Every project starts with purpose. From there, I build outward, through values, function, and structure, giving shape to something that begins as an idea, a feeling, a direction.

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I trained in business before I trained in design. A BBA in Marketing from the University of Miami gave me a foundation in strategy, consumer thinking, and the commercial side of building brands. Creativity was always the other half. I knew early on that it would eventually take a bigger role in my work. I moved to Barcelona to pursue a Master’s in Fashion Design at IED and give that creative side the same foundation I already had in business.

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There, I learned how an idea actually becomes something: research, concept, material, technique, all building toward a single point of view. My final collection, Alquimia, explored a woman holding two contrasting sides at once: strength and softness, rebellion and tenderness. That same contrast still shapes how I work.

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Strategy gives direction to what’s abstract. Creativity gives meaning to what’s strategic. Neither works as well without the other.

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Today, that thinking shows up across Creative Direction, Brand Strategy, Brand Development, and Brand Experience, particularly within fashion, beauty, lifestyle, hospitality, wellness, and interiors.

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I move fluently between the business problem and the creative answer.