Well-being
We nurture a safe, respectful, supportive environment so people flourish emotionally, mentally, and physically.
Our story
Our story begins when life asks us
to live differently
Not faster. Not louder. Closer to the earth, to
stillness, and to what truly matters.
Where it started
The farm we wished existed
Flora & Fire started in that moment. The idea was small: grow the most beautiful roses we could, on the family farm in Salcedo, Ecuador, and ship them straight to the people who would actually use them.
The roses are the product. What we sell, really, is the small ritual of a fresh bunch on the counter at the start of a slow morning.
Where Fire meets Flora
Three thousand meters up
The farm sits at 3,000 meters in Salcedo, Ecuador, on the slopes of Cotopaxi. It is one of the rarest microclimates in the world, known for some of the finest roses anywhere. Cool nights slow the bloom and build a large head. Hard sun saturates the color and thickens the stem. Conditions that don't repeat anywhere else.
We employ farm-team families from the surrounding villages. Most of the people who grow our roses have grown them with us for years. They know every variety by stem shape. They walk the rows before sunrise.
What we're building
A direct-to-door rose business with nothing hidden
The bar we set: sell only the kind of roses we actually want to bring home ourselves.
The team is small. Mario started the farm. Gabriel manages the day-to-day. Lordan watches the agronomy. Grazia handles design, content, and the people side. The farm hands have been with us for years. We grow what we sell.
Nature does not hurry, yet everything is accomplished.
It's a philosophy we live by. Our roses are never rushed. They grow slowly at 3,000 meters in Salcedo, shaped by hard sun and cool Andean nights, conditions that can't be replicated anywhere else. The result is a large head, saturated color, and a thick stem that arrives strong. Every stem is cut after you order, hand-selected, and shipped in bud, never sitting in a warehouse, never passing through a dozen hands.
More than flowers
You're not just buying flowers
You're connecting directly with the people and land that grew them, and choosing beauty that doesn't hurry but always delivers.
When you bring our roses into your space, you're welcoming the calm, freshness, and intention of the Ecuadorian Andes into your daily life. From Salcedo, with love.
What you get
Ready-to-enjoy.
No cutting, no prep
Large-head roses from Salcedo, cut after you order and shipped in bud. Open the box, place the bunch in a vase, and watch it open. Simple as that.
We both know you want to enjoy the little things that truly matter. No stress, no extra steps.
What we believe
Growing more than roses
Our mission
We inspire intentional living and elevate everyday moments through effortless, sustainable rose experiences; one rose at a time.
Our vision
Cultivate an intentional way of living that nurtures the well-being of both individuals and nature, while setting the highest standard for premium Ecuadorian roses, for this generation and those to come.
The values we grow by
Intentional lifestyle
We inspire intentional living through a holistic approach that connects all areas of life to support well-being.
Teamwork
When we join forces and embrace each other's perspectives, different ideas turn into better solutions. Every opinion counts.
Innovation
We grow with purpose, nurturing our roses, our people, and our connection with nature through sustainable farming.
Integrity
Honesty, respect, and responsibility build trust and cooperation, and a positive impact on people and the planet.
Quality
Quality goes beyond our product. It's about nurturing relationships and the lives we touch.
Sustainability
We make mindful choices that support the earth, our community, and the well-being of all, for lasting impact.
About our team
The people behind every bunch
We are a young, passionate team from Salcedo, Ecuador, united by a simple yet powerful vision: to reconnect people with the beauty and rhythm of nature. For us, roses are more than just flowers. They are a celebration of wellbeing, mindfulness, and balance, a way of life we live and breathe every single day on our farm. From Salcedo, with love.
Mario R Vicente
Founder
Gabriel Maldonado
General Manager
Lordan Jiménez
Lead Agronomist
Grazia Piana
Designer, Social & Content
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Join the community
@theflorafireReady-to-enjoy roses grown in Salcedo, Ecuador, for intentional living.