We’re excited to introduce you to the always interesting and insightful Jessica Alfaro. We hope you’ll enjoy our conversation with Jessica below.

Hi Jessica , thanks for joining us today. The first dollar you earn is always exciting – it’s like the start of a new chapter and so we’d love to hear about the first time you sold or generated revenue from your creative work?

I signed up for my first craft show in a small town outside of Amarillo, TX. The butterflies in my stomach were unreal. I truly did not know what to expect and I knew I needed to kick it into high gear and create enough for a 10×10 booth. After many sleepless nights and going back and forth about me being ready to show my products to complete strangers, I told myself “no backing out now Jess you already signed up and have waited a long time for this moment!” I knew I needed to take this leap. The day arrived for me to set up and sell my product. The first day was pretty slow, I talked alot and handed out many business cards. Alot of people couldn’t believe my florals were wood but no interest in purchasing. I have to admit, by that point I felt defeated. Then right before it was time to close a lady walked in and spent some time talking to me. She bought not one, two but 3 arrangements! I honestly cannot remember all of what was said because I was so shocked. It felt surreal. Literally! I was in my head before that point. Asking many questions to myself. Am I not providing enough information regarding my product. Is it me? My prices? Etc. I’m not the best at hiding my expressions very well so I’m sure she was like this girl is a “hot mess” haha!
I do remember telling her that she was my first paying customer. She then gave me some feedback that changed my opinion about the show, where I’m headed for my business and gave me that extra boost of confidence I needed. I wish I would have kept in contact with her because looking back she really did make my day and I’d like to tell her thank you again for making an impact on me with her sweet words and encouragement.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Believe it or not, I wasn’t always a florist and chandler. 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 creating it brings a sense of calm and peace over me. My goal is to bring creativity through self-love.

I like many others, reserve 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 a miscarriage. 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 for me. One day I picked up my loose flowers and started painting them. I then discovered arranging and creating something with them set my soul on fire. A couple of years later, I suffered another miscarriage and lost someone that impacted my life greatly that I seen as a second mom. I knew in order to get through I needed to try something new. I felt stagnant and went through a creative block with florals and that’s when wickless candles, wax melts and car freshies were “born.” My artistry is therapeutic for me and has been my shining light during some dark times in my life. There’s just something about all the love and joy I pour into creating and then my products bringing the same feeling into your homes. I can’t put into words how proud I am of that.

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 the differentiator with my competitors. I listen and take in everything my client is envisioning. My flowers are hand-painted and customized to your specifications. Our candles, melts and freshies are handmade and created in our home surrounded by my beautiful family. The kids love to get involved and help as well! We’re not a mass producer and don’t take on more than we can handle. We 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.

I would be lying if I said it’s been an easy road because it hasn’t. I recently went back to retail and I’m learning how to pivot and navigate through this new dynamic that was needed for our family. Our followers have been amazing through this transition and we couldn’t be more thankful.

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.

Have you ever had to pivot?

LOL! my nickname should be PIVOT! yes, of course. I’ll share some backstory of my childhood up until adulthood.

My whole upbringing was not the best. My childhood was surrounded by abuse, drugs and living in not the best places. My mom was a single mom with three girls. I remind myself daily of how things could have been so much worse. I moved out when I was almost 16 and I know that being able to make it on my own at such a young age means I literally can move mountains. I figured out after a few stumbles that 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 second 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. During my time, 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 took a break for three years to focus on me and build my business. During this time I knew I was ready to lead again and contribute to getting us more financially stable for our future. Here I am pivoting. Finding balance and maneuvering through obstacles while still enjoying doing what I love!

My advice to others is to believe in yourself, don’t be afraid to push the envelope and do something that sets your soul on fire. You truly can do all the things you want! 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!

For you, what’s the most rewarding aspect of being a creative?

Without question, the most rewarding aspect of my work is the making. The process of moving from idea to fully realized piece is a thrill! I feel most inspired when I have a new idea and can express myself while creating it. I study, design and experiment and sometimes it just doesnt work out so I get back up and try again. Being a creative is a learning process that continues your whole life. Witnessing my own growth, bringing an idea to life and sharing it with the world has been an incredible experience!

Contact Info:

• Website: www.yellowcitydreams.com
• Instagram: @yellowcitydreams
• Facebook: @yellowcitydreams
• Other: TikTok YellowCityDreams

Image Credits
Stacie Paris Photography (owner & bouquet) www.stacieparis.com Dallas, TX