One year later, the UB student-owned Brazilian clothing boutique Fofa Brazil Jeans is bustling with business and happy customers. The store, meaning "cute" in Portuguese, has lived up to its name-Western New Yorkers can't seem to get enough of the unique jeans, tops and accessories.
Most small businesses don't expect to break even with their investments and earn a profit for two years after opening their doors. Owner Brenda Feldstein, a part-time MBA student at UB who is originally from Brazil, didn't have to worry about that.
"I broke even after a few months, which was great," she said. "The word is spreading out."
For a small clothing store to become such a success is somewhat unusual against the competition of corporate chain clothing stores, which are able to mark their items cheaper than independent businesses.
She decided to open the store after seeing a need for trendy designer quality clothing and accessories in the area.
"I thought it would bring diversity to the area," she said. "People are always looking for something different, they always want to look good."
Feldstein's instinct has proved correct, and her store has been well received by the community. She was even asked to be on the board of the Williamsville Business Association, to provide a youthful opinion at the meetings.
With the profits the store is yielding, she is currently researching options for opening a second location possibly sometime next year.
Feldstein said she is also open to providing fashion internships for local students.
Regular customer Mari Irwin, a UB alumnus who discovered the store and soon after became good friends with the owner, attributes the store's success to the personal, one-on-one consultation Feldstein provides to her customers that is a rare commodity for clothing stores in the Western New York area.
With the help of her husband, Eric Feldstein, a UB alumnus who works at M&T Bank, Feldstein runs all aspects of the business herself, from ordering merchandise to cashiering.
"She personalizes every shopping experience," Irwin said. "She makes you feel like you're at her home. She is sincere in her sales, and she wants people to leave feeling good inside and out."
Feldstein also hasn't limited herself to the traditional. To further awareness of her business, she has held multiple events over the past year, including a wine tasting this past September to raise money for charity and promote awareness of her business.
A fashion show will be held Sunday at Glenn Park Tavern on Main Street from 2 p.m. to 5 p.m. Tickets are $40, and all of the proceeds will benefit Roswell Park. In April, a large-scale fashion show geared towards college students will be held at a nightclub in Buffalo yet to be determined.
Located at 5732 Main St. in Williamsville, the store is close to both North and South Campus. UB students can receive 15 percent off merchandise with their UB ID on top of regular promotions, discounts and coupons that are available.
Feldstein attributes the boutique's success to the unique specialty products she keeps in stock, especially the jeans, which come in all shapes, fabrics and cuts, specifically geared to fit the curves of a woman's body, as opposed to jeans found at local chain clothing stores.
Over 50 styles of jeans are in stock at any given time. Fofa carries sizes zero to 18, in short, medium and tall lengths, catering to people of all ages who flock to the distinctive styles.
The jewelry contains real Brazilian semi-precious stones. There is a high turnover rate, and items are rarely duplicated. Patrons can expect to receive a one of a kind creation.
"You're always going to find something," Feldstein said, boasting that 99 percent of her customers find what they are looking for. "I always tell people you need to work with the styles that work best with your body."
Before moving to the United States, Brenda earned her undergraduate degree in Brazil and worked as a journalist for a news television program. She later lived in Miami and Chicago, working at jobs in the world of fashion that helped her learn the secrets of the trade.
Feldstein splits her time between the store and school, taking two classes a semester, and will graduate next summer.
She travels to Brazil three times a year to visit family and to speak with her Brazilian vendors, often making suggestions on designs she would like to see. Additionally, she travels frequently to New York City to keep in contact with manufacturers and distributors, and to see the newest styles at trade shows.
The store is open Monday thru Friday 11 a.m. to 6 p.m., and until 7 p.m. on Thursdays. Sunday, the doors open at 12 p.m. and close at 3 p.m. She is always there to give her shoppers individual assistance.
Accessories and purses range from $14 to $40, and jeans are typically $60 to $140. Tops start at $14. T-shirts bearing the Fofa logo are among the most popular items. She has yet to expand the business to include men's clothing, though she is asked about it frequently.
"When you open a business, you never know if it will work out. Even if you do your research, nothing is for sure," Feldstein said. "I'm very happy because people like what they find."
"They step into the store and they find another world," said Feldstein.
Photo: Courtesy of Matthew Messina, from the RMBERS' Instagram page
