Americae was founded in 2018 by Gabriela Guaracao. Born in Colombia and raised between Colombia and the U.S., Gabriela defines herself as a ‘Latin Americanist.’ Gabriela believes all women are modern-day renaissance women, and believes in the emboldening power of impeccably constructed womenswear, democratized luxury, and experience that highlight color, energy, and joy of life. Learn more about Gabriela and her company, Americae below.
What inspired you to start your business?
“Americae is a brand created by women for women. I was tired of brand’s always telling us how we should be. I grew up in an era where brands were telling me to embrace our inner whatever or be a certain way. However, I wanted to build a brand that celebrated women for what we already were–– extraordinary. I didn’t want to start another fashion brand, just to have another brand of beautiful things. I wanted it to have a greater purpose. And it’s to remind women that they’re extraordinary. And their life, and how they lead it, deserves to be celebrated.”
What advice would you give a student or aspiring entrepreneur?
“Just do it. It’s extraordinarily difficult but it’s worth it. The rewarding days are the best days you’ll ever have, and it’s a feeling that really can’t be replicated at any other workplace because those days came entirely through your effort alone. No infrastructure, just you and your team’s hard work.”
How has social media influenced or helped your business? Do you have an example?
“It’s how we get the message of our ethos most quickly across to a community of women who deeply believe in it. Our ethos is “reality is extraordinary” because we believe women should always feel empowered to dress as extraordinary as they are – dress however they want, whenever they want, adding our own personal flair to workplaces and communities we live in. Customers love to share what “reality is extraordinary” means to them or how it impacts their life. Just follow the hashtag and you’ll see a few examples.”
What is next for your business?
“Our full launch next year. We are just in our soft launch phase.”
What do you think has been your greatest accomplishment thus far?
“Connecting with customers, period. But also connecting with people who never knew about us before. It’s a great joy to make people feel joy by your creation.”
How would you describe your brand in 3 words?
“Elegant, vibrant, empowering.”