We caught up with the brilliant and insightful Irea Dannette Sotero a few weeks ago and have shared our conversation below.

Irea Dannette, thanks for joining us, excited to have you contributing your stories and insights. What’s something you believe that most people in your industry (or in general) disagree with?

Family first. This has been a priority in my life. Since I met my husband and we new we were going to be together forever, we promised each other that family will come first. It has been very challenging because I even had to decline participating on Project Runway because I was pregnant with my son. But I don’t regret it. He is the most precious person God gave me the privilege to have in my life.

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

My name is Irea Dannette Sotero and I was born and raised in Puerto Rico. It was here where I met and married my husband, and also discovered my ability to sew. Looking to further develop my skills, I enrolled for sewing classes at the school of the renowned Puertorrican fashion designer, Carlota Alfaro. But after exhausting all the resources available to me at the time, my husband and I decided to moved to Miami, Florida.

In 2008, we skipped over the pond in order to pursue my dreams of earning a college degree in fashion design. This same year, a very dear friend of mine, Melissa Marty, won Nuestra Belleza Latina, a National reality TV show popular with Hispanics in the USA. Because of her I got the opportunity to dress her and other Latina celebrities for several Red Carpet events, including the Latin Grammy’s.

Therefore the vast majority of my work revolves around evening wear for special occasions, such as weddings, quinceañeras, proms and birthdays. Every project is unique, and customized to their bodies and needs. I’ve had the opportunity to make dresses ranging from size 0 to size 24, and every single one of them bring a challenge of their own. Nonetheless, it is a great privilege to work with my clients, and being able to share in the things that mean so much to them.

At the beginning of the year 2020, I was fortunate to have my calendar full until August, with ten dress to make. But after what happened that year (I’m sure you know), and life coming to a screeching hault, I was expecting that all those dresses commitments would understandably be canceled as well. But to my surprise none of my clients wanted to cancel. I was extremely overwhelmed and stretched thin with the amount of work I had, especially since all the fabrics suppliers delayed my orders, some for longer than 2 months. I couldn’t ask anyone to help me at that time. Not even my husband for he was (and is) an essential personnel and needed to be at work. These definitely were the most challenging months I have ever lived through. But by God’s grace I was able to deliver every single dress I committed to. He definitely gave me the strength and wisdom to manage my son’s virtual schooling, my responsibilities as a wife and the work. I’m also very grateful for my clients who were very sympathetic and patient during the whole process.

I believe what sets me apart from other designers is the experience I acquired while working in the wedding industry earlier in my career. This gave me a place to practice what I had just learned in fashion school, and acquire several new skills on the way. Wedding dresses are on a category of their own; unique features that set them apart from any other evening gown. It was very rewarding for me to work and learn all about this industry.

I’m very proud of the way Irea Designs started. All those Red Carpet events proved to me what the brand was all about. Today, followers and clients know the quality of my product. I’m very happy of every single design, and love to see my clients’ reactions; some cry, other gaze in amazement. I have to admit that it is very gratifying when a client, after laying eyes on her wedding dress for the first time says: “It’s perfect! Just as I envisioned it! I would not have let anyone else make it!”

At that moment, I feel the joy of been part of such important moments of their lives.

Any insights you can share with us about how you built up your social media presence?

Social Media play a very important role for the business. In 2013, I had my son and the business slowed down significantly. Years after, we moved from the city and I felt that I had to start from the bottom again. At that momen I wasn’t involved in the TV industry as before. I literally had to start from almost nothing. I started to advertise on social media in communities and a groups of people from my country. For my surprise it was very successful, people started to call and business started to bloom. The support was incredible, I had to stop advertising because the amount of work was good enough for me to handle. My advice would be to join social media groups around your communities to make connections.

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

The strategy is always make your client happy, even if that means having more fittings that the usual, If the client is happy I’m happy. A great costumer service will lead to word of mouth, and that’s the best advertising you could ever had. I have dressed generations of clients including grandmother, mother,, daughter and granddaughter. It’s very rewarding for me to serve 4 generations and all with very different and unique needs.

Contact Info:

• Instagram: @ireadesigns
• Facebook: Irea Fashion Designer

Image Credits
Melissa Marty, Nuestra Belleza Latina 2008 (red dress green carpet at Latin Grammy’s) Ilia Calderón (peach dress on red carpet, Premios Lo Nuestro) Krystel Sotero (my sister on wedding dress) Art Basel Week Miami fashion show (Pink dress) Blue and teal dresses (quinceañeras)