Ivori Fashion Boutique
Brenda Lafuente (Ivori Fashion Boutique), Tammy DeCosta (BeautyMarks)
and Samantha (Sam) Hindman (Cosmetologist/Hair Stylist)
Written By Kimberly Ewertz
GILROY • MORGAN HILL • SAN MARTIN
he community lost two exceptional
shops last year with the closing
of Itty Bitty Beauty and Amoretto
boutiques in downtown Gilroy, both of which offered
personalized service and quality merchandise. Fortunately,
that void was filled with the arrival of Ivori Fashion Boutique
and BeautyMarks, located in the same location as the previous
shops, at 7490 Monterey Street.
Owner of Ivori Fashion Boutique, Brenda Lafuente, who
describes her store as a lifestyle boutique, is an entrepreneur
and mother of two daughters, Alina 29, and Tiana, 24. She
also sports quite an impressive résumé.
Before moving to Gilroy from Salinas last year, Lafuente
operated three shops in downtown Monterey on Alvarado
Street: Kaiya Boutique, Karma Fashion Lounge, and Goodie
2 Shuz. Prior to her 12 years of retail experience she worked
for nearly 20 years in the world of corporate marketing,
including a nine-year run as Director of Marketing for a
wireless software company.
“I was really fortunate to gain the experience that I did
and I had the opportunity to travel the world,” Lafuente said.
As much as she enjoyed that world, she dreamed
of opening her own business. “And I wanted it to be a
boutique,” Lafuente said.
By 2017, her Monterey businesses had come to a close
and she made the move to Gilroy with the intention of
taking some time off for herself. That reprieve was short
lived. A conversation with Sandra Castañeda, former owner
of Amoretto Boutique, changed her plans. Castañeda was
looking for someone to transfer her store’s ownership to, and
Lafuente was a perfect fit with her previous retail experience.
“It was truly meant to be,” Lafuente said, adding,
“Everyone has just been amazing and so supportive. I feel
like it’s a little family, the downtown community.”
Ivori offers customers fashion, accessories, shoes, and
unique gifts, in addition to supporting the community.
“My plan is to support local artists and bring in items that