Life and Work with Jessica Alfaro

Today we’d like to introduce you to Jessica Alfaro.

Jessica, please share your story with us. How did you get to where you are today?
Believe it or not, I wasn’t always a florist. In fact, I spent all of my career coaching, growing teams and building profitable stores in the retail industry. One of the things I’m most often asked is “How on earth did you get started in all of this?” Well, to be honest, I love real flowers it brings a sense of calm and peace over me. The thing I never liked is the inevitable… they die.

Sadly, my best friend miscarried. I wanted to get her something special and oddly enough an ad came across FB for wood flower bouquets. I bought one and sent it to her house. It meant the world to her. From then on, I researched and found loose flowers and they sat in my studio tucked away. I like many others, reserved my artistic outlet for the few quiet minutes in between my retail career and family. Little did I know I was going to go through my own loss of a baby. Mental illness is real… very real. It was a pivotal point in my life. I knew in order for me to fully heal I had to make big changes. One day I picked up my loose flowers and started painting them. I then discovered arranging and creating something with them made me smile. It is therapeutic and was my shining light during the darkest time in my life. I eventually did my first craft show and after that I felt empowered! It brought so much joy into my life realizing how many people loved my florals and respected the time it took me to create a beautiful project.

It took me a long time to see this perspective but I believe you must bring your whole self to the table if you want to thrive in today’s society. That includes your unique set of gifts, your personality, your sense of humor and most importantly your heart. So pulling from my earlier experiences, I decided to take a leap of faith, start living life, enjoy quality time spent with my family and pouring my heart and soul into my own brand and vision I have for my business.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Absolutely not. I knew no matter what I was about to face or go through it couldn’t be any worse than my childhood. My whole upbringing was not the best. My childhood was full of abuse, drugs and living in not the best places. I remind myself daily of how things could of been so much worse. I knew that being able to make it on my own at such a young age meant I could move mountains, I was strong enough and I didn’t have to live the way I did growing up. My choices are my choices. I’m responsible for my own happiness and success. I believe that everything happens for a reason and all of the experiences I went through whether good or bad molded me into the woman I am today.

My biggest struggle was taking that leap of faith. I was not comfortable walking away from a career that gave me financial security. It took a lot of dedication and hard work to get there. The downside was it was not good for my overall health. I lost sight of what was most important. My children, my husband, who has been my rock through it all and most importantly myself. I lost who I was.

I learned that although I’ve worked so hard to be independent that it was ok to lean on people and ask for advice or help. I also learned that my husband had been there the entire time. Standing beside me, supporting me and cheering me on. I didn’t necessarily have to be strong all of the time. I could break down or let my frustrations out and nothing would change. He would love me unconditionally.

I found that tapping into my creative outlet was what set my soul on fire. I found a new love. It was hard starting out and all the “no’s” are defeating at times. I still have obstacles that I overcome. The best part about it is I’m in control of my happiness. I can either look at it in a negative light or be positive. I would say the biggest struggle was finding my “niche.” I was fixated on me needing to fit in this box or that box. I realized that I don’t belong in a box. I don’t want to just do weddings. I want to do home decor, photoshoots and more. My brand and what I do is simply being a part of your story. I want to be able to provide a service that means something to you. My flowers can last forever and will be a lasting memory in your home. That memory and me being able to create it for you is what I’m most passionate about.

My advice to other woman and even young women is to believe in yourself, don’t be afraid to push the envelope and do something that sets your soul on fire. It might not start off like you envision it and you could very well feel like you failed. But did you? The answer is no, you learn, you grow and you experience everything you are suppose to experience to reach your final destination. Surround yourself with positive influences or people that inspire you. Take one day at a time and remember the why’s and how your new adventure makes you feel. Most importantly take care of yourself. Self-love is important. Don’t give up! you got this Sis!

Please tell us about Yellow City Dreams.
I consider myself a wood florist. A florist that specializes in wood flowers. I make arrangements, wedding bouquets and use my flowers in home decor pieces. I enjoy painting them the most because it’s incredibly therapeutic and gets me in my zone. I envision them in a bouquet or an arrangement and what I want the mood to be. Although sometimes I do get a creative block so I do the arranging or building the bouquet first.

What I’m known for is the attention to detail I put on my flowers, my uniqueness in bringing a vision to life, my drive and my ability to think outside the box is definitely the differentiator with my competitors. I listen and take in everything my client is envisioning. They are all hand-painted and customized to your specifications. I’m not a mass producer and don’t take on more than I can handle. I believe in quality vs quantity. Most importantly, I make sure every order is one of a kind to my client. It brings me so much joy to be of service and be a part of my client’s story.

Who have you been inspired by?
The women that have inspired me have been my mentor, bosses and friends I have met through seasons in my life. My mom, despite our difficulties and rough past she inspired me to be a better mother, to chase my dreams and never settle for less than I deserve. I didn’t understand it at the time and I do believe things could of been different with better choices but I respect the fact that she needed me, the oldest, to take care of my little sisters. She raised three children on her own and had to make many sacrifices including working multiple jobs to have a roof over our heads and food in our bellies. She tried to make the best out of the hand she was dealt.

All of these women have showed me they are warriors. They persevered through difficulties in their lives and emerged stronger each and every time. They have picked me up when I have fallen and have been my biggest supporters. Each woman has been brought into my life at the perfect time in the right season. At my current age, 33, I feel that I have only scraped the surface of everything I am yet to achieve and experience personally and professionally. As I continue to grow, I’m looking forward to meeting more women that make this world a better place.

Contact Info:

• Website: www.yellowcitydreams.com
• Phone: 806 382 0069
• Email: thecraftyleo18@gmail.com
• Instagram: @yellowcitydreams
• Facebook: www.facebook.com/YellowCityDreams

Image Credit:
Photographers
IG: @photos_by_mkay | @for_za_por_trai_ture

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