Meet Juanita Carmet | Fashion Business Strategist

We had the good fortune of connecting with Juanita Carmet and we’ve shared our conversation below.

Hi Juanita, we’d love to hear more about how you thought about starting your own business?
Starting my own business wasn’t just a career shift; it was an intentional decision to be the kind of support I knew so many fashion and beauty founders needed but rarely found. I didn’t just want to be a consultant who shows up with high-level answers. I wanted to be the fractional business partner, the sounding board, and the steady hand during moments of uncertainty. For many solopreneurs, I’ve become that mix of strategist, accountability partner, and yes, a kind of therapist, but one who brings receipts and results.

After years of designing for major brands and celebrity labels, I began working more closely with startups and emerging brands. Having seen the behind-the-scenes struggles of incredibly talented creatives and small business entrepreneurs trying to launch on their own, I realized how much of the industry’s vital information was either hard to access or simply unknown to them. I wanted to be the fashion-world version of a coach or trainer; the kind that athletes rely on to reach their full potential. Someone who could bridge the gap between creativity and business, and actually guide them through the process with honesty, resources, strategy, and deep industry expertise. I didn’t want to just advise. I wanted to empower. Starting Fashion Brand Strategist was about giving founders the tools, clarity, and confidence to build something real, with purpose and profit.

Let’s talk shop? Tell us more about your career, what can you share with our community?
My career has been anything but linear; it required a lot of guts, risk, and I think that’s what makes it special. I’ve spent over two decades in the fashion industry, designing for major retailers and celebrity brands, from Bloomingdale’s AQUA to Nicki Minaj, Kimora Lee Simmons, FILA, and Peloton. But what sets me apart isn’t my design background. Rather, it’s the 360-degree perspective I bring. I’ve worked across branding, design, product development, marketing, and strategy, and now I use that experience to mentor and guide other founders. Another thing that sets me apart is my infatuation with consumer behavior and the psychology behind it; something I intentionally weave into my services to help clients connect with their audience in a more impactful and meaningful way.

What I’m most proud of is that I’ve been able to turn my knowledge into something that directly helps others. I’m not here just to give advice. I’m here to walk side-by-side with fashion and beauty founders, especially those who don’t come from traditional fashion backgrounds. I help them turn ideas into real businesses by offering strategy, support, and insight with heart and humor.

Getting here took a lot of hard work, discipline, and work ethic. I didn’t have deep industry connections in the beginning, and like many creatives, I had to prove myself over and over again. I’ve had to navigate burnout, rejection, and being underestimated, especially as a designer who intentionally didn’t work for a luxury brand because of how they would treat their employees. I overcame those challenges by staying committed to growth, building and maintaining genuine relationships, remaining focused on my goals, and being the employee every boss wanted around for the long haul.

Education also played a big part in shaping my path. I’m a proud SCAD Bee with a BFA in Fashion and an MS in Marketing. I’m certified in a performance methodology focused on removing waste and streamlining processes; something that’s been a powerful tool in both corporate and small business settings.

The biggest lesson I’ve learned? Don’t wait for permission. If you want something, go for it. Don’t wait for your life to happen to you; go out and create it!

Hmmm, what do I want the world to know about me and my brand? I guess that I built Fashion Brand Strategist and the FBS Lounge to be a space for resources, insight, and empowerment. I’m here for the dreamers who are ready to do the work, for the underdogs who just need a roadmap, and for the creative entrepreneurs who are building something meaningful and want a guide who truly gets it.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
My best friends actually visit a couple of times a year. Most of them are coming from big cities up north, so the beach is always a must; weather permitting. We love dining at spots like Mandolin, Mila, and Koko. While we don’t have a go-to cocktail bar, we do like to explore new places, especially rooftops like Level6 or anywhere with a waterfront view. For a fun night out dancing, we usually head to Dirty Rabbit for its great mix of music genres we can burn some calories to. If time allows, strolling through Vizcaya is one of my favorite things to do. We might also catch a show at the Faena or squeeze in a morning padel workout. We like to keep it simple, fun, and varied.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I don’t want to be cliché, but my mother and grandmother absolutely deserve the first shoutout. My grandmother ran a seamstress business from home, and watching her create something from nothing planted the earliest seeds of my love for fashion. Both she and my mother encouraged my creativity at a time when choosing a path in the arts, especially as a career, wasn’t widely supported. Their belief and unconditional support gave me permission to take my passion seriously.

Two girls in high school also deserve credit, Alexis Chin and Melissa Lee. They were early encouragers of my talent and remain supportive to this day. Melissa, in particular, was the first person to introduce me to the concept of fashion design being a real career path, and that opened up my entire perspective.

But truly, my journey has been shaped by so many others along the way. From the employers and clients who gave me a chance before I had all the accolades, to the colleagues and peers who were quick to connect me with someone or casually refer my services, I’m deeply grateful for every moment someone bet on my potential. It’s the quiet encouragement and behind-the-scenes support that often makes the biggest difference. And I carry that with me in how I now show up for others.

Website: https://www.fbslounge.com/

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