Meet Our Our Owners
Barbara and Dan Aguilar are the owners of The Hidden. Their shop was created as a tribute to Barbara's mother, and it is a true expression of their love and commitment to the North County San Diego community.
Barbara grew up surrounded by beauty that was created by her very talented mother, Virginia Chaidez. Virginia specialized in silk floral design and was an avid horticulturist who created a tropical oasis inside and outside of their home. She went on to become one of Michael’s premier floral designers, who was sent all over San Diego County to fill the store windows and aisles with her creations. Every year their living room was transformed into a Christmas Wonderland fitting for a magazine cover. Barbara and her sister, also named Virgina, were the youngest of her five children and have fond memories of seeking ladybugs and hummingbirds nests throughout the oasis in the outside living room patio.
In the mid 1990’s Barbara’s parents moved onto an avocado orchard that her father still lives on today. That orchard was across from the now former and historic Canterbury Gardens. A destination she fondly remembers her mother frequenting, and the nostalgia that has been missing here in Escondido since its closure. Christmas at The Hidden is hoping to bring that feeling back every holiday season.
Barbara had a very rewarding 20-year career working with families afflicted with violence and/or disabilities in North County San Diego. During that time Barbara’s outlet was to bring out her artistic side by creating beautiful weddings and events through her boutique home based business, Studio B Floral and Event Design. She had the pleasure of working with some of San Diego’s most popular venues. These venues ranged from the exquisite Prado in Balboa Park to the quaint Twin Oaks Ranch House in San Marcos, to private estates in Del Mar, to the San Diego Bridal Show held in Marriott.
Like many people during the covid shutdown, Barbara decided to retire from her 9-5 career and dive fully into what is now known as The Hidden. A vision that hopes to bring the brick and mortar back, along with the vibe and feeling of the what has been missing in the community for some time now. Barbara’s mother was on the path to starting her own business, Virginia’s Gardens in 1997, as her designs created such a demand that it seemed to be the undeniable path to take. Unfortunately, cancer had a different plan and took the matriarch from her family the following year. So finally, after 25 years, she is able to bring her mother’s dream to fruition, while delivering the community a hidden gem.
In September 2023 Barbara, and her husband Dan, opened The Hidden.
Dan was in his first career as a chef, when he and Barbara met. He left the field on a high note as the head chef of Crush in Hillcrest. He continues to do his second career in the 9-5, while being the rock behind the business. Dan is no stranger to opening new businesses and has been instrumental in bringing The Hidden to life, but with an extra twist.
As The Hidden is also a place that will unite local event professionals (floral designers, photographers, caterers, etc.) with clients in comfortable surroundings. Being a homebased floral designer with a stressful career, Barbara and Dan saw a need for local event professionals to showcase their work, especially when doing mock floral designs for events, as well as meet face to face in a relaxing setting to create their next special event.
Creating a one stop shop for gifts, plants, florals, and to find your next caterer for your event, in other words, the hidden has all those gems and more! The Hidden strives to bring the hidden history of horticulture, agriculture throughout Southern California, while bringing the community together.
The Hidden’s logo was inspired by one of Barbara’s favorite paintings: “La Vendadora”. Barbara’s niece created the logo, “La Ranchera”, as a tribute to Barbara’s mother, who was a rancher from Jalisco, Mexico.
