Today, we’d like to introduce you to Jo Aguirre.
Hi Jo, so excited to have you with us today. What can you tell us about your story?
Hi! Nice to meet you! Please, let me introduce myself: I’m Jo Aguirre, the founder and creative director of the “Jo Aguirre” brand. My real name is Josefita, I just cut it to “Jo” to make it sound more “professional” and “sophisticated”; the real truth, between you and me, is that I’m not a big fan of my name. Just after I graduated from Business School, I decided to jump into the fashion world.
I grew up in a family, that revolves around the pharmaceutical industry, no one was interested in the fashion world, except for going to the seamstresses to get a basic hem of the pants done! I still remember well that place: “Sastre Petaguine” a small little “taguara” store in “Margarita Island” located at the very heart of it, Av 4 de Mayo with Santiago Mariño, we used to go there every “Carnival season” and “Easter season” just after a day of “hard vacation shopping” to get our just bought garments perfectly fitted. On one very special vacation, my great-grandma came with us.
One day, sitting in the house’s living room, she pulled out from her tote an Aluminum crotchet Hook and a ball of off-white yarn, and in a matter of a day or two, she made me a tank top, I was so impressed and fascinated at the same time; when I realized that she had made me a garment out of a single yarn and in such small period of time. “That was for sure my “aha moment” and “first wink” with fashion.”
The “Brivil” fashion school in my home country Caracas-Venezuela, was literally my playground, I loved it so much, that it became my favorite place not just for learning but also for getting creative; I got the opportunity to meet, share, and learn from most of the teachers and students who nourish me in many special ways.
I learned everything from scratch, very handcrafted, and super dedicated; just after I came to the US and studied at the Art Institute of Fort Lauderdale which gave me the “Tech” side of the industry. For the first time I worked with “Illustrator” and “Photoshop” programs… a whole new world and a new fantastic point of view (LOL!) You know that song right? Ok back to my story…
When I finished at The Art Institute, I remember one day asking myself: now what? I couldn’t pinpoint my “why” but I decided to move forward, I put myself together I came back to my country, and I was eager to start my own business. I created my own label and my first bridal collection because I thought I could be a “good market”. I got featured in a Bridals Magazine, and that was truly important and decisive to me, it gave me a heads up on my work and made me feel that I have the vision, drive, and interest to create fashion.
Weddings, weddings, and more weddings came after, I worked during the day at my “atelier” with my team doing sketches, patterns, cutting, and sewing; then we used afternoons for fittings, it was always like a “tea party”, so fun! because the bride usually came to the fittings with her whole bridal’s tribe: mom, aunties, grandma, best friend; those moments were more like a “get together”, most of them stayed for long, chatting and laughing and making special plans, we closed late “at night” almost every day.
Finally weekends! OMG! Weekends were for weddings, yes! I went to every single wedding I made the bridal dress for! I took special care of my brides I made them look on point at the ceremony and the venue. Weddings for me were not to party but to work… I started super early in the morning! Ring Ring!! (The bridal called) “Hi! I’m in the hotel room where I’m going to be dressed, what time are you coming?”… Ring ring!!! “Hi It’s me again did you give me the veil or do you have it?”… Ring ring! “Hi me here again!
Are you going to iron my dress here or it’s already ironed?” Ring ring!!! “It’s me again (this time crying) my flower bouquet fell apart! I’m miserable!” I was like… WTF? Oh! Don’t worry!!! (Even though I had nothing to do with that bouquet) I’m going to stop at the best flower shop in the city and get you a new one!
I loved it but I started to feel “overwhelmed”, “stressed out” and “tired” because I was very committed to my work and I wanted everything to be perfect! (Which it’s impossible: now (10 years later) I know! I was working 100% of my time and even worse, every wedding felt like a “final” at school to me. I couldn’t sleep the night before the wedding just thinking of “what if”… “What if… the zipper broke”? “What if… I burn the dress while giving the last touches of iron”… What if… It is too much effort and time-consuming for a “single” dress… Sorry!
I beg your pardon! But not for me… I don’t want to be Coco Channel who died alone at the Hotel Ritz Paris; or Manuel Mota, the designer of Pronovias Spain, who committed suicide because of the pressure he had designing the bridal collection. I want a family and a “beautiful” life. I started thinking again about my “why”. And I saw the light at the end of the tunnel: “Prêt-à-porter”. It gave me the opportunity to create ready-to-wear pieces and wholesale them to the stores… sew and sign!
I even was contacted by an airline to design and make uniforms for their flight attendants. WAO! I could not even believe it. Dealing with a complete crew of “fly attendants” was “peanuts” to me after dealing with a bride and her tribe for 6 months. I created “dresses” for them; I have to put my wedding days out there in some way, switching “aisles of the church” for “aisle of the airplane” the same concept in a different location.
One common element: is “the dress”. I perceived that the dress was such a transformation element in their life, bride or flight attendant they both felt powerful and goal-driven when I looked into their eyes. The dress gave them confidence, super powers and most interestingly they even walked differently when they were in it.
