As we settled into the 1960s moonstruck couch, I learned everything from the birth of the boutique to current inspirations and aspirations, down to the hardships that come along with running it all. The creator, Michelle Torregrosa is a full-blooded Sagittarius who is always dreaming up the next big adventure and soul filling experience. This Tallahassee fashion icon is originally a Miami native who moved to attend Florida State University. Upon graduating with degrees in Education and Marriage and Family Therapy, the goal was to move home and begin her career. It was the summer of 96 when all that quickly changed; Michelle fell in LOVE. Carlos was still attending college so she now had a choice to make. At age 23, inspired by her past, in love with the present, was now dreaming of her future. The choice came easy. She chose to stay in Tallahassee and follow her heart; in more ways than one. This spontaneous change in direction opened her heart and mind. The creativity was flowing and within 3 months The Velvet Vintage Co. (a 600 square foot vintage clothing boutique) was born......
As I was listening to her passionate words, I realized that this Diva is exactly where she is supposed to be and a clear product of her surroundings. Growing up in Miami, Michelle was influenced by architecture, the beach and neon lights. Growing up in a family of all entrepreneurs, she was raised to be fearless and that anything was possible with hard work. Growing up as an only child with her hippie parents, she was inspired by a bohemian lifestyle which included music, travel, amazing fashion and green shag rugs. Growing up as the only female grandchild, she was introduced to the farm, camping, fishing and most importantly, flea marketing. They would attend estate sales and garage sales and visit the flea market in Tropical Park. Her grandma would strut her stuff in a leopard coat and cat eye glasses, as her mom in high wasted Sergio Valente jeans, wooden platforms and giant sunnies wheeled Michelle around in a red radio flyer wagon. The vibe of her boutique tells the tail so sweet and true to who she is and how she was raised.
Divas an Devils HOUSE of STYLE Mission Statement:
Our mission at Divas and Devils House of Style is to provide more than just a great product, but an experience that awakens your senses and inspires you. It is an experience that takes you through time, combining the past with the present. Where fashion evolves from music and invokes the spirit of the glamorous 1920s with the uncertainty and ultimate freedom of the 1960s; where the grounded spirituality of native American tradition meets the excess and glam of the 1970s. It’s a place where flea market finds meets couture under a tipi in Miami Beach in 1969.
Michelle is very proud of the life she's created and thankful for all the experiences this HOUSE of style has given her. Its allowed her to bring her children to work every day before they were old enough for school. It gave her the ability to not only travel but shop the world. She's orchestrated multiple and memorable fashion shows, photo shoots and live window displays. She's worked with museum directors and haute couture designers. She's designed clothing and jewelry, set up pop-up shops at music festivals under a 40 foot tipi she custom builds of lace and even won Best in Show for their Christmas parade float.
She is so grateful and strongly believes in giving back through philanthropic events both locally and globally. The boutique makes donations to the rescue of elephants, cancer prevention at St. Jude’s and environmental preservation just to name a few. One of Michelle’s most rewarding examples of giving back are the legacy of girls that she has mentored who have gotten their foundations at Divas and Devils. These young women dedicated a few years of their life to the boutique in exchange for all the experience and knowledge it offered. Now these divas are working with Zac Posen, Marchesa, Jenny Packham, Free People, Anthropologie, Victoria and Albert Museum and even running their own boutiques and businesses. To know that she has inspired these women to find their true passion, taught them an honorable work ethic and skills that they can feel confident in, and encouraged them to search themselves and express that creativity freely is what she is most proud of. She has grown some of the strongest friendships with these women which have blossomed out of mutual respect, loyalty and admiration.
“Success comes in many forms, to me, success is not as much about money as it is about a feeling that every day you have created and accomplished something special. One of my many mottos are, do what you love and figure out how to make a living at it. Surround yourself with good people who you enjoy yet challenge you to be the best you. If you do this, then you really never have to work a day in your life. Another is... If you want something, DO IT. Don’t talk about it. Don’t dream about it. Get to work and make it happen”
The boutique has gone through multiple changes throughout the years always adapting to the times, their needs and growth. A few things always remain constant however. One being that this is way more than a boutique but a home; built out of love and creative expression. "This industry can be elitist and materialistic. I don’t see fashion as that." says Michelle. "I see it as a form of art and an outlet for expressing your individuality. I have fun with it and am always trying something new. Sometimes it works beautifully and other times, not so much. I wanted to create a space that promotes imagination, facilitates fun and ultimately creates confidence in my customers. I don’t want to sell you clothing, I want to assist you in finding something that excites you and puts a sparkle in your eye when you look at yourself in the mirror."
One thing she finds herself struggling with is the expansion of upcoming technology. It’s no longer enough to just sell a great product with creative merchandizing, a knowledgeable and helpful staff and an appealing story telling form of marketing. You now need to understand algorithms and SEOs, hashtags, net neutrality, relevant followers vs. follow for follow, fake reviews, etc. As soon as she gets an understanding of it, it all changes again. She understands that as a business owner, this is all part of it, however, that’s not where her talent or interest lies. She is a very personable and likes to create visually appealing situations and do so with a deep and meaningful connection.
As I sat and really got to know her today, I realized that she is amiable, compassionate and courageous. Her confidence and style inspire people all over. She is the reason that a visit to Divas & Devils House of Style is always a rewarding and fulfilling experience.
