Luna Rose
Farm

Our Story

Luna Rose Garden grew from our family’s love of plants, gardening, and the simple joy of seeing a beautiful rose bloom.

We opened on Mother’s Day, May 14, 2023, with just 25 rose varieties and thousands of rose plants to offer. At the time, we were still learning the world of roses ourselves. With each season, we gained more experience, discovered new varieties, and developed a deeper appreciation for what makes each rose unique. What began as something new quickly became our specialty and a passion shared by the whole family. Every Mother’s Day week, we celebrate our anniversary with special promotions as a thank-you to the customers who have supported us along the way.

By our second year, our growing knowledge of roses allowed us to expand our selection and offer customers more variety. By our third year, the rose section had grown to more than three-quarters beyond its original size, transforming the nursery into the rose-focused garden it is today. Each season, we continue to add new varieties, improve our rose-care resources, and give our customers more options to explore.

Today, Luna Rose Garden is home to more than 2,000 rose plants and over 300 varieties, with new selections arriving throughout the season.

As a small family-owned business, nearly every part of the garden is handled by our family, from watering and caring for the roses to helping customers find the right variety for their own garden.

Our goal has always been simple: to create a welcoming place where people can slow down,
enjoy the garden, discover something new, and leave with a rose they truly love.

We could be anything else. So Why Roses?

There is something special about roses. No two varieties are exactly alike, and each one brings its own color, fragrance, shape, and personality to the garden.

We love helping people discover roses they may have never seen before, from classic Hybrid Teas and fragrant English Roses to climbers, miniature roses, and unusual modern varieties.

For us, growing roses is not just about selling plants. It is about sharing the beauty, history, and experience that comes with growing them.

Meet the Family Behind Luna Rose

Close-up of a pink rose in full bloom against green leaves and foliage.

The Luna Family

Owners · Garden Vision & Development · Social Media & Marketing · Family Rooted

Luna Rose Farm has always been a family effort. Behind the garden are our parents and their three children, who have supported the property, helped with projects, shared ideas, and contributed in different ways over the years.

The farm itself began with one of our dad Alex’s boldest ideas: ordering thousands of roses and deciding there was a business somewhere in the middle of all of them. What sounded a little crazy to the rest of us became something real through years of hard work, patience, and plenty of family effort.

The name Luna comes from our mother, Gracie Luna, whose family name became the inspiration for both the property and the business. In that sense, she is the original “Luna” behind Luna Rose Farm, and the name continues to represent the family roots behind everything we are building here.

We are grateful to our dad, mom, sister, and brothers for the encouragement, work, and support they have given along the way. Luna Rose Farm may have started with one ambitious idea, but it continues to grow because of the family behind it.

And if you happen to run into Alex around the property, there’s a good chance he’ll start giving you a tour before you even get the chance to say hello.

Young man in graduation gown smiling outdoors.

Steven A.B. Luna

General Manager · Co-Owner · Website Development · Garden Operations · HR Recruitment & Management · Son

Steven is the next generation helping move the family business forward. With a background in business, he is always looking for new ways to improve garden operations, organize the nursery, and create a better experience for both customers and the family behind the scenes.

Like many confused college students, Steven was originally recruited into the family business simply because help was needed. Somewhere along the way, it became meaningful work and something he wanted to keep building.

Today, he handles a little bit of everything, including employee coordination, business relationships, collaborations, website development, customer communication, organization, and day-to-day garden operations. If he isn’t physically at the farm, there is a very good chance he is still working on something for it behind the scenes.

Close-up of a smiling Siberian Husky dog lying on wood chips outdoors, with its tongue out and ears perked up.

Luna

Chief Executive Officer · Chief Financial Officer · Chief Barketing Officer · Head of Security · Director of Customer Greetings · Head of Ranch Patrol · Chief Morale Officer · Director of Tail-Wagging Operations · Employee of the Month, Every Month

Luna is the ranch dog who somehow manages to hold more job titles than everyone else combined.

In reality, she plays an important role around the property, helping watch over the ranch and occasionally reminding local coyotes that this is her territory. During business hours, however, she takes a much more relaxed approach to management and can often be found sleeping somewhere nearby.

When she is awake, there is a very good chance she will happily roll over and accept some attention from visitors. So if you see Luna around the garden, feel free to say hello and appreciate the tireless leadership of our most important employee.

Brand History

Opening Our Gates

Entrance to Luna Rose Nursery and Garden with open flags, palm trees, parked cars, and rolling green hills in background.

Our original opening and welcome signs from Luna Rose’s first season in 2023.

We first opened our gates to the public on Mother’s Day weekend in 2023, after years of curiosity from our local community about the thousands of roses growing on the property.

In our first season, we also carried hundreds of trees. As a small family team of just three people, we quickly realized that managing both trees and roses required more time and specialized knowledge than we could comfortably take on at once. After that first year, we chose to focus more closely on roses while planting many of the remaining trees throughout the property as part of our long-term plans for the farm.

Our First Brand

Logo for Luna Rose Nursery & Garden featuring a red rose and elegant gold and pink lettering.

Our original Luna Rose logo under the name “Luna Rose Nursery & Garden.”

From the beginning, we wanted Luna Rose to feel both professional and elegant. That led to the creation of our first logo and the name Luna Rose Nursery & Garden, which represented the business for roughly two and a half years.

