Rachel Gomez appears by way of a rack of her clothes inside her Viva La Bonita warehouse in San Fernando on Nov. 15. Picture credit: Shae Hammond
San Fernando Valley resident Rachel Gomez understood there clearly was a not enough Latina representation when you look at the fashion industry. She pointed out that not merely have there been were no brands that targeted Latina females, but the majority mail order bride importantly, there have been no brands that empowered them.
This is the reason Gomez made a decision to produce her very own brand name within the hopes of shutting this tradition space. She arrived up utilizing the notion of a streetwear clothes brand called Viva Los Angeles Bonita, a line where Latinas feel at ease in their skin that is own and.
“The concept of Viva Los Angeles Bonita is a brandname that encourages you to definitely be happy with your self, does not make a difference where you come from or exactly what your tale is or just what you’ve been through, ” Gomez stated.
The idea of the line started in 2012, but Viva Los Angeles Bonita’s road to success ended up being rocky.
Gomez worked over 50 hours an at a tillys in burbank week. She couldn’t quit her retail work during the time she was the only member who had a well-paying job because it financially supported her family, and.
During her times off or after finishing up work, she’d focus on the Viva Los Angeles Bonita brand name it doesn’t matter how tired she had been. Initially, she had problems linking because of the community. Nearly 36 months to the brand name, she’d upload every single day on social media marketing and wouldn’t have solitary purchase. Gomez doubted by herself, however the help of her fiance, Fredo Tovar, her family members, and her intent behind the brand kept her going. She knew it absolutely wasn’t likely to be a simple course, but she persisted, and from time one Tovar has thought in and supported her efforts.
Gomez recalls him telling her: because I know you deserve it“ I know you really want this, I know you’re a really hard worker and I know you’re gonna make it happen, so I have your back. In my opinion we are gonna render this happen. In you and”
Her household, specially her grandmother, Margarita Sanchez Duran, did understand the purpose n’t of this brand in the beginning. Gomez spent my youth in a conventional family that is immigrant shared with her grandmother she desired to quit her task to offer tees, but all Sanchez Duran comprehended was Gomez desired to stop her job.
As soon as Gomez had a significantly better knowledge of her brand’s direction, she managed to explain it her grandmother completely. This generated her grandmother to totally comprehend and support her granddaughter; Sanchez Duran also wore a red tie-dye top through the brand in a recently available Instagram tale Gomez posted on Nov. 17.
Family plays a part that is big it comes down to her brand. Gomez spent my youth talking Spanglish, where English and Spanish words are combined, that has been exactly exactly exactly how her grandfather Pedro Duran talked, too. She implements Spanglish quotes into the brand name, like “Mujeres are secret, ” “Be The Cabrona Que No Se Dejo” and “Allergic to Pendejadas, ” which led ladies for connecting using the brand name.
“Because associated with authenticity of those quotes and exactly how natural, ladies began to connect with the brand a lot more, ” Gomez stated.
Viva Los Angeles Bonita presently has a lot more than 200,000 supporters on Instagram, therefore the follower count is growing given that brand gets to be more well understood.
Gomez seems the journey is very very long, and errors have actually led her to find out of the brand name because it is today. She envisions the brand’s continued growth inside the next 5 years and traveling more with regards to pop-ups inside the U.S. She really wants to keep a legacy for individuals to follow their desires and support each other in unveiling their magic.
“We were placed right right here to reside our life. Don’t live life like it is permanent because life is short-term therefore we are just right here for a lot of time, ” Gomez stated. “Help people on the way and encourage someone to have confidence in their magic. ”
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