MIAMI
FRESH
VALÉRIE ENGEL “Last year we doubled our clientele. We started selling baby/kids clothing 2 years ago and this was a brilliant addition.” Once you know your clientele/target and what they want it gets easier. Also, if I can give a second advice is to find reliable employees who understand the business.
Please tell us a little about yourself & your boutique “Roses and Dreams”! After getting my “baccalauréat” in France, I did an “Arts preparation” school and then a fashion school in Paris. After, I worked with Chanel for 5 years in the South of France at the image department in Paris. Opening a boutique was my dream. I also wanted to live in the US so I decided to combine both. Plus, Miami is a really nice place to live especially after Paris!
Take us through a day in your life as a fashion entrepreneur.... What is your day routine? I wake up early to enjoy some time with my family and workout. Most of the time, I have to stop by the post office on my way to work in order to ship our online orders (this is at 8am!). When arriving to the shop, I make sure everything looks nice and pretty then I answer to our emails. Depending on our daily arrivals (we get new arrivals every week), I will text my customers with some photos. I try to do everything I can to please my customers! Take care of our website, prepare our newsletter, our social media, place new orders, change the merchandis-
I opened the shop with the idea of selling only french brands but honestly, the styles did not always work for my targeted clientele and the deliveries are so long. Often in high season, we need inventory very quickly. So far, what has the feedback been? Last year we doubled our clientele. We started selling baby/kids clothing 2 years ago and this was a brilliant addition. (my mom suggested this idea!) This brought us so many new customers, from the moms to the grand parents looking for a gift. Plus, we are located in a very seasonal part of South Beach, but our clients come back every year. I will take this as a good feedback! Some even visit us when they are in town for a couple days. We try to offer a very personal experience and accommodate the needs of everyone.
How long has it been since you’ve been doing this? It is our 4th year in business. Create a fashion business in Miami Beach... As a foreigner, what was the hardest part of it all? Everything! I moved here from one day to another, I did not know anyone, neither Miami at all. I had to apply to an E2 Visa which was so much work. Opening a business from scratch in a new country, with a new language, culture etc... requires a huge effort and a lot of work! What are your tips & advice for someone looking to start their own business in Miami? The most important is the location. The clientele is very different from one neighborhood to another. Miami is a very cosmopolite city.
ing etc... Depending on my husband’s schedule, I will go home, play tennis or have dinner with my mom! “French Boutique”... Does it mean you “only” sell french products/brands? Let’s say we work with the “French Touch” and we mostly sell french brands (70% of our products).
Can people also buy your beautiful products online? Yes of course! We also ship to our customers who are out of town very often and help them place their order. Instagram @rosesanddreams Website : rosesanddreams.us FRESH MAGAZINE - 15