Alright – so today we’ve got the honor of introducing you to LaToya Rozof. We think you’ll enjoy our conversation, we’ve shared it below.

LaToya, appreciate you joining us today. How did you come up with the idea for your business?

I founded 79Roze and the Pretty at Any Size pillar because I was tired of seeing women shrink themselves to fit into spaces that weren’t built for them. I wanted to create a brand that ensures no woman ever feels the need to apologize for the space she takes up again.

The Logic: Why I Knew It Would Work
The logic was simple but profound: I realized that dressing a woman and teaching her how to wear clothes only takes her so far. There were plenty of boutiques selling “plus-size” clothes, but very few were addressing the psychological baggage that comes with living in a body that society judges.

I knew this was a worthwhile endeavor because I wasn’t just solving a fashion problem; I was solving a worth problem. The unique approach wasn’t just in the fabric—it was in the bridge between the outfit and the mindset.

The Unique Approach
What got me most excited was the idea of combining style with strategy. By becoming a Certified Body Image Specialist, I could offer something no one else was: a way to use fashion as a tool for internal transformation. I realized that if I could help a woman change the narrative she tells herself in the mirror, the clothes would simply be the exclamation point on her confidence, not the source of it.

I felt this would work because I was my own first client. I knew that if I could move myself from a “waiting” mindset to a “wealth” mindset, I could lead an entire community of women to do the same.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My name is LaToya Rozof, and I am the founder of 79Roze and the coaching pillar, Pretty at Any Size. My journey into this industry wasn’t a straight line; it was a path paved with self-discovery and a B.S. in Apparel and Textile Marketing from Kansas State University. I’ve always had a love for the “art” of fashion, but it took my own personal evolution to realize that the industry was missing its heart—the internal connection a woman has with her own reflection.

The Craft: More Than Just a Boutique
I operate as a Confidence Coach and a Certified Body Image Specialist. At 79Roze, we provide a dual-layered approach to empowerment:

Transformative Services: I provide high-touch coaching through “The Unapologetic Shift” (1:1 intensive) and “The Unapologetic Circle” (group membership).

Digital Tools: We create tangible mindset resources, including self-love journals and affirmation decks, designed to help women do the internal “mirror work.”

The Problem I Solve
I solve the “Temporary Spark” problem. Many women buy a beautiful outfit hoping it will give them confidence, only to find that the feeling fades when the clothes come off. I help women bridge that gap. I address the deep-seated belief that you have to be a certain size to be successful, worthy, or “pretty.” I teach women that dressing them only takes them so far; if we don’t rewrite the internal narrative, the outfit is just a costume. I help my clients move from a “waiting room” mentality to a “wealth” mindset.

What Sets Me Apart
What distinguishes my work is the marriage of style and strategy. I don’t just tell you that you look good; I give you the psychological tools to know you are worthy. My approach is rooted in my core strengths—Positivity, Connectedness, and Individualization. I don’t believe in one-size-fits-all empowerment. I see the individual story behind every woman I coach, and I help her find the “Connectedness” between her outward style and her inner power.

My Proudest Moment
I am most proud of being named “Best Designer” by Audience Choice at The Curve Factor show in 2024. Being recognized in an out-of-state show by the very women I design for was the ultimate validation. It proved that my message isn’t just a local trend; it’s a universal need. More recently, seeing 79Roze lead the charge for body inclusivity in Kansas City fashion shows has been a full-circle moment for me. We aren’t just following the standard; we are the ones setting it.

What I Want You to Know
If there is one thing I want potential clients and followers to know, it’s this: You do not need a permission slip to be powerful. You don’t need to lose ten pounds, wait for a promotion, or find a partner to start living your “rich” life. 79Roze is here to give you the tools—both the fabric and the framework—to show up unapologetically right now.

We are more than a brand; we are a legacy-in-the-making, dedicated to the belief that every woman deserves to be seen, celebrated, and supported.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

The Lesson I Had to Unlearn: The “Body Positivity” Trap
The lesson I had to radically unlearn was that body positivity—as society defines it—was enough. The Backstory When I first started, I leaned heavily into the “Body Positive” movement. But the more I grew, the more I hit a massive hurdle: I realized the mainstream version of body positivity has often been “whitewashed” and commercialized. It became about a specific type of “acceptable” curves or a performative kind of self-love that didn’t account for everyone.

I found myself in an uphill battle against a society that was comfortable with the idea of body positivity but still deeply uncomfortable with actual diverse bodies taking up space without apology. I was trying to fit my mission into a “Body Positivity” box that felt too small and, frankly, too exhausting to maintain.

The Unlearning I had to unlearn the need to use the “Body Positive” label to make my business palatable. I realized that for many of the women I serve, the word had become a source of tension rather than liberation. I had to pivot from being just a “Body Positive” advocate to being a Confidence Coach rooted in Body Neutrality and Unapologetic Presence.

The Shift I stopped fighting to be “positive” every second and started fighting to be powerful. I shifted my focus from just “loving the mirror” to “trusting my worth.” This hurdle is exactly why I tell my clients that dressing them only takes them so far. If we are just putting a “positive” outfit on top of a “negative” societal narrative, the armor won’t hold.

Unlearning the need to fit into the mainstream image of this movement allowed me to create Pretty at Any Size—a space where we don’t just celebrate how we look, we celebrate our right to exist, lead, and build wealth exactly as we are.

We’d love to hear about how you keep in touch with clients.

For me, brand loyalty isn’t just about a repeat purchase; it’s about a shared journey. I foster that connection by ensuring my clients feel seen, supported, and “unapologetic” long after they’ve left the checkout page. We become family at that point. Using my natural strength as a Developer, I don’t just treat clients as numbers. I keep in touch through personalized engagement that recognizes their individual growth. From dressing them to coaching them. Whether it’s through my “Unapologetic Shift” 1:1 sessions or the “Unapologetic Circle” group coaching, I create spaces where I can listen to their specific hurdles. By being a “Confidence Coach” first and a “Retailer” second, I build a level of trust that a standard boutique simply can’t match.

Contact Info:

• Website: https://prettyatanysize.com
• Instagram: https://www.instagram.com/79roze/?hl=en
• Facebook: https://www.facebook.com/profile.php?id=61567176945910
• Linkedin: https://www.linkedin.com/company/79roze-llc/?viewAsMember=true
• Youtube: https://www.youtube.com/@79Roze

Image Credits

Kenney Ellison