They’re known as Ramo Buchones.
The maximalist floral arrangements have caught fire on social media, spurring a cottage industry for upstarts, as the price for an extravagant flower bouquet can reach hundreds of dollars.
The bouquets derive their name from a Mexican slang term, that according to the Los Angeles Times, is often used to refer to flamboyant girlfriends associated with narcos.
While florists nationwide seek to capitalize on this surge in popularity, for some Latina entrepreneurs in New York City, the ramo buchon trend has become a successful part-time venture that has provided them with financial boosts to chase their dreams.
Noemi Martinez, 31, never thought she’d be a small business owner. After graduating college, she joined the healthcare industry. In 2021, she was working full time as a human resource specialist for a healthcare company. Then it happened. “Long story short, during the end of December 2021. I got laid off… and I was four months pregnant,” she said.
There was no time to waste. Martinez knew she needed to do something to help provide for her growing family. Inspired by the success stories of small business she saw on social media, she set out to sell personalized gifts like chocolates, balloons, and cups.
“So I started my business, I did not have a business plan, I did not have anything. I launched my official business in February of 2022. During Valentine’s, that’s when I started to realize that a lot of people were demanding ramos. They did not like the little personalized gifts,” Martinez said.
So, she gave the people what they wanted.
With $1,000 in savings, Martinez bought the supplies she needed: roses, ribbons, Korean flower wrapping paper known for adding elegance, tape, rose thorn removers, and different decorations.
Today, the business, Serenity Floral Designs, which she works on part-time, has generated more than $80,000 in profit over the last two years. Her sales have largely been fueled by social media, she says. “I want to say 90% is TikTok, and 10% is word of mouth and repeat customers. That is my clientele,” she said.
And she’s not the only one benefiting from the social-media fueled surge in interest. According to Google Trends, searches for “Ramo Buchon” have spiked in recent months and in February reached peak popularity. On TikTok videos with the #ramobuchon have millions of views and it’s a similar story on Instagram.
A ramo buchon is not your average flower arrangement. In the Latinx community, they’re considered a luxury, and usually consist of 50 roses at a minimum. Not every florist can get it right, and making them look good takes practice.
In a few months Martinez became an expert on buying flowers wholesale. She can now distinguish between Colombian and Ecuadorian roses at a glance as well as list off all the risks that come with buying roses that travel long distances.
Someone ahead of the trend is also New York University sophomore student Joselyn Chacon. Before moving to NYC to pursue a double major in social work and public health, she started her ramo buchon business, Flores Siempre Con Amor, in Minnesota in 2022.
Chacon attributes the popularity of her ramo buchones to the decorations they include ranging from $100 bills and crowns to LED lights, with the possibilities being endless.
“A lot of the ramo buchones that I make usually come with add-ons like crowns, which I think [are] so pretty,” Chacon said. “I feel like it would probably make someone feel like they’re a princess. It’s princess treatment.”
Chacon balances being a small-business owner with her coursework and uses school breaks to go back home to Minnesota and fulfill orders. She’s careful about providing an approximate number for her estimated profit, but shares that her business has helped her family stay afloat after her mother suffered an accident and was forced to quit her job. It’s also provided a more relaxed part-time job for her to keep earning money..
“Since the accident because she has more time at home, she’s been able to take more time to learn and practice. So, it’s really been good for her to keep her mind occupied too. And it’s really good financially too,” Chacon said.
This month Chacon decided she’ll start selling ramo buchones in Minnesota and New York City.
She knows it’s a different ball park in the city with more competition, but she’s convinced there is room for everybody to thrive.
“El sol sale para todos,” which translates to “The sun comes out for everyone,” is one of Chacon’s favorite sayings after all.
Chacon and Martinez share similar stories, but they also share similar advice to others thinking about starting a small business.
“At the end of the day, you have to do something that’s rewarding for you, and something that makes you happy. And if it’s flowers, if it’s selling cakes, or anything, do it. Put yourself out there. You don’t lose anything by trying and I’ll be rooting for you,” Chacon said.
Martinez echoes a similar sentiment, “I stumbled on a girl on Tik Tok who was killing it. And I was like, if she can do it, I can definitely do it. So I took a risk. I didn’t have any plan. I just went with it. And it was the biggest investment and the most rewarding investment I’ve ever done in my entire life besides my kids.”
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