We’re excited to introduce you to the always interesting and insightful Elisa Flores-Etienne. We hope you’ll enjoy our conversation with Elisa below.
Hi Elisa, great to have you with us today and excited to have you share your wisdom with our readers. Over the years, after speaking with countless do-ers, makers, builders, entrepreneurs, artists and more we’ve noticed that the ability to take risks is central to almost all stories of triumph and so we’re really interested in hearing about your journey with risk and how you developed your risk-taking ability.
My ability to take risks began with my parents. I was born in Venezuela, and in 2000 they left everything behind to start over in the United States. Watching them rebuild taught me early that the biggest risks often lead to the greatest opportunities even when we don’t see it at the moment. During my teenage years I was always a risk taker, doing things that I knew would get me in trouble, always going against the crowds. I grew up to always think fast and not fear the outcomes. The worst that can happen is you gotta do something all over again.
Motherhood deepened that lesson. Becoming a mother at 20 was scary, and by 22 I had two boys under two. I had to put all my fears aside for them. My first marriage didn’t work out, and after my divorce I made a promise to myself that I would never depend on anyone else again. I wanted my boys to grow up seeing that with dedication, patience, and faith, anything is possible. I always remind them that the sky is the limit and they can achieve anything they set their minds to. They have been, and always will be, my greatest motivation to keep pushing forward no matter what.
In 2016, I met my husband and best friend, Jerry. We were friends for a year and some months before deciding to take our relationship to the next level. He always believed in me since day one, and with his encouragement and support I completed my degree for Construction Project Management.
I knew I didn’t want to work for anyone else, so in August 2020 I opened L&E Development Construction Group. The first six months I had no clients, but I refused to give up.There were days I questioned if this path was really for me. Walking into estimates, I often faced skepticism, especially from male clients who would look me up and down, asking questions I knew they would never ask a male contractor. Some even objectified me, treating me as though I couldn’t be taken seriously because I was a woman. It was frustrating and disheartening to experience that firsthand, but I refused to let it define me or derail my vision.
In 2021, I landed my first project and we have been doing our thing since then!
Of course not every risk has worked out the way I hoped. There have been delays, financial pressures, and projects that tested my patience. But each one gave me knowledge, resilience, and courage. Even when I fail, I grow, and that’s never a true loss.
Today, as a woman in construction, I see risk as more than a personal choice. It’s a way to carve a path and show others that it’s possible. One of my favorite sayings is, ‘If your dreams don’t scare you, they’re not big enough.’ I live by that every day.
For me, the journey has always been a me vs. me battle. The biggest risks aren’t just about projects or business decisions… they’re about pushing past the little voice in my head that whispers, ‘You’re not good enough’ or ‘You don’t belong here.’ I’ve had to learn how to quiet that voice, to choose courage over fear, and to trust that I am capable, even when doubt tries to creep in. Every time I silence that voice and take the next step, I prove to myself that I can rise higher. That, to me, is the real meaning of risk, not just facing external challenges, but conquering the internal ones that try to hold us back.
Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?
I am the Founder and CEO of L&E Development Construction Group, a construction firm I launched in August 2020. We specialize in both residential and commercial construction and remodeling — from kitchens and bathrooms to additions, and even storefront build-outs. What excites me most about the work is being able to take my client’s vision and bring it to life. I love designing spaces that inspire my clients and become the backdrop for their memories. For me, construction isn’t just about bricks and beams, it’s about trust, detail, and creating spaces that people can truly feel proud of.
What makes our company special is that we treat every project as if it were our own home. Integrity and craftsmanship are at the center of everything we do. As a woman-owned firm in a male-dominated industry, I take pride not only in carving out space for women in construction but also in serving women clients. I listen closely to their needs and wants in remodeling, making sure their voices are truly heard and reflected in the finished space.
Now, as we celebrate our 5-year anniversary in August 2025, L&E Development Construction Group is continuing to expand in both residential and commercial markets across Hudson, Bergen, and Passaic counties. We are focused on refining our systems, growing our team, and creating a more elevated client experience. My focus is on scaling the company sustainably while staying true to the values that got me here.
At the end of the day, this company is more than a business to me, it’s a legacy for my children, their children and my family. It’s a way to inspire others by showing that no matter where you come from or what obstacles you face, with dedication, courage and perseverance, you can build the life you dream of. Remember, “if your dreams don’t scare you they aren’t big enough”.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
Looking back, I’d say the three qualities that had the biggest impact on my journey were resilience, faith, and communication.
Resilience and patience were essential. When I launched L&E Development Construction Group, I went six months without a single client. There were moments of doubt, delays, and financial pressures; but I learned that the key to building anything worthwhile is to keep going even when it feels like nothing is happening. My advice for those starting out is to embrace patience as part of the process and to understand that progress often takes longer than we want, but it will come.
The second quality is faith and vision. I’ve always believed that if your dreams don’t scare you, they’re not big enough. Even before the results showed up, I had to believe in myself and in the future I wanted to create for my kids. For anyone early in their journey, I’d encourage you to get clear on your “why” and hold onto that vision when fear, doubt and the impostor syndrome tries to creep in.
The third is communication and listening. In construction, it’s not just about building walls, it’s about building trust. I take pride in listening to my clients, especially women, and really understanding their needs and wants in a remodel. That ability to hear people and bring their vision to life is what sets me apart. My advice is to practice active listening, ask better questions, and focus on creating solutions that reflect your client’s true voice.
Those three skills— resilience, faith, and communication — continue to guide me every day. They’ve not only shaped my business but also the way I approach life.
What’s been one of your main areas of growth this year?
My biggest area of growth in the past 12 months has been personal and spiritual. In January, I started a spiritual journey that brought me back to my roots of womanhood and helped me reconnect with my feminine energy. For a long time, I was so focused on being a business owner, a wife, and a mom, that I forgot to make space for myself. I had poured so much into everyone and everything else that I lost sight of the woman I was and the woman I thrive to be.
This journey has been about healing, slowing down, and remembering that my worth is not just in what I achieve but also in how I nurture my soul. Reconnecting with my feminine energy has reminded me that strength and softness can coexist, and that true success is found in balance. It’s given me a deeper sense of peace and has made me a better mother, wife, and leader because I’m showing up as my whole self again.
Contact Info:
- Website: https://ledevelopmentconstructiongroup.com/
- Instagram: l.e._construction_group
Image Credits
Cindy Ralat Ralat Photography
