As guests sipped their Tibetan Tea and eagerly shopped for just the right ensemble, Flora gracefully greeted the chic crowd as the party spilled out onto the Wilshire Boulevard. sidewalk from this small “satellite boutique,” located within G & M Custom Tailoring, owned by Monika and George and long regarded as one of the best tailors in the city. But don’t let the small size of this satellite fool you there is nothing small about Flora’s exceptional talent, as she has masterfully chosen each piece to create an enticing collection.

Left: Laura Cole (ellequent stationary), Annette Dominguez, Model Heather Heartman, Actress Jodi Fung and Desiree Dominguez. Right: Screenwriter Ben Ramsey with Flora Zeta and Russel Wong

Flora’s impressive background is that which movies are made from. She’s been designing clothing for over 20 years. An accomplished ballerina, she studied at the Royal Ballet in London. As an actress she starred in 10 films, modeled for over 50 magazine covers, appeared in numerous commercials as a celebrity fashion and beauty expert, judged and produced countless beauty pageants, fashion shows and theatre, and that’s just the beginning!

Having lived and worked all over the world, Flora has now made Los Angeles her primary residence after marrying her long-time love, actor, Russell Wong. She is excited to share her creative vision with the wonderful people she has come to know and love in Los Angeles. She says, “The feeling of Los Angeles is quite laid back and casual, but I also know that women here are very creative and chic. They want to be comfortable but also original and classy. I think people respond well to my designs because they make a woman feel like a woman, they subtly compliment a woman’s beauty while the detail and originality in the design distinguishes itself from the predictable.”

The stunningly beautiful and alluring Heather Heartmann modeling a Flora Zeta creation at the store opening. Right: Annette Dominguez, Monica & Flora Zeta celebrating the opening in LA

Flora’s collections reflect her vast worldly experiences to create an incredible and unsurpassable fashion fusion. Inspired by her days at the Royal Ballet, her Paris Couture “Romeo and Juliet” collection is whimsical, light, free and oh-so lady-like. Her Hong Kong and Shanghai collection has a definite Asian vibe. Her Milan fur collection is elegant and fun. It’s fascinating how each of her collections is so vastly different and unique and yet can capture such a universal audience.

She is famous for her jeans, which are a higher rise than most and are designed to shrink you a size or two and to perk up the derriere! Yes, it’s true. They come in various Asian inspired embroidery and sequenced designs as well as plain blue jeans. They quickly sell out and I hear that most women come back wanting more!

Flora Zeta, Rachel Sudul (Just in case inc.), Annette Dominguez, Actress Julia Parker & Annette Navasarvian with children: Zoe Sudul, Mason Sudul, Desiree Dominguez & Ashley Morrison

Flora’s decision to expand to the Los Angeles market after she donated her designs to various charity fashion shows and saw the incredible enthusiasm generated. At one such event Jamie Lee Curtis was out-bid for an $800 jeans ensemble that brought in over $1200. (Flora made sure to get her another one!)  It was soon apparent that Los Angeles was ready for the creativity of Flora. She then partnered with Annette Dominguez (sales, marketing and public relations director) whom she met through a woman’s philanthropy group called The Sirens Society, and Annette Navasartian (managing director) to create Flora Zeta Los Angeles. 

Born in Los Angeles Annette Dominguez has an extensive background in the beauty and fashion industries and has also worked as an actress and fashion reporter. She says: “Flora is one of the most extraordinary and inspirational individuals I have ever met. I am absolutely thrilled and honored to be a part of this new venture! It is exciting to see how Flora’s philosophy of life is integrated into her designs. I am impressed at her ability to fuse together in fashion her vast experiences and to have her unique style universally appreciated in Europe, Asia, America, and all over the world. I think people appreciate the uniqueness of her vision along with her technical training and the fact that she has always remained true to herself, to her creative vision without compromise. That is definitely reflected in her designs. I love to watch how women really light up when they put on a Flora design!” 

Annette Dominguez & Flora Zeta wearing two distinct creations of the Red Collection @ a local charity event

 

When asked about the Los Angeles market, Annette Dominguez adds, “We carefully choose for each location’s unique clientele. We do carry a few other select designers for the boutiques that include handbags, jewelry, belts, menswear, etc., that complement Flora’s collections. I know I like to shop in stores that carry various items at various price ranges that are different from the usual L.A. boutiques.  We want to create a fabulous shopping experience!”

Annette Navasartian brings a strong business background to the mix and is equally excited to be a part of this venture. She says: “We bring personalized attention to the whole boutique experience.  Our clients know that when they shop with us they will get great service all the way through.  When clients come in for an appointment with Flora, she has the ability to know instantly what looks good on you, no, what looks exceptional on you. We also do custom tailoring and have quickly established a strong following for custom wedding gowns, as well as men’s suits. After husbands see how fabulous their wives look in Flora’s creations, they come in wanting something special too!”

When asked about their next step, both Annettes respond, “The Beverly Hills flagship will be opened by the beginning of next year. We also have a business plan for opening satellite boutiques within well-established businesses that are related to beauty and fashion. Our next two satellites will be located within a high-end and very well-respected beauty chain - plan on more parties very soon in La Canada and Encino!”

For more information about Flora:
www.florazeta.com