She went to school for psychology and earned her master’s degree in neuroscience — but flowers always permeated her very core — which finally prompted Oakley’s Haley Jacquez last November to open up her own business called The Golden Tulip Co.
It’s basically a pop-up flower shop on wheels — or flower bar — through which she offers an interactive, build-your-own bouquet experience. All else aside, being a florist was always the 26-year-old Freedom High School alumna’s backup plan.
“I’d been saying it for years, and I finally got the inspiration for a flower bar in early September 2024,” Jacquez said. “I sat on the idea for quite a while before pulling the trigger.”
Also, while scrolling social media, she was inspired by Kristina Lux, who owns Hayward’s Sweet Pea the Flower Truck.
“She was able to meet with me personally and become my mentor in starting up,” said Jacquez. “There is actually a large group of flower bar/flower truck businesses across the country that we try and stay connected with by sharing ideas and tricks.”
After “pulling the trigger” to start her flower bar, Jacquez is now pulling long-stem roses, daisies and baby’s breath flowers for bridal bouquet workshops, weddings, special events, pop-ups and more. This is all done on the side because she also works full-time as a Costco inventory control specialist at the company’s Livermore office. She runs her business for the love of flowers — something she acquired back when she was 5.
“My godfather’s mother, Sally Heitmeyer, owned Delta Sand Florists in Brentwood until she retired nearly 20 years ago, and every time my parents would stop by her shop for an order, she’d let me roam around the flower coolers and have me help with arrangements — at least help as much as possible for a toddler.”
The business, though, was inspired by and named after her grandfather.
“Papa Golden truly inspired the heart behind this company,” she wrote on her company’s website. “In the fall of 2023, my grandfather passed away after battling dementia and Alzheimer’s. One of the memories that stands out most is when he shared that his favorite flowers were tulips.”
Amanda Daybell met Jacquez a year ago at one of her first pop-ups in Brentwood. Daybell’s husband is also Jacquez’s co-worker.
“I was just super-impressed and just love the experience that she was putting out,” said Daybell, of Brentwood. “What I love about Haley and her service is that she makes everything an experience; it’s very hands-on. It’s very visual. It’s more than just going and picking up flowers. It’s being creative and getting to be a part of the process as well, as she’s also teaching little tips and tricks along the way.”
Recent customer Juanita Sorrell, of Mountain House, found The Golden Tulip Co. on Instagram, where Jacquez posted about being at Barnes & Noble’s grand opening in Brentwood.
“I loved her set-up so I followed her on Instagram,” Sorrell said. “My daughter and I attended one of her workshops in February and met her in-person there.”
Jacquez’s love for flowers and vast knowledge about them isn’t lost on Sorrell, who then attended another workshop.
“At two workshops I’ve attended, she not only helped us make beautiful arrangements but she introduced us to new flowers that I’ve never seen before and explained all the details about them — how hearty they are, when they’re in season, their best use in an arrangement, etc.,” she said. “I can tell she loves the flowers, and I love learning about them from her.”
Sorrell said she’s attended and appreciated flower workshops by other artists, Jacquez distinguishes herself by making a personal connection with her students.
“Her workshops are very enjoyable,” Sorrell said. “She doesn’t just show us how to arrange the flowers.
“She educates us about all aspects of the arrangements — why we are using this particular flower or greenery in this specific way, how to showcase specific flowers, which flowers are best to showcase and which are best for background, etc., and it’s all done in such a manner that we’re having a great time and don’t feel like we’re in a class.”
Jacquez buys her flowers locally, but when some are not in season she sources merchandise from the San Francisco Flower Market and typically goes once a week when they open at 4 a.m., then heads to her full-time job afterward. A self-taught florist, Jacquez explained why she loves flowers so much.
“They are so incredibly unique, and nearly everyone has a personal connection to at least one flower,” said Jacquez. “The saying is ‘stop and smell the roses,’ and what it means is give yourself a moment to be present.
“That’s what flowers are — a moment of complete presence because you know they will eventually wilt. Flowers are versatile too, from making perfumes and teas to creating art or even making paint — flowers can be used for multiple purposes with the right knowledge.”
While her boyfriend and parents support her flower bar business, she admits her parents were initially skeptical.
“They were hesitant of the idea at first because they had never heard of it, but now they are always the ones offering to help set up with events, help prep flowers, or they’re posting about my events on social media,” said Jacquez. “I have a strong support system behind me, and if it wasn’t for them I wouldn’t be as far as I am.”
Her biggest compliment so far is one she hears all the time.
“One of my favorite comments I get every time I set up is ‘are those real flowers?’ I take this as a compliment,” said Jacquez. “Because it tells me I’m sourcing beautifully stunning flowers and giving them the best care that I can leading up to an event.”
Her flower bar on wheels, however, is not her end game.
“The ultimate dream is a brick-and-mortar,” she said. “One where people can come and take workshops throughout the day, build their own bouquets or place orders with me. My brick-and-mortar dream is more than just flowers — it’s an environment filled with flowers, books and coffee — my three favorite things.”
The Golden Tulip Co. operates in East Contra Costa County. Visit thegoldentulipco.com or instagram.com/thegoldentulipco online for more information.
Reach Charleen Earley, a freelance writer and journalism professor at Diablo Valley college, at charleenbearley@gmail.com or 925-383-3072.