As many will tell you, the shoe is the key feature of any ensemble. For a night on the town, traveling abroad or attending a board meeting, your shoes are the most important part of your look. Outfit? Check. Cute clutch or mini shoulder bag? Check. Pedicure? Check. Shoe game? Double check, with chic and stylish heels by Flor De Maria!
Had Flor De Maria Rivera not quit her job as a sports new anchor, many women would still be searching for their perfect shoe. Hailing from the Bay Area of California — Los Gatos to be exact — designer Rivera runs her business on her own and has seen exponential growth since she sold her first pair.
Having migrated to the United States from her native Peru when she was a small child, Rivera learned the details of her parents’ journey to this country — which instilled in her the outlook to “never be afraid to take a chance.” She went on to attend the University of San Diego and dove into media. Upon graduating, she became a sports anchor, reporter, producer, commentator and writer for multiple media outlets including Univision, Telemundo and more.
Rivera worked her way up in the sports broadcasting space and became one of the first women — not to mention a leading Latina woman — to serve as an on-air sports reporter in the male-dominated industry. Confronted with many obstacles, she became one of the best in her field and the future was looking bright.
Then, she quit her job. Rivera booked a flight to New York City and began her new life and career in the world of foot fashion.
“I’ve always had a love affair with fashion since I was a little girl,” said Rivera. “Both of my parents have always been very stylish and into fashion. My dad used to take me to the tailor since I can remember and seeing how my dad’s ideas for his suits came to life made me fall more in love with fashion.”
Rivera continued to reflect on her childhood. “I also designed a pair of pink corduroys when I was seven years old and they were my favorite pair of pants,” she shared. “As far as shoes go, I used to walk around in my mom’s heels since I was three years old. I was obsessed with my mom’s five-inch heels and platforms — they were toys to me!”
Upon her arrival in New York City, Rivera found herself in a typically tiny city apartment — but with her 500-plus pairs of shoes in tow. She attended Stamford University to study entrepreneurship, and eventually went on to study shoe design in Italy, where she attended one of the country’s top design schools, Arsutoria. As a result of her tenacity and ability to keep her eyes on the prize, Rivera finally launched her own brand in October 2019. After a few years in the Big Apple, Rivera decided to head back home to California and set up shop — and the rest is history.
With an ever-growing collection of styles, Flor De Maria shoes evolve each season. Offering sexy, strappy stilettos in eye-catching colors that include bright yellows, dusty pinks, neon greens, cherry reds, turquoise and Tiffany blue, silver and gold metallics and newly added nudes, the brand’s styles are designed with ankle lace-ups, dual straps, vamps with crisscrossing strap effects, feathers, rhinestones, animal prints and more. Keeping with her mission to empower women, Rivera christened each shoe with a woman’s name, including the “Stephanie,” the “Franchesca,” the multicolored “Christian,” “Elva,” “Alexandria” and more.
Retailing between $295 and $50, each Flor De Maria shoe is perfectly on trend while also utilizing classic shapes and silhouettes. The shoes will no doubt stand the test of time, as many pairs include interchangeable ankle straps that offer wearers the ability to create varying silhouettes. These styles aren’t just “cab to curb” heels — they are truly built for comfort with their padded leather insoles. And as winter approaches, have no fear! The line also includes sexy thigh-high boots and a winter shearling style, all in soft and supple leather and retailing in the $499 to $595 range.
In keeping with how she’s done business since day one, Rivera releases new styles as “drops” every few months, which her followers love. This strategy allows Rivera the ability to keep her collection fresh and new through communication with her target audience in real time.
Better known as her “queens,” Rivera is constantly connected with her loyal fans on and offline. She recently held pop-up shops in Miami, Florida and in her hometown in the South Bay Area of northern California, where fans could shop and meet her face to face.
“As a small business owner, a pop-up is a great way to create a whole experience for my clients that goes beyond our shoes,” Rivera said. “From the moment they walk in, I want them to have the royal treatment and feel like ‘queens.’”
Rivera went on to share that these pop-up shops offer her the opportunity to get to know her customers, hear their feedback and listen to what they want. “It’s also a good way to spread the word about the brand and tap into new markets,” she said. “I think that when people see the shoes in person and try them on, it’s a different experience for them and that makes them fall in love with the brand even more!”
Today, Rivera’s shoes have been seen on the feet of some of Hollywood’s most iconic “it girls,” including Kylie Jenner (who was the first celebrity to walk in her shoes), Jada Pinkett Smith, Megan Fox, Carrie Underwood, Brandy, Halle Bailey, Paris Hilton, Mickey Guyton, Thalia, Niecy Nash, Jenna Dewan, Ari Lennox and Saweetie. Rivera’s designs have also graced the pages of national and international magazines like Harper’s Bazaar (Vietnam and Thailand), Flaunt, Marie Claire Mexico, Grazia, Schon and Glamour, as well as on television morning news programs such as “Today.”
“God willing, we will continue to grow and we’ll see more celebrities strutting like queens in their Flor De Marias,” Rivera said. “We will continue hosting pop-ups across the country and hopefully we will be expanding into other accessory categories, which we’ve been working on!”
So, what’s next for Flor De Maria? “Season Seven is inspired by ‘Cabaret!’” shared Rivera. “I can’t give too much away, but it will be hot! It’s completely different from anything we’ve done thus far.”
Whether it be a date night, a meeting in the boardroom or brunching with gal pals, all eyes will be on you as you step out on the scene this season in the latest styles from Flor De Maria!
