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Robina Oliver
Curvas Peligrosas
ExpatWomen's Interview with Robina
ExpatWomen: Robina, your business name is intriguing: in Spanish, it translates to 'Dangerous Curves'. Please tell us how you came up with your business idea.
Robina: Curvas Peligrosas was conceived on a vacation to Puerto Vallarta, Mexico, about 7 years ago. My husband, Carlos Vazquez, and I had worked in the restaurant industry in San Francisco, United States, (and elsewhere) for a combined total of 40 years. We met at Zuni, a SF restaurant where we both worked in the 90's. Carlos was born in Acapulco, Mexico, and grew up in SF. I had had enough, and was looking for a way out of that life for several years. Around 1998, I quit restaurants and went to 'computer school' where I learned the basics of Microsoft–based NT Networking and worked in that field for a few years. Carlos stayed with restaurants, moving on to Jardiniere, Farallon and Boulevard in SF. However, I was not cut out to do office/desk work, so I reluctantly went back to the restaurant industry.
On our vacation here, I unsuccessfully tried to find a swimsuit, and then any sort of clothing that would fit me. Most of the clothing here is extremely small–sized, which is strange because the people here are just as varied in size as in most places. We were laying by the hotel pool and I was looking around at all the vacationers. I said to Carlos – "What if all these women wanted to buy a bathing suit? What this place needs is a plus–sized swimwear shop". And I just did not give up. I was quite adamant about having the concept be size 14 and up – but my sister–in–law is a size 12 and cajoled me into including 'her size' in my concept. OK then, size 12 and up. |
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ExpatWomen: So how did your idea transform from 'concept' to 'reality'? |
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Robina: We went home, I mulled it over and kept at it. We were in a mortgage on our SF condo, with a pre–payment penalty for the next two years, so I had to wait that long at least to make it happen. A few months after we got back from Puerto Vallarta, I said, "Can I start buying suits?" – meaning, of course, "I am going to start buying suits". So, I started amassing inventory and when it was time to sell our condo, we bought a truck and trailer, loaded up our Dachshund, Schatzie, and drove down to Mexico. We found and bought a house, then waited for our location to open up and we opened our shop in November 2007. |
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ExpatWomen:
What was your initial customer response and how are going now, 15 months down the track? |
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Robina: We opened up to almost immediate success. Women have been so happy to find a quality suit that fits, is flattering and is affordable. Many asked me to carry more clothing. Surprisingly, the summer months when I thought I would be lonely in the shop, brought many Mexican women on vacation, also happy to finally have a place to buy a swimsuit that fits and clothing that fits, so business has been really good.
Over our first year, we had many 'smaller sized' women begging to get suits in their size. I resisted, thinking, "Oh, they can get a suit anywhere". The reality is, here in Puerto Vallarta, the swimwear is more of the 'thong' variety, or very poorly made, or of poor quality material – the sort that lasts only one wearing. So, we expanded our sizes to include sizes 8 and 10 this year.
We are now in our second year, with many return customers, and I am so very happy to have made the leap into being my/our own boss.
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ExpatWomen:
As easy as you make it sound, starting a business always has its challenges and scary moments. What have been some of your challenges thus far and how have you overcome them? |
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Robina:
One of the biggest challenges was to take the blind leap to move to Mexico (admittedly some things were easier for us, as Carlos is a Mexican National), with no housing to go to and no set space for the business. We just jumped, with the knowledge we could always move back if it did not work out. You cannot succeed if you do not try. You also cannot fail if you do not try.
When I think about it, every single task was a challenge: finding a location; choosing a bank; getting the phone hooked up and so on. Business here is conducted in a slightly different manner than in the US, and sometimes things get exasperating. Perseverance and flexibility are important attributes when trying to accomplish things here. |
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ExpatWomen:
What tips would you give to expat women thinking of starting a business abroad? |
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Robina:
1. Visit your desired location at the worst time of the year.
2. Learn the negative aspects of your desired location.
3. Other things seem basic and obvious, like setting up online banking and bill paying. Have a close friend or family member to be your 'home–based' mail service.
4. What is your target market?
5. Offer a unique product.
6. How are you going to purchase/provide that product?
7. How are you going to transport it to your locale? (If required)
8. What are the import tax regulation implications of your idea?
9. Network with other expats in your desired location.
10. Google, Google, Google. Visit some internet boards to get a glimpse into everyday chatter of residents.
11. Learn the language!
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ExpatWomen: Lastly, tell us more about Puerto Vallarta and why you like living there. |
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Robina:
Puerto Vallarta is physically beautiful: sand; sun; and sea. However, more than the obvious attractions of living in a palm–tree–lined beachfront, it has a wide variety of residents. There are full time and part time residents from all over the world. Yet it still has a very Mexican flavour and core. There is a thriving artistic community and great restaurants. There are a large variety of activities, or you can do nothing. For us, it is a short plane ride back to San Francisco, making it easy for us to visit SF, or for SF friends to come and visit us. |
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ExpatWomen: Robina, thank you very much for your time and insights. We are delighted that your business looks set to be a resounding success and we wish you a fabulous year ahead. |
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February 2009 |
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