Building a Business with Intention: Little Rosie Flower Truck

Creating meaningful moments, one bouquet at a time

At the back of her bright red flower truck, Toni Rose Hernandez sets the stage for something special—fresh blooms arranged and ready, with space for customers to slow down and create. Each bouquet is built by hand, stem by stem, guided by care, encouragement, and an experience designed to feel easy and joyful.

That care and attention are at the heart of Little Rosie Flower Truck, a woman-owned business grounded in thoughtfulness, connection, and the belief that even something simple can hold deep meaning. For Toni, flowers are an invitation to slow down, be present, and connect—whether you’re celebrating something big or just need a bright spot in your day. What began as a creative idea has grown into a business rooted in purpose, powered by thoughtful details, and driven by a willingness to take risks and do things differently.

From inspiration to a full-time leap

Before Little Rosie, Toni followed a more traditional path after college. As a Filipino-American who came to the U.S. at age 10, she grew up with clear expectations: work hard, pursue higher education, and build a stable career, which she did, before feeling a quiet nudge to create something of her own.

That idea took shape in 2020, a time when many people were rethinking what mattered most. After coming across a vintage VW flower truck on Instagram, Toni immediately saw the possibility of building something fun and creative, something that could also offer flexibility and more time with family.

She launched Little Rosie as a side hustle in the summer of 2022, testing the concept while balancing a career in higher education. Then, in January 2024, she made the leap and went all in. Leaving behind a career she’d spent more than a decade building wasn’t easy. It was scary. But it also felt right.

“I was absolutely scared,” Toni shares, “but I was also very at peace with it.” With the support of family and friends, the decision felt less daunting. It gave her the confidence to trust herself and the vision she was building. That leap marked the beginning of Little Rosie as it exists today: a business guided by intention, supported by community, and grounded in the belief that meaningful work doesn’t have to follow a preconceived path to success.

It’s more than flowers, it’s an experience

At Little Rosie Flower Truck, the flowers are just the beginning. What makes the experience special is the invitation to slow down and take part in the process. Instead of choosing a pre-made bouquet, customers build their own, selecting stems and creating something personal. That freedom can feel intimidating at first, which is why Toni makes reassurance part of the experience.

“Sometimes people feel nervous when they learn it’s a build-your-own-bouquet bar,” she says. “But I always tell them I’ve set them up for success—and whatever they put together will turn out beautiful.”

Toni selects blooms seasonally and sources as much as possible from nearby farms, many of which are run by women growers. It’s another way she supports her community while maintaining a standard of craftsmanship. With a welcoming setup and fresh flowers thoughtfully arranged, the process becomes a moment of focus and creativity—one that encourages people to be present and enjoy what they’re making.

Over time, Toni has learned that the meaning behind each bouquet matters just as much as how it looks. Many customers share why they’re buying flowers—to celebrate, to show care, or to brighten someone’s day.

“Hearing those stories reminds me that flowers are never really just flowers,” Toni says. “Being trusted with those moments is something I’m deeply grateful for.”

Building something on her own terms

For Toni, growing Little Rosie has been about more than flowers, it’s been about redefining what’s possible. As a woman business owner, she once believed there was only one traditional path to success. Starting her own business challenged that belief, and expanded her sense of what’s possible.

“Learning that I didn’t have to follow a traditional path to build something meaningful and successful has been huge,” she says. Community has played a big role in that growth. Connecting with other women in small business has brought partnership, encouragement, and shared support. “We’re each other’s cheerleaders,” Toni says.

Behind the scenes, growth has also meant building systems, setting boundaries, and pricing her work sustainably. Those changes help her navigate busy seasons with more confidence and less pressure. “I’ve realized I do my best work when I feel motivated, not pressured,” she shares.

Bringing the details together, with a little help from Avery

For Toni, the experience doesn’t end with the last stem. The finishing touches matter just as much. Thoughtful packaging transforms the bouquet into something complete. A simple wrap. A clean label. A cohesive look that reflects her brand’s values of simplicity and sustainability. It’s those small details that elevate the moment and make it feel purposeful.

Toni says she’s someone who appreciates the little details and believes they’re what make the biggest impact. That mindset carries through her day-to-day operations, where having reliable tools helps keep everything consistent and professional.

“If I can have one less thing to worry about, that’s a huge win.”

-Toni Rose Hernandez, on how Avery products help streamline her business

Toni uses Avery templates and high-quality labels—specifically Avery 22807 labels for bouquet labels—to ensure every arrangement feels polished and on-brand. “I started using Avery templates in high school, and I chuckle that I’m still using them now for my own business. It feels full circle.”

For a business built on creativity, those behind-the-scenes systems and tools matter. They support presentation, save time, and allow Toni to focus on what she does best: creating a welcoming space where flowers become something more meaningful.

A future in full bloom

Looking ahead, Toni is focused on building more recurring community popups, creating something people can rely on and look forward to seeing again and again. The goal isn’t just growth, but consistency and connection.

And while she’s already seen Little Rosie appear in a TV commercial, she’s dreaming even bigger. “I’d love for her to be on a show or movie,” Toni says. “That experience would really be a dream come true.”

For a business defined by care, creativity, and thoughtful details, the future of Little Rosie Flower Truck feels full of possibility.

You can learn more about Little Rosie Flower Truck or follow along on Instagram @littlerosieflowertruck to see where she’ll pop up next.

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