Among a handful of successful local fashion designers, Veronica Monroy-Ferrer has made a name for herself by designing the perfect fusion of classic styles and colorful vintage patterns. The only daughter of a successful Peruvian seamstress, Ferrer learned early on the secrets to designing no-nonsense, affordable clothing that acknowledge the modern woman as beautiful, stylish and career-minded.

Born in Lima, Peru, Veronica moved to Los Angeles at the age of 7. Growing up, her weekends consisted of fabric shopping with her mom or helping cut out patterns. Veronica remembers how the bright colors and fun prints directed her imagination to endless fashion possibilities. Now, the Veronica M brand is synonymous with fun and bold prints.

In 1996, Veronica started making mini skirts out of her mom’s garage and selling them at the Fairfax swap meet. Soon after, there was a buzz about these super affordable and amazing fitting skirts. The demand for more variety grew and Veronica decided to open her very own store. The first store, Scala, opened in 1997 on La Brea Blvd.

Shortly after Scala opened, she was getting calls from local boutique owners and private label chains wanting “Veronica M”. This began her wholesale division which is still growing on daily basis today.

Scala closed in 2000 and Veronica reopened on Beverly Blvd as “Veronica M”. She now has five locations in Southern California.

Looking back, she says it was definitely a struggle starting her business. She did not have a formal education on business management or fashion design but she did have a strong sense of ambition, courage and talent. She also knew that women wanted great looking dresses without having to pay and knew she would be able to provide a quality product.

Veronica believes that every woman should look and feel their best. She feels proud of what she has accomplished and looks forward to the future.