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Meet Jazmina Roa of Delilah’s Flower Truck

Today we’d like to introduce you to Jazmina Roa.

Jazmina, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
Starting a business had always been a dream of mine. However, I don’t think I ever put too much thought or energy into it until late 2019. I’ve always been creative, I’ve always loved being a light and spreading positivity and joy in everything I do. In September 2019, I thought, if food trucks could sell food, what other businesses could thrive in a mobile-style market. It was then when this flower truck idea was born. That evening, I spent hours researching the floral industry and I realized that flower trucks already existed; here in California and in other parts of the country. I became obsessed! Every single day I would dedicate time to researching and understanding the basics as well as the intricate aspects of what it’s like running a business — specifically a flower truck. Within weeks, I was searching for a vehicle, researching and working with my local Small Business Development Center (SBDC at Pasadena City College), obtained all the legal permits and licensing through the city, county and state.

With no real floral experience under my belt, I simply jumped into visiting the flower market, picking up some flowers and learning to design and arrange bouquets using free resources such as looking for inspiration via Pinterest, watching tutorials on YouTube and just winging it.

Today, Delilah looks forward to hitting the road again in the near future. This business is one that you continuously learn and grow in. I am currently working on trying to partner with some local flower farms and see how my business could make a positive impact in the community — I’d love to work with disadvantaged or at risk youth or communities.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Overall, it has been a relatively smooth road. As a bootstrapped entrepreneur, I have lots of risks associated with my financial decisions therefore I have made very calculated choices throughout this process. COVID-19 has played a big part in how we are conducting business today. We have tailored our business to contactless delivery or pick-up. Moving forward and looking into the future, my biggest concern is how we will protect ourselves and our customers once we are able to hit the streets again. I have no doubt that the community will understand and adjust right along with us, for that we are so grateful. Another struggle has been trying to define this work/life balance thing…Delilah is a side hustle and a labor of love. I have a full-time career outside of the floral industry, and at times it feels like I may have bit off more than I could chew. To help, I try to disconnect from work and Delilah when I have a chance to dedicate time to my family and friends or simply to regroup, have a moment of stillness and recharge for the daily grind.

Delilah’s Flower Truck – what should we know? What do you do best? What sets you apart from the competition?
Delilah is a build your own bouquet flower truck. We specialize in providing an assortment of blooms sourced mainly in the Los Angeles Flower District. Weekly, the truck is stocked and ventures out to a local neighborhood to bring fresh flowers and lots of joy. What sets Delilah apart from your average florist or your local grocery store floral department is that you have the opportunity to style your bouquet and make it as simple or as grand as you like depending on your price point. In addition to spotting Delilah in your neighborhood, you can find Delilah at local events, pop-ups, private parties, weddings and the truck is also available for photoshoots.

What moment in your career do you look back most fondly on?
I’d have to say my proudest moment was receiving my first order. With a minimal presence on social media and recently opening for business, I received my first order. It was humbling that people trusted me to create a beautiful bouquet for them or their loved ones. It was like seeing the entire process pay off before my eyes — all of the hard work, doubt and joy combined was absolutely worth it. Overall, I am most proud of myself — for taking a leap of faith, trusting in myself and making something out of literally nothing. Seeing my vision come to life has been a very surreal experience for me and something I am absolutely proud of.

Contact Info:

Image Credit:
Christian Monroy

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