As our focus became increasingly centered on roses, we eventually realized that the original name was smaller than what the business had grown into. Over time, we developed a clearer identity centered around our specialty in roses and the experience we wanted visitors to have.

Finding Our Focus

Logo for Luna Rose Farm featuring a red rose with a black stem and leaves, and the text 'LUNA' in bold black letters, with 'ROSE FARM' in smaller black letters underneath.

Our current Luna Rose Garden logo and identity represent the rose garden located within our family farm. Luna Rose Farm.

We later simplified and modernized the Luna Rose Garden logo and brand to better reflect the welcoming, easygoing experience we want visitors to have. As our identity became more focused, roses remained at the heart of the garden while the larger property gave us room to think about what Luna Rose could become in the future.

That next step is reflected in our newest entrance signage, which introduces the property as Luna Rose Farm. The farm gives us space to explore future ideas such as additional garden experiences, animals, and seasonal fruit picking, while Luna Rose Garden remains the dedicated home of our rose collection.

As we continue to grow, we hope to develop new experiences across the property while keeping roses at the center of what makes Luna Rose special.

We always welcome innovation at the farm and will announce these new ideas to our customers on our social media platforms.
Located on the Get In Touch page.

A snapshot of the farm today, a little proof of just how far this place has come.

Before the Garden

A sandy rural field enclosed by a wooden fence with a black metal gate, two trash bins near the gate, and utility poles, with sparse trees and buildings in the distance under an overcast sky.
A dirt path flanked by wooden fences on either side, with a cloudy sky overhead and power lines in the background.
A dirt road in a rural area with fences on both sides, a leafless bush on the left, and dry grass and rolling hills in the background, under a cloudy sky.

Trust the Process

Construction site with a wooden structure being built, surrounded by construction tools and equipment, with palm trees and clear blue sky in the background.
Wooden shelter with a
A truck transporting large leafy green plants, possibly for sale or planting, in a rural or semi-rural area under a partly cloudy sky.

Humble Beginnings

A dirt driveway leading to a flower shop called Luna Rose with a sign that says 'Open Soon,' surrounded by palm trees, bushes, and a black gate, under a clear blue sky.
A nursery with rows of potted plants and young trees in the background, under a cloudy sky.
Rows of potted rose bushes in a nursery with green leaves and some red roses, under a clear blue sky.
A dirt road lined with palm trees and colorful flowers on the left, and green bushes on the right, with a blue sky and some clouds overhead.

Keep Growing!

A rural landscape with dry hills, scattered houses, roads, and cultivation, featuring mountains in the background.
A wooden garden archway under construction with a ladder detail, fenced in an area with potted trees and plants, palm trees, and a partly cloudy blue sky.
A nursery with potted young trees and plants arranged in rows under a clear blue sky, with a few small trees and a fence in the background.
Person holding gardening tags in front of potted young trees outdoors on a clear, sunny day with blue sky and wispy clouds. The tags display flower names like lavender, rose, and sunflower.
An aerial view of a landscaped area with a garden containing numerous blooming white and red flowers, surrounded by green trees and shrubs, with a gravel pathway and a small fenced area at the top.

Thriving Into Today

A white sign for Luna Rose Nursery & Garden with a red rose graphic, located at 37434 Cherry Valley Blvd, Cherry Valley, California, surrounded by blooming flowers and trees.
An aerial view of a flower arrangement painted to look like the American flag, with blue and white stars in the top left corner and alternating red and white stripes made of flowers.
A garden with a wooden gazebo, lush green trees, gravel paths, and white flowers in the foreground under a clear blue sky.
A backyard garden with a green lawn, a central blue fountain, white benches, and potted plants with trees and shrubs in the background under a partly cloudy sky.
A rustic outdoor seating area with a thatched roof, surrounded by trees and weeping willow branches, under a clear blue sky.
A garden center with a shaded wooden structure and string lights hanging from the beams. In the background, there are rows of potted plants with signs indicating their names. A large poster hanging from the structure explains the classifications of roses illustrated with pictures. In front, a small chalkboard sign partially visible reads 'Small Sn' and 'smell for'.
A nursery filled with potted pink roses, surrounded by various types of trees, with informational signs on each plant and a clear sky overhead.
A cluster of tall palm trees with long, slender green fronds over a gravel pathway under a bright blue sky with a few wispy clouds. In the distance, there are some small structures and garden beds.
Outdoor scene with several palm trees in front of a wooden building with a sign that reads 'Luna Ros'. There are hanging string lights, flowers, potted plants, and a gravel ground.
A large outdoor nursery or garden center at sunset with rows of potted plants and trees, and a clear blue sky.

Roses From Vendors We Trust

We are grateful to work with respected rose growers and suppliers who make our collection possible.

Our garden features roses from Star® Roses and Plants and Weeks Roses; we’re also happy to carry David Austin Roses.

Their work in breeding, growing, and distributing roses allows independent nurseries like ours to bring beautiful varieties to local gardeners.

A large nursery with rows of potted plants and young trees on black ground cover, with a cloudy blue sky and open field in the background.

“From our Family to yours, we appreciate you and thank you for taking something beautiful to plant and enjoy”

— The Luna Family