Bringing Latina-Owned Floral Excellence to Westchester County, NY
New Rochelle, NY — March 18, 2025 — In a vibrant celebration of community, culture, and entrepreneurship, Rhoslyn Florist Franchise officially opened its newest location in New Rochelle, New York, marking another strategic step forward in its regional expansion across the New York City tri-state area.
Founded by Fabiola Guerrero, an Ecuadorian-American entrepreneur raised in Ambato, Ecuador — famously known as the Capital of Flowers — Rhoslyn Florist continues to disrupt the floral industry with its unique blend of Latin American heritage, high-end floral artistry, and a franchise model designed to empower minority ownership.
The grand opening event, held at the new storefront in downtown New Rochelle, featured a ribbon-cutting ceremony and a distinguished roster of public and private sector leaders who came together to celebrate the occasion.
The ceremony began with a heartfelt blessing of the store by Catholic Priest Jose Serrano of Saint Anthony Church, setting a tone of spiritual unity and gratitude. Following the blessing, Mayor Yadira Ramos-Herbert delivered a powerful welcome, which was succeeded by remarks from elected officials from the City Council, the State Assembly, city commissioners, county representatives, the owners of the flower shop, the developer of the building, and representatives from the corporate franchise company and affiliated trade associations. The program reflected the strong support for minority-owned businesses and the collaborative efforts driving the city’s downtown revitalization.
🎤 Featured Speakers:
- Catherine White, Executive Director, New Rochelle Chamber of Commerce
- Honorable Yadira Ramos-Herbert, Mayor, City of New Rochelle
- Honorable David Peters, City Council Member, District 3, City of New Rochelle
- Honorable Shane Osinloye, City Council Member, District 4, City of New Rochelle
- Adam Salgado, Commissioner of Development, City of New Rochelle
- Jorge Ventura, Deputy Commissioner of Development, City of New Rochelle
- Mariana Jusufaj, Community Relations Commissioner, City of New Rochelle
- Andy Sandor, Chief, New Rochelle Fire Department
- Judah Holstein, Legislator, Westchester County
- Jack Cardwell, Legislative Assistant Westchester County, NY
- Fabiola Guerrero, CEO & Founder, Rhoslyn Florist Franchise
- Diego Toasa, President, Rhoslyn Florist Franchise
- Rafael Alvarez, CFE, CEO & Founder, Latino Franchise Association & Latinx Franchise Brands
- Clem Yeboah, CEO & Founder of The African American Franchise Association
- Jose Herrera, CEO, WBP Development LLC (developer of the building)
- Jose Serrano, Priest, Saint Anthony Church (provided the blessing)
During her keynote remarks, Mayor Yadira Ramos-Herbert extended a warm welcome to the new business and highlighted its potential impact on local revitalization efforts:
“I am so excited to be here at this grand opening welcoming the Rhoslyn Florist Franchise to the City of New Rochelle. Opening this shop adds such a beautiful pop of colors to this special block and this gorgeous building. Next door, in a few years, we will add 120-plus affordable condos, so you are taking a big step to revitalize this part of our downtown. I want to thank Diego & Fabiola and Rafael Alvarez from Latinx Franchise Brands and The Latino Franchise Association for choosing New Rochelle. Thank you for saying YES to New Rochelle — and if there is anything that I can do for you to be successful, please don’t forget to reach out to me.”
Equally powerful was the message from Fabiola Guerrero, who delivered an emotional and forward-looking statement that encapsulated the heart of the brand:
“This grand opening is more than just a new store — it’s a symbol of resilience, purpose, and community empowerment. As a Latina immigrant and entrepreneur, I’ve poured my roots and values into every bouquet we craft. We’re proud to open in New Rochelle — a city with heart, diversity, and a vision for the future. This is only the beginning, and we are committed to growing opportunities for others who want to dream big and build something beautiful.”
Empowering the Community through Franchising
Rhoslyn Florist is one of the flagship Franchise Brands under Latinx Franchise Brands, Inc., a pioneering platform focused on breaking down barriers for aspiring Latino business owners through franchising. With affordable entry points and a supportive, culturally-aligned ecosystem, the brand has quickly become a model of equitable franchise growth.
“The opening of this location reflects the heart of our mission — to franchise with purpose,” said Rafael Alvarez, Founder of Latinx Franchise Brands. “Fabiola’s vision is proof that when you combine cultural authenticity with franchising expertise, you can build something truly sustainable and community-driven.”
With locations already thriving in the Bronx, and now expanding to Westchester County, Rhoslyn Florist Franchise is poised for continued national expansion, targeting additional territories in Brooklyn, Queens, Manhattan, Staten Island, Long Island, New Jersey, Connecticut, Pennsylvania, Massachusetts and Florida.
Franchising is about Location, Location & Location
We are so excited to open this Corporate Location in a brand new building in the heart of the City of New Rochelle close to the Trump Plaza building. The Stella, built by WBP Development LLC, situated at 207-209 North Avenue in New Rochelle, New York, is a recently completed 27-story luxury residential tower. This development encompasses 380 upscale apartment units, offering residents panoramic views of the Long Island Sound. The residential offerings include a mix of studio, one-bedroom, and two-bedroom apartments, with approximately 76 units designated as affordable housing.
The ground floor of The Stella features commercial spaces suitable for various uses, including fitness centers, offices, medical facilities, financial services, and quick-service restaurants and of course the new Store & Corporate Training Facility of Rhoslyn Florist Franchise. The development’s strategic location provides quick access to Midtown Manhattan, with a 30-minute commute to Grand Central Station via the nearby New Rochelle Metro-North train station. Additionally, the property is adjacent to New Roc City and Monroe College, enhancing its appeal to residents and businesses alike. Admiral Real Estate
The Stella’s completion marks a significant milestone in New Rochelle’s ongoing urban development, contributing to the city’s evolving skyline and offering modern living spaces with convenient access to both local amenities and New York City
📍 New Rochelle Location Details:
Rhoslyn Florist – New Rochelle
📍Address: 207 North Avenue, New Rochelle, NY 10801
🕘Hours of Operation: Monday – Sunday: 9:00 AM – 7:00 PM Open 7 Days a Week
📞Telephone: (914) 296-2701
The New Rochelle community can expect same-day delivery, fresh floral designs for events and celebrations, and subscription services for home and office décor — all designed with Latin soul and elegance.
To learn more about franchise opportunities with Rhoslyn Florist, visit:
🌸 www.rhoslynfloristfranchise.com
Follow them on Instagram: @rhoslynflorist
Contact for media inquiries: press@rhoslynfloristfranchise.com
