We’re excited to introduce you to the always interesting and insightful Daniela Pedroza. We hope you’ll enjoy our conversation with Daniela below.

Daniela, thanks for taking the time to share your stories with us today It’s easy to look at a business or industry as an outsider and assume it’s super profitable – but we’ve seen over and over again in our conversation with folks that most industries have factors that make profitability a challenge. What’s biggest challenge to profitability in your industry?

One of the biggest challenges to profitability in the fashion industry especially as a small or independent brand is finding reliable production partners while maintaining quality, consistency, and fair costs.

When I decided to start over and relaunch my brand, this time focusing on activewear instead of casual clothing, I faced this challenge firsthand. I was no longer in Venezuela when I used to have full control of the production process from fabric selection to pattern making and sewing in my own workshop. Starting over in the U.S, I chose to outsource production, and after months of testing different factories, I decided to invest in a Colombian manufacturer. Unfortunately, after paying and confirming everything, the communication stopped. I didn’t hear back from them for over six months.

It was heartbreaking, not because the product failed, but because the process did. I had done the creative work, tested samples, invested financially and emotionally, and it collapsed because of poor accountability. That experience showed me how vulnerable profitability can be when your production chain isn’t strong or transparent.

But it also taught me resilience. I now know that having a profitable brand isn’t just about great design it’s about creating strong, trustworthy systems behind it. And I’m more determined than ever to build something grounded, Latina rooted, and aligned with my values of self love, wellness, and quality.

Thankfully, that experience didn’t stop me. I’m now working with a new manufacturer, and the results have been very promising. Everything is finally aligning I’m receiving the pieces just as I envisioned, with the quality and attention to detail I had been looking for. That progress has reignited my belief in this project and reminded me why I started in the first place.

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

I’m Daniela, originally from Venezuela, and I moved to the U.S. when I was 22. Since I was a teenager, I’ve always been drawn to the creative world, especially fashion. After high school, I knew I wanted to do something artistic. But life took me in a different direction and I ended up studying Industrial Relations and Pedagogical Sciences, which didn’t really feel like me. So at 19, I decided to follow my passion and start my first clothing brand. That little leap turned into something amazing. I got to work as a stylist for brands like Maybelline and even sold my pieces in other countries.

When I moved to the U.S, it was hard to continue managing my brand from a distance. It was a small, hands-on business, and I didn’t have the tools to run it remotely, so I had to make the tough decision to close it. But a part of me always knew I’d come back to it one day. Years later, as I started to focus more on wellness, mindfulness, and fitness, everything began to align. Training became a form of therapy for me. It helped me navigate some of the hardest moments in my life. That’s when the vision of relaunching my brand, Perpetua Shop, this time as an activewear line, started to take shape.

With this new chapter, I’m building more than just a clothing brand. I want to create a space where people feel empowered to take care of themselves physically, mentally, and emotionally. I want to inspire people to move, to prioritize their well being, and to feel confident and beautiful while doing it. The pieces I’m creating are meant to be a reflection of that mindset of high quality, thoughtfully designed, and made to support you in your everyday life.

I’m proud of the resilience it took to start again. From having full control of my production process in Venezuela to navigating challenges with international manufacturers, I’ve had to learn, adapt, and grow through setbacks. Today, I’m working with a new manufacturer and receiving pieces that truly reflect my vision: the quality, the fit, the details, it’s all finally coming together.

What sets this brand apart is the intention behind it. It’s not just about the clothes; it’s about how they make you feel. With Perpetua I want people to see themselves as the best version of who they are, to feel confident, strong, and aligned with their own wellness journey. That’s the heart of my work, and I’m just getting started.

How did you put together the initial capital you needed to start your business?

I’ve always had a clear vision for this brand, and I knew deep down that one day I would bring it to life. That belief kept me going, even when I had to pause my first business after moving to the U.S. Starting over in a new country is not easy, especially when you’re a micro-entrepreneur and have to handle everything yourself from product development to logistics. But I never stopped dreaming.

For the past four years, I’ve been consciously saving money to fund this new chapter. Every little step, every sacrifice, was with Perpetua Shop in mind. I knew I wanted to invest in quality and materials first, even if it meant delaying things or doing fewer campaigns. Along the way, I was lucky to have the support of my family, both emotionally and in small but meaningful ways that helped me stay focused and motivated. For me, the foundation of a great brand is not just marketing, it’s knowing your product, knowing your brand’s DNA, and staying true to your story. Authenticity is what connects people to your vision.

Yes, when you’re starting small, money can be a challenge. But I truly believe there are always ways. Sometimes it takes longer, sometimes the process is messy but if you stay focused, aligned, and intentional, things start to come together. That’s been my experience so far, and I’m proud of how far I’ve come by simply trusting the process.

What’s been the most effective strategy for growing your clientele?

For me, one of the most effective strategies has been using social media especially Instagram and Pinterest to connect with people in an organic, authentic way. Since I’m building a brand that’s deeply connected to wellness and lifestyle, these platforms have been perfect for sharing my story, my values, and the essence behind Perpetua Shop. I believe when you’re intentional with your content and stay true to your brand’s identity, people naturally connect with it.

Aside from social media, I’ve also started to think more locally. I’m someone who’s always loved going to yoga and Pilates studios, and I see a huge opportunity to connect directly with communities that already align with the brand’s vision. I’ve been doing research and networking to build relationships with studios, instructors, and wellness spaces where people truly value comfort, confidence, and quality in what they wear, exploring partnerships, pop-ups, and retail opportunities. This grassroots approach allows people to physically experience the pieces and builds trust in a more personal way.

It’s a mix of digital presence and real life connection. The more I stay grounded in the brand’s purpose of promoting self-love, health, and feeling good in your own skin, the more naturally the right audience starts to grow around it.

Contact Info:

• Instagram: shopperpetua