Tell us about your retail store.
La Casa Hermosa translates to ‘The Beautiful House’ in Spanish, aptly named for housing some of the most beautiful gowns in the world. I founded La Casa Hermosa with a vision: to discover beautiful clothing for all figure types, at all price points. I buy a gown for its cut, fabric quality, color, and value, because even high-society women like to buy beautiful gowns at reasonable prices, especially if they need several during a season. The showroom hours are 9:30 a.m.-2:30 p.m. Tuesday through Saturday, evenings during season, and at all times by appointment only.
What divisions do you carry?
We cater to pageant, prom, quinceanera, social occasion, and society clients, in addition to the seasonal visitor to Wellington. Wardrobe for destination weddings, debutantes, bat mitzvahs, quinceanera, and other coming-out parties is all part of our regular business.
Do you offer custom design services?
We offer clients a “VIP Room” publication featuring the newest gown fashions, designer interviews, client profiles, and more.
Do you offer gown registry?
We register all gowns for galas, pageant, prom, or social events, as that is of paramount importance when there are so many functions going on at once here in South Florida.
How do you reach your customers and grow your relationship with them?
As Wellington is an international destination, we work with clients all over the world, some solely by e-mail, sending pictures and suggestions to aid in their wardrobe selections. I draw on my special-events background to sponsor events such as the upcoming “Parade of Queens” halftime show at the International Polo Club in March. Most of our new business comes through referrals from satisfied clients. Tony Bowls is our marquee designer for our upcoming season. We will feature his fashions at the inaugural fashion show benefiting The Cultural Trust of the Palm Beaches, a sit-down luncheon for 300 at the International Polo Club.
Where do you see your business and industry trends heading?
La Casa Hermosa carries many known pageant designers, but we insist on making selections on the merits of the individual gown. If a designer’s work doesn’t appeal to me during a particular season, I will pass on that season’s offerings. Trends in the industry are moving toward more unique offerings and personalized services. La Casa Hermosa clients are not just seeking a spectacular gown; they want professional advice from someone that has their best interests in mind, similar to celebrities working with personal stylists to craft a high-impact impression. I refuse to stock gowns that I feel are going to wear the client, rather than vice versa. In addition to Tony Bowls, our personal favorites this year are the Claire’s Collection gowns, for their amazing construction and fabrics; Sherry Haute Couture; and the Crown Collection spring line with some fabulous standouts and proven standards — including the gown that won Miss Teen USA this year. A design partner also produces the La Casa Couture Collection, for which 12 handcrafted gowns exclusive to the La Casa Hermosa showroom are added each year.
Why do you love what you do?
As a model, I learned that maximizing my own beautiful differences, rather than copying someone else, was the key to making a lasting impression. I feel God blessed me with a talent for helping women showcase their best assets, and I get tremendous satisfaction from watching them gain confidence in that area. Helping other women feel beautiful is what makes this industry a passion for me. In addition, it was such an honor to receive the Pageantry Spirit Award at the wrap party for the recent Pageantry& PromTime Fashion Showcase photo shoot. It was an unexpected accolade that further fueled my desire to make a difference in the industry.
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