Criseida Couture hits a homerun

Photos courtesy Criseida Serpas

DOWNEY - They say diamonds are a girl’s best friend; sometimes, that means baseball diamonds.

It’s been over two years since Criseida Serpas – mastermind behind the Criseida Couture clothing brand – took up her savings and purchased the fabric that would become the official start to her fashion journey.

With aspirations of luxury stores and dazzling red carpet affairs in her eyes, Serpas has had a rocket strapped to her back.  She has already found significant success and growth with her company in a very short amount of time, having been featured in a professional runway show in Los Angeles, as well as having her garments worn on air by Fox 11 news personality Christine Devine.

“Since then I have been getting a little bit more media attention; social media has been a big part about making those connections,” said Serpas.

But before she hit New York Fashion Week, she decided to make one little pit stop: Chavez Ravine.

It was on a whim that Serpas decided to send a few dresses to Dodgers commentary team member Alanna Rizzo, much like how a younger fan might send fan mail to their favorite player.

“I took it upon myself to reach out to Alanna and surprise her with some dresses,” said Serpas. “Sure enough, that same day she wore them. I sent them over to Dodger Stadium…that’s what I did; I sent fan mail to Alana.”

Not only is Rizzo associated with Serpas’s favorite team, she supports causes the up-and-coming fashion designer shares a passion for.

“I know she does a lot for veterans and a lot for animals, so I kind of have that in common with her,” said Serpas. “So, I just wanted to thank her for all the money that she raised…I was hoping she would get a kick out of it.”

Several of Serpas’s designs have since been seen by Dodger fans, SportsNet LA viewers, and Rizzo’s nearly 1 million Instagram followers alike.

Rizzo has also connected Serpas with Fox Sports West Reporter Jill Painter Lopez, who often reports on the Dodgers’ freeway series rival Los Angeles Angels.

The exposure has translated to more attention, and with it, more sales.

“It gives me a kick to see orders come in from Australia. I’ve gotten orders from Germany. I’ve gotten all over the United States now,” said Serpas. “A sale here, a sale there…I’ve had people call into the studio to ask the reporter where they got the outfit, and I’ve gotten orders off of it.”

While Serpas currently maintains a full-time job, she says that the transition to focusing entirely on fashion is “getting there.”

“It takes time. I’m not in a rush,” said Serpas. “I’ve gotten followers; I think that one single post from Alanna got me around 200 followers.”

As business picks up, Serpas must now prepare for the potential day when she “makes it.”

“This is all new to me…I’m still trying to figure out what works,” said Serpas. “Once you do get it on a really big [star], let’s say like Kim Kardashian or something, are you ready to take those orders. That’s what I’m working on; I have to work on all the behind the scenes stuff.”

Serpas says that her number one priority is the quality of her product, but she knows eventually there are other things that she’ll need to “step up” on.

“I have stepped up my website, my social media presence myself,” said Serpas. “I did name [my brand] after myself because I always have been kind of a reserved person, but I’ve realized that there is no other person to tell my story; it’s my story.

“As simple as that sounds, for some people it might be difficult to share their story, and I’ve chosen to challenge myself and share my story. Hopefully other people learn, and hopefully they can do the entrepreneur thing as well.”