We had the good fortune of connecting with Rachel Fuertes and we’ve shared our conversation below.

Hi Rachel, what is the most important factor behind your success?
The most important factor behind my success and the success of my brand has been embracing the idea of being different and not trying to appeal to everyone. I’ve always had a deep love for my Mexican culture, but I wanted to bring my own unique twist to it—whether that’s through fashion or florals. I noticed there was a gap in the flower industry, and I wanted to create space for myself by offering something bold and distinct. We often choose florals that others may consider unconventional or even “ugly,” but I truly believe that there is more beauty and interest in the uncommon. By staying true to this approach, I’ve been able to build a brand that stands out and resonates with those who appreciate a more unique and authentic style.

Alright, so let’s move onto what keeps you busy professionally?
I’ve always had a deep love for flowers, and for me, flowers are more than just a business—they are my love language. As someone who tends to be more introverted by nature, I express myself extrovertedly through design. Flowers allow me to communicate emotions, tell stories, and create experiences. In a way, they became my therapy. After suffering a work accident, I found solace in florals, and through this healing process, I realized how powerful flowers could be in transforming spaces and emotions.

My background in medicine played a key role in shaping the way I approach design. In my previous career, I learned how to identify what my patients needed most and how to advocate for them in their recovery process. This understanding of empathy and care has directly translated into how I approach designing events. Just as I helped patients feel better and more comfortable, I now use flowers to create immersive experiences that transport guests to a place they haven’t yet experienced but will never forget.

When I design, it’s all about elevating the space and creating something that feels like it truly belongs. We’re never satisfied with the bare minimum; we want each design to feel intentional, layered, and connected to the environment. I take pride in crafting experiences that make a lasting impression, something that enhances the atmosphere and resonates with the people in it.

The journey to where I am today definitely wasn’t easy. In the early years, I faced a lot of “no’s,” but I stayed true to myself and my design style. I never compromised on what I believed in, and that dedication has been one of the key factors in building my brand. There were challenges along the way, but overcoming them required a commitment to my vision, a lot of hard work, and trusting that staying authentic would attract the right people.

What I’m most proud of is creating a space where clients who are looking for something outside the norm can find a sense of self-expression and authenticity. I want the world to know that we design for those who are not afraid to step outside the box and seek unique, bold designs. And I truly believe that if you stay true to who you are, you can attract your dream clients—those who appreciate and resonate with what you bring to the table.

The lesson I’ve learned along the way is that staying authentic to yourself and your vision will always be worth it in the end, no matter how hard the journey is. It’s about embracing what makes you different and knowing that the right people will find you.

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?
f my best friend was visiting for a week, I’d want to give them a mix of everything that makes LA so special. Being born and raised in LA County, I don’t stick to just one city—there’s so much to explore, and I love experiencing new places! I’ve always lived in the San Fernando Valley, and I wouldn’t change it for the world.

One of my favorite things to do is brunch, so we’d start the day by checking out a new café in either Studio City or Silver Lake—it’s always a fun adventure to try new spots. After that, I’d take them to one of my go-to spots for comfort food, Waffle Love in Northridge, for the best chicken and waffles. After that, we’d head to Granville in Burbank for a refreshing cucumber martini before spending the afternoon antique shopping in Westwood or the Palisades. I love hunting for old Kenzans (which is a floral mechanic I use in my designs) and unique accent decor for my home.

Of course, we’d make time for my absolute happy place: the original Flower Mart! It’s always a treat to stroll through and soak in all the beauty. Afterward, we’d probably head back home for a cozy bonfire—nothing beats a chill night with close friends.

On another day, we’d head to the Huntington Gardens in Pasadena for a peaceful and picturesque experience before grabbing dinner at a cute little Italian spot in Hollywood. We’d finish the evening with some scotch at Seven Grand in Downtown, a cozy spot with great vibes.

I don’t like to put myself in a box, so I’m always open to a variety of activities. From laid-back days to more adventurous outings, LA has it all, and I love showing people the fun, interesting, and exciting things it has to offer!

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
We are incredibly grateful for the amazing planners who have given us the opportunity to communicate through flowers and share our story. Their trust in us has allowed us to express our creativity in ways we never could have imagined. A special shoutout goes to Kristina of Viva Planning—she reignited my passion for weddings after we had pivoted more toward a corporate client base. Her level of detail and passion was something I hadn’t experienced yet, and it truly inspired me to get back to what I love most.

We also owe a huge thank you to our wonderful clients who trusted us to “just do you.” Their faith in our expertise allowed us the freedom to design as if we were creating for ourselves, and that’s something we truly cherish.

A big thanks also goes out to our flower friends—whether they’re wholesale vendors who went the extra mile to track down specific blooms or saved those extra special flowers because they knew we’d love them, or the talented designers we’ve met along the way who’ve shown us so much support. It means the world when they tell us that the way we design inspires them. We’re incredibly lucky to have had people reach out to intern with us and share this journey.

We’ve also had the privilege of working with some amazing photographers who have encouraged us to keep creating unique florals that inspire them in their work. Alyssa Lizarraga, in particular, has been an incredible photographer who constantly reminds me to elevate our style and share our story through our content.

Lastly, I’m so grateful for my dear husband, who has been my rock through all of this. He’s stayed up late unloading our van, woken up early to clean it out, and spent countless hours reorganizing our studio. Without his unwavering support, none of this would be possible.

I am truly thankful for the incredible network of people who’ve helped shape this journey. We wouldn’t be where we are today without them.

Website: https://felicidadenflor.com/

Instagram: https://www.instagram.com/felicidadenflor/

Other: https://www.tiktok.com/@felicidadenflor?lang=en

Image Credits
Lauren Din Photography
Gustavo Pererya photography
Suede Williams photography
Christine Flower Photography

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