Meet LaToya Rodriguez
OWNER OF ROSE SOIREE
For LaToya Rodriguez, owner of Rose Soiree, floristry is more than just a job – it’s a passion that has spanned over the course of over 14 years. What began as freelancing to earn money during college evolved into a dynamic career, blending her creativity with her drive for business.
After earning her associate’s degree in business administration in 2010, LaToya followed its path, and in 2019 she found herself at a crossroads. She had worked so hard to obtain this degree, but the career path wasn’t right for her. With the encouragement of her husband, she decided to take a step back and reassess what truly made her happy.
By 2020, the world was facing the challenges of the COVID-19 pandemic, and LaToya, unable to find new employment, decided to return to the floral industry. Having already acquired the necessary licensing for owning a business and having taught herself how to build a website via YouTube tutorials, she took a leap of faith and created Rose Soiree.
“ The name "Rose Soiree" captures my vision - “Rose” for my love of fresh flowers, and “Soiree,” the French word for party.”
Rose Soiree became a place for LaToya to unleash vibrant creativity in a flexible, private setting. At one point, she opened a brick-and-mortar storefront, but soon realized that all her time was spent working at this location preparing floral arrangements, and she didn’t have time to pursue other interests such as hosting floral workshops and special events. Now, as a studio florist, she works out of a private studio, where she can craft stunning arrangements and make daily deliveries, while still having plenty of time to fulfill her passion of hosting workshops and special events.
Public workshops, like "Booze and Blooms" at The Annex, offer locals a chance to explore their creative side while enjoying a social atmosphere. LaToya also hosts private workshops, traveling to clients' spaces to teach floral design.
Her creative spirit has been a constant throughout her life, from crafting in Girl Scouts to learning how to recreate designs by observing others. As a visual learner, LaToya honed her floral skills by watching experienced florists and developing her own unique techniques and style. Along with her creativity, using fresh flowers is a key element of her work, as she values both their quality and scent.
When asked about her plans for Rose Soiree, LaToya expresses her desire to stay mobile and continue focusing on events and workshops rather than reopening a storefront.
“There are many brick and mortar floral shops in the community, and I want to do something different,” she explains. “There is always time for events and opportunities for workshops—that’s how it’s going to be for a good while.”
LaToya has grown to love Corpus Christi, a city she didn’t expect to call home. She now embraces the local spirit and aims to offer something unique to the city: an interactive, hands-on experience that brings people together—whether for a creative workshop or a private event—allowing them to learn something new while having fun.
Outside of Rose Soiree, LaToya is deeply involved in her family’s life. A proud football mom and dance mom, she balances her time between sports, dance recitals, and her events. Her connection to the community, both through her business and family, drives her passion for bringing people together through the art of floral design.
LaToya’s journey is one of resilience, creativity, and a commitment to doing things her way. Through Rose Soiree, she not only delivers beautiful floral arrangements but also fosters community engagement by providing a space for people to connect, learn, and celebrate life’s special moments.