March 27, 2017

Meet Valerie Jurado of Valerie Jurado Botanical Design in Highland Park

Local Stories

Today we’d like to introduce you to Valerie Jurado.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
Born and raised in LA, I’m a self-taught floral designer, wall garden teacher, and full time business owner. I’ve been getting my hands dirty for the past 17 years and running the show since 2010. I guess you can say that this business is the culmination of working it all… from counseling young girls, giving out parking tickets, and even organizing union workers. It is the outcome of traveling and seeing how important it was to take control of my own life and just be happy.

After college I moved to NYC to try something new, Event Planning. It wasn’t as easy to get into as I thought. With no experience, I ended up working in flower shops again and furthering my knowledge in the trade. Then I eventually landed a job at the Queen’s Botanical Garden, as an Intern & Event Coordinator. My time there gave me a clearer vision to follow my passion.

From NYC, I moved back to LA and established my business in my hometown of Northeast Los Angeles. With Bottega Louie Restaurant and the JW Marriott LA Live as my first corporate clients, my business flourished. It has been 7 years and I have proudly defined my business as part of the Northeast Los Angeles community.

Has it been a smooth road?
It doesn’t get easier; you just get better at it.

I had the floral design and people skills down. My struggle was deciding to learn to make a profit while learning that money could not control my art. Most creatives aren’t in it just for the money, but money is what I needed at the end of the day. The truth was that in order to be a good artist, I needed to be a good business person. This is what I struggled with repeatedly.

Once I actually started living out the saying, “work smarter, not harder,” was I able to grow as a business owner and expand as a brand.

So, as you know, we’re impressed with Valerie Jurado Botanical Design – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
We are a studio florist located in Highland Park. Our small team does big things and we currently provide weekly florals for business and residential clients, social events, and weddings. We install indoor plants and keep up with weekly maintenance. On occasions, we get commissioned to design and install larger projects. We teach floral design classes seasonally, and also facilitate garden workshop. Find us on Yelp, and see what others are saying about us. Better yet, give me a call and we can talk about plants, flowers, and everything in between!

Let’s touch on your thoughts about our city – what do you like the most and least?
I really like how I am able to collaborate with other entrepreneurs. I have been able to form a creative community within Highland Park. I spend a lot of my working time alone, and it’s refreshing and reassuring to find inspiration within a common circle of women business owners.

I dislike the increase in rent. As I also live in Highland Park, this has affected my cost of living and ability to find a larger studio space.

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