Today we’d like to introduce you to Erica Dias.
Hi Erica, we’d love for you to start by introducing yourself.
Helen Florals was born from something deeply personal. I named the company after my late grandmother, Helen, as a way to honor her legacy while creating something beautiful that could live beyond me.
My journey with florals really grew out of my love for creativity, design, and creating memorable experiences. I’ve spent years working in public relations, fashion, events, and brand storytelling, so I’ve always understood that the smallest details can completely transform how someone experiences a moment. Flowers became another way for me to tell those stories.
What started as a passion has grown into a floral and experiential brand offering bespoke arrangements, floral installations, workshops, corporate and private experiences, and our mobile floral bar. One of my favorite parts of Helen Florals has been teaching. Through our workshops, I’m able to introduce people to floral design in a way that feels approachable, creative, elevated, and intentional.
Along the way, Helen Florals has had some incredible opportunities, from collaborating with brands and retailers to having my floral work and story featured through outlets including BRAVO TV, FOX, ESSENCE, Travel Noire, and Black Enterprise.
But what I’m most proud of is that Helen Florals continues to grow organically while still feeling personal. I never wanted to simply sell flowers. I wanted to create moments—whether that’s someone receiving an arrangement, sitting down at one of my workshops, or experiencing a space that I’ve transformed with florals.
Today, I’m continuing to expand Helen Florals through workshops, brand collaborations, corporate partnerships, private events, and curated floral experiences in Houston, Atlanta, and beyond. And through every stage of the business, I’m intentional about keeping my grandmother’s name and legacy at the heart of it.
For me, Helen Florals is proof that something beautiful can grow from love, creativity, faith, and honoring where you come from. 💐
We all face challenges, but looking back would you describe it as a relatively smooth road?
No, it definitely hasn’t been a completely smooth road. Entrepreneurship rarely is, and building Helen Florals has required me to learn just as much about business as I’ve learned about flowers.
One of the biggest challenges has been learning how to properly value my work. When you’re passionate about what you do, it’s easy to overextend yourself, say yes to opportunities because they sound exciting, or give more than what you’re actually being compensated for. I’ve had to become much more intentional about understanding the value of my time, creativity, materials, expertise, and relationships—and being comfortable charging accordingly.
There’s also the reality of being a small business owner and wearing multiple hats. I’m not just the florist. I’m sourcing flowers, designing, teaching workshops, developing partnerships, marketing the business, managing logistics, creating content, communicating with clients, and thinking about how to grow the brand—all while running my PR firm and other ventures.
Another challenge has been learning that every opportunity isn’t necessarily the right opportunity. I’ve had to establish boundaries, become comfortable saying no, and stop measuring success simply by how busy I am. I’m much more focused now on partnerships and projects that make sense for Helen Florals and allow the brand to grow sustainably.
But every challenge has helped me become a stronger entrepreneur. I’ve learned to trust my instincts, advocate for the value of my work, protect my creativity, and give myself permission to build Helen Florals at my own pace. I’m still learning and evolving, but I think that’s one of the most beautiful parts of entrepreneurship—you’re growing right alongside the business. 💐
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
I’d describe Helen Florals as more than a floral company—it’s an experience-driven floral brand. Of course, we create beautiful arrangements and floral designs, but my work is really centered around how flowers make people feel and the moments we can create around them.
I specialize in bespoke floral design, intimate events, corporate and brand activations, private floral experiences, and hands-on floral workshops. My workshops have become a big part of the brand because I love bringing people together and teaching them that floral design doesn’t have to feel intimidating. Most recently, I’ve incorporated Japanese Ikebana-inspired design into my workshops, which focuses on simplicity, movement, balance, and being intentional with every stem.
I think what Helen Florals is becoming known for is the experience surrounding the flowers. Because of my background in public relations, fashion, branding, and event production, I naturally look at florals differently. I’m thinking about the flowers, but I’m also thinking about the room, the guest experience, the partnership opportunities, the storytelling, the photography, and how people will remember the moment afterward.
What sets me apart is that I’m not trying to compete by simply creating the biggest arrangement or using the most flowers. I love restraint. I love negative space. I love an unexpected branch or a single flower positioned in a way that makes you stop and look at it. To me, luxury isn’t always about more—it’s about intention.
I’m incredibly proud of the opportunities Helen Florals has received, including collaborations with major brands and retailers and recognition from platforms such as BRAVO TV, FOX, ESSENCE, Travel Noire, Black Enterprise, and others. But I’m equally proud when someone comes into one of my workshops saying, “I’m not creative” or “I’ve never arranged flowers before,” and leaves carrying something beautiful that they created themselves.
Most importantly, I’m proud that I’ve built something meaningful in honor of my late grandmother, Helen. Her name is attached to everything I create, so there’s a level of responsibility and purpose behind this business for me. I want Helen Florals to continue growing, but I never want it to lose the intimacy, creativity, and personal touch that made me fall in love with it in the first place. 💐
What would you say have been one of the most important lessons you’ve learned?
The most important lesson I’ve learned is that not every opportunity is a good opportunity, and growth doesn’t require saying yes to everything.
Earlier in my entrepreneurial journey, I sometimes believed that being busy meant I was progressing. Over time, I’ve learned the importance of discernment—knowing when to say yes, when to say no, when to negotiate, and when to simply walk away. Your time, creativity, relationships, and expertise all have value, and protecting those things is part of building a sustainable business.
I’ve also learned not to compare my journey to anyone else’s. Helen Florals is growing in its own way and at its own pace. I’m much more focused on building something intentional and lasting than trying to look successful from the outside.
And probably the biggest lesson within all of that has been to trust myself. Some of my best decisions have come from following my instincts, even when they didn’t make sense to everyone else. Entrepreneurship will constantly teach you, stretch you, and humble you, but when you stay connected to your purpose, you become much more confident about what belongs in your story—and what doesn’t.
I’m still learning, but today I understand that success isn’t just about how much you can build. It’s also about building a life and business that you actually enjoy. 💐
Contact Info:
- Website: https://www.HelenFlorals.com
- Instagram: @Helen.Florals
- Facebook: Helen.Florals
