When Colombian graphic designer Juliana Ramirez Navia, 28, shopped for the perfect pair of jeans, she could not find them. The “fit” was literally missing from every major retailer.  Juliana had a hunch that many other Latinas where having the same problem. She decided to introduce the first line of jeans designed with curves in mind.  Today Fiorana is poised to become a key player in the fashion retail market. Juliana Ramirez Navia shares her journey with us as well as future plans for Fiorana.

Why does a pair of jeans designed for Latinas make sense?

Let me start by saying that my intention is not to generalize a “Latin body type" because that is impossible. But you know, there are some features that are notable and standard, generally designers create for a target group; we do always have a target, well sometimes we can adjust or adapt. A pair of jeans for Latinas made sense because as a Latin woman I know we always have to try on many pairs of pants until we find one that barely fits.

What type of woman embodies your target group?

Our target group is a focused and assertive woman that wants to always look her best. A woman between 18 and 45 years old, that besides buying a “pretty pair of pants” also wants comfort and quality.

How did you identify the need for a pair of jeans designed for Latinas?

All my life I have struggled with jeans, my curves don't fit well in what I find in stores. Most jeans fit well on my hips but not in my waist or otherwise. This is all because the ones I like and look for are made for other body types, very different than mine. When I talk about curves, I don’t mean overweight. Some friends that are very thin also struggle with the same problem. So it’s simple, even bodies that are very different, all have similar proportion. Fiorana has studied these proportions and for that reason are sure we can give our costumers satisfaction guaranteed.

How did you become involved in fashion?

I’ve always had such a fixation on fashion! Ever since I was in college I have been very critical about trends. I guess it is something I was born with. Now, because of my company, Fiorana, which we founded three years ago I have learned a lot of things and I have become one of those people that value a quality garment. I am now involved in the fashion world because of destiny and I think destiny will bring great things in the future.

What other products can we expect from Fiorana?

Fiorana’s plan is to grow in the denim market, and focus on that product so we can provide something better everyday.

How do you stay competitive in the volatile world of fashion?

The most important thing to stay competitive in the fashion world is to always innovate, and never ever forget about the most important thing: THE CUSTOMER.

What is the best part of having your own company?

Well, you work for your interests. You work for yourself, and so you do everything with love. One of the best parts of having your own company is to apply your personal ethic to your business, to feel free to express your opinion, to never fear proposing something new.

Where can we buy Fiorana clothing?

At this moment you can find Fiorana’s clothing at our website: www.fiorana.com

What are some current fashion trends you love/stay away from?

Personally, I am very classic but I like vintage and alternative applications on denim. Color processes are very interesting. I don’t like anything too exaggerated. All trends are respectable, there’s always something for everyone.