HI, I’M JUANITA...

…a fashion and branding executive, strategic leader, and creative force with a passion for building brands and experiences that resonate. As a creative director, designer, and brand strategist, I partner with fashion brands and their founders to help them break into the industry, build standout assortments, create compelling brand experiences and events, and scale successfully. I bring the same eye that shapes a collection’s visual identity to the strategy, marketing, positioning, and experiences that get it in front of the right customer.

With over two decades under my belt, I’ve led design and product development 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, including building the AQUA swimwear category from the ground up. I’ve also executed brand activations, fashion shows, pop-ups, trade show experiences, photoshoots, and promotional events, bringing together creative direction, production, vendors, talent, budgets, and logistics to bring ideas to life. I know how to turn vision into reality: setting creative direction, working within budgets, anticipating demand, and driving the kind of differentiation that moves brands forward.

My expertise spans a full 360°: creative direction, design, product development, brand strategy, marketing, and brand experiences and events. That breadth gives me a distinctly entrepreneurial approach, one where creative direction and business strategy inform each other from day one, so nothing gets built in isolation. 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 process, guiding clients and brands with clarity and confidence from strategy and concept through execution. Whether developing a collection, defining a brand’s position, planning a launch, or creating an experience that brings the brand to life, I help take brands 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, shaping a brand's creative direction or developing a memorable experience, 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)

  • Google AI Professional - Google, 2026

  • Digital Marketing - HubSpot, 2026

  • Content Marketing - HubSpot, 2021

WHAT IT’S LIKE TO WORK WITH ME…

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

— 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

  • Of Jamaican and Cuban Heritage, I was…

    Born in America, raised in the Caribbean, molded in Savannah, refined in NYC, finessed in Europe, and now based in Miami.

    With a BFA in Fashion from SCAD and an MS in Marketing from FIU, I bring together creative instinct and business strategy to build brands, products, and experiences, creating impactful work that resonates with consumers.

    • Brand concepting & strategy

    • Brand management & direction - branding, design, and marketing

    • Event planning & brand experiences ideation and management

    • Retail and direct-to-consumer positioning

    • AI-integrated workflows for design, content, and growth.

    • Collection design and product development in women's young contemporary, Juniors, Girls, & men’s 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

    • Designed and executed the Evie Bra Sundress from concept through production, blending innovative construction, feminine design, and functional detailing into a signature silhouette that generated viral consumer engagement, repeated sellouts (with a no returns policy), and widespread industry attention.

    • 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, Kimora Lee Simmons, 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 category expansion into outerwear

    • 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

    • In 2012, independently planned and executed a successful Kickstarter crowdfunding campaign that raised thousands of dollars to fund my participation in Caribbean Fashion Week and launch a limited‑edition swimwear capsule

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