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Inspiring Conversations with Hector Veliz of Rosa’s Flowers

Today we’d like to introduce you to Hector Veliz.

Hector, we appreciate you taking the time to share your story with us today. Where does your story begin?
Rosa’s Flowers started in 2010 from the inspiration to own a small business where my mother (Rosa) could follow her floristry passion. We started selling flowers during big holidays such as Valentine’s and Mother’s Day. We would post on gas station parking lots. Our journey with those days ended fast because we would get removed by the police often. A few years later, we opened our flower shop. I Hector, started working with my mother from day one and that is where I was inspired to pursue this passion of mine. I am not self-taught since I learned everything from my mother. Today, I handle all the social media, floral sample creation for events, and hopefully I will be on HBO’s FullBloom soon. (just waiting on the final contract to sign).

I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
It hasn’t been a smooth road at all. Rosa’s is a first-generation business, so we are learning the hard way. A huge lesson I learned was to put away any emotion when working for celebrities and treat them like any other customer. We had to opportunity to provide flowers for one of our favorite rappers, YG. We took everything he asked for without asking for payment ahead of time or sending an invoice for such order. Once we dropped everything off he said he didn’t have money for us. One thing I learned from this is to treat everyone the same and practice the same business models we would with all others despite who they are. You learn a lot when you are a first-generation business owner from figuring out the best business practices, learning about taxes, insurance and lease contracts.

However, obstacles will always be in the way of small business ran by minorities. We have to learn to adapt to large stores coming into our communities and develop new customer retaining strategizes. Stores such as .99 cent stores, Amazon, Grocery stores, etc., have started selling items at such a lower price that make it difficult for stores like ours to compete with. Another struggle that we have faced is the language barrier and the generation gap my mother faces. When I have been out of the shop for school, side jobs, etch my mother has struggled to speak with English speaking customers. That is where my little brother Erwin and myself had to always step in. We have been the ones who had to take care of a lot of the communication side of the business. I am sure that a lot of other brown owned business have experienced some of our struggles. We don’t have the resources others have to be able to succeed at the same rate others can. But, despite our struggles, we are still here ten years later and we have a bright future ahead of us.

Alright, so let’s switch gears a bit and talk business. What should we know?
Rosa’s Flowers is an event floral design business. We specialize in Quinceañeras, weddings, and event floristry. Something I am most proud of is being contacted to be part of HBO’s FullBloom season 2. Being someone who comes from a small town, I never thought that my work would be seen around the world. I want other brown children like myself to know that anything is possible in this world- that’s why this has been a proud moment in my career so far. Rosa’s Flowers loves floral design, and we love creating special pieces for all of our customers. Even if it’s a bouquet for a local delivery or someone’s wedding. We take pride in making sure we create something just for you. We offer everything from bridal bouquets, arbors, weekly floral deliveries, centerpieces, and artist installations.

Who else deserves credit in your story?
FAMILY! Our family is the reason why we have been able to stay open for so long. Our business is run by my Mother (Rosa), my little brother (Erwin), and myself (Hector). However, during large events, holidays all of our family come together to help out. If you come to our shop during Valentine’s Day, you will see our cousins, nieces, friends, father, godchildren come together to help out. Some will be out on the field making all the deliveries, some will be handing customers their orders, others are posted at a gas station selling bouquets, and others are bringing us lattes and tacos for lunch haha. I truly believe that without their help, we wouldn’t be able to stay open for so long. My cousin Chely has her children to look out for but still makes time to help with deliveries. We all come from a giving family and they all deserve the credit. I love my family and I want to continue to grow so that I can make all of them proud. Another person who deserves credit is my wife. We have an eight months old daughter and she is still pushing me to keep creating floral arrangements, follow my dreams, and supports my goals despite how big they seem.

Contact Info:


Image Credits:

Poema Studios – For image – P1084117

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