Doce Vida Fitness : Press : Stylish fitness apparel for workouts, Running, Yoga, Pilates, Spinning

Designer Spotlight on Jordan Veatch-Goffi

Jordan Veatch-Goffi is the founder and CEO of Doce Vida Fitness, a highly successful line of innovative women's fitness gear and apparel.

After many years in the corporate world, Jordan followed her passion and began designing fitness clothing that was both technical and fashionable.

Once she had found the perfect fabric for her designs, Doce Vida (the Sweet Life) was born.

Jordan's goal with Doce Vida Fitness is to inspire women of all shapes and sizes to feel confident about their bodies.

Doce Vida will be introducing a new line, URBANA, in April and debuting a men's collection in May.

What is your most popular piece of apparel?

Our collection offers a variety of styles for every body type. Our Paraty Pant is the most popular because of its versatility. It is a staple piece that every woman should have in their wardrobe. It can even be worn by pregnant women as it sits below the belly.

My personal favorite is the Copacabana Capri. I designed the piping detail after the mosaic sidewalks of Copacabana Beach in Rio.

What sets Doce Vida apart from other lines of fitness apparel?

Many things set us apart, however, if I had to choose two:

1. Our fabric is unlike any other. It instantly slims, wicks away moisture and reduces muscle vibration.

2. Our customer service is exquisite. We are known for our customer service because we get back to everyone in a timely manner and treat our customers the way we want to be treated as a customer - going back to the "golden rule" - yes, it even pertains to business!

Why do you think it's important to look fashionable and feel comfortable while getting in shape?

So many reasons but here are our top three:

1. Don't waste time: When you wear properly fitting apparel you do not waste time and energy adjusting your clothes, and instead that time and energy is put into your workout.

2. Reach your goal: Looking good and feeling good go hand in hand. When your fitness apparel is flattering and slimming, your confidence is boosted, you feel closer to your goal and you will push yourself harder.

3. Have good form: Wearing fitted fashionable, comfortable apparel is not just stylish - it also helps you with your form. You and your trainer can see your body to make sure it is in proper alignment so you have better results and do not injure yourself.

How has your prior experience as a merchandiser for Gap influenced your business?

You don't get much better retail merchandising experience than working for Gap Inc. I was lucky to be selected out of a pool of thousands to be a part of Gap's prestigious Retail Management Program - during the course of one year a group of 20 young men and women are trained by company VPs in all four facets of retail: merchandising, planning, production and marketing.

This experience along with my years as a merchandiser at Gap Inc. were invaluable to me. Doce Vida definitely benefits from my experience, especially in the realm of production, i.e. knowing the laws of manufacturing and importing.

After leaving the corporate world, what's your favorite thing about owning your own business?

So many things but on a personal note...I love being able to workout anytime I feel like it without having a boss make me feel guilty for not working through lunch.

What is the biggest challenge you've faced in your work?

My biggest challenge is cold-calling. Sales is not my strength or passion, but unfortunately in order to make sales it is a much-needed quality.

What's the one accessory you can't live without?

My Doce Vida headband. It wicks the sweat from my forehead while working out and keeps my hair out of my face.

What's your favorite thing to do to relax and unwind?

I find balance by working out regularly, eating organic nourishing foods and spending time with family and friends.

Jordan Veatch-Goffi's line of fitness apparel is available at:

http://www.docevidafitness.com