About Us

Wild Rose

Wild Rose is a warm, traditional seniors’ community ideally located in the Terra Losa community near the West Edmonton Mall. We offer an independent retirement lifestyle in Edmonton for active seniors, as well as assisted living services for those individuals who need support. Offering convenient services like housekeeping, prepared meals, premium amenities, and more.

Our Mission

Our Mission is to provide intimate, home-style living for seniors. We seek to provide the best quality of life possible by enabling each resident to experience a full and independent lifestyle.

Our Vision

We envision every person feeling at home. Here at Optima Living, we feel it is an honour to work with you and we advocate a resident-centred approach where you, the Resident, are the focus of all our endeavours.

Our Values

Respect You

We actively listen to provide a dignified and welcoming home where everyone feels comfortable and supported to live their best life.

Uphold Your Dignity

We respect what you say and support your right to make choices yourself.

Work Together

We work with one another to create an empowering, inviting, and person-centred home, uplifted by the diversity we create as a community.

Do The Right Thing

We are passionate about doing ‘right by you’ every day.

Join Us

Do you share Optima Living’s vision for the future of senior communities? We would love for you to join us!

Our Leadership

Nadine Ternovoy

General Manager
It is my pleasure to welcome you home to Wild Rose. As the General Manager, it is my goal to ensure the safety and well-being of all our residents, staff, family, and visitors. I was born and raised in Edmonton, and as a young child, I was always in the kitchen, learning how to cook and bake. That passion led me to pursue a career in Food Service and Nutrition Management. After a few years in that industry, I discovered my compassion for being with seniors, and found my true passion was to serve others!

Over the last 28 years, I have worked in the continuing care industry in various roles, including management and health and safety. I have a strong understanding of the resident service-based culture of excellence and strive to ensure the well-being of all around me. Nothing makes me happier than building strong relationships, so when am I not working, you will find me with my family and friends. I also love outdoor walks or hikes, camping, and reading, and I have been known to dabble in cake decorating. I am happy to be supporting Wild Rose and would like to welcome you home!

Louis Bloom

Community Leasing Coordinator
I have a passion for customer service and have spent over 20 years focusing on delivering exemplary customer service. I started my career in London, UK, and my passion for hospitality led me to work in South Africa. I finally arrived on Canadian soil 18 years ago and I took the role of concierge at the Royal York Hotel in Toronto.

A few years ago, I made the decision to move to Alberta, where I wanted to raise my son. Since then, I have expanded my hospitality experience by working in the senior living industry. I have felt such a strong sense of purpose since I began in this industry.

In my personal time, I volunteer as a firefighter in my hometown of Beaumont, and I also enjoy writing poetry, reading, and playing cricket.

Our Story

Our Roots

Optima Living took root in 2007, when our founders Karim Kassam and Farid F. Damji, two friends who loved and cared for the seniors in their lives, crossed paths while working at the provincial health authority. They began dreaming of a way to welcome other seniors into a different circle of care, one that truly honoured their own parents and grandparents, who had served as such sources of inspiration. Discovering their shared desire to give back to their community and shared passion for improving seniors’ well-being, Karim and Farid were soon jotting ideas on a restaurant napkin. These ideas evolved into Optima Living and inspired the logo you see here, with its joyful person under a sheltering roof.  In 2015, Ali Shivji joined the Optima family as Principal. As part of this added capacity, the principals focused their efforts to grow in the Alberta market and increasingly investing in new innovations and developments.

Our North Star

Since then, our co-founders’ vision of a truly homelike place for seniors has grown into more than a dozen Optima Living communities serving hundreds of seniors and their families across Alberta and BC. At every decision-point and in every community, our North Star is this: Let us welcome you home. Home, where you’re safe. Home, where you’re respected. Home, where your voice is heard, your views matter, and you have freedom of choice. 

Let us welcome you home: It’s our invitation to you. And it’s our North Star, guiding everything we do.  

Our Grounding Principles

Optima’s mission, vision, and values support and point to this North Star.     

Our mission: to provide an intimate, home-style living for seniors. You are the focus of everything we do.

Our vision: every person living in our communities feels at home. Here, you experience the best quality of life possible, and your voice is heard. 

Our core values: 
• We promise to respect you
• We promise to uphold your dignity
• We promise to work together with you and your persons of choice
• We promise to do the right thing

It’s All About You

Three key ingredients breathe life into our principles: people, place and community. At Optima Living, you’re surrounded by people who welcome you warmly and become your neighbours, friends and care partners. You’re in a place that feels like home, with opportunities to fill your days as you see fit and freedom to explore the neighbourhood. You’re an important part of a vibrant community, engaging in your choice of activities and living with purpose. 

Our Chosen Privilege

At Optima Living, we are always on a mission to improve—to learn more about what it means for seniors to be at home in our communities. We reach out to knowledge leaders and community partners who help us offer all the ingredients for healthy, active and fulfilling days. We use our expertise and what we learn from knowledge partners, including the University of Alberta and the University of Manitoba, to incorporate the latest research into your care and advocate for your well-being as needs arise. 

Everyone at Optima Living understands the honour and responsibility that comes with serving seniors and their families. Our chosen privilege is to offer not just care but also peace of mind—to “walk with” rather than merely “do for” the seniors who live with us. Whatever your journey, when you join an Optima Living community, you’ve come home.

“We are absolutely committed to making a positive difference in the lives of seniors. For us, that’s the most meaningful work we can do. We believe that if we do right by seniors, then everything else will fall into place.” – Farid F. Damji


Experience Wild Rose today!

9612 - 172nd Street NW, Edmonton, AB T5T 6C7

(780) 443-1234

Wild.Rose@optimaliving.ca