We recently connected with Claudia And Johanna and have shared our conversation below.

Claudia , thanks for joining us, excited to have you contributing your stories and insights. What did your parents do right and how has that impacted you in your life and career?

Johanna: When reflecting on my mom, Claudia Leon, the owner of Andes Florist in Torrance, CA, one thing that stands out is her unwavering commitment to pursuing her dreams and taking risks. She has consistently demonstrated the power of making a decision and wholeheartedly going for it, regardless of the challenges. This attitude has had a profound impact on both my life and career.

My mom’s journey is a testament to her fearless determination. In her twenties, she emigrated from Argentina to the United States, leaving behind her accounting career. She started from scratch in a foreign land, where she knew no one. What she did next was nothing short of inspiring. She entered the floral industry, an entirely new field for her. Fast forward almost 30 years, and she can genuinely say that she loves what she does and has built an incredible team around her. It wasn’t always smooth sailing; there were ups and downs, triumphs, and setbacks. However, if you were to ask her today, she would still be the first to encourage you to pursue your dreams with unwavering dedication.

My upbringing, witnessing my mom taking these bold leaps of faith and seeing them succeed most of the time but occasionally encountering challenges, has made me a somewhat overanalytical person. I tend to overthink things, examining them from every angle. However, my mom has become my guiding light. She provides the courage I need to follow my dreams. She is the voice of reason and excitement in my life. She advises me to consider all aspects but not without factoring in the thrill of life and the inherent risks. This approach has allowed me to not only advance my career, especially in marketing, but also contribute to the remarkable growth of our family business.

Drawing from my experiences in the marketing industry, I integrated innovative strategies into our family shop, and the results were nothing short of exceptional. My mom’s influence has not only instilled in me the importance of taking calculated risks but has also enabled me to combine my knowledge and skills to propel our family business to new and exciting heights. In essence, she has taught me that the hardest part is making the decision, but once you commit, the journey is about learning and growing, because that’s what life is all about.

Claudia , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

About Us: We are Johanna Silva and Claudia Leon, the dynamic mother-and-daughter duo behind Andes Florist in Torrance, CA. Our journey into the floral industry is not only a story of passion but also a testament to the power of determination and embracing new opportunities.

How We Got Into the Floral Industry:
Our floral journey has a heartwarming and unconventional start. Claudia, the matriarch of our family, emigrated from Argentina to the United States in her twenties, leaving behind a successful career as an accountant. Fueled by an adventurous spirit and a desire to build a life in a new land, she embarked on a path that led her to the world of floristry. With little knowledge of the industry but a heart full of determination and creativity, Claudia started from scratch with her husband Edgar and carved a niche for herself. She did all of this with Edgar’s love and support, a 5-year-old little Johanna in one hand and little brother Andrew of 9 months in the other.

As for me, Johanna, I grew up watching my mom navigate this new chapter in her life. Her tenacity, risk-taking, and love for what she did left a profound impact on me. I pursued a career in marketing, and over time, I realized that I could leverage my skills to enhance our family business. I brought a fresh perspective to our floral shop, integrating modern marketing strategies, and extensive experience in experiential productions to help it flourish in today’s competitive market.

Our Products and Services:
Andes Florist is not just a flower shop; it’s a haven of creativity and floral artistry. We provide a wide range of products and services, including:

Exquisite Floral Arrangements:
Our team specializes in crafting stunning, hand-designed floral arrangements for all occasions, from weddings and birthdays to corporate events and sympathy arrangements.

Wedding and Event Florals:
We work closely with couples to bring their wedding dreams to life through personalized floral designs that match their vision and theme. We also specialize in branded experiential activations, notably working with Kate Spade, FX, TikTok, Nordstrom, and others.

Same-Day Delivery:
We offer efficient, same-day delivery services to ensure our clients can express their love, condolences, or best wishes with beautiful blooms at any moment.

Corporate Services:
We provide corporate clients with floral arrangements that elevate their workspace and create an inviting atmosphere for employees and visitors.

Floral Workshops:
We love sharing our passion with the community. We host workshops where individuals can learn the art of flower arranging, turning them into budding floral artists.

