Azulu co-founder Maya Memovic PHOTO COURTESY OF AZULU
Colombian fashion label Azulu is praised for its playful, feminine collections imbued with Latin flair— and it’s continuing to make South Florida feel like home.
The new, 1,513-square-foot space in Brickell City Centre was completely inspired by Azulu’s Colombian roots. Store elements from light fixtures to furniture are a curated selection of vintage Colombian pieces, and the arched fitting rooms are inspired by the architecture of Cartagena’s old city. A warm color scheme encompasses the entire space, from pink sandy walls to emerald curtains, with plant accents to instill a sense of tropical charm throughout the boutique.
South Florida is the first and only footprint for Azulu in the United States, with the brand’s flagship location in Miami’s Aventura Mall. The founders, Alex Srour and Maya Memovic, say that Miami was always an obvious choice for Azulu.
To complete and complement the ready-to-wear in both Aventura and BCC, the brand also offers jewelry by Senda, Rose Khbeis, Bibi Marini and Diana Lecompte, as well as shoes and handbags by Jessi Caballero, Agua de Rosa, Verdi, Adriana Castro and Ballen—all Colombian vendors to keep it “in the family.” We chat with cofounder Memovic to learn more.
Interior of Azulu’s chic boutique PHOTO COURTESY OF AZULU
What first inspired you to create Azulu?
Azulu was born out of a desire to offer easy statement pieces, with luxurious textures and designer finishings, at affordable prices. As a Colombian brand, we wanted to create a line that would highlight our roots, love of color and celebration of life’s moments.
Colorful garments on display from Azulu. PHOTO COURTESY OF AZULU
How did you choose Miami as your first destination in the U.S. for retail expansion?
We wanted to grow organically. Miami was a home away from home, full of vibrance, eclecticism and Latin flavor culture. It seemed like a correct way to introduce a brand that could speak to a customer it was familiar with as well as have an opportunity to attract new audiences.
Co-founders Maya Memovic and Alex Srour PHOTO COURTESY OF AZULU
How do you like to spend your time in Miami when you’re not working?
On the beach with my family and friends, soaking up the sun, sipping rosé and reading a great book. Having recently moved from cold and rainy Bogota, I am still grateful for all the sunshine!
What can we expect in your new store in BCC?
A fun variety of luxe swimwear, colorful beach-ready looks and chic evening options, as well as an eclectic mix of Colombian designer jewelry and accessories. We are just about to receive a gorgeous assortment of ’70s-inspired pre-fall pieces that I am excited to launch.