For 20 years, Conni Reed has built Consuela into one of Texas' most recognizable lifestyle brands. Known for bold colors, distinctive patterns, and an unwavering creative vision, the company has earned a loyal following by celebrating individuality instead of trends. At its heart, Consuela is rooted in art, authenticity, and resilience.
When you first began, what was the vision for Consuela? Did you dream it would turn into a beloved Texas brand?
My vision was to create a global, iconic fashion and lifestyle brand. I anchored that vision in three commitments that continue to guide everything we do today: create art, uplift women, and find joy in the journey. These aren’t brand positioning statements, but decision-making filters that shape every choice we make.
Was there ever pressure to change or tone down the bold patterns or colors to follow industry trends? What made you hold firm to your vision?
Our inspiration has never come from trends or forecasts. We begin with art, always. The best way to describe Consuela’s aesthetic is through our Art of the Unmatched™ design philosophy, a visual diary of intentional contradictions that are rugged yet fantastical, bold yet heartfelt, messy yet beautiful. It’s about blending artistry with function to create layered stories of vibrant color, texture, and pattern shaped by curiosity, craft, and soul.
Was there ever a time you thought Consuela wasn’t going to make it, or you thought
about walking away? What kept you going?
It’s easy to measure a life by the punctuated moments that are polished, documented, celebrated, and shared. But that isn’t life. I believe that, in between those punctuated moments, there is both hardship and joy, setbacks and successes, and many ordinary moments that, together, can have an extraordinary impact. That belief has kept me going.
As the company has grown, how have you protected its authenticity while scaling the
business?
Authenticity is protected by making decisions that honor our commitments and remain true to our purpose. Every new product we create, every new member we welcome to the team, every new physical space we create, every project or initiative we put on the board – it all must feel unmistakably Consuela and have a clear, direct, and traceable connection to our commitments. If it doesn’t, we don’t do it.
Scale also means trusting people, and we’ve learned that authenticity comes from people, not perfection. We invite talented individuals to bring their own creativity, perspective, and personality to Consuela. The goal has never been to create a brand where everyone thinks alike, but rather to bring unique voices honoring shared commitments together to create something that feels a lot like magic.
How has your own personal style evolved over the last two decades, and has it influenced Consuela?
I have always been someone who loves comfort; jeans and t-shirts, boots, sneakers, or flip flops are me. I typically mix styles and layer textures and colors in at least one item, often in an unexpected way. It could be a velvet-and-crystal sport jacket, hot-pink sneakers, or an unmatched citrine silk shirt with old brown jeans; there is always something extra girly, bright, glittered, textured, and feminine paired with a comfy, durable foundation, just like our bags.
When you think about the next decade, what do you hope to achieve with Consuela?
Our first decade was really about figuring out how to make our products, from sourcing materials to developing our enduring craftsmanship. The next decade was about building and operationalizing our business. As we embark upon our third decade, our shared focus is realizing my founding vision for Consuela to become a global, iconic lifestyle brand. While there is an incredible amount of work in progress towards this goal, from new product categories to distribution expansion, there is a common thread: create new ways to invite more incredible women into the world of Consuela and Make Today Ridiculously Awesome.
Create art, uplift women, and find joy in the journey. Those three commitments have guided every decision we've made for the past 20 years.
Consuela has always been rooted in perception: seeing beauty where others might overlook it, recognizing utility as art, believing joy and hardship can exist together, and embracing the many identities every woman holds.