Style Spotlight: Beju Beju

I found Beju Beju on a weekend trip to NYC at my favorite fashion stomping ground in the city, Hell’s Kitchen Flea Market.  This boutique stood out that Saturday in a sea of staple vintage vendors.  While the styles caught my eye, the prices stole my heart.  Consuela Richard created her online (and sometimes live) boutique, Beju Beju, to bring shoppers quality handmade products and vintage pieces at reasonable prices.   Consuela took some time to speak with ECC about herself, her boutique and her ambition:

How did fashion play a role in your life growing up?

For some people fashion is a controlling factor in their lives following trends and conforming to cliques. For me, fashion has always been liberating.  I use fashion as an outlet to express my personal style, daily moods, inspire creativity, and convey a message.  As a child, I was obsessed with playing dress up, which helped start my imagination, encouraged exploration and later developed into other creative outlets such as writing poetry and short stories.

What is your personal style aesthetic?

Classic Sexy Cool— I believe in showing a little skin, but just enough to keep them wanting more. Accenting your neck line, your back, one shoulder dresses or shirts, long slit; well-tailored to fit your form and as an extra added wow factor bold colors like emerald greens, burnt orange, rich reds, purples and smoke grey are some of my favs.

When/why did you decide to create Beju Beju?

I started Beju Beju in Feb of 2010 following a life changing car accident. I was working for a construction supply company at the time when a company truck (dodge ram pickup) slammed into the office building unfortunately for me I was sitting by the window which resulted in a trip to the ER and a two month recovery. During that time I found the courage to start my company, Beju Beju. I’ve always wanted to own a boutique, but until that moment I was held back by fear of failure and other negative thoughts. Beju Beju allows me the freedom of controlling my destiny and leaving my legacy which, until that car accident, wasn’t a prominent thought in my mind. It also allows me to inspire others, promote discovery, and growth (personally, spiritually, and mentally). I started the company alone and I can truly say it’s made me such a strong person dealing with disappointments, learning by trial and error, and developing new skills. I can’t wait to see how my company grows five years from now and beyond.

What do you look for in handmade jewelry that you want to carry?

I’m very fond of jewelry with texture – anything coarse or very smooth, vibrant colors excite me, wide spread mineral streaking in stones and I absolutely love gold. I also look for meaning.  I appreciate a purpose behind a piece whether a political statement, spiritualism, a play on words and/or meaning. It needs to have some form of expression.  I do not accept imitations or replicas I find.

You recently introduced a clothing collection to Beju Beju sold only at markets (the pieces I saw at Hell’s Kitchen were beautiful BTW). Why did you decide to expand to vintage clothing?

I expanded my product line to include vintage clothing because as a lover of vintage clothing I found that it extremely difficult to find quality vintage goods at fair prices. There are so many vintage dealers that over price their material and most of the time it’s stained, ripped, discolored or damaged and the customer is, in many case, unaware. I sincerely pride myself in offering my customers the best quality at the most reasonable price, esp during times like these when most American families are just worried about getting by.

What is your favorite era to find vintage pieces from?

This is such a hard question!  I have so many favorites, but if I had to choose just one it would definitely be 1970′s. I love bold prints, silk fabrics, wide pant legs, maxi skirts and sequins are to die for.

How often do you add new designers for handmade or vintage pieces to you collection?

I try to add as often as possible.  Most of my sales are done at markets, pop-up shops and events. In many cases, the material I have is one of a kind or a limited edition so it goes quick.

What are some of your upcoming events/sales?

I have a monthly newsletter that outlines all special events, sales, promos, giveaways and etc.  Sign up now to receive the newsletter!  Every month there’s something new and exciting going on.  I’m also currently hosting the NYC Bazaar & Girl’s Night Out on November 12, which will be a night filled with networking and shopping .  You can get tickets online now (general admission – $5, VIP – $10). It’s a fun mix of the traditional girl’s night out with food, wine and tips and tricks on fashion, make up, and hair from a special guest.  It also allows guests the opportunity to develop and build professional and personal relationships among women.

Thanks to Consuela for sharing her story from recovery to realizing her dream!  Shop Beju Beju online now and save the date for upcoming events.  Also see Consuela and some of her styles below!

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