We recently connected with Nicaury and have shared our conversation below.
Nicaury, looking forward to learning from your journey. You’ve got an amazing story and before we dive into that, let’s start with an important building block. Where do you get your work ethic from?
I get my work ethic from my parents, who are immigrants from the Dominican Republic. They came to the U.S. in the 1980s and met in New Jersey, where they built a life together from the ground up. They learned English, put themselves through school and university, and worked tirelessly to create a better future. After having my sister and I, they continued to give everything they could to support us and ensure we had the same opportunities—and more. Watching their strength, perseverance, and dedication has deeply shaped me. Their example taught me that with hard work and determination, I can achieve anything I set my mind to—just like they did!
Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?
When I moved to Los Angeles ten years ago, I was driven by a passion to explore the world and build a career in the television industry. I worked my way through various production roles, gaining experience across a wide range of sets—from commercials and documentaries to feature films and reality TV. I’ve worked on projects that have been broadcasted from ABC to Netflix, I found a real passion in production, especially in problem-solving and navigating the logistics that bring a project to life.
Over time, however, I realized I was craving a more creative path—one that took me beyond the world of television. About a year ago, I followed that creative spark and launched my own floral pop-up boutique, Rosas de Alma Florals. Woman and Latina Owned, ROSAS DE ALMA FLORALS is a Los Angeles based boutique that specializes in arranging with the freshest and most unique blooms. I dedicate the time to make all arrangements with love and it comes straight from the ALMA, straight from the SOUL! Rosas de Alma Florals provides a more personalized service, taking the time to understand clients specific needs and preferences. With a unique selection of blooms and arrangements that are not typically found in larger commercial stores and are personalized for clients, this boutique likes to provide a higher quality of blooms for clients. Additionally, also enjoy creating one-of-a-kind, creative arrangements that can add a personal touch in any space or office, making anyone happy!
We’ve had the opportunity to work in weddings, pop ups, and the Silverlake Flea Market, among others. Currently, we’re focused on expanding into more corporate and hotel partnerships, as well as more weddings and pop ups, as we continue to grow!
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?
The three qualities that have been most impactful in my journey are having grace, being patient, and staying proactive—especially while building a business from the ground up. Grace has helped me stay grounded when things don’t go as planned, whether on a chaotic production set or during a slow sales weekend at a market. It’s about responding rather than reacting, and treating others—and yourself—with compassion in tough moments.
Patience has been essential. Whether in the entertainment industry or as an entrepreneur, results don’t come overnight. You have to trust the process and be willing to put in consistent effort without always seeing immediate returns. Building something meaningful takes time.
Being proactive has probably been the biggest game-changer. You can’t wait for the perfect opportunity or for someone to hand you your dream job or client. I’ve learned to take initiative—whether it’s reaching out to potential partners, booking my own events, or learning new skills to improve the business.
For those just starting out, my advice is to focus on progress, not perfection. Give yourself grace when you’re learning. Practice patience—it’s okay to grow slowly. And most importantly, take action. Every small step forward, even if it feels uncertain, builds momentum. You don’t have to have it all figured out to begin. Just start.
How can folks who want to work with you connect?
I’m currently looking to collaborate with like-minded creatives, businesses, and event professionals—whether you’re curating a photoshoot, need flowers for an online or print publication, designing a space, planning an event, or just want to elevate your environment with custom premium florals!
We offer:
Premium arrangements for offices, hotels, and restaurants, floral design for events of all sizes (corporate, weddings, birthdays, etc.), set design and florals for film/TV and editorial shoots, weekly or bi-weekly floral subscriptions, DIY flower bar experiences for celebrations and gatherings and Delivery throughout LA!
If you’re working on something and think flowers could add to the experience, I’d love to connect and explore ways we can collaborate! We’re on IG under @rosasdealma.la !
Contact Info:
- Website: https://www.instagram.com/rosasdealma.la?igsh=Ynh3YzNjZ2t6M2Fk&utm_source=qr
- Instagram: https://www.instagram.com/sup_santana?igsh=OGQ5ZDc2ODk2ZA%3D%3D&utm_source=qr
- Linkedin: https://www.linkedin.com/in/nicaury-santana-b8749044
- Yelp: https://www.yelp.com/biz/rosas-de-alma-florals-los-angeles
- Other: https://linktr.ee/rosasdealma.la
Image Credits
Salon Pop Up Photos by Ricky Rosario
Wedding Images by Patricio Angelo
so if you or someone you know deserves recognition please let us know here.
