Today we’d like to introduce you to Nohraima Elias Flores.
Hi Nohraima , so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I’m not sure if it’s relevant to mention this, but before becoming an event decorator, I actually worked as a Spanish teacher and I hold a degree in Civil Engineering. Life has a funny way of taking us in directions we never expected.
My journey as an event decorator started in Sweden. At the beginning, I never imagined that a simple hobby would eventually lead me to create my own business. To understand how it all began, you first need to know that it started from a very human need: the need for connection.
I’m originally from Venezuela, and I moved to Sweden for family reasons. Life there was a complete contrast to what I was used to. Swedes highly value personal space and independence; conversations are direct, and social gatherings are often planned well in advance. For me, it was a massive cultural shock.
Craving that human connection, I started inviting friends and acquaintances to small gatherings at my home. I’ve always loved cooking, creating, and paying attention to details,I truly believe that people eat with their eyes first.
For every single gathering, I carefully thought about every detail: the invitations, the floral arrangements, the table settings, and even games to keep everyone entertained. I would prepare delicious homemade food, and little by little, people began telling me that I had a natural gift for hosting and creating a warm atmosphere where everyone felt welcome.
That made me stop and think: Why not turn this into something more? This is something I genuinely enjoy. Even so, it took me quite a while to find the courage to pursue it seriously.
Like many entrepreneurs, getting started wasn’t easy. Building a name for yourself takes time, and in my case, it was even more challenging because large celebrations and parties aren’t as common in Swedish culture.
One of my first real opportunities came when I organized a housewarming party for a friend. I took care of both the balloon decorations and the catering, and I absolutely loved the experience. Seeing people’s faces light up as they enjoyed the food, and hearing them talk about how thoughtfully every detail had been planned, made me realize: this is what I’m meant to do.
I still remember one of the dishes I made that day. It was a fresh mixture of pineapple, red onion, colorful bell peppers, and cilantro, served with nacho chips. Everyone loved it! People kept asking me what it was called, and honestly, I had no idea. In the end, one of my friends jokingly named it “Pico de Gallina” instead of Pico de Gallo, and the name stuck. To this day, it remains one of the most requested dishes on my catering menu.
Looking back, what started as a way to overcome loneliness and build meaningful connections became a business built on creativity, hospitality, and bringing people together. And I wouldn’t have imagined it any other way.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It definitely has not been a completely smooth road. One of the main challenges for me has been understanding and reaching the right audience. Coming from a very different cultural background, I quickly realized that my natural way of creating events did not always match the local preferences. In Sweden, there is a strong appreciation for simplicity, minimalism, and more low-key gatherings, while my style is more detailed, expressive, and focused on creating warm, visually rich experiences. Learning how to adapt without losing my essence has been an important part of my journey.
Another challenge has been personal. Even though I enjoy being around people and creating social environments, I am naturally a bit shy when I first meet new people. In this industry, however, you constantly need to network, connect, and put yourself out there. That has pushed me far outside of my comfort zone and helped me grow in confidence over time.
There is also a misconception that being social comes naturally in this type of work, but for me it has been something I’ve had to consciously develop. I enjoy people deeply, but stepping into new spaces and initiating connections has not always been easy.
At the beginning, I also had to learn patience. Building recognition and trust takes time, especially in a market where larger celebrations are not as frequent. Instead of seeing that as a setback, I learned to focus on consistency and on creating meaningful experiences for every single client, no matter the size of the event.
Looking back, these challenges have been essential in shaping both my business and myself. They have taught me resilience, adaptability, and the importance of staying authentic while learning how to navigate a new culture and market.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
My business is an event decoration and creative design service that focuses on creating meaningful, personalized, and visually thoughtful experiences for different types of celebrations. What makes my work unique is that I don’t just “decorate an event” I design the entire concept behind it, from the theme and atmosphere to the small details that bring everything together.
The company was originally established in Sweden, and although I now live in Dubai, I continue to work with clients in different locations, including remote event planning and concept design. This allows me to support clients no matter where they are, helping them build a complete vision for their event even from a distance. I also focus on making events more accessible and sustainable by encouraging the reuse of materials and elements clients already have, rather than always starting from zero. This helps reduce costs while still achieving a beautiful and intentional result.
In addition to remote work, I have also had the opportunity to work on-site in different places. For example, in Virginia Beach I designed and decorated events, including a quinceañera celebration, which was a very special experience for me creatively and culturally.
What I specialize in is combining creativity with structure. I work with balloon styling, floral arrangements, table styling, and overall thematic design. I love creating cohesive environments where everything feels connected and intentional, not random or overly complicated.
My background in Civil Engineering also plays an important role in how I approach my work. It has trained me to think in terms of structure, balance, planning, and design logic, which I now apply in a very creative way when building event concepts and layouts.
What I am most proud of is being able to translate an idea or feeling into a full visual experience that reflects the client’s personality and story. My goal is always to create events that feel personal, warm, and memorable, no matter the size or budget.
At the heart of my brand is the idea that beautiful events don’t have to be excessive or expensive they just need intention, creativity, and care in every detail.
How do you define success?
For me, success is not defined by how much money a business generates. Of course, financial stability is important, but it is not what drives me.
I define success by the joy I feel when creating each event and by the experience it creates for others. Seeing a client truly enjoy their celebration, feel represented in the details, and create memories that matter to them is what success looks like to me.
Success is also about freedom the ability to do work that I love, express my creativity, and still have space to enjoy the process instead of just focusing on outcomes.
In that sense, I feel most successful when I am fully present in what I create and when my work brings happiness to others.
Contact Info:
- Instagram: https://www.instagram.com/nefdekoration?
