About The Founder

Principal Consultant

Rosalinda Cruz is a retail strategist and creative advisor with extensive executive and entrepreneurial experience in sustainable apparel; brand experience; and operations.

Her strength in developing cultures of inclusivity and transparency stem from her expertise in aligning creative direction with business needs. Rosalinda did this most notably at the half-billion-dollar sustainable fashion brand, Eileen Fisher, where she led domestic and international in-store merchandising prior to founding The Asor Collective. 

Since moving to North Carolina she has deepened her connection to domestic manufacturing  and has rounded out her 20+ years of experience by working within the domestic supply chain. Rosalinda now brings her process-driven approach to support purpose driven neighborhood retailers, entrepreneurs and direct to consumer manufacturers.


Redress Raleigh, Raleigh NC

Member, Board of Directors

The Asor Collective, NYC & Raleigh

Principal Consultant

Eileen Fisher Inc., NYC

• Visual Merchandising Director – NYC
• East Coast Mid-West Visual Manager – NYC
• Retail Visual Coordinator – NYC
• Senior Visual Merchandiser – Boston, Ma
• In-Store Visual Merchandiser – Northampton, MA

Core Competencies

  • Brand Experience
  • Leadership & Culture
  • Visual Merchandising
  • Training & Development
  • Strategic Planning
  • Creative Operations


WordPress 89%
Illustrator 71%
G Suite 85%
HubSpot & Honeybook 95%

About Me

I’ve been in the industry since I was 15 years old. My career started at Steiger’s a family owned regional department store in New England. After that I went on to work at several small boutiques. I ended up at Eileen Fisher where I spent 17 years. I’m not sure when I exactly fell in love with Retail but at some point, I did. I LOVE the scrappy and tenacious nature of retail and being in the trenches … I love it’s its ability to bring people together.  But more importantly I love the transformation that takes place and the escape it provides. People shop for all sorts of reasons… to escape a stressful day, body image or self-esteem issues. They shop to socialize and bond with friends or family. A good shopping experience creates an emotional connection to consumers. These are just some of the reasons I love retail.