TSUNAGU: To Connect: Whether it is connecting employers to job seekers or bringing different cultures together, we at Activ8 value the bridge-builders who make our world a better place every day. Our new series, TSUNAGU, will feature inspirational people who connect North America and Japan through business, education, art, culture and more.
Yuri Yatsuda: Floral Business Owner, Florist, and Event Coordinator
Yuri Yatsuda is a passionate entrepreneur with a thriving floral business in Chicago while also serving as an event coordinator within the Japanese American community. Balancing her fast-moving career with raising her children, Yuri has actively expanded her reach, creating opportunities to bring joy and connection through her work. We spoke with her about her journey, her main activities, and the passion that drives her.
A Life Blossoming Through Flowers
Born in Tokyo to a family of entrepreneurs, Yuri’s early years were shaped by perseverance. As a child, she was physically weak, and often had to sit out of physical education classes, longing to participate like her peers. Then, after undergoing major surgery that completely restored her health, her world opened up—just like flowers blossoming after a long winter.
Freed from physical limitations, she embraced sports with enthusiasm, eventually becoming the captain of her junior high school basketball team. At home, she indulged in baking and handicrafts. Her mother had studied ikebana (Japanese flower arrangement) in the Ikenobo tradition, so flowers were always a part of her life, but not yet her focus. That changed once she entered the workforce.
While working as a flight attendant for a Dutch airline, customers and colleagues often asked Yuri about Japanese culture. She did her best to answer their questions, but each encounter made her realize how little she actually knew. To deepen her understanding of Japanese culture, Yuri studied ikebana, tea ceremony, kimono dressing, and other traditional arts.
Discovering a Passion for Flowers
The Netherlands, famous for its tulips, is home to the world’s largest flower market, attracting an incredible variety of blooms from across the globe. During her frequent visits to the Netherlands for work, Yuri became increasingly fascinated with flowers. In turn, she deepened her studies in ikebana, earning a diploma from a prestigious institution. At the same time, she became intrigued by preserved flowers—real flowers that are specially treated to maintain their beauty for years.
Yuri’s love for floral design only increased when she got married. She attended a specialized bouquet-making school, and crafted her own wedding bouquets and boutonnieres as well as those for her friends, who were delighted by her creations. The experience was so fulfilling that she began to dream of turning her passion into a career.
Building a Floral Career in the U.S.
After moving to the United States, Yuri’s dedication to flowers only grew stronger. However, balancing floral work with raising children proved challenging—just like children, fresh flowers also require constant care. Seeking a way to continue her craft while managing family life, she turned her focus to preserved flowers, which require minimal upkeep, and maintain their beauty for an extended time.
Yuri took time between childcare responsibilities to further her studies, ultimately earning certification in preserved floral arrangements. In 2014, her dream became a reality—she launched a home-based class, teaching preserved flower arrangements and bouquet-making, often with her child strapped to her back. She steadily built up a reputation, and expanded her teaching to private parties and special events. Through her floral artistry and community engagement, Yuri was truly making her own dreams bloom.
Turning Adversity into Opportunity: The Birth of a Business
Yuri formally established her business in the midst of the COVID-19 pandemic. Her husband, a respiratory physician, was on the front lines treating critically ill patients, and with all the uncertainty of those times, Yuri felt a strong need to achieve financial independence for the sake of their young children. She had to navigate the demands of childcare as well as lockdown restrictions, but she launched her online store, De Bloemen Flower Design, in October 2020. The name, meaning “the flowers” in Dutch, reflects her deep connection to the Netherlands, a place that played a crucial role in her floral journey.
Through her website and Etsy, Yuri began selling bouquets and wreaths made from fresh and dried seasonal flowers. Her craftsmanship and heartfelt approach imbued each creation with warmth, adding gentle, enlivening hues to every space. During the pandemic, when social connections were strained, Yuri was particularly motivated to create floral arrangements as her own way to ease the fear and anxiety that permeated daily life. She described the sentiments she infuses into her work:
“I hope my floral gifts evoke cherished memories and strengthen the bond between giver and recipient. Whether celebrating births, marriages, graduations, or offering condolences, I strive to express people’s heartfelt emotions through flowers. I feel privileged to play even a small role in so many meaningful moments.”
