Rachel Gomez appears by a rack of her clothes inside her Viva Los Angeles Bonita warehouse in San Fernando on Nov. 15. Picture mail order brides credit: Shae Hammond
San Fernando Valley resident Rachel Gomez knew there was clearly too little Latina representation into the fashion industry. She realized that not merely have there been were no brands that targeted Latina females, but the majority importantly, there have been no brands that empowered them.
For this reason Gomez made a decision to produce her very own brand name into the hopes of shutting this tradition gap. She arrived up with all the notion of a streetwear clothes brand name called Viva Los Angeles Bonita, a line where Latinas feel at ease in their own epidermis and identification.
“The notion of Viva Los Angeles Bonita is a brandname that encourages you to definitely be happy with your self, does not matter where you result from or exacltly what the tale is or just exactly what you’ve been through, ” Gomez said.
The idea of the line started in 2012, but Viva Los Angeles Bonita’s way to success had been rocky.
Gomez worked over 50 hours per week at a tillys in burbank. She couldn’t quit her retail work at that 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 ended up being. Initially, she had problems linking because of the community. Nearly 36 months to the brand name, she’d upload every single day on social networking and wouldn’t have sale that is single. Gomez doubted by herself, however the help of her fiance, Fredo Tovar, her family members, along with her intent behind she was kept by the brand going. She knew it absolutely wasn’t likely to be a effortless 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. I really believe in you therefore we are gonna make this happen. ”
Her family members, specially her grandmother, Margarita Sanchez Duran, did understand the purpose n’t associated with the brand in the beginning. Gomez was raised in a conventional family that is immigrant shared with her grandmother she wished to quit her work to market tees, but all Sanchez Duran comprehended was Gomez wished to stop her job.
As soon as Gomez had an improved comprehension of her brand’s direction, she managed to explain it her grandmother completely. This resulted in her grandmother to totally realize and support her granddaughter; Sanchez Duran also wore a red tie-dye top through the brand name in a recently available Instagram tale Gomez posted on Nov. 17.
Family plays a part that is big it comes down to her brand name. Gomez spent my youth Spanglish that is speaking English and Spanish words are combined, that was exactly exactly how her grandfather Pedro Duran talked, too. She implements quotes that are spanglish the brand, like “Mujeres are secret, ” “Be The Cabrona Que No Se Dejo” and “Allergic to Pendejadas, ” which led ladies for connecting because of the brand name.
“Because regarding the authenticity of the quotes and exactly how natural, females began to connect with the brand name a lot more, ” Gomez said.
Viva Los Angeles Bonita currently has significantly more than 200,000 supporters on Instagram, plus the follower count is growing because the brand gets to be more well understood.
Gomez seems your way is very long, and errors have actually led her to find the brand out because it’s today. She envisions the brand’s proceeded growth inside the next 5 years and traveling more with regards to pop-ups inside the U.S. She would like to keep a legacy for folks to pursue their hopes and dreams and help each other in unveiling their magic.
“We were placed here to reside our life. Don’t live life like it’s permanent because life is short-term and then we are merely right here for a lot of time, ” Gomez stated. “Help people as you go along and encourage anyone to have confidence in their magic. ”