Problems We Solve:
We understand that choosing the right flowers and creating the perfect arrangement can be challenging. We simplify this process for our clients. Our years of experience, combined with fresh and innovative ideas, ensure that we solve the problem of finding the ideal floral solution for any occasion. We bring smiles, comfort, and beauty to people’s lives through our blooms.

What Sets Us Apart:
What sets Andes Florist apart is our commitment to blending tradition with modernity. We honor the timeless elegance of classic floral designs while infusing them with a contemporary touch. Our dedication to quality, our personalized approach to each client, and our drive to keep evolving with the ever-changing industry trends set us apart from the rest. We don’t just sell flowers; we create memories and emotional connections through our artistry.

What We’re Most Proud Of:
We take immense pride in our journey from a single immigrant mom starting from scratch to a thriving family-owned business. The love and passion we infuse into our work, the relationships we’ve built with our clients, and the positive impact we’ve had on our community are what make us most proud. We are proud of our ability to adapt and innovate while staying true to our roots.

What We Want You to Know:
We want our potential clients, followers, and fans to know that Andes Florist is more than just a flower shop. We are a symbol of resilience, love, and creativity. We’re here to transform your special moments into unforgettable memories with our artistry and dedication. We invite you to experience the Andes Florist difference – where tradition meets modernity and where your floral dreams become a beautiful reality.

Any insights you can share with us about how you built up your social media presence?

Johanna’s Social Media Journey: I embarked on my career in social media marketing during its rise, back in the days of Vine and Facebook. This journey allowed me to witness the evolution of digital communication and the power of social media in connecting people, brands, and stories.

As I delved into the world of social media marketing, I had the unique opportunity to work with celebrities and influencers of all tiers and backgrounds. I collaborated on storytelling initiatives for several prominent brands, including industry giants like Toyota, Google, Warner Bros., Cosmopolitan of Las Vegas, Indeed.com, and many others. This was a time when the concept of influencer marketing was in its infancy, and the job descriptions hadn’t even been fully defined yet. We were, in many ways, pioneers, figuring it out as we went along, constantly adapting and being resourceful during the creation of what is now a multibillion-dollar industry.

Through these experiences, I gained invaluable insights into the strategies and tactics that effectively engage and resonate with audiences across diverse platforms. I learned that the key to successful social media marketing lies in crafting authentic stories that connect with people on a personal level. It was during this phase of my career that I realized the tremendous potential to apply these proven techniques, which I honed while working with these large brands, to the small business sector.

Small businesses are the backbone of our communities, and they deserve the same level of support and expertise that larger corporations receive. I saw an opportunity to bridge the gap, to bring the power of storytelling and influencer marketing to businesses like our own, such as Andes Florist. These businesses have unique stories, products, and services that can be amplified through social media. By translating my experiences from working with major brands into a framework tailored for small businesses, I aimed to empower these enterprises to thrive in an increasingly digital world.

The journey from working with industry titans to advocating for local businesses has been a fulfilling and transformative one. It has allowed me to apply the lessons learned in the fast-paced, ever-evolving realm of social media marketing to a more personal and community-focused level. At Andes Florist, we’ve embraced these insights to connect with our audience, sharing not just our beautiful floral creations but also our story, our values, and our commitment to our craft. We believe that every small business can harness the magic of social media to create lasting, meaningful connections with their customers and communities.

The Story of Building Our Social Media Audience:
Our social media journey for Andes Florist has been about sharing not just our products but also the heart and soul of our business. We recognized the immense potential of social media to showcase the behind-the-scenes story of the amazing team creating our floral masterpieces. Here’s how we built our audience:

Authenticity: We started by being authentic. People can spot sincerity from a mile away. We shared genuine moments, the challenges we faced, and the passion that fuels our work.

Visual Storytelling: We harnessed the visual nature of our product. Floral arrangements are incredibly photogenic, and we made sure our social media channels were filled with captivating images and videos.

Consistency: Consistency is key in social media. We maintained a regular posting schedule to keep our audience engaged and informed.

Engagement: We actively engaged with our audience, responding to comments and messages, and even incorporating their suggestions into our offerings.

Behind-the-Scenes: We shared the behind-the-scenes process, from the selection of fresh flowers to the creative design and arrangement. People love to see the craftsmanship that goes into creating our floral art.

