We had the good fortune of connecting with Hagar Elaziz and we’ve shared our conversation below.
Hi Hagar, how do you think about risk?
Risk is a 100% necessary component of progress. Over time, the biggest risk you can take is to not take any risk and remain stagnant in the “safe zone”. With every single thing you do, there is risk involved. The most important factor in taking risk is that, even when you don’t get the reward you were after, you still learn something valuable that you apply to your life moving forward. You never lose, you only learn. I was a television producer for 10 years. When I launched La Fleur Bouquets out of my apartment in DTLA, I had no idea how large it would become in such a short period of time. I took the biggest risk in my life: leaving my profession and my identity as a tv producer to move into the space I knew very little about. Here I was risking it all (stability, identity, comfort) for an idea that I was still getting to know and developing. I knew the risks were high if this failed but I was 100% willing to take the risk and it was the best decision I ever made. Because I took this risk, I now am more comfortable with continuing to do so when it comes to business. At some point the risk doesn’t feel so “risky” and almost feels like the right thing to do. Challenge yourself to become comfortable with taking risks- it will change your life.
Let’s talk shop? Tell us more about your career, what can you share with our community?
When I introduced roses in a box to the world, the feedback was so positive and instant thanks so social media. We launched over 30 different rose colors and created Gold, Rose Gold and White Gold roses which took the world by storm. La Fleur Bouquets set the tone in the preserved rose world instantly as the leader of luxurious boxed roses that last for years. As the brand became more popular, it inspired other flower box companies. How do you set yourself apart and keep your brand as original as possible? You must be innovative. Within our first year we began creating floral sculptures by commission. These one-off works of art not only showed the world that we can do more than roses in a box, but created a lot of buzz. While we were getting better and better with each sculpture, we will also perfecting our preservation of other flowers. We introduced preserved orchids, gardenias, carnations, sunflowers and now peonies to the world. The challenges with a now saturated market of rose box companies forced us to evolve and to continue to innovate. We are now home of real FLOWERS that last for years. The most important lesson we have learned is to be true to your brand identity and give the people something to talk about!
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Cafe Gratitude for lunch for good plant based food. Giorgio Baldi for a more intimate setting and not to mention you get to drive down the PCH! Ysabel for a lounge because I believe that places with open ceilings allow for all negative energy to escape. San Vicente Bungalows for a super private but welcoming night cap.
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I want to give a very special shoutout to my mother who like most moms, believed in me before anyone else did. She was the first person to tell me that I had to share my concept of roses in a box with the world when I was so afraid to do so. She reassured me that my choice to move on from production and become an entrepreneur was the right decision. She even helped me with my first photoshoot back in 2015 in San Francisco! Although she has passed since I launched the brand, with every idea or new addition to the brand, I hear her say “I am so proud of you, you are so talented, I admire you so much”. In addition to my mother, I want to shoutout all the clients who took a chance on me and placed an order. To my clients who have purchased sculptures where I am free to be an artist- you guys have changed my life. To all the writers and editors who shared my story, I am eternally grateful to you for spreading the word. And finally, I have to shoutout all the other flower box companies that followed my concept, thank you for letting me inspire you and helping me leave my mark on the world as the woman who redefined the meaning of the rose.
Maryvine Street, Chris Garcia Studio