Interview with Jordan Veatch-Goffi from Doce Vida Fitness

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January 15, 2010 by Ashley B. | Comments (0)

Jordan Veatch-Goffi is the designer and founder of Doce Vida Fitness, a line of exercise apparel aimed at making every woman feel amazing about herself and her body – no matter her shape or size. Doce Vida is a Brazilian inspired athletic line that exemplifies a culture where women are passionate, vibrant, self-assured and sexy.  An avid athlete that has completed triathlons, and regularly does yoga, pilates and tennis, Jordan found that most clothes were built with smaller women in mind. So, Jordan decided to put her retail and fitness background together and launched Doce Vida – a fashionable yet functional athletic line.

What is Your Story?
I am no stranger to the retail world. My dad was high up in the Nike Latin America ranks, and I grew up with an insider’s knowledge of sports retail. I started with San Francisco-based Gap’s prestigious retail merchandising program run by the company VP’s. There, I  learned merchandising, planning, production and marketing. But I realized that I wanted to bring together all of my passions and strengths.
I’m an athlete: triathlons, Pilates, yoga, tennis…and I  found that most clothes are built with smaller women in mind. So, I decided to put my retail and fitness background together and I launched Doce Vida.

What is Your Most Popular Product?
Our Paraty Pant is our most popular item in our collection. The boot-cut styling fits snugly over your legs and flares fashionably at the hem. Sitting low on the hips, the wide waistband flatters your tummy line.

Who or what inspired you to start your business?
I was raised in a very athletic family who basically lived in workout clothes. However, I never felt they fit my body well. That really inspired me to create a line that flattered a woman’s body, and after 5 years in the corporate world, I decided to combine my fashion and fitness background to design workout apparel that did just that.  I believe every woman should feel confidant in her body and I wanted to help create this confidence that I saw so many women wearing baggy workout clothes, missing.

Who is your role model or mentor?
I grew up in a family business – both of my parents are entrepreneurs, so they inspire me to follow my dreams.

What business mistake have you made that you will never make again?
We trusted too many people with our website design and we had to start from scratch twice.  Now we know to have more up-front conversations before turning over the reigns.

What is your indulgence?
Dessert.  I love sweets!

What do you CRAVE? In business?
I crave for all women to experience the difference Doce Vida makes in their workouts.  I love hearing from happy customers about how Doce Vida makes them feel.

In life?
To always be healthy and be surrounded by positive people.

How do you spend your free time?
Running your own business, there is not much time for free time, but when we have the opportunity to take time for ourselves, I like to find fun recipes to prepare, walk through the city to soak it all in, and spend time with friends.

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