We were lucky to catch up with Elvira Zamora recently and have shared our conversation below.
Elvira, looking forward to hearing all of your stories today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
I was inspired from a very young age by my father who was a tailor for over 50 years. He would have clients always coming for not only alterations but for orders with specific instructions for handmade suits, dresses, etc. It was so cool to see fabric take a new form, shape and life. It was just as cool to see an outfit transformed and altered in a way that it was the only of it’s kind.
My father also did the same for me and my sister. He altered our clothes, made some of our coolest outfits and we just did not realize until later on in life what a privilege that was.
Once I wanted to get into the business, I decided to also offer alterations to change the original outfit but also to use the old method of what we now call upcycling. Taking old hardware, accents and even material and this way not create more waste. I know that now upcycling or being green is trendy, which is good, but for a long time no one else was doing this.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I was inspired to go into business because of my father’s fearless decision. In life he took many risks which they ended up paying off in the end. He migrated to the US at a late age, mid 50s, started all over again working 3 jobs, and saving so he could leave all these jobs and concentrate on his skills and profession as a full time tailor. This is a man now in his 60s, English was rough, no social media, no one to help him navigate this crazy world of entrepreneurship and all the paperwork, drama and hoops, and he did that. There is zero excuse for me with all the advantages I had to be scared and go after my own dream as well.
I am most proud that my business continues to evolve, it has been since 2001 that I started and I have not given up, I am still pursuing my dreams. goals that may seem out of reach without fear. Although there are thought roadblocks ahead I keep pushing through to the point that I surprise myself.
Can you tell us about a time you’ve had to pivot?
Back in the early days of FB, I opened a store front. The way to keep everything going was to continue to work my day job in corporate while my father looked out after the shop, which he had no issue with doing. We had a great time however everything had to come to an end when my father was just too tired to essentially go to work everyday. He retired permanently and I had to close down my dream store. It was hard, but we moved onto online only sales and pop up store front instead. It was a blessing in a way, this way my shop is now able to reach people at different locations and anywhere in the country due to the online presence. Something I probably would not have been able to do if I had to just stay put in one location.
How do you keep in touch with clients and foster brand loyalty?
I keep in touch with clients through social media. My business is all about connection. I create items that can bring up a memory, or an inside joke that people can relate to. It is not for everyone. My business model was never going to be that kind of shop that pleased everyone. It is a niche. I am a first of the millennials, class of 2000. Our era was the 90s, that is my reference for the shirts I create. From music to movies and of course the streets. That subculture is unique to us who grew up around all the danger and also the fun. Throughout my life I was influenced by high fashion magazines, so even though my perspective is Latina immigrant who grew up in the projects in the 90s, I know that my community can be glam when we want to. We have style, swag and indigenous beauty. The task at hand is how to present it in that way so that we are looked at completely different than just a stereotype but as an inspiration. High fashion houses already steal our culture for their gain, I can steal their ideas of high fashion and turn them out for streetwear, that knife cuts both ways.
Contact Info:
- Website: wardrobedivas.com
- Instagram: @wardrobedivas
- Facebook: https://www.facebook.com/shopwardrobedivas
- Linkedin: https://www.linkedin.com/in/elvira-zamora-a33a7413a/
- Youtube: https://www.youtube.com/channel/UCSKFcAQ4QaZJ65VUm1BV9Vg
- Yelp: https://www.yelp.com/biz/wardrobe-divas-reseda-2
- Other: TikTok @WardrobeDivas
Image Credits
@LaBulla @gus.mejia.arte