Meet Johni Cesario of Uncovering Flora in Chandler

Today we’d like to introduce you to Johni Cesario.

Johni, please share your story with us. How did you get to where you are today?
I grew up thinking having a safe 9-5 job was expected. I thought that I was supposed to have it all figured out in high school and know what I wanted to do as a career. I remember in high school, I had no idea what I wanted to do; I had no desire to pursue a specific area. I did know though that photography was my passion, but I didn’t quite exactly know how I could make a living of being a creative. I knew I wanted to help people see the good in the world. I wanted to make an impact. I just didn’t know-how.

I worked at a salon and day spa since I was 18 years old and moved to Arizona to work at their corporate office. I worked for this company while pursuing my Bachelor of Science in Communication, Marketing and Sales at Arizona State University. I moved to Arizona with my now fiancé, Enea not knowing a single person. I didn’t know what filled my glass or what gave me purpose. I was going through the motions and not really living.

2017 is when I legally opened Uncovering Flora. I knew I wanted to do photography, but I didn’t know how to grow it. I didn’t know how to be a business owner, nor did I know what it took to be a so-called entrepreneur. I did know one thing; I would create an empire. I was going to college full-time, working my corporate job full-time, and working on my business with any spare time I could get. These last few years have been some of the most difficult years of my life. I’ve learned so much about building a business, maintaining relationships, prioritizing my happiness, and living a meaningful life. I’ve lost too many people along the way, but I will always love them from afar.

It wasn’t until 2019 when the magic really happened. I made one of the biggest decisions of my life in February 2019. Instead of submitting my resume to potential employers, post-college graduation, I made a pack with myself, I would leave corporate America for good. I had taken longer than usual to finish my degree, but I was heavily involved in extracurricular activities at my college, I graduated Summa Cum Laude, and I had one stellar resume. I just knew though that I had fallen out of love with working for someone else’s mission. I fell out of love with working towards someone else’s goals. I fell out of love with working a 9-5 and not living a meaningful life.

I just could not see myself working for anyone else but my company. Around this time is when I started diving deep into learning. I would spend all my nights and weekends learning more about systems, marketing, and leveling up my photography. I started getting my name out there and meeting with business owners. I stepped out of my little bubble and started to make waves.

I worked hard and smart. I connected with like-minded business owners and found mentors. I took courses outside of my university that would directly benefit my business and would solve my client’s pain points. I made a business plan and spent every waking minute trying to know who my ideal client was and how to get in front of them. I did market research and found word-for-word what my clients need, and I took action.

Fast forward to December 2019, my last day in corporate America, the day I was reborn. The day I returned my laptop will forever remain in my memory. This day was the day that I stood there in pride at the woman I had become, with the business I created, and with the decision I made. I traded a safe 9-5 for a business that gave me back my happiness. I traded my safety because I believed in myself.

I have also never been happier than I am today. I wouldn’t be the person I am today with my corporate job. I thank that company for allowing me to see my potential and worth in this world. I will never be ashamed of who I am, and I most certainly will never compromise my happiness to fulfill someone’s void.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
My road has not been smooth. I don’t believe anyone’s road can be smooth. We all struggle with heartbreak and trauma. For me, I have worked hard my entire life. I did not have the luxury of my parents, helping fund my expenses. Instead, I had to prioritize work, paying for my college education, funding my camera and business expenses. I’ve had a job since my 16th birthday, so work for me has always been a non-negotiable. I moved to Arizona away from my entire family in 2015 with my now fiancé. My family was very close then, but since moving here, we have had our growing pains and have distanced ourselves.

My biggest obstacle was believing whole-heartedly in myself and my business and choosing to leave a safe 9-5. The majority of conversations I had leading up to me, making this decision, were not quite reassuring. There was this stigma that I wanted to break on how being a photographer and focusing on branding should remain a side-hustle rather a full-time business. This is the last thing you want to hear, especially since the first five years of any starting business are the hardest years. If anything, you need all the support and self-confidence within this time. Any chatter that goes against what you feel is the right thing can very much impact your decisions. My biggest obstacle thus far is to overcome this stigma and to prove it to myself that I truly can be successful in anything and everything my heart desires.

So, as you know, we’re impressed with Uncovering Flora – tell our readers more, for example what you’re most proud of and what sets you apart from others.
Uncovering Flora is a brand photography business. I am so unbelievably passionate about what I do. I wanted a way to integrate my college education with my creative knowledge. That’s where I created brand photography. I work with small business owners, specifically women entrepreneurs, to help build their brand and market it online. I do this in two ways.

The first way I help business owners is by understanding the needs of the brand and structuring a branding session that aligns perfectly with the story a business is trying to tell. I work with brands to understand their vision and to authentically capture it so that you can show up as an expert and a professional. I think that it is important to spend time prior to any branding session to understand the client’s needs. Branding photography is important to understand the client’s vibe and aesthetical and strategizing ways to communicate this visually. The goals of a branding session is to provide high-quality photos and to make a brand have an identical in-person presence as their online-presence. I believe that businesses should prioritize having a visual presence in their content marketing strategy.

The second way I help business owners is to help brands market themselves online. Specially, Instagram is a platform I work to teach other business owners how to use in order for them to market their brand and create brand awareness. I help business owners understand the importance of online marketing through social media platforms and how-to bridge the gap between consumers and businesses. Instagram is a powerful free platform that, if used properly, can increase brand awareness which an ultimately converts followers into customers. Social media help brands look professional and make an online representation equally as powerful as an in-person representation. It is chance to convey the true identity of a brand and show how they can help consumers rather than having to compete.

The mail goal is to provide brands with visual content and teach them the strategize to market effectively online.

So, what’s next? Any big plans?
I am looking to scale my business into a full-service branding and marketing agency. I want to be able to provide business owners with services that they can use to brand their business from start to finish. This will take time and learning, but the goal is to help as many brands as possible so that they can run successful businesses.

Contact Info:

• Website: www.uncoveringflora.com
• Phone: 4806308669
• Email: contact@uncoveringflora.com
• Instagram: www.instagram.com/uncoveringflora
• Facebook: www.facebook.com/UncoveringFlora

Image Credit:
kayleemichellephotography

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