Where it all started
Dora (pictured right in red), affectionately known as “De,” learned the art of floristry from an early age under the guidance of her mother, Magda (pictured left in yellow). From floral techniques and proper flower care to the daily workings of a flower shop, De grew up immersed in every aspect of the trade.
In the 1970s, Magda opened the family’s first brick-and-mortar flower shop in Piedras Negras, Coahuila. From sourcing fresh blooms to transforming them into beautiful arrangements, mother and daughters worked together to bring their craft to life.
Here begins the story of three devoted daughters, each finding her own path in the floral industry while carrying forward the knowledge, dedication, and passion passed down by their mother.
The Three Sisters
Married and raising three daughters and one son Magda felt called to build something of her own. Inspired by the floral business she had grown up around, she set out to establish a shop from the ground up. Few believed she could succeed; even her own mother doubted her. Yet Magda remained steadfast in her vision, determined to become a business owner in South Texas during the mid-1970s.
Through perseverance and a deep-rooted passion for floristry, she brought that vision to life with Florería El Jardín. Today, the shop still stands in its original building in Piedras Negras, Coahuila, operating as a full-service flower shop and continuing to serve its community decades later.
What began as Magda’s dream grew into something far greater: the foundation of a generational profession. Through her example, she paved the way for her daughters and granddaughters to carry forward the family’s floral legacy, nurturing a tradition that continues to bloom across generations.
As She Grew Up
As the eldest daughter, De found herself devoted to carrying on the family’s floral legacy, dedicating herself wholeheartedly to running the family flower shop. In Piedras Negras, everyone knew her as Doris, she was often known to skip social gatherings to ensure the shop continued to thrive, putting her family’s business and customers first.
Her younger sisters, Magda Iliana and Lilian, looked up to both their mother and their eldest sister, learning the art of floristry from the women who paved the way before them. Inspired by that example, Magda Iliana eventually continued the legacy at Florería El Jardín, while Lilian ventured across the border to Eagle Pass, Texas, where she established her own business, Lily’s Flower Shop. Through their dedication and shared passion, the family’s floral tradition blossomed beyond its roots in Piedras Negras, growing into a legacy carried forward by generations of women.
De's Flowers
After a lifetime spent learning the art of floristry and mastering the techniques passed down by her mother, De began shaping a floral legacy of her own. Married in 1992 at the age of 24, she moved first to Houston and eventually to San Antonio, where her journey as a business owner took root.
While raising her children, De operated her flower shop from her garage in Leon Valley for ten years, balancing motherhood with her growing passion for floral design. As her children grew older, so did her business. Today, she welcomes clients to her commercial-style home at 5148 Wurzbach Road, where she continues to live and work surrounded by the flowers she loves.
From thoughtful get-well arrangements and birthday bouquets to full-service wedding florals, De remains at the heart of every design, bringing beauty, care, and a personal touch to the San Antonio community she calls home.
Now, the tradition continues through her own daughters, Jaquelin and Connie, who are following in her footsteps. Learning the floral secrets, techniques, and little tips passed down through generations, they carry forward the knowledge and passion that have shaped their family’s story. Together, they represent the next chapter of a legacy rooted in family, craftsmanship, and a shared love of flowers.
