Today we’d like to introduce you to Lorena Rivera.
Lorena, we appreciate you taking the time to share your story with us today. Where does your story begin?
I worked 23 years for a large Texas retailer. Some of the roles I had were in customer service, bookkeeping, baking, cake decorating, and floral design. 15 of those years were on the floral side with six of those years being a Floral Manager. I worked in 7 different locations, and received many awards to include Woman of Distinction in 2004 and 2017. I loved and enjoyed helping and guiding anyone who wanted to move up. I learned the importance of strong customer service, building and leading a team, managing the financials of a business, floral design, mass producing and handling large scale events like Mother’s Day and Valentine’s Day. Though I’m grateful for all that I learned there, I left in July 2024 with a shattered spirit. I loved my job and envisioned retiring there, but the circumstances on my final day left me broken and hesitant to start over. Despite the wealth of knowledge I gained, I was apprehensive about finding another job for fear of facing the same treatment.
So instead, I began exploring different options.
In March of 2025 I opened a Floral shop with a partner, but the week after we opened my mom became severely ill and passed away April 2025. The loss was devastating, and trying to grieve while managing a brand-new business was more than I was emotionally able to carry. By August 2025, I made the decision to sell my half and move on.
That loss shifted my entire perspective. I knew that when I was ready to try again, I wanted my next floral shop to be something deeply personal-something that honored my family, my mom’s memory, and the love that shaped who I am. That became the foundation of my new plan moving forward.
My family never allowed me to give up on my dreams. They encouraged me to continue with my original vision of opening a floral shop -one that would carry deep meaning for all of us. That dream became Flor En Tina Florist, named in honor of our father, Florentino Villanueva. In the time since our mother’s passing, our family has found incredible strength in one another. Her love still guides us, and the way we support each other has become our way of honoring her memory. My husband, my daughters, my brothers, and my sisters, have been my foundation. Their encouragement is what pushed me forward.
My husband has been my greatest supporter and immediately began working on something new for us. He started building a workshop at home so I could continue pursuing my dreams, and within a week he had created a dedicated space where I could begin purchasing supplies and preparing for Flor En Tina Florist.
We officially formed the business in September 2025 and launched our website the following month. Today we operate as an online florist serving Temple and Belton,Texas. While we don’t have a store front yet, it remains a goal we hope to reach in the future.
The name Flor En Tina is a play on words that means Flower in a Tin, named after my father Florentino, and it also incorporates all the letters in my name, Lorena.
The logo is outlined in green as it was my mother’s favorite color. The lily of the valley flowers featured in our logo represents my daughters, Lilia and Jenni-Jenni because it’s her birth month flower and Lilia, whom we lovingly call “Lili”. The five birds symbolize my five brothers, and the three fairies represent my two sisters and me which were inspired by three fairies my mom always had displayed in our home and said they represented her three daughters.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Overall, the path has been smoother than I expected, mainly because we started small and focused on building a strong foundation with a solid plan. But it hasn’t been without challenges. The cost of getting started, building up a reliable customer base, and the constant fear of failing were all real obstacles. Still, each challenge pushes us to stay focused, stay humble, and keep growing step by step.
We’ve been impressed with Flor En Tina Florist LLC, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
We are an online florist, we design and deliver flower arrangements in Temple and Belton, TX.
What makes our business truly special is that it’s a mother-daughter dream that is flourishing. Together, we’re growing something that blends creativity, family, and passion. My daughter Lilia brings her fresh vision and talent- managing our TikTok presence and currently studying for her business degree- while I bring my love of flowers, design, and the experience to keep everything running smoothly. Every bouquet we create is completely custom and made with genuine care and love. It’s more than a business for us-it’s something we pour our hearts into.
What we are most proud of brand-wise is an arrangement we call ‘La Victoria’ named lovingly after my mom. ‘Victoria’ means victory, and it reflects the strength and resilience she carried throughout her life. My mom battled multiple myeloma, a type of blood cancer, for three years-a struggle that while not the direct cause of her passing, took a toll on her health. During those years, I was by her side and witnessed her courage and grace. This arrangement is a tribute to her spirit, her beauty, and the love that continues to inspire our brand.
Our mission is to build a floral brand rooted in creativity, authenticity, and family. Every customer becomes part of our story as we continue building this beautiful journey…. one flower at a time.
What would you say have been one of the most important lessons you’ve learned?
I’ve learned that it’s OK to start over. I left a job that I would no longer be happy in, I lost my mom, and I went through a lot of personal struggles. But through all of that,I took a leap of faith and opened a small business. Starting over taught me strength, faith, and the importance of believing in myself. Above all, it reinforced my personal motto: to be brave and courageous.
Contact Info:
- Website: https://www.florentinaflorist.com
- Instagram: flor_en_tina_florist
- Facebook: https://facebook.com/FlorEnTinaFlorist
Image Credits
Luisa Bassa Photography
