“I know what it is to come to a country with no money and not have anything and just say if I work hard, I can obtain the opportunities that I never thought I could have,” reflects Lia. At the age of 17, she came from Argentina determined to make it in New York City with her soon to be husband. By 19, she was juggling a newborn baby and eventually work in the flower business arranging event floral pieces at New York’s historic Waldorf Astoria. “I was always a go-getter. It was clear at a very young age that I was very focused and a fast learner. I never say I don’t know how to do something. I always figure it out.”

Lia’s next business opportunity came in 2012 when the florist she worked for offered to sell her the business which later blossomed into Westbury Floral of Glen Cove. Out of the many industries that have struggled to survive during the pandemic, florists have had one of the most volatile rides. From suppliers going out of business and flowers not coming in from global markets to high demands from families for loved one’s funerals across the country, it was not easy to navigate.

During the mandatory closure, Lia stayed operational working 12-hour days managing online and phone orders; she met the needs of her customers with only one employee doing the deliveries. During the pandemic, Lia explains it was more than just selling flowers, it was navigating the emotions of her community as well. “We were non-essential workers at the beginning, but we became essential. Once the churches and funeral homes started to open, people wanted to send a rosary, a rose, or a floral piece for remembrance, it was devastating knowing the cemeteries were burying approximately 6,000 people a month.”

By the fall of 2020 Lia connected online with Ascendus and with the technical assistance from Ascendus secured a $60,000 loan from the New York Forward Loan Fund program. She used the loan capital to hire four employees to open her business to more than phone orders. More importantly, she was also able to regain control of her finances and not lose her home. “It was like a miracle,” says Lia.  She had the money to serve her customers for the holidays where sales were up 50 percent over last year. “I am so thankful to Ascendus for the help provided during the very hard and difficult times of the Pandemic.”