Meet Madeline Hernandez of West Valley

In 2021, I left my career as a city social worker. It was mid-pandemic; I had just given birth to my second son and knew I did not want to return to my career. Though I loved it, it wasn’t what fulfilled me anymore. I wanted to build something for myself and my family. It felt like a now or never type thing at the time. I didn’t have much of a plan, but the one thing I did know was that I wanted to create something authentic, a creative expression of my roots and culture, and be able to share it with others. Ultimately, my mother and grandmother’s love for gardening and flowers would inspire Florecita.

It all started organically in 2022 as a bridal bouquet for a friend. I loved every minute of designing flowers for her, so I hosted my very first flower bar pop-up at a local farmers market on Valentine’s Day shortly after. I was not prepared for the amount of love and support Florecita would receive that day.

I joined the market until the end of their season and have since expanded to more markets throughout the valley, hosting and evolving Florecita’s signature flower bar experience. I’ve learned so much since starting Florecita and am grateful for all our opportunities and growth during our first year of business. I’m looking forward to a new and exciting market season, beginning this October.

Please find us at Park West Market, Heritage Night Market + First Fridays.

Alright, let’s dig a little deeper into the story – has it been an easy path overall, and if not, what challenges have you had to overcome?
As I learn how to manage entrepreneurship, I am also learning how to manage motherhood. It sometimes feels impossible and I’m left wanting more hours in the day. I want to be a great mom but I also want to eat, sleep, and breathe my passion. It’s been a practice of balance. I’ve learned how to have grace and compassion for myself but have also learned how to push my limits.

Can you tell our readers more about what you do and what you think sets you apart from others?
Florecita is a fresher than your average flower company, servicing events, weddings, private clients, and businesses. We are known for our fresh flower bar experience and flower wraps. When you visit Florecita, you can smell, hear, and feel the good vibes. For us, it’s about how we make you feel. From local flower delivery and flower bars to weddings and corporate events, we offer many services ready to make you bloom differently today.

Can you talk to us about the role of luck?
I don’t believe in luck or coincidence. This has been a labor of love and sacrifice—a manifestation made possible by reaching deep within myself and taking risks and betting on myself. “Dreams don’t work unless you do.”