Women’s History Month: Spotlight on Nancy Martinez of Nide Jardin

Women’s History Month gives us a chance to recognize the trailblazers whose determination shaped the communities we know and love today. This year, we’re celebrating the women right here in the Aurora Area who are shining their light for the next generation.

Our next feature is Nancy Martinez, founder and owner of Nide Jardin in Aurora — a multifaceted store that combines houseplants with a thoughtfully curated selection of healing crystals and self-care products. Nide Jardin is more than a shop; it’s an experience. With colorful walls, lush greenery, and an atmosphere of tranquility, the space feels alive and welcoming. By featuring other Latinx-based brands, Nancy has created a destination that proudly celebrates Hispanic culture and community expression.

An Inspirational Path

Nancy, an Indigenous Latina woman born and raised in Aurora, found inspiration for Nide Jardin in her own life experience. She recognized a gap in the region for shops that reflect the lived experiences of people like her. As Nancy explains, “While my experience as a Mexican American woman isn't unique, I didn't find many boutiques or shops that catered to this experience. We belong to two cultures, and the uniqueness of this experience should be represented in a space. The feeling of being between two worlds is something all humans have experienced at some point.”

Growing up, Nancy watched her mother create and sell goods as her own business, planting the idea that anyone “can sustain [themselves] through something [they] created.” During the COVID-19 pandemic, Nancy found stability and inspiration in her lifelong love of plants. “I realized that plants have always been a constant in my life since childhood and that they offer more than just beauty. I saw other women use this time to turn their passions into something they could share with others and build an entrepreneurial career.”

A Space to Grow and Connect

Stepping into Nide Jardin, you’re greeted by bright colors and an energy that reflects Nancy’s personality. Every detail, from the plants to the art, feels intentional. Attached to the shop is Dapper Brews, offering coffee and pastries — a perfect pairing for guests who want to relax, work, or simply enjoy the calm vibes. With comfy couches, community tables, and friendly staff, Nide Jardin doubles as a safe space to unwind and connect.

Visitors can also support other Latinx-owned businesses through Nancy’s carefully curated selection of houseplants, gifts, and handmade goods. Her team is known for its warm hospitality — and her customers, Nancy says, are the best part. “My customers are the best because they are my secret weapon; they always bring their friends or family to show them the shop.”

Nancy draws inspiration from the women around her. “Many women, both past and present, inspire me. […] I am a very lucky person because every day I am surrounded by strong, driven, and entrepreneurial women who inspire me. It's one of the many reasons I choose to have my business in downtown Aurora.”

Collaboration and Community

The connections Nancy has built through her business have led to meaningful partnerships. “I am proud of all the women-led organizations and businesses with which I have collaborated.” She continues, “I am especially proud of a recent collaboration with ALMAS in which their youth-led group organized a fundraiser for our local rapid response team and other organizations supporting our undocumented community. The fundraiser brought three women-led businesses and organizations together to collaborate.”

Giving back to the community remains at the heart of Nide Jardin. Upcoming events and seasonal hours can be found on Instagram at @NideJardinAurora.

Rooted in Aurora

Nancy loves doing business in her hometown. “While we are the second largest city in IL, we are a tight-knit community that shows up and shows out for our local businesses. The community is my marketing!”

Her shop has become a haven for locals and visitors; a space where Aurora’s creativity and diversity come to life. Nancy describes the community as “diverse, creative, and bright.” We couldn’t agree more.

When asked what Women’s History Month means to her, Nancy reflects on progress over time: “It’s important to me because it reminds me of all the women who have fought for women's rights, which are human rights. One of these rights we have gained is owning our own businesses. Women could not own a business without a male co-signer until 1988. This was after I was born!”

Nancy and countless other women business owners are living tributes to those who came before them and fought for equality in entrepreneurship.

Words of Encouragement

For aspiring business owners, Nancy offers heartfelt advice: take advantage of “the resources available in our community such as the WBDC, WCC SBA, and ask questions. It is fine for things not to be perfect; we are human not a corporation.”

That human touch is felt throughout Nide Jardin. Many of the items for sale are handmade and locally designed, reflecting Aurora’s creative spirit. Every piece — and every plant — carries a bit of the community within it.

When she’s not at the shop, Nancy enjoys local favorites like Banana Split. “As a big ice cream fan, I would not be doing justice to my roots in Pigeon Hill if I didn't say Banana Split. I love their strawberry soft serve ice cream! [It’s] an Aurora staple!”

Plan Your Visit to Nide Jardin!

Make a trip to downtown Aurora and experience the vibrant plant haven that Nancy Martinez has created. Visit Nide Jardin, located at 140 S. River St., Unit 106, Aurora, IL 60506 — and don’t forget to pick up a plant or handmade item to commemorate your visit.

If you’re a woman business owner in the Aurora Area, we’d love to spotlight your story next! Reach out and join us in celebrating the local voices that make our region one-of-a-kind. Email us at Marketing@EnjoyAurora.com to share your story.