I start thinking to myself: You get dressed in a “dress” for the most important events of your life: when you are born, when you are baptized when you do your first communion, when you get married and then you forget about wearing “the dress”. It’s not fair! It does not stop there! It is the most important piece of our wardrobe! It has superpowers!
That’s why I propose #DressDay a day when we all dress with a “Dress” to remember and connect with those important moments and emotions of your life and continue to create even more meaningful ones. Here I am again! Re-thinking my “why”, after 10 years of dedication and hard and passionate work on my brand in my home country Venezuela, I decided to “really” move out of my comfort zone.
In 2019, I was granted an O-1 Visa by the USA (given to aliens who possess extraordinary abilities in arts, education, business, or athletics) I moved to Miami, and I decided to reconnect with my favorite playground “The Fashion School” I signed up at “Marangoni Fashion School” for a Master of Arts (MA) Degree in Fashion & Luxury Brand Management. In the meantime, Jo Aguirre, the label, currently has its headquarters offices in Caracas, Venezuela. Where my teams continuously design, cut, sew, pack, and deliver the goods to their point of sale.
Nowadays the brand and I, want to expand its horizon, grow its wholesale accounts, and work with innovative techniques together with sustainable sourcing. Moreover is seeking investments to open its first brick-and-mortar store to make a larger push in the U.S., furthermore becoming the TOP Latinx label. I can’t wait to see the next chapter. I’m really working my best and utmost to make it come true! I have “Big” plans and I have my most important tool with me “my dress” which gives me “superpowers”.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Starting over in a new country after having everything in place in your home country can indeed be quite challenging. Despite this struggle, starting over in a new country can also present opportunities for growth, creativity, and cultural enrichment. With determination, resilience, and a willingness to learn from setbacks, I think you can overcome these challenges establish yourself successfully in your new environment, and become stronger.
Can you tell our readers more about what you do and what you think sets you apart from others?
We do dresses! Create Dress Day! because a few years ago I received in my inbox a study that says that average women spend 16 minutes every morning in front of her closet deciding what to wear. Immediately I grabbed my calculator and started doing simple math… 16 minutes times 7 days a week, 16 minutes times 30 days a month, 16 minutes times 365 days a year.
And we spent 90 hours in front of our closet every single year just deciding what to wear. Imagine someone could give you 90 hours a year as a gift… what would you do? Spend more time with your family, meditate, and learn something new… that’s exactly my gift for you 90 hours a year. At Jo Aguirre, we create single-piece statement outfits that boost your mood to make you feel at your best and speed up your dressing process. So you can focus on planning your day and we will plan your outfit!
What are your plans for the future?
As Jo Aguirre, I have several plans for the future that I’m looking forward to and actively planning for. Here are some of them:
Expansion into New Markets: I am excited about exploring new markets and expanding my brand’s reach beyond its current boundaries. Utilizing market research and insights generated by artificial intelligence, I plan to identify promising regions where my designs resonate with the local clientele.
Sustainable Fashion Initiatives: As sustainability continues to be a significant focus in the fashion industry, I am committed to integrating more eco-friendly practices into my design process. This includes sourcing sustainable materials, reducing waste in production, and implementing environmentally conscious packaging solutions.
Technology Integration: I am eager to leverage advancements in artificial intelligence and digital technologies to streamline various aspects of my business operations. This could involve using AI-driven tools for trend forecasting, virtual prototyping, and personalized customer experiences through online platforms.
Collaborations and Partnerships: I see collaborations with other designers, brands, and influencers as opportunities to infuse fresh perspectives into my work and expand my audience reach. By strategically partnering with like-minded individuals and organizations, I aim to create mutually beneficial alliances that elevate my brand’s profile and offerings.
Enhancing Customer Engagement: Building strong connections with my customers is paramount to the success of my brand. I plan to invest in innovative ways to engage with my audience, such as interactive social media campaigns, exclusive events, and personalized shopping experiences tailored to their preferences using AI-driven data analytics.
Creative Exploration: As a fashion designer, I am always seeking inspiration and pushing the boundaries of my creativity. In the future, I look forward to exploring new design techniques, experimenting with unconventional materials, and delving into thematic collections that resonate with contemporary cultural movements and societal issues.
Global Fashion Shows and Exhibitions: Participating in prestigious fashion shows and exhibitions around the world is a key component of my long-term vision. I aspire to showcase my collections on international stages, gaining exposure to diverse audiences and establishing my brand as a global player in the fashion industry.
Overall, I am excited about the possibilities that lie ahead and am fully committed to realizing my vision for the future of my brand as Jo Aguirre. Through strategic planning, innovative thinking, and a passion for creativity, I am confident that I will continue to evolve and thrive in the dynamic world of fashion.
Pricing:
- $125
- $145
Contact Info:
- Website: www.joaguirrestore.com
- Instagram: @joaguirre007
- Facebook: @Jo Aguirre
- Linkedin: @Jo Aguirre
- Twitter: @jo_aguirre
- Youtube: @JoAguirreFashionArt
Image Credits
Marvin Vicente
