It’s December 23rd and I’m finally at home in San Francisco reflecting on the year that is soon coming to an end. I’m grateful for so much: the opportunity to take up more than a few hangers in the wardrobes of power women around the world, and the honor and privilege that these amazing women actually feel good wearing my designs.

This year has also been a significant year for me as a creative business woman. I made a few decisions about the direction of dE ROSAIRO that I’d like to share with you.

First, locally made has always been a top priority for me because it means ethical work standards and supporting the dreams of hard working local women. But who says we can’t employ ethical practices in foreign markets and still support women in a socially impactful way? Our inroads into Brazil have proven that in fact both of these are possible. And so we are now in the midst of a journey to create our first collection of intricate designer clutches from recycled magazine paper made by women who are trained and employed directly from the favelas (i.e. the slums) of Rio de Janeiro. The income they are able to earn goes a long way in supporting their families and I’m so happy that we can play a small role in contributing to these women’s dreams as well. (Collection coming soon!)

Second, coming from a tech background growth always meant faster, bigger, and better. But as I reflect on my values and mission, this mantra could not be further from the truth for dE ROSAIRO. I remember when I launched the brand, I wanted to be in every big department store, but I slowly realized that something about being available to the masses, or ‘almost masses’, didn’t excite me or our customer. In this past year, the direction for the brand could not be clearer – we aspire to continue to be the everyday luxury boutique brand that has a personal connection to every woman who selects to be enveloped by our designs.

With that, I’d like to wish you a grand close to 2017 and remarkable start to 2018. May 2018 be the year that all your dreams and inspirations take flight. Fight for what you believe in with kindness, expend your energy like it is your last to give, and keep the passion in your soul alive by doing one thing you’ve never done before.

With love,



I’m sitting on a plane from Auckland to Sydney, where I just finished watching the movie the September Issue featuring the inner workings of Vogue, and it dawned on me once again why I love fashion so much: it’s about the emotions our clothes and accessories evoke. It’s about the fact that what we wear creates either barriers between us, or stimulates our gravitational pull towards each other. It’s our first point of entry into a world of judgment where we decide if someone is like us or not. As Anna Wintour, Editor in Chief of Vogue articulates, “People are frightened of fashion. And because it scares them or they are insecure about it, they put it down. There’s something about fashion that makes people very nervous”.

Why? I believe it’s a result of the non-verbal and powerful cues that our clothes and accessories convey. And to those that don’t know how to interpret and harness those non-verbal cues within their own individual context, they have likely self-elected into the group that mocks fashion and barrages it into a corner of vanity because it makes them feel excluded or not part of the cool group.

I also think that we don’t tend to discuss the deep psychological aspects of our clothing choices in the way in which we examine other important topics. Yet there’s something so significant about fashion and how it intertwines with our lives imposing certain dynamics (conscious or unconscious) that we need to become aware of. So how do we move the conversation past vanity into the powerful vein through which our clothing choices actually live?

At dE ROSAIRO, since we launched over three years ago, we’ve been referring to the psychological aspect of clothing as Look Feel Lead, which means how we Look is how we Feel is how we Lead. And the opposite is also true, which is that when we Lead, we Feel a certain way, and we want to Look a specific way so that we can get our minds and bodies into the role we need to play. In leadership we literally call this role playing – and being a Leadership Coach myself to CEO’s and their C-suites for more than a decade now (one of my other businesses) – I can vouch for the power of role playing and its successful contribution to the daily lives of those at the top.

Because the research and analysis is restricted, my internal curiosity has led me to conduct mini experiments where I observe my own behavior, and those of others, dressed in different attire across different contexts. Without fail there almost always appears to be a direct and strong correlation to what we wear and how we behave, and hence the psychological aspect of clothing.

If you’ve been part of the posse who excludes fashion as something vain that doesn’t quite fit into your intellectual circle of behavior and discussions, then I suggest that it’s time to rethink your approach. Wanting to look the part makes you no less intelligent. In fact, quite the contrary – looking the part can enhance your delivery and results, and that’s the real power behind fashion. It literally comes down to optimizing all the tools around you.

Are YOU optimizing your daily armor?



The Women’s March in Washington D.C. on January 21st, 2017 was one of the best days of my life. For me personally, it was so powerful to see millions of women (and men) across the world, marching with one unified voice and agenda: to influence the equality of women’s rights globally.

The marches were so emotional in both coming-together and pure sentiment, that it inspired me to derive a spin on the famous pink Pussy Hat – a way for us to remind ourselves of the torch that we need to continue to carry forward.

Our practical and black Merino Wool hat called the Pussy Posse Beanie is a symbol of both equal rights as well as our commitment to women supporting women. Being hand knit in Seattle by the same woman who made my personal pink Pussy Hat for the march in Washington D.C. on January 21st, 2017, adds an extra dose of love to this small and limited collection. Each Beanie also includes a black safety pin at the back of the hat – a symbol of solidarity.

I’ve always been a big believer in clothes having the ability to communicate powerful messages. Our Pussy Posse Beanie is a strong statement to the world: one where we say that WE stand for love, diversity, and equality.




1,095 days later and we’re still celebrating and empowering women of all walks and from all around the world.

To celebrate our 3rd birthday, nothing makes us happier than to gift $6,000 worth of dE ROSAIRO designs to the beautiful and strong women survivors of human trafficking through Not For Sale – a non profit organization that we continue to partner with because they spend every waking minute making a substantial difference to the lives of women survivors from The Netherlands to Peru to San Francisco to Myanmar.

By gifting our designs to these women, we want them to feel as good as you feel. We want them to know that they deserve a second chance at life. And we also want them to believe that we actively support their dreams.
The world is truly a magical place when we stand together, rise together, and imagine together.

Happy 3rd birthday to us!