LA CASA HERMOSA OWNER ROBIN FLEMING WAS INTERVIEWED BY MAGAZINE EDITOR FRED ABEL IN JANUARY 2007 EDITION OF PAGEANTRY MAGAZINE

Q.  Tell us about your retail store?  La Casa Hermosa translates as ‘The Beautiful House’ in Spanish, aptly named for housing some of the most beautiful gowns in the world. It was founded with a vision: to showcase beautiful clothing for all figure types, at all price points.

I buy a gown for its cut, fabric quality, color, and value, because even high-society women like to buy beautiful gowns at reasonable prices, especially if they need several during a season.

Q.  Hours of Operation?  The showroom hours are 11-6 p.m. Tuesday through Saturday, open later evenings during season and at all times by appointment only.

Q. What divisions do you carry?  We are a full-service pageant, prom, social occasion, and society client showroom, catering also to the seasonal visitor to the International Equestrian community.  Wardrobe for destination weddings, debutantes, bat mitzvahs, quinceanera, and other coming-out parties is all part of our regular business.  We dress corporate occasion as well.
 

Q.  Do you offer custom design services?
We offer clients a “VIP Room” publication featuring the newest gown fashions, designer interviews, client profiles, and more, and have a select line of gowns under the label La Casa Couture.

Q.  Do you offer gown registry?
We register all gowns for galas, pageant, prom, or social events, as that is of paramount importance when there are so many functions going on at once here in South Florida.

Q.  How do you reach your customers and grow a relationship with them? As Wellington is an international destination, we work with clients all over the world, some solely by e-mail, sending pictures and suggestions to aid in their wardrobe selections.   Most of our new business comes through referrals from satisfied clients.

Q.  Where do you see your business and industry trends heading? La Casa Hermosa carries many known designers, but I insist on making selections on the merits of the individual gown. If a designer’s work doesn’t appeal to me during a particular season, I pass on that season’s offerings.

Trends in the industry are moving toward more unique offerings and personalized services. La Casa Hermosa clients are not just seeking a spectacular gown; they want professional advice from someone that has their best interests in mind, similar to celebrities working with personal stylists to craft a high-impact impression.

I refuse to stock gowns that I feel are going to wear the client, rather than vice versa. In addition to Tony Bowls, my personal favorites this year are the Claire’s Collection gowns, for their amazing construction and fabrics; Sherry Haute Couture; and the Crown Collection spring line with some fabulous standouts and proven standards — including the gown that won Miss Teen USA this year.

Q.  Why do you love what you do?
As a former professional model, I learned to maximize my own beautiful differences on a budget, rather than copying someone else, as the key to making a lasting impression.  I feel God blessed me with a talent for helping women showcase their best assets, and I get tremendous satisfaction from watching them gain confidence in that area.

Helping other women feel beautiful is what makes this industry a passion for me. In addition, it was such an honor to receive the Pageantry Spirit Award at the wrap party for the recent Pageantry& PromTime Fashion Showcase photo shoot. It was an unexpected accolade that further fueled my desire to make a difference in the industry.