LOVE IS IN THE AIR - INTERVIEW WITH SALVADOR ROSALES
LOVE IS IN THE AIR - INTERVIEW WITH SALVADOR ROSALES
The Alum Rock neighborhood, nestled at the base of the foothills, boasts a diverse array of services, storefronts, and restaurants. These hills have witnessed the growth of families, blossoming romances, and the emergence of entrepreneurs. Sometimes, chasing love leads us to unfamiliar places. For Salvador Rosales, winning his wife's heart meant leaving his hometown in Jalisco, Mexico, and embracing the culture of San José, California.
“My wife’s favorite saying was always: 'Love is in the Air.'” Mr. Rosales reminisced, a smile stretching across his face as he recalled memories of his late wife. San José Flowers (32 S. White Road) was born from her passion for floral beauty. After years in the floral industry, working with various companies, Mrs. Rosales opened her own business. Even after her passing in 2016, the shop continues in her honor. Love is evident in the vibrant bouquets, stuffed animals, ribbons, and balloons displayed physically and in the family's dedication, who pitch in during peak seasons and weekends.
“My wife’s favorite saying was always: ‘Love is in the Air.’”
“As one of the delivery drivers, I love witnessing the joy sparked by a spontaneous bouquet of flowers. Recipients may not know who sent the flowers, but their reactions are unforgettable.” Mr. Rosales leaned back in his chair, taking in the array of arrangements around him, his heart filled with gratitude for every smile, thank you, and moment of happiness he had the privilege to witness.
Over 20 years in the floral industry have presented their fair share of challenges, particularly in the unique setting of Alum Rock Village, where their storefront proudly stands. Maintaining a steady inventory of the freshest flowers on the market necessitates charging higher prices than wholesale or commercial florists. "When you buy wholesale or commercial, you pay less but get what you see. As a small business, we prioritize personalized floral arrangements, ensuring each creation is crafted with care and received with love."
The rapid advancement of technology posed yet another obstacle to overcome. In the past, businesses could rely on advertisements in local newspapers or paybooks. Nowadays, ads on social media, coupled with trendy reels, captivate audiences and draw them through the door.
"I may not always know how to access resources offered by the city. Sometimes, I'm not even sure what to type on the computer. I find face-to-face conversations with neighborhood associations and business groups invaluable, especially since our online capabilities are limited." Mr. Rosales reflected on an incident when one of his windows became vandalized. Without hesitation, he promptly had it repaired to safeguard his business. However, he didn't report the incident to anyone. When Mr. Rosales attended the Alum Rock Village Action Committee, he realized the importance of reporting such incidents to the police. Doing so ensures proper documentation for police and city reporting.
“I may not always know how to access resources offered by the city. Sometimes, I’m not even sure what to type on the computer. I find face-to-face conversations with neighborhood associations and business groups invaluable, especially since our online capabilities are limited.”
While San José Flowers faces White Road, Mr. Rosales doesn’t receive as many unexpected visitors as the businesses on Alum Rock Avenue. “Improved lighting fixtures would enhance neighborhood safety and encourage community members to remain outdoors after dark. We're currently exploring installing city-funded security cameras outside our business to monitor potential risks. Additionally, I believe our neighbors could benefit from jointly hiring a security company to patrol the area.”
“Improved lighting fixtures would enhance neighborhood safety and encourage community members to remain outdoors after dark. We’re currently exploring installing city-funded security cameras outside our business to monitor potential risks. Additionally, I believe our neighbors could benefit from jointly hiring a security company to patrol the area.”