Little Rosie Flower Truck : Small and Valuable
When Toni Rose talks about Little Rosie, she lights up. The 1970 Volkswagen pickup is bright red, sweetly nostalgic, and very much the soul of her mobile flower bar. But the heart behind it is Toni’s: a first-generation Filipina, longtime SoCal local, and former higher-ed professional who followed a quiet nudge to build something small, beautiful, and meaningful.
In 2022, Toni spotted a flower truck concept online and could not shake it. She pictured a vintage VW, the kind that feels at home near the beach, and began searching. Months later, she found Rosie close to home. Within four months she launched, and by early 2024 she took the leap into running Little Rosie full time.
The model is simple and personal. Toni pulls up to coffee shops, schools, markets, brand activations, or private events with buckets of seasonal stems. Guests build their own bouquet, choosing a few favorites or a full armful. Toni guides gently when asked, but mostly gives people room to play. Because when you make your own bouquet, it feels like a love note you wrote yourself.
From the start, Toni wanted her flowers to tell a local story. She sources as much as possible from small, nearby, primarily women-owned farms. Many are within a half hour of her home. Some are literally in the farmers’ backyards. Ordering often begins with a text about what is growing that week. Pickup can include a walk through rows of color, butterflies floating past, the smell of the earth still cool. It is a world away from the downtown flower market, and that intimacy shows in the buckets on Rosie’s bed.
Toni spent 15 years working in higher education. The pandemic cracked open the idea that life could be arranged differently. She started Little Rosie while still working full time, then set a date to step out. Her family was curious at first, then all in. Her husband said yes without hesitation. Her mom became a repeat customer at every public pop-up.
Like most founders, she learned by doing. Early markets meant leaky buckets, hot July days, and a living room turned into a makeshift cooler. She wrestled with impostor syndrome too. “I am not a florist,” she says. “I am a flower enthusiast with a truck.” The way she moves through that feeling is by staying close to value. The blooms are local and thoughtfully grown. The experience is generous and playful. The feeling people leave with matters. On event days, she is fully present. Most of the time, it is just Toni and Rosie. When she needs an extra pair of hands, cousins and friends jump in.
Ask about a day that stays with her and she will tell you about a school visit for a Loved Ones Day around Mother’s Day. Class by class, from tiny kindergarteners to tall sixth graders, kids came to the truck and built bouquets for the person who cares for them. One stem for mom. One for grandma. One for an aunt. Toni drove the truck herself, did the work through tender emotions, and went home with a full heart. “Small, but valuable,” she says. That is the point.
The Avery collaboration was another stretch-and-shine moment. She showed up to set expecting a few photos. Her dad later called to say he saw Rosie on TV. What felt like a simple shoot became a national spot, and a reminder that little ideas can ripple far.
Toni’s waves are quiet and consistent. She brings people together around something simple and beautiful. She supports nearby farmers, especially women who grow with care. She helps strangers tell someone “I love you” with color. Outside the truck, she makes a point to reach out, to leave a voice note, to turn a quick “thinking of you” text into a real conversation. In a busy city, that is a wave all its own.
She often returns to a line from You’ve Got Mail: “I lead a small life. Valuable, but small.” Little Rosie lives there too. Small as in human-sized. Valuable as in deeply felt. Proof that you can build a business that fits your life, honors your community, and still makes room for wonder.
If Toni’s story has inspired you, you can order flowers or book the truck at littlerosieflowertruck.com, follow @littlerosieflowertruck for flower drops and event updates, or simply gift a bouquet to someone who could use a little extra joy today.
This story was created by Making Waves Project to spotlight real people whose creativity, resilience, and purpose inspire us all. By sharing these stories, we aim to honor the journeys behind the work and amplify voices that spark connection and change.
If you or someone you know has a story to share, we’d love to hear from you. And if you’re a brand interested in partnering with us to bring more stories like this to life, please reach out at hello@makingwavesproject.com
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Photography by Robiee Ziegler
Produced by Katie Caro
Post production by Kelly Budish
