We caught up with the brilliant and insightful Nadezhda Saliba a few weeks ago and have shared our conversation below.

Nadezhda , thanks for taking the time to share your stories with us today Owning a business isn’t always glamorous and so most business owners we’ve connected with have shared that on tough days they sometimes wonder what it would have been like to have just had a regular job instead of all the responsibility of running a business. Have you ever felt that way?

As business owner, I’m incredibly happy because I have the freedom to pursue my passion in floristry and create unique, lasting arrangements for my customers. I have a baby daughter, and while running a business is challenging, it gives me the flexibility to spend precious moments with her. There are days when juggling everything feels overwhelming, but knowing I can set my own hours and be present for her milestones makes it all worth it. The joy of watching my daughter grow while also nurturing my business is incredibly fulfilling.

Yes, I occasionally wonder what it would be like not being a business owner. Last winter, I was running a holiday shop in Boston Seaport, just two months postpartum with a newborn who needed constant attention. We had a monumental task ahead: preparing 1000 boxes of roses within a few weeks while setting up the store in just two days, alongside managing online orders and being sleep deprived. I distinctly remember one particularly stressful day, closing the set up of the shop late at night around 11 pm, and going home in tears from feeling completely overwhelmed. At the same time, we faced several large orders for preserved flower arrangements for hotels in Boston that required completion and delivery on tight deadlines, in addition to numerous online orders.
I found myself in my home office, surrounded by flowers and supplies, feeling the weight of my responsibilities crushing me. Exhausted and overburdened, I couldn’t help but think about what it would be like to have a regular job in a corporate setting. I have a master’s degree in Advertising and Brand Management, so I told my husband I can be doing advertising or managing other business but not mine. I imagined having set hours, the ability to leave work behind at the end of the day, and more time to rest and recharge and not think about it. The idea of a predictable routine and stability seemed very appealing in that moment.
I had a heartfelt conversation with my amazing husband, who is always incredibly supportive and works late nights with me. He also owns a business with his father and brother, offered me invaluable advice from their own challenging journey to success. Reflecting on my situation, I remembered why I chose to be a business owner. The joy of creating beautiful unique flower arrangements and witnessing my customers’ happiness and being part of their special days, the creative freedom, and the ability to set my own schedule are things a regular job couldn’t provide. The flexibility allowed me to cherish important moments with my family.
During this challenging time, My family had traveled from Bulgaria to help me and their support was everything. They helped take care of my daughter, managed some of the shop’s operations, and provided emotional support. Even my 72-year-old grandmother tirelessly arranged flowers day and night. Their presence allowed me to keep the shop running while also being there for my daughter. I am forever grateful for their help.
My advice to all small business owners is not to hesitate in seeking help. It truly takes a village, and trying to manage everything alone can lead to burnout and stifled creativity.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

My name is Nadezhda, which means “hope” in English and translates to “Espoir” in French. I am originally from Bulgaria.
Bulgaria, known as the land of roses, has always held a special place in my heart. Growing up surrounded by the lovely scent and vibrant colors of roses, I developed a deep love and appreciation for these beautiful flowers. Little did I know, this passion would later become the foundation of my entrepreneurial journey. I graduated with a masters degree in Advertising and Brand Management. In the summers of my student years, I ventured to Cape Cod, MA, on a student exchange program. It was here, amidst the picturesque coastal charm, that I met my husband. Our connection blossomed quickly, and after several years of long-distance love, I made the bold decision to move to the United States in pursuit of our shared future.When I moved from my native country to the USA, roses became a symbol of home for me. Their beautiful scent, soft petals, and vibrant colors are something I wanted to hold onto forever. This ambiance reminded me of my roots, and I aimed to reflect the feeling of home in my products. Thus, Espoir Boston was born.
Espoir specializes in infinite flowers—preserved roses that retain their beauty and freshness for years. Our offerings range from single rose boxes to elaborate bouquets, vases and frames perfect for personal gifts and large-scale events. My journey into this industry was fueled by my love for roses and the desire to create something that lasts and is not easily accessible or affordable in the Boston area. When I launched this idea, my husband was incredibly supportive and on board with me 100% from day one. Together, we have navigated many challenges over the past four years and learned valuable lessons. There have been countless nights where we stayed up until 3 am fulfilling orders, driven by our commitment to delivering quality and meeting our clients’ expectations.
What sets Espoir apart from others is our dedication to personalization and quality. All of our boxes can be customized with people’s names, special messages, or significant dates, making each arrangement uniquely meaningful. Each arrangement is crafted in house with care, ensuring that our customers feel the love and appreciation behind the gift. We solve the problem of fleeting beauty by providing roses that last, allowing people to cherish their special moments for much longer.
Furthermore, our products stand out for their affordability and exceptional Ecuadorian quality. We source the finest roses, preserving their beauty and freshness for years to come.
One of the things I’m most proud of is how Espoir has touched people’s lives, bringing joy and gratitude through our flowers. We’ve received heartwarming feedback from clients whose special moments were made even more memorable by our arrangements. It’s incredibly fulfilling to know that our work not only decorates spaces but also creates lasting memories.

How did you put together the initial capital you needed to start your business?

Funding Espoir was a personal commitment from the start. My husband and I chose to self-fund our business, saving diligently while living in my in-laws’ house for three years to minimize expenses. This allowed us to reinvest every dollar back into Espoir’s growth. In 2023, we purchased our home and also have a warehouse to store all of our ample inventory. We continue to reinvest profits into expanding Espoir

Any advice for growing your clientele? What’s been most effective for you?

The most effective strategy for growing our clientele at Espoir Boston has been a blend of personalized customer experiences, strategic digital marketing, and influencer outreach. We prioritize building strong client relationships through customized arrangements and a personalized approach.
Very important to our growth has been reaching out to influencers. Initially, we didn’t have the budget to pay agencies to find influencers, so we took matters into our own hands. I read that it takes about 100 outreach attempts to get one response from an influencer. Determined to expand our reach, we messaged around 100 accounts per week. We were thrilled to receive responses from influencers across Boston who loved our products. Their endorsements and shares greatly boosted our visibility and credibility. Our growth was enhanced by three successful years of pop-ups across Boston. These events not only drew repeat customers but also connected us with influencers who loved our products.

Contact Info:

• Website: https://espoirboston.com/
• Instagram: https://www.instagram.com/espoir.boston/?hl=en
• Facebook: https://www.facebook.com/espoirboston/

Image Credits

– Brandon Saliba
_ Mariah Gale