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Our Story

My love for caring for seniors began over 30 years ago.

I will never forget my first day, me, a 16 year old Veronica walking into the senior community as a caregiver. One of my assignments was to shower a resident who had dementia, to make a long story short I was the one who got showered that day! As the days went by and I listened to the seniors life experiences I was fascinated and could not see myself doing anything other than senior care, I immediately knew that this was my life’s calling.

Years later I founded Love Apparent Senior Services, a lifestyle concierge for seniors. Family owned and operated. The business name Love Apparent is in honor of my fathervAntolin Rodriguez, who taught me that you do not need to be a biological parent or child to make your love apparent.

The color pink is our trademark in honor of my mother Mariana Rodriguez, pink was her favorite color,it represented love and compassion.

Now with over 30 years of experience, and caring personally for my parents until their passing, I truly believe that I’m the woman that I’m today by applying the love and experiences of my parents and our seniors in all aspects of my life.

Over the years I have instilled these legacy of values in my children, who have grown into the business. I’m proud to watch as they continue the Love Apparent legacy of caring with love, honor and integrity, by now serving the same generations of the seniors I served and continue to serve for over 30 years,
It’s an honor to care for the ones who cared for us.

Veronica Rivera, Founder & CEO