As the pandemic restrictions were lifted, Yuri resumed in-person activities, hosting seasonal workshops such as Christmas wreath-making and New Year’s kadomatsu arrangements. She also opened a stall at a farmers’ market, and collaborated with a local plant store to sell her floral creations for a limited time. Through word of mouth and social media, her business flourished, leading to invitations for corporate events and home studio sessions.
A Role Beyond Flowers: Event Coordination and Community Engagement
Beyond her floral business, Yuri is deeply involved in community-building through her work with the Japanese American Service Committee (JASC) in Chicago. Established in 1946, JASC is dedicated to preserving Japanese language, culture and history while also providing social services.
JASC’s Donguri Club, a Japanese language program for children, began in 2017 with a single class. It has since expanded to include seven teachers and over 40 students. Yuri joined as a Japanese instructor in 2019 and, recognizing the growing needs of families, took on the role of Event Coordinator for the Kids’ Program in the fall of 2024.
Driven by community requests, she introduced new programs, including a monthly cooking class where children learn to prepare traditional Japanese dishes tied to the seasons. These classes quickly became fully booked. Other initiatives, such as a miso-making workshop for parents and children, and the expansion of JASC’s annual day camp, have enriched the offerings for local families.
“If It Doesn’t Exist, Create It” – Building Spaces Where People Can Thrive
Yuri’s ability to recognize community needs and take action has led to the creation of meaningful opportunities. One such initiative is the Japanese Read-Aloud Club, which started informally among a few mothers eager to read to their children. As the original members moved away, Yuri sought a sustainable way to continue the program. Envisioning an open community space where families could connect, she proposed the idea to the Consulate-General of Japan in Chicago, and in 2014, the Chicago Read-Aloud Club was officially launched. Now, more than a decade later, it continues to bring joy to children from bilingual and expatriate families.
Starting something new requires courage and determination. When asked about her motivation, Yuri shared:
“I want to help people bloom, just like flowers. I’ve met so many talented individuals in my community and at my children’s school. I wished for a place where they could shine and take their skills to the next level.”
True to her vision, Yuri’s initiatives have created opportunities for others—whether it’s professional instructors leading cultural workshops at JASC events, or volunteers contributing to the Read-Aloud Club. Yuri not only nurtures her own growth, but also uplifts those around her, just like her floral arrangements—where each flower’s unique beauty contributes to a harmonious whole. Through her work, she continues to bring people together, helping them flourish and shine.
The Importance of Work-Life Balance
When asked for advice on building a successful career, Yuri emphasized the importance of work-life balance. As a business owner, JASC contributor, and active volunteer in both the community and her children’s schools, she has juggled numerous responsibilities over the years. Her eagerness to take on new challenges—whether out of curiosity, passion, or a desire to help—led her to rarely say “no.” However, despite her enthusiasm, there were moments when she experienced burnout, realizing that she simply didn’t have the time or energy to manage everything. Through this experience, she gained a crucial insight: work is just one part of life. Learning to prioritize and set boundaries became essential for maintaining both productivity and well-being.
Work-life balance is especially significant in career development for women, who often face interruptions due to life events such as marriage, childbirth and childcare. However, Yuri believes that by remaining open to new possibilities, women can continue their professional growth without sacrificing family life.
“As my children grew, I was able to engage in various opportunities, meeting incredible people who expanded my horizons,” Yuri said.
Her flexible approach to life’s transitions—such as utilizing online platforms when full-time, on-site work wasn’t an option—is a model for successfully integrating career and personal life.
Future Prospects
When asked about her future goals, Yuri shared the following:
“Lately, I’ve been thinking a lot about what I can uniquely contribute here in the United States. I want to focus on the intersection of ‘what I’m passionate about,’ ‘what I’m skilled at,’ and ‘what is meaningful to society.’”
Looking ahead, Yuri aspires to launch a line of Japanese floral arrangements using preserved flowers. Additionally, she hopes to strengthen JASC’s role as a cultural bridge between the U.S. and Japan by organizing events that showcase the beauty and traditions of Japan to a wider audience.
As an accomplished floral artist as well as a community leader, Yuri has built cultural bridges between Japan and the United States even while brightening individual lives. We look forward to seeing her continued success in the years to come.
Related Information
- De Bloemen Flower Design Website：https://www.debloemenflowerdesign.com
- Email：info@debloemenflowerdesign.com
- Etsy：https://www.etsy.com/shop/DeBloemen
- Instagramlink
- Facebooklink
- JASC Website：https://jasc-chicago.org/
Event Information
