Today we’d like to introduce you to Flavia Estrada.
Hi Flavia, thanks for joining us today. We’d love for you to start by introducing yourself.
I began my journey as a bilingual Latina entrepreneur who simply wanted to help people feel seen — both in fashion and in everyday life. For years, I worked full-time in administrative and public-service roles while juggling multiple side ventures, community involvement, and creative projects. Along the way, I realized how often Spanish-speaking and plus-size women felt overlooked in both customer service and fashion. That experience planted the seed for what would eventually become CO-Wear.
CO-Wear started as a small passion project and grew into a boutique that represents inclusivity, confidence, and real-world style. I opened my first physical location inside La Plaza marketplace, learned retail from the ground up, and hustled through pop-ups, markets, and community events — sometimes working late nights after my day job just to keep the dream alive. When the business transitioned fully online, it wasn’t just a pivot — it was a decision to build something more sustainable, accessible, and scalable for the long term.
Through challenges, financial strain, rebranding, mistakes, and victories, I’ve kept going because CO-Wear is more than clothing to me. It’s a space where women — curvy, standard, bilingual, entrepreneurial, busy, imperfect — feel represented and heard. I’ve learned how to run operations, marketing, inventory, partnerships, TikTok Shop, photography, and customer service largely on my own, while still working full-time and supporting my household.
Today, I see my journey as one of resilience, reinvention, and community. I’m still building, still learning, and still believing in the mission that started it all:
Every silhouette matters — and every woman deserves to feel confident in who she is.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely hasn’t been a smooth road. My journey has included a lot of learning curves, unexpected pivots, and moments where I honestly questioned whether to keep going. Running CO-Wear while working full-time has meant long nights, financial sacrifices, and constantly balancing responsibilities at work, home, and in my business.
One of the biggest challenges has been navigating the transition from having a physical retail space to moving fully online. That shift required me to relearn marketing, logistics, photography, and e-commerce operations — often on my own, with limited resources. There were months where sales didn’t match the expenses, and I had to get creative, strategic, and disciplined just to keep the business alive.
Another struggle has been visibility and representation. As a bilingual Latina entrepreneur and a boutique owner who prioritizes inclusive sizing, I realized early on that my business didn’t always fit the typical boutique mold — and that sometimes meant slower growth and needing to educate customers on my brand mission rather than just selling clothing.
There have also been emotional challenges: burnout, self-doubt, imposter syndrome, and the pressure to “do it all.” But each setback has pushed me to become more resourceful, more intentional, and more connected to my purpose.
Every challenge has shaped how I operate today. It taught me resilience, humility, smarter decision-making, and the importance of community support — and it reaffirmed why I continue to build CO-Wear:
Because the mission matters — and so do the women I serve.
Thanks – so what else should our readers know about CO-Wear?
CO-Wear is more than an online boutique — it’s a bilingual, inclusive fashion brand created for women who want to feel confident, seen, and represented in the clothes they wear. I specialize in trendy sets, jumpsuits, corsets, denim, and statement pieces in both standard and curvy sizing, because I believe every silhouette deserves space in fashion — not just one body type.
What CO-Wear is known for most is its focus on real women. My customers aren’t just models — they’re moms, dancers, professionals, creatives, entrepreneurs, and everyday women who want to feel stylish without feeling judged or excluded. I intentionally photograph and style my pieces on different body shapes, because when I was shopping online myself, I rarely saw bodies that looked like mine or my community.
Being bilingual is also a core part of the brand. I serve many Spanish-speaking customers who often feel overlooked or unheard in retail spaces. Through CO-Wear, I provide customer service, product support, and fashion guidance in both English and Spanish, because representation isn’t just visual — it’s about communication, trust, and respect.
What truly sets CO-Wear apart is that it was built with heart, grit, and intention. I don’t run this brand just to sell clothes — I use fashion as a source of motivation, empowerment, and community connection. Whether I’m vending at local Denver markets, engaging customers online, or sharing my entrepreneurial journey, I always come back to the same belief:
Every Silhouette Matters.
Brand-wise, I’m most proud of the fact that CO-Wear has stayed authentic through every pivot — from a physical retail space to an online boutique, through financial challenges, rebranding, and growth phases. I’m proud that my customers know me as a real person behind the business — someone who listens, supports, and advocates for them.
For readers discovering CO-Wear, I want them to know that this isn’t a fast-fashion boutique — it’s a brand rooted in representation, community, and confidence. Whether you’re curvy or standard size, bilingual or multicultural, new to fashion or rediscovering your style — CO-Wear is a place where you’re welcomed, celebrated, and seen.
Because fashion isn’t just about what you wear — it’s about how you feel in it.
We’d love to hear about any fond memories you have from when you were growing up?
One of my favorite childhood memories is spending time with my family on weekends — especially those moments filled with music, laughter, and simple joys. I grew up in a bilingual household where gatherings weren’t just events — they were experiences. There would be food cooking in the kitchen, conversations flowing in both English and Spanish, and everyone sharing stories, helping one another, and creating a sense of togetherness.
What I remember most isn’t a single moment, but the feeling — the warmth, the community, and the reminder that even when life was challenging, we always found reasons to smile and keep going. Those memories taught me resilience, gratitude, and the importance of staying grounded in who you are and where you come from.
Looking back, I realize those early experiences shaped a lot of who I am today — my work ethic, my compassion for others, and my desire to build spaces where people feel welcomed, supported, and seen.
Contact Info:
- Website: https://co-wearllc.com
- Instagram: https://www.instagram.com/shopcowear/
- Facebook: https://www.facebook.com/COWearLLC
- Other: https://www.tiktok.com/@cowearllc
