The revolution is still brewing – and continues to be led by women. Southern Indiana is proudly the home of audacious women who continue to break barriers and become leaders in business, advocacy and their communities. Join us in celebrating and learning more about Leticia Rivera and other women who have contributed to making our communities a better place.
Can you introduce yourself and tell us about your business?
My name is Leticia Rivera and I’m the owner of The Wildflower in downtown New Albany. The Wildflower is an uncommon gift shop that doubles as a dose of dopamine. It’s been described by customers as a “wonderland” and a “real life I-Spy book”. We take pride in featuring unique goods from small vendors and local artists and makers. We regularly host mini pop-ups such as Tarot Readings and Bouquet Bars. I believe community, inclusivity and humor are key to a successful business and a happy life.
What is the story behind your business name?
The name ‘The Wildflower’ came from my experience as a military spouse and moving over and over again. Just as I would feel settled in a new place, new orders would come in and we’d have to plan our next move–usually across the country–to a brand-new place we’d never been to. In nature, wildflower seeds are scattered by outside factors like birds, wind, animals, etc., yet even in unfavorable conditions, they still manage to take root and grow into something beautiful. That is what the last 16 years have felt like for me. Trying to establish myself again and again, and find some sort of community every few years has been challenging, but I’ve always tried to make the best of it and bloom where I’m planted.
What inspired you to start your business, and how did you take the first step?
I’ve wanted to start a small business for as long as I can remember. I’ve grown up around small businesses and they will forever have my heart. I watched my dad and mom pour their entire selves into their respective businesses. My siblings and I grew up in the back rooms of salons, running around malls, and making blueprints for my dad’s architecture firm for $0.10/page. I’ve always admired how they infused their souls into their businesses to create beautiful experiences for their customers and clients and how they’ve built a tight-knit community within their staff. When we landed in Southern Indiana in summer 2023 for my husband’s last tour of active duty, it felt like home almost immediately and we were more than ready to finally plant some roots. For me, that meant finally starting my own business. Not unlike how one would take a cat to the vet, my husband had to gently coax me to take the first steps and get started. He convinced me to believe in myself and contact a realtor “just to see” what was available. We found this perfect little spot on Pearl Street in December 2023 and everything has just snowballed ever since.
What’s one thing people would be surprised to learn about your business?
Most of the time, I have no idea what I’m doing. I lean heavily on my team, my family and my husband for support. As a Cancerian, I often feel things before I think them through. I’m not naturally business inclined and would gladly give everything away if I could. But that’s not the best business practice and will definitely not pay my bills. However, my big feelings have allowed me to be genuine in how I present myself and my shop. This shop is 100% a piece of my soul in physical form.
What has been your biggest challenge as an entrepreneur, and how did you overcome it?
My biggest challenge has been trying to find some sort of work/life balance. When you open a small business, it’s always at the forefront of your mind. I was a stay-at-home mom for five years before this and it’s been really challenging not having the ability to focus 100% on my family like I’ve been used to. My husband has had to step into the role of primary parent this past year, and that has been challenging for me to accept. I have not overcome this, and I might never, but I am getting better at “clocking out” when I am at home, so I don’t miss out on the quality time I do get with my family.
What advice would you give to other women looking to start their own business?
Trust yourself. Ask for help. Find a mentor. You can do hard things.
Be sure to see what Leticia is up to at The Wildflower by following them on Facebook and Instagram.
Women like Leticia are not just building businesses; they're building legacies, paving the way for future generations to dream bigger and reach higher. This is just a glimpse into the history yet to be made by women in Southern Indiana business. The chapters are waiting to be written, the stories waiting to be told. One thing is certain: the future is bright, and it's female-driven. It's time to turn the page and witness the her-story unfold, a testament to the power, resilience, and ambition of Southern Indiana's women entrepreneurs.
Meet more of Southern Indiana's women business leaders:
- Tracy Brown, Poppin' Flavors
- Chanel Nicole, Chanel Nicole Photography
- Lauren VanCleave, Wine Shop
- Jackie Wilson, The Prologue
We’d love to hear your favorite women-owned businesses! Share their businesses and tag @gosoin on Facebook and Instagram!
