HI, I’M JUANITA...

…A fashion industry executive, strategic leader, and creative force with a passion for building brands that resonate. As a designer, product developer, and brand strategist, I partner with fashion brands and their founders to help them break into the industry, build standout collections, and scale successfully.

With over two decades of experience, I've successfully launched product lines for some of the most celebrated names in fashion, from Selena Gomez and Red Carter to FILA, Nicki Minaj, Kimora Lee Simmons' Baby Phat, and Bloomingdale's AQUA. I know how to turn vision into reality, working within budgets, anticipating demand, and driving the kind of differentiation that moves brands forward.

My expertise spans a full 360º: branding, design, product development, marketing, and business strategy. That breadth gives me a distinctly entrepreneurial approach, one where innovation meets intention, and creative thinking is always backed by strategic purpose. It's a rare combination in this industry, and it's what sets me apart.

Through a personable, detail-driven approach, I remove the guesswork from the development process, guiding clients and brands with clarity and confidence, taking them from lost to launched. 

MY APPROACH...

Great brands don't happen by accident. They're built with clarity, purpose, and the right expertise. Whether leading a team, driving a product strategy, or shaping a brand's creative direction, I bring the vision, execution, growth, and leadership to make it happen.

DREAM IT

Every strong brand begins with a clear point of view. I bring a strategic, detail-driven approach to the creative process - identifying what makes a brand distinct, anticipating where the market is headed, and ensuring every decision ladders up to a larger vision. The goal is never just a good idea; it's a good idea that works.

BUILD IT

Execution is where strategy becomes real. With over two decades of experience leading design, product development, and brand initiatives, I know how to mobilize the right resources, align cross-functional teams, and deliver results that are both creatively compelling and commercially viable. I don't just build brands, I build the frameworks that allow them to grow.

A Commitment to Growth - and Apparently, Certifications.

  • Lean Six Sigma Green Belt, 2022

  • Luxury Branding Certification - LVMH, 2025

  • Project Management for Creative Projects - LinkedIn, 2022

  • Sales Skills Fundamentals Certification - Florida International University, 2022

  • Consumer Behavior - Cornell University, 2026 (in progress)

WHAT IT’S LIKE TO WORK WITH ME…

Juanita is organized, talented, and dedicated to getting the jobs done. She is a team player and also an excellent worker. I recommend her highly.”

— Red Carter, Former employer & boss at Amerex Group

“Juanita was fabulous! She is extremely knowledgeable about the industry. You can also tell that she is passionate about what she does. I have a limited background in the fashion industry, and she provided very detailed guidance on how to launch my brand. Utilizing the advice she gave me, I feel confident to move forward with my idea. Hire her! You won't regret it.”

— Molly Russo, Startup fashion client: Vai Swim

“I worked with Juanita for 3 years at Amerex group. She is an exceptionally talented designer, she's organized, detail-oriented, and has a radiant energy that people love to be around. To this day, I still ask her advice in work and in life and will always be thankful to her for the lessons in my development as a young professional.”

— Emily Bennet, Former coworker

Fun Facts

    • Location: Miami, USA

    • Hometown: Montego Bay, Jamaica

    • Nationality: American

    • Education: BFA, Fashion, Cum Laude; SCAD & MS, Marketing; FIU

    • Women's Young Contemporary, Juniors, Girls, & Men’s Contemporary Swim

    • Resortwear, Swimwear, Beachwear, Dresses, Activewear & Athleisure

    • Deep industry expertise across the full apparel supply chain

    • End-to-end design and product development leadership

    • International & Domestic manufacturing experience and knowledge

    • Strategic Brand Management & Direction - branding, design, and marketing

    • Designed the Donna Ricco X WHBM dress worn by Michelle Obama on The View during the launch of the Obama presidential campaign

    • Developed and launched celebrity-licensed product lines for Selena Gomez, Daymond John, Sofia Vergara, and Nicki Minaj to name a few

    • Designed and launched the Bloomingdale's AQUA swimwear collection - winning the license, moving into production in 2019, and generating bestsellers still on the market today

    • Secured Victoria's Secret distribution for Ochie Swim, driving 40%+ revenue growth and accelerating national visibility

    • Managed product development for Peloton Outerwear via third-party licensor contract

    • Coordinated brand collaborations with Vogue Mexico and Baccarat

    • Achieved 482% ROI on a $2M investment - ranking in the top 10% worldwide in Marketplace simulation

    • Scaled revenue to $10M within three years through strategic category leadership at Adjmi Apparel

    • Top 5 Finalist, Vix Swimwear 'Design A Bikini' Contest, 2011

    • Rookie of the Year Award, Adjmi Apparel, 2013

    • Press features across 15+ outlets, including V Magazine, Elle, Sports Illustrated, Cosmopolitan, People Style Watch, and more