Meet Madeline Hernandez | Master Florist

We had the good fortune of connecting with Madeline Hernandez and we’ve shared our conversation below.

Hi Madeline, what was your thought process behind starting your own business?
My thought process behind Florecita was one grounded in authenticity and love. I wanted a brand that was going to be true to me and my culture. Both my mother & grandmother shared a love for flowers and gardening. I would spend summers as a young girl in Mexico playing in my grandmothers rose garden & summers in Boston as an adolescent visiting nurseries with my mother. Watching mami water her plants in the sunset is one of my favorite childhood memories. It wasn’t until I would give birth to my second son during a pandemic and have to leave my career that I would launch Florecita. Florecita has healed so much for me and allows me to show up as my most authentic self. I took the most favorite elements of my life; cultura, music and flowers and created Florecita – For all, to enjoy and love. 

Let’s talk shop? Tell us more about your career, what can you share with our community?
I learned pretty early in my 20s that as a Latinx I always had to be more hardworking, more passionate and more dedicated than everyone else in the room if I wanted to succeed. It’s that hustle, passion and dedication that has led me here. Like most, my story is one of hardship and struggle. It’s hard to do the work to be the person you want to be. It takes discipline and sacrifice but it’s turning off that noise in your own head that allows you to step into your purpose. Your power. I’ve learned so much as a business owner these past two years. Most especially, you have to go through all the emotions and do it anyway. At Florecita, we bloom different and we hope that when you’re in our space you feel that love and passion and it inspires you in your own journey.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I have so many favorite spots in the city but if I’m planning a trip for my besties places we’re eating; Bacanora, Barrio Cafe & Quinessence. We’re drinking at; Little Rituals, and Rough Rider. We’re visiting Papago Park, Desert Botanical Garden & Tempe Town Lake. We’re hanging out on Roosevelt Row & going to The Pemberton for Salsa Music & Tacos.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I want to give a shoutout to my husband David. David has always supported Florecita from day 1 without any reservations or limits to what he’s willing to do for me or my business. He believes in me more than I do sometimes & without his love none of this would be possible.

Website: florecitaphx.com

Instagram: florecitaphx

Other: TikTok: Florecitaphx

Image Credits
Credit: Vida Cruda Photography