We’re excited to introduce you to the always interesting and insightful Diana Diaz. We hope you’ll enjoy our conversation with Diana below.
Hi Diana , thanks for joining us today. So, naming is such a challenge. How did you come up with the name of your brand?
Gosh! When I decided to step into the world of entrepreneurship, I didn’t have a business degree, a roadmap, or prior experience running a business. I do in fact have a vision, a passion for creativity, and a determination to make a mark in an industry already teeming with talent. I’m affectionately known as Dee to my childhood friends and have a deep connection to my Mexican heritage, my favorite color is orange, and my love for orchids is the main reasons behind my brand. These elements became the building blocks for my brand. I wanted a name and identity that were meaningful to me and represented who I am. The result? DeeLux Florista & Events, a name brimming with personal significance and culture pride. The “DeeLux” is a clever nod to my nickname and luxurious, high-end tone I want my brand to embody. “Florista” is Spanish for florist, a tribute to my heritage, while “& Events” reflects the business’s expansive services beyond floral arrangements.
Starting a business in an area already filled with florist seemed daunting, but I knew I could offer something different. From the outset, my mission has been clear: luxury, elegance, and customization. I want people to know I’m not just creating standard arrangements or using cookie-cutter designs. Every event is tailored to the client’s vision. The logo includes a vibrant orange orchid- symbolizes both my favorite flower and color, further reinforcing my personal touch I bring to the business. Orchids are delicate, timeless, and beautiful. To me, they represent everything I want my brand to stand for.
Unlike many businesses in the floral and event planning industry, DeeLux Florista & Events doesn’t rely on pre-set packages or templates. I sit down with clients to truly understand their vision and create a bespoke proposal. I believe each event tells a story, and it’s my job to make that story come to life through the designs. From weddings to milestone celebrations, my approach is to craft unforgettable experiences that reflect the personality and preferences of my clients. DeeLux Florista & Events isn’t just about flowers or decor- it’s about creating memories people will cherish forever. What I have learned being in business, is that you don’t need years of experience or a traditional business background to succeed. What you need is a vision, a willingness to learn, and the courage to create something meaningful. DeeLux Florista & Events is more than a business-it’s my story, my passion, and my gift to my community. And for my client’s, it’s the promise of a celebration that’s as unique and special as the people it’s created for.
Diana , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
Starting a business is never easy, but when you’re driven by passion, the journey becomes as rewarding as the destination.
My path to entrepreneurship began at 17years old, working at a local flower shop in Santa Ana, CA. It was there that I discovered my love for floral design. Surrounded by vibrant colors and the delicate fragrance of fresh blooms, I fell in love with the creative process of bringing arrangements to life. After high school, I pursued a Bachelor’s degree in Psychology at California State University, Fullerton. Like many graduates, I entered the corporate world with high hopes, envisioning stability and success. However, I realized the rigid structure of corporate life wasn’t for me. The long hours and limited flexibility left me feeling unfulfilled. I knew I wanted something different-something that allowed me to take control of my time, nurture my creativity, and enjoy life on my own terms. That’s when the idea for DeeLux Florista & Events was born.
In January 2021, I took the leap of faith and started my business. I didn’t have a formal background in business, nor did I fully understand what it took to run a company. What I did have, however, was a deep passion for floral design and the knowledge of where to source the best flowers at wholesale prices. I decided to build my business around what I loved most: creating beautiful arrangements that bring joy to people’s lives.
Launching DeeLux Florista & Events was a learning experience from day one. I had to teach myself how to handle marketing, manage finances, and build relationships with clients and vendors. Social media became crucial tool for showcasing my work and connecting with potential customers. Every arrangement I craft tells a story, and every event I work on is an opportunity to make someone’s vision come to life.
Despite the challenges, the reward has been immeasurable. Owning my business has allowed me to embrace a lifestyle of flexibility and creativity. I can prioritize my personal life while growing a brand that reflects my passion and values.
Looking back, I’m grateful for every step of the journey-from my teenage days in the flower shop to my brief stint in the corporate world. Each experience shaped me into the entrepreneur I am today. DeeLux Florista & Events is more than a business; it’s a dream come true, a testament to the power of following your passion, and a reminder that it’s never too late to carve your own path.
If you’re considering starting your own business, my advice is simple: trust your instinct, be willing to learn, and don’t let fear hold you back. With dedication and a clear vision, anything is possible.
Here’s to creating beauty, celebrating life, and build a legacy-one arrangement at a time.
Are there any books, videos or other content that you feel have meaningfully impacted your thinking?
Reading Rich Dad’s Cashflow Quadrant by Robert Kiyosaki had a profound impact on my entrepreneurial mindset and philosophy. The book introduced me to the concept of the four quadrants-employee (E), self-employed (s), business owner (b), and Investor (i)- and how each represents a different approach to earning income and building wealth. The book reshaped my understanding of money, risk, and opportunities. It taught me to think like a business owner and investor rather than merely trading time for money. Overall, the lessons from Rich Dad’s Cashflow Quadrant became foundational to my entrepreneurial journey, and inspired me to explore new business opportunities.
What’s been the best source of new clients for you?
One source of new clients stands out for me as both effective and deeply rewarding: referrals. The majority of my business has been built on this foundation, and it’s something I’m immensely proud of and grateful for. When you truly love what you do, that passion naturally reflects in your work. Clients, friends, and family see the care and effort poured into every project, and that impression often translates into referrals. What makes referrals so powerful is the trust they carry. When someone recommends me, they’re essentially putting their reputation on the line, vouching for my skills and reliability. That kind of endorsement speaks volume. I am deeply thankful for the continuous support from those around me-friends, family, and clients-who believe in what I do and share my name with others. Every referral feels like a validation of my work and a reminder of the relationships I’ve built along the way. It’s proof that when you prioritize quality, authenticity people notice and respond. To those who have referred me to someone they know, THANK YOU! Your belief in my work keeps me motivated and inspires me to continue striving for excellence. I’ll keep doing what I love, knowing that it’s not just about results but about building trust, relationships, and a reputation worth sharing.
Contact Info:
- Website: https://www.deeluxfloristaevents.com
- Instagram: deeluxflorista.events
- Linkedin: https://www.yelp.com/biz/deelux-florista-and-events-santa-ana
- Yelp: https://www.yelp.com/biz/deelux-florista-and-events-santa-ana
Image Credits
@sparkstudiosoc
@centenoportraits
@bykarissamraya