We recently connected with Norma Benitez – Montelongo and have shared our conversation below.

Norma, appreciate you joining us today. Let’s start with the story of your mission. What should we know?

At Norma’s Florals, our mission is to bring joy and mental well-being through the beauty of flowers. We believe that flowers have the power to uplift, inspire, and create moments of peace in our fast-paced lives.

This mission is personal to us because we’re passionate about mental health advocacy and community. By partnering with organizations like NAMI Waco, we use our floral designs and workshops to spark conversations about mental health, fostering connection and creativity in our community.

For us, it’s more than just flowers—it’s about making a positive impact on people’s lives, one bouquet at a time.

Norma, 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 Norma Benitez – Montelongo, and I’m the founder of Norma’s Florals, a floral shop based in Waco, Texas, that intertwines beautiful floristry with a mission focused on mental health and community well-being. My journey into this industry began with a deep love for flowers and a personal passion for mental health advocacy. I wanted to create a business that not only brings beauty into people’s lives but also fosters an environment of peace, creativity, and connection.

Norma’s Florals offers a variety of services, including custom bouquets, event floristry, and workshops focused on flower arranging. We also partner with the local community to host events and collaborations that focus on mental health awareness, such as those with NAMI Waco. In addition to hand-tied bouquets, we have a flower cart that can be booked for events, offering guests the opportunity to build their own floral creations. One of the unique elements of our shop is our partnership with a boba tea shop, combining floral beauty with an inviting space for students and locals to gather and enjoy both flowers and tea.

What sets us apart from others is our integration of mental health into everything we do. We’re not just selling flowers—we’re offering an experience that promotes well-being and emotional connection. Our team is trained not only in floristry but also in creating a calming and joyful environment for our customers, whether they’re walking into the shop, attending one of our workshops, or receiving one of our bouquets. We want our customers to feel uplifted and inspired, whether they’re purchasing flowers for a special occasion or just stopping by for a moment of peace in their day.

One of the things I’m most proud of is how we’ve built a community around our mission. Being located next to Baylor University, we’re in the perfect spot to connect with students and locals, and we strive to make our shop a go-to destination for everyone in Waco. We’ve also expanded our services to include floral design for weddings, events, and even holiday decor through our luxury brand, Tulipan Event Design.

The main thing I want people to know about Norma’s Florals is that we care about both beauty and impact. We’re here to create moments of joy through flowers, but also to contribute to a larger conversation about mental health. Our brand is built on the values of community, creativity, and well-being, and every bouquet, event, or workshop is crafted with those values in mind.

Can you talk to us about how you funded your business?

When I first started Norma’s Florals, I bootstrapped the business. We began as a simple flower cart, which allowed us to start small and keep our costs low. The flower cart became our primary source of income, and over time, we used the profits to reinvest and gradually grow the business. By focusing on generating steady income through our flower cart, we were able to expand slowly and sustainably without taking on debt or external investment.

We’d love to hear the story of how you built up your social media audience?

Building an audience on social media has been a journey of authenticity and community engagement. When I first started, I focused on showing the behind-the-scenes aspects of Norma’s Florals—our flower arrangements, the creative process, and the everyday life of running a small business. People connected with the personal stories and mission behind our brand, especially our focus on mental health advocacy and the partnerships we built in the community. We also made it a priority to engage with our followers by responding to comments, reposting customer photos, and creating content that resonates with our audience, like floral tips, mental health moments, and seasonal inspiration.

For anyone just starting to build their social media presence, my advice is to be consistent, authentic, and patient. Start by sharing your story and showing your personality—it’s what sets you apart. Use social media not just as a promotional tool but as a way to connect with your audience and build relationships. Collaborating with other local businesses or influencers who align with your values can also help grow your reach. Finally, don’t be afraid to experiment with different types of content to see what resonates best with your audience.

Contact Info:

• Website: https://www.normasflorals.com/
• Instagram: https://www.instagram.com/normasflorals/