Changing algorithms, the constant time investment, and, with the rise of AI, even more content to compete with for customers’ attention make many of us want to avoid social media altogether. However, it can seem like a necessary evil. Isn’t every brand on social platforms? But what if staying off socials as a fashion brand isn’t just the right choice for your mental health as a founder, but also for your business strategy? 

This is the choice that Maria Alejandra Alvarado has made for her luxury workwear brand ZADIMA. In episode 127, she shares how she’s connecting with people to market her brand instead of competing with algorithms. For Maria, it felt like a natural fit that aligns with her business. 

María Alejandra Alvarado is a marketing leader with nearly 15 years of experience shaping brand and product launch strategies for global companies. For the past three years, she’s been building ZADIMA — a brand born from her desire to help modern professionals dress beautifully and intentionally, without adding more decisions to already full days. 

Frustrated by the lack of color, personality, and quality in workwear, María set out to create pieces that combine great tailoring, elegant silhouettes, and luxurious Italian fabrics. Each garment is crafted from exquisite Italian deadstock textiles in a woman-owned atelier in Manhattan’s Garment District, designed to make women feel confident, polished, and effortlessly themselves.

This episode explores:

Fitting the customer

• The smart questions Maria asked while gathering customer research





• The ways that knowing her customer helped Maria make decisions about fabric, designs, and colors 

Fitting the lifestyle

• How the lifestyle of the Zadima customer shaped the marketing strategy





• The practical ways Maria generates word-of-mouth referrals





• How Maria represents her brand as the founder





• How Maria prioritizes tasks in her business

Fitting the values

• Why Maria decided to produce her collection in NY





• How Maria uses AI tools in alignment with her relationships and quality-focused business values

People and resources mentioned in this episode:

• ZADIMA website





• ZADIMA email





• Maria’s LinkedIn

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