Our story & plans

Who we are:

My name is Judith. I was born and raised in El Salvador, better known as “el pulgarcito de America” which roughly translates to “the thumb of America” because it is the smallest country in Central America. There I developed my love for pupusas, empanadas, tamales, jocotes, panes con pollo and many, many other foods. As is the case with many Central Americans, my father moved to the U.S. in pursuit of a better life for his kids. So, I grew up with mom, grandma and a younger brother and sister. Eventually, we all moved here and have been living in Florida since.

My professional and educational background is in architecture and construction management. As you can tell by the name of our brand: South Elevation, it is a reflection of my background and an extension of who I am.

Why a clothing brand?

I have always been a creative person. I love painting, writing, and pretty much anything that has to do with creating something and seeing it come to life. It is the reason I pursued architecture and it is the reason I am now trying to develop my own clothing line. As a teenager I was often frustrated with the lack of options for clothing items I could wear to church. So, I found myself ripping jeans and trying to turn them into skirts. Now, add to this the frustration of being a plus size woman. I dread going to stores, they either do not carry my size, or they do but it is something I would buy for my grandma. Every now and then I find something that keeps me from going bare. 😜

Aside from this, it was always clear in my heart that one day I would have my own business. I feel an obligation to make sure I take advantage of the opportunities and sacrifices my parents made. I owe it to them to go further than they ever imagined, and I am confident that going into the business world is the best way to do it.

Our plans:

In short words, the plan is to launch a sustainable clothing brand for the plus size and curvy women who are proud of their cultural background and passionate about doing good everywhere they go. Why the focus on doing good? I was once a sponsored child. For those of you who do not know, child sponsorship is a type of fundraising in which a charitable organization links a donor sponsor with a child. I do not remember my sponsors name, but I do remember her act of kindness. I remember her letters, her stick figure drawings and if one person can mark your life imagine what many of us can do together. Therefore, charity is close to our hearts because I have been on the receiving end.

For those of you who follow us on social media you might have seen posts from an organization we support: Hope for Justice. An organization that is changing lives by rescuing victims of human trafficking and modern-day slavery. I can tell you firsthand the dangers many people go through in pursuit of a better life and I refuse to be a bystander and not help those in need.

Another of our goals is to empower women to believe in themselves and their dreams. The best way to do this is leading by example and supporting other women owned businesses. We believe in the power of relationships, that “a rope made of three cords is hard to break.” For this reason, we aim to partner with other businesses whose values align with ours.

With love,


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