We had the good fortune of connecting with LaToya Rozof and we’ve shared our conversation below.
Hi LaToya, what was your thought process behind starting your own business?
Entrepreneurship literally runs in my blood. My grandparents started a business that’s still in business 60+ years. I learned early on how to provide great customer service and business tactics. I reached a point in my life a few years ago that I was getting tired of helping others reach their dreams by working for someone else.
Please tell us more about your business. We’d love to hear what sets you apart from others, what you are most proud of or excited about. How did you get to where you are today business-wise. Was it easy? If not, how did you overcome the challenges? What are the lessons you’ve learned along the way. What do you want the world to know about you or your brand and story?
What sets my boutique from others is the niche of black dresses targeted to curvy women. A black dress is a staple for every women’s closet and can be worn to any occasion. The average size women is a 12-14, yet mainstream stores carry limited dress options. We carry fashionable and affordable options for our customers. Our goal is to promote body positivity and self esteem and empower women to embrace their curves. We want our customers to feel like queens in their dresses.
The business journey is hard and one needs grit to survive. The hardest part is trying to establish your brand and build engagement. Navigating through social media was taxing at first. I reached out to a local branding company for assistance. I talked to fellow boutique owners for best practices. I collaborated with others for exposure. I networked at vending events and local fashions shows for exposure. I was consistent when I wanted to give up.
Any great local spots you’d like to shoutout?
Friday night we would go to the Monarch Bar for drinks to catch up. Maybe head over to the Juke House to catch a band and get our groove on. Saturday, we would hit up local boutiques and visit the Jazz Museum. Eat at a soul food restaurant and catch a movie. Sunday we would start off with worship, hit up brunch at Soirée and kick back and relax and reminisce the weekend.
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I have the best village ever! A huge shoutout to my husband who supported my dream and vision from the start. He’s my silent partner, cheerleader and maintenance guy for the boutique. My family and friends are far the best! They were my first customers and business promoters, MUA and models. They always show up with no questions asked and ready to work.
Jenn Robbins Michael Orr Steven G Photography
Nominate someone: ShoutoutAtlanta is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.