Everyone told me to change the name of my business. I didn’t. Why? Because it’s my mission. Despite my struggles, I continued to prosper. I think authenticity is underrated – no other name could accurately portray the impact I desire to make through my work. 

– Ellie Esparza, Founder

Let’s start with the truth.

Concrete Rose Studios was named after the Tupac Shakur poem “The Rose that Grew from Concrete.” It’s important you know this so that you can understand our  vision. Concrete Rose Studios was formed in Aurora, Illinois. Historically it has struggled with crime and violence, broken families and entire generations of suffering, thereby cursing the city with a poor reputation. Creativity without opportunity leads to criminality, and we want to change the narrative for people who have an idea or dream and lack the skills, confidence or manpower to execute it. Our vision is to see small businesses, organizations and individuals  defy the odds and rise up . It is our mission to facilitate that through marketing, events and training.


Now for the story. 

Our founder, Ellie Esparza, was directly impacted by the struggles Aurora faced. She says, “We had tunnel vision, we were in survival mode.” The moment it all changed? When Ellie read the book Originals: How Non-Conformists Move the World by Adam Grant. She knew she was called to do more, she just needed to pursue her niche. Ellie was working full-time in development, marketing and event management to reach her goal of home-ownership at 23. Her, then, full-time job was probably one of the most difficult industries to market – charitable causes. We see it all the time. The sad songs… The poverty porn. How could she successfully market the mission? She did and did it well. That nonprofit is now a client of Concrete Rose Studios and has a competitive online presence which has been the buzz all year long. People continuously approached her for help with design, videos, resumes, digital platforms and even accounting. Finally, Ellie decided to create a company that would positively impact the local economy. She leaves us with “It makes a difference when the person you go to for help has a relatable story. Even if they don’t, my resilience is a testimony of my work and mission.” 

we saved you a google search. here you go.

Did you hear about the rose that grew

from a crack in the concrete?

Proving nature’s laws wrong it

learned to walk without having feet.

Funny it seems, but by keeping its dreams,

it learned to breathe fresh air.

Long live the rose that grew from concrete

“The Rose That Grew from Concrete” by Tupac Shakur. Copyright © 1989. Used with permission. All rights reserved.

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