Today we’d like to introduce you to Ana Velez
Hi Ana , so excited to have you with us today. What can you tell us about your story?
Fashion has always been at the heart of my life. Growing up in Colombia, where the vibrant coastal lifestyle was a constant, I developed an appreciation for beautifully crafted clothing and accessories from a young age.
My professional journey started in advertising and marketing, where I worked with various brands, but deep down, I had a dream of owning my own store. I remember visiting Anthropologie for the first time and saying one day I want to have something like this. The curated pieces, the ambiance, and the seamless blend of fashion and lifestyle—it was everything I dreamed of creating one day. That experience ignited a spark that stayed with me forever.
When I was finishing my college degree, My thesis project was based on an online retailer, at a time when e-commerce was just beginning to take off. Back then, there weren’t many big online fashion platforms—Revolve and nasty gal were one of the few that really stood out to me, and it served as a major inspiration. I envisioned a similar platform that would offer a curated selection of independent designer and that was in the year 2012.
After graduating I started focusing in my career and worked in advertising for a few years, but then the desire of having my own business started to kick in and my first venture was a sunglass boutique where I curated designs from independent designers from around the world. That experience taught me so much—how to work with global designers, how to operate a retail business, and the importance of sourcing quality products. I ran the business before and through the challenging times of the pandemic, learning lessons in resilience and adaptability that would prepare me for my next move.
It was during the pandemic that I decided to make a big change. I moved to the U.S. and knew I wanted to do something bigger—something that connected my love for fashion with my passion for Colombian design . I wanted to create an online retailer(my thesis project from years before) that brought the incredible work of Colombian designers to the U.S. market, showcasing the beauty, craftsmanship and stunning design of their pieces. And so, WOAHCO was born.
What started as a platform for Colombian brands has grown to include global designers, merging luxury with versatility. Today, WOAHCO is about more than just swimwear or resort wear; (my initial focus). it’s about curating a lifestyle, blending resort with streetwear, and offering fashion that’s both beautiful and functional. A major turning point for WOAHCO was participating in Orlando International Fashion Week where we showcased our brand to a new audience. It was a pivotal moment that helped build our reputation within the fashion community.
Another milestone was attending *Miami Swim Week* and, most recently, *New York Fashion Week*. These events were crucial for me not only as a brand owner but also as someone deeply passionate about fashion. Miami Swim Week was particularly special because it connected me to the swimwear industry on a global scale. New York Fashion Week, on the other hand, allowed me to stay ahead of upcoming trends and build new relationships with industry leaders and collaborators. Meeting other designers, retailers, and creatives at these events has been invaluable, giving me fresh ideas and inspiration for what’s next at WOAHCO. I’m excited to take WOAHCO to even greater heights and share our vision with the world.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The journey has certainly been far from easy. Like any entrepreneurial path, it’s been full of challenges. One of the toughest moments was launching my first business, a sunglass boutique, right before the pandemic hit. The uncertainty of that period was overwhelming, traffic disappeared, and importing goods to Colombia became unsustainable due to currency fluctuations. I had no choice but to adapt quickly.
Moving to the U.S. and starting WOAHCO from scratch was another major hurdle. I had to familiarize myself with an entirely new retail environment, build fresh connections, and introduce Latin American fashion, a category that was still relatively unknown to the U.S. market. There were times when I questioned whether people would connect with my vision for WOAHCO, but I kept my focus on what made the brand special—offering high-quality, pieces from designers I truly believed in.
In the beginning, I ran WOAHCO as a one-woman show, juggling everything from building the website to managing orders, handling social media, and reaching out to designers. Scaling the business was a challenge, and finding the right team and resources to support WOAHCO’s growth has been a continuous process.
Financial pressures were another constant, especially early on. Starting a business is always tough, but being self-funded and introducing a niche category to the market added another layer of difficulty. Despite the hardships, every challenge became an opportunity to refine and strengthen the brand, and I wouldn’t change any part of this journey.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Online Fashion Retailer
Can you talk to us a bit about the role of luck?
I’ve had moments of good fortune, like connecting with the right people at the right time. But it would t say is just good Luck.
Contact Info:
- Website: https://www.woahstore.com
- Instagram: https://www.instagram.com/woahco_
