Today we’d like to introduce you to Lara Estrada Tomenchok.
Hi Lara Estrada, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I fell in love with fashion while modeling on the side, where I started working closely with independent designers. Seeing their creativity up close made me realize fashion is really an art form.
At the same time, I felt frustrated as a shopper. Finding unique, well-made pieces online often meant digging through layers of fast fashion ads or seeing the same established luxury labels over and over. The independent designers I admired were out there, but discovering them felt harder than it should have been.
So in early 2025, I decided to build what I couldn’t find: Indie Identity, a curated online boutique dedicated to independent and emerging luxury fashion designers. The idea was to make these brands more accessible to people who value originality, without forcing them to hunt through noise to find it.
That’s how it started.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It hasn’t always been a smooth road, I’m still working full time while building the store, so a lot of this has meant late nights and learning as I go. I didn’t come from a business background, so the first year was very much experimentation, testing, adjusting, figuring out what works (and what really doesn’t).
There were moments that felt overwhelming, but there have also been milestones I’m incredibly proud of, like launching my first design, the “Venus” Bag, and having our first runway show during Art Basel.
I’ve learned that when you’re building something for the first time, you can’t be afraid of failure. You actually have to lean into it. That’s where the real lessons are, and honestly, that’s how you build confidence.
As you know, we’re big fans of Indie Identity. For our readers who might not be as familiar what can you tell them about the brand?
Indie Identity is for people who don’t want to wear what everyone else is wearing. It’s for those who enjoy discovering independent fashion designers early, who value craftsmanship, and who prefer pieces that feel personal rather than mass-produced.
We’re a curated online fashion platform, not trying to be a massive marketplace. We intentionally keep our brand roster intentionally , which allows us to go deeper with each designer to understand their perspective and present their work in a thoughtful, elevated way.
There’s also a lot of intention behind how we run the business. We grow carefully, we choose designers selectively, and we prioritize sustainability in business terms too. It’s curated luxury, rooted in independence and built to last.
Let’s talk about our city – what do you love? What do you not love?
What I love most about Miami is that you truly can’t be bored here. There’s always something happening, and the culture, great weather, and creative energy is the perfect mix. What really stands out to me is the ambition. People aren’t just talking about ideas, they’re building things. Brands, art, restaurants, events. There’s this constant creative momentum that makes you feel like you should be creating something too. It’s inspiring to be surrounded by that kind of energy.
But Miami moves fast, and it’s not your typical laid-back beach town. The cost of living definitely keeps you motivated. But in a way, that intensity is part of what shapes the city’s drive.
Contact Info:
- Website: https://www.indieidentity.com
- Instagram: https://www.instagram.com/indie_identity
- Facebook: https://www.facebook.com/profile.php?id=61572842428647
Image Credits
Thibo Villeneuve
Sage Aurora
Eileen Carpenter
