Luisa Babarczy and Alejandra Bravo bring their dream to life with the opening of their boutique, South to North, on South Congress Avenue, highlighting the fusion of Colombian heritage and Texan spirit.

Luisa Babarczy and Alejandra Bravo have realized a dream with the opening of their boutique, South to North, located on South Congress Avenue in Austin, Texas. Both originally hailing from Colombia—Babarczy from Bogotá and Bravo from Medellín—the pair have spent over two decades in Texas and have cultivated a bicultural perspective that informs their business approach. “We’re very Colombian but also very Texan at this point,” Babarczy remarked, emphasizing their dual identity and expertise.

With their backgrounds linking them to the University of Texas at Austin, the store’s opening represents a significant return for both women. Bravo reminisced, “We walked these streets as broke college students. To now have a store here, in one of the most iconic shopping districts in the country, is incredibly special.” South to North aims to bridge the gap between Latin American luxury brands and the Texas market, showcasing the richness of design and craftsmanship from regions often overshadowed.

Their journey together began in 2019 through mutual acquaintances, uniting over a shared interest in fashion and brand storytelling. Babarczy brought years of experience in editorial and visual design for emerging fashion brands, while Bravo pivoted from a corporate career at a Fortune 500 company to focus on fashion, later gaining a master’s degree at Parsons in New York. This blend of skills has allowed them to address a significant need in the marketplace; Babarczy noted, “I worked with so many brands that had incredible ideas but struggled with the business side… For Latin American labels entering the U.S. market, sustainability depends on organization.” Conversely, Bravo observed, “I encountered brands with strong business foundations but weak branding and storytelling.”

The duo describes South to North as an incubator, designed to present luxury brands in a curated and immersive manner. “We wanted to fill this void in Texas,” Bravo explained, highlighting the lack of recognition for Latin American design beyond the culinary sphere. After establishing their first location in Houston as a successful pop-up before transitioning to a permanent storefront, they decided to expand to Austin, opening their doors on March 6, 2024. Babarczy noted the shift in consumer behavior during the pandemic, stating, “There was an online shopping boom, but now there’s a hunger for in-person experiences again.”

The newly opened store features a selection of luxury brands such as Agua by Agua Bendita, Flabelus, and Susana Vega among others. Babarczy stated, “There’s something special about walking into a store and truly feeling the DNA of a brand.” Their goal is to ensure that customers leave with more than just a purchase but an engaging experience with the brands’ stories.

For the interior design of the Austin location, they enlisted Houston-based designer Alexandra Killion, whose work has transformed both venues into welcoming environments. The Austin store draws inspiration from the textures and colors of Oaxaca and Cartagena, employing organic materials like limestone and wood, complemented by warm hues such as deep green and rust orange. The design includes distinctive touches, including Southwestern elements like a cowboy painting near the dressing rooms, reinforcing the local character of Austin.

Bravo reiterated the ethos of the space, stating, “Our goal is for people to feel comfortable. High-end spaces can sometimes feel intimidating, but Latin American culture is deeply warm and welcoming. That’s the experience we wanted to create.” With its opening, South to North aims to not only sell luxury goods but also to cultivate a unique cultural experience for its clientele.

The store will remain open through May, inviting customers to explore the intersection of Latin American luxury and Texas hospitality. Further information can be found at their website, www.southtonorth.co.

Source: Noah Wire Services