Advice for Those Starting to Build a Social Media Presence:
For those just starting to build their social media presence, we have a few tips:

Authenticity Is Everything: Be true to your brand and your story. Authenticity creates a real connection with your audience.

Visual Appeal: Invest in high-quality visual content. Use images and videos to tell your story and showcase your products or services.

Consistency: Establish a posting schedule and stick to it. Consistency keeps your audience engaged.

Engage Actively: Respond to comments, messages, and interactions. Social media is a two-way street; engage with your audience to build relationships.

Storytelling: Share the behind-the-scenes moments, the process, and the people that make your brand unique. People love to connect with the human side of your business.

Use Analytics: Utilize social media analytics to understand what’s working and what’s not. Adjust your strategy based on the data.

Don’t Be Afraid to Evolve: Social media is ever-changing. Be open to new platforms, trends, and technologies. Embrace change as an opportunity for growth.

Building a social media presence takes time and dedication, but the results are worth it. Remember that social media is not just a platform to promote your products; it’s a canvas for telling your brand’s story and connecting with your audience on a personal level.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

Building our reputation within our market has been an exciting journey, and there are several key factors that have contributed to our success, including a significant transition when we joined BloomNation, a decision that truly elevated our business.

At Andes Florist, our unwavering commitment to providing top-quality floral arrangements has been the bedrock of our reputation. We consistently source the freshest flowers and create stunning designs that exceed our customers’ expectations. We do all of this with a customer-centric approach. Placing our customers at the heart of everything we do has been pivotal. We’ve dedicated ourselves to delivering exceptional customer service, being responsive to inquiries, and offering a personalized experience that fosters trust and loyalty.

We’ve also been actively involved in our local community, which has allowed us to build strong relationships and trust within our market. We participate in local events, support charitable causes, and contribute to the vibrancy of the South Bay, particularly Torrance, CA. We highly encourage you to give back, in your own way, within your community!

Consistency is key! Consistency in our offerings, from the quality of our floral arrangements to the efficiency of our delivery services, has helped us build a reliable reputation. Customers know they can count on us for excellence every time.

With the floral industry constantly evolving, we’ve embraced innovation while respecting tradition – this has set us apart from competitors. Our ability to blend classic floral designs with a modern touch has attracted clients seeking unique and artistic arrangements. And we capture all of this on Instagram, TikTok and Facebook. Maintaining a strong presence on social media platforms has allowed us to reach a broader audience and share our brand story. This has helped us connect with clients on a personal level, allowing them to see the people and passion behind Andes Florist.

On the e-commerce side, an instrumental step in building our reputation was the decision to join BloomNation, an e-commerce platform specializing in the floral industry. This transition was a game-changer for us. BloomNation provided us with a powerful online presence, enabling us to expand our reach and reputation in the digital sphere. We owe a big shoutout to Farbod Shoraka and the entire BloomNation team for their exceptional support. They didn’t just offer us a platform; they became true partners in our growth. They understand the floral industry intimately and are dedicated to helping us succeed. The beauty of working with BloomNation is that they are vested in our success. Their business model thrives when ours does, making them a true partner in our journey. It’s a mutually beneficial relationship, which has been key to our reputation’s growth.

In summary, our reputation within our market was built on a foundation of quality, customer-centricity, community engagement, innovation, and a passion for our craft. Joining BloomNation and partnering with a team that understands our industry so well was a strategic decision that played a significant role in elevating our business. We are grateful for the support and partnership that Farbod Shoraka and the entire BloomNation team have provided, helping us reach new heights in the world of e-commerce and floral artistry.

Contact Info:

• Website: www.andesflorist.com
• Instagram: https://www.instagram.com/andesflorist/reels/
• Facebook: https://www.facebook.com/andesflorist/
• Yelp: https://www.yelp.com/biz/andes-florist-torrance
• Other: https://www.instagram.com/andesevents/ https://www.google.com/maps/place/Andes+Florist+Place+of+Roses/@33.818963,-118.3504306,15z/data=!4m6!3m5!1s0x80dd4b216e740b73:0xb2ae1435bb340bc2!8m2!3d33.818963!4d-118.3504306!16s%2Fg%2F1tc_wxnn?entry=ttu https://www.theknot.com/marketplace/andes-florist-torrance-ca-583106 https://www.tiktok.com/@andesflorist

Image Credits
TNK Photo