Meet Alexandria Florez | Mother & Business Pioneer using ASMR techniques

We had the good fortune of connecting with Alexandria Florez and we’ve shared our conversation below.

Hi Alexandria, we’d love to hear more about how you thought about starting your own business?
I began pursuing my own business in November 2023. I was 2 months post partum with my 2nd child. I took my knowledge from 2020-2022 in my wellness journey to truly craft a wellness business that didn’t quite exist yet (though there are a handful of ASMR spas around the country) and I realized it was something I needed to do!
Lets rewind to the Covid-era, which was the catalyst to shaping this vision. I realized I was able to connect with my son watching ASMR on YouTube as we navigated the concept of lock-down, to help us relax and sleep during this uncertain time. Navigating through that time of COVID dramatically changed my well-being. By my 3rd stress related Urgent Care visit, I realized I wanted to disrupt how stress effected me rather than endure it. Stress truly was taking the biggest toll on me and effecting my son. So, in pursuing change from 2020-2022 I really dived deep into tackling my stressors’ and started my wellness journey. With the joy of my 2nd child; I realized I no longer wanted to be the mother who was failing to cope with stress and working a job 6 days a week. I want to develop enough change in myself to make a positive difference and I want my children to see what it means to have and provide support for their family and community.
The original intention of ASMR Collective SD, was for parents and their children (11 years and up) to have an enjoyable bonding experience utilizing ASMR techniques in a group class setting. Allowing for laughter, vulnerability, communication, creativity and understanding. ASMR can be defined as an Autonomic Sensory Meridian Response. The techniques in a class setting would utilize soft makeup brushes, physical touch, hair brushes, feathers, etc. In my mind a class like this would really help to re-engage the value of connection and cultivate bonding on a deep level. I just felt that ASMR was something that can be of great value, though there is not currently a lot of research to define how the tingling triggers of ASMR can create such a deeply meaningful outcome.

Alright, so let’s move onto what keeps you busy professionally?
As an employee for over 20 years; I have worked exclusively with Small Business’. I’ve been a nutritionist and have worked with clients in group homes. I have also worked in Cafes and restaurants. I had been in a lead managerial roll based in Coronado for 11 years. Where my pursuits heavily leaned on Sales and growth of this business which yielded 17% growth in the first 2 years as well as the first ever company trip to Italy. An accomplishment I am deeply proud of.
Currently, I can be described as an ASMR enthusiast looking to transform lives by developing the concept of in-person ASMR. (Autonomic Sensory Meridian Response) tingling yet relaxing sensation from the head down the spine that some people may experience with sounds or physical textures on the skin. Creating 1:1 ASMR sessions means clearly defining the boundaries and style of ASMR I choose to utilize in my sessions. I would compare my style and approach to that of a truly caring and warm figure with deep compassion for my fellow human. Each session is really transformative for me as well; as it’s also become a form of expression and art. That being said, there are thousands of niche categories under the ASMR umbrella; my focus is Self-care.
My 1:1 studio located in Point Loma for ages 18 and up has a very similar vibe to a massage studio. However, there is no need to undress and I guide clients through some grounding and visualization techniques before beginning an ASMR session. I have a selection of offerings from The Brief Stay (30min) for those who are curious, The Crown (45 min) for those who want their hair played with but also focuses on shoulders and scalp, The Rest (75min) for those who want deep transformative relaxation.
Each session consists of soft touch starting with the palm of the hands (similar to a petting motion) then utilizng the nails for scratchies, makeup brushes are also used for their dense and soft textures, chopsticks for parting the hair, jade combs for sound and scalp attention. Depending on the session each tool will be utilized on the perimeter of the body and from the knees down. The back also gets plenty of attention with back tracing.
These 1:1 sessions I hope will help to further develop the group sessions I want to bring to families, friends and couples. For now 1:1 ASMR can best be described as a hug for the nervous and is worth trying to fully grasp the benefit.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
San Diego is an amazing place to be and I have grown to realize that accessibility is key as well as Quality!
I would start my ventures in La Jolla and work my way down. I love La Dolce Vita Ristorante on Prospect St. traditional bolognese and lasagna for me. I would then head East to Convoy for ALL the Dessert options.
Nishiki Ramen for lunch is also a must.
I would also head to liberty station for the alcoholic libations, walking about, various pop-in art classes and exhibits are also great.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
This pursuit is dedicated to my children; Son Harley (15 years old) who introduced me to ASMR, I love you. And my Daughter Riya (1 year old) who overwhelmed me with this concept in Utero (I could not stop thinking about this idea from 6 month pregnant-on.)
I want to thank the ASMR Content creators out there for helping me relax and find a creative passion.
As well as the lovely ladies who jumped on board with my concept and chose to meet me where I was and listened, created and helped Carmen, Daniell, Teresa. Your efforts in creating direction and insight to cultivating an ASMR class really made me feel like I can believe in myself when I felt like support was missing in so many other areas at the time. My Mother & Grandmother (in heaven), I wouldn’t be here without you.

Website: https://Www.asmrcollectivesd.org

Instagram: @asmrcollective.sd

Facebook: ASMR Collective SD

Image Credits
Teresa Rengal
Ethan Zickert