do.

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

It’s the way we make people feel. We intentionally create designs that tell the stories of our flor fam using high quality florals. We’re a fresher than your average flower company that will make you feel the love that we put in to every thing we create.

Contact Info:

• Website: www.florecitaphx.com
• Instagram: @florecitaphx
• TikTok: @florecitaphx

Image Credits
Photography: Lucia Arteaga, La Curda Vida Model: Rocio Valenzuela