Northeast Florida Client: Carmen Romero
Carmen Romero is a Venezuelan systems engineer with a passion for artistic handcrafts and party decorations. Her entrepreneurial journey began when her 10-year-old daughter suggested they start a business together. Initially, they sold flowers and breakfasts on Facebook Marketplace, eventually focusing solely on floral arrangements. Their venture aimed to introduce a Venezuelan twist to the concept of gifting unique floral arrangements in Jacksonville. Thus, the name of their business—Surprises in Jax, LLC—ideated by Carmen’s daughter.
While attending an event for Hispanic entrepreneurs in Jacksonville in August 2023, Carmen met Prospera Regional Vice President Katia Medina, who immediately connected her with a Small Business Consultant from the organization. At the time, Carmen’s primary goal was to establish a strong brand presence for her business in a city dominated by traditional brands with decades of history. Her business’s main challenges involved revitalizing their brand and transitioning from operating out of Carmen’s garage to opening a storefront that would offer clients a unique and enjoyable shopping experience.
With Prospera’s help, Surprises in Jax developed a modern and attractive brand identity and secured a dedicated space, generating more visibility and boosting customer traffic. Since the establishment of their unique and picturesque all-pink flowers and gift shop, the business has flourished. Along the way, Carmen has relied on Prospera’s trusted guidance, instructive business seminars, and personalized consulting for understanding the needs of her business, obtaining permits and authorizations according to local regulations, and following strategic processes and procedures for her business to fully blossom.
Carmen advises other Hispanic small business owners that entrepreneurship demands daily commitment and persistence and, therefore, is not for everyone. She highlights the importance of professional assistance, noting that having support early on would have saved her money. She emphasizes that Prospera’s services can help entrepreneurs achieve their goals faster and more effectively. Today, what started as a way to support her daughter’s dreams has become a strong, woman-owned, and family-operated business that stands out for its unique and special products, made with love, for the community.
Learn more about this blooming flower boutique on their website: surprisesinjax.com
