About The Founder
Rosalinda Cruz is a retail strategist and creative advisor with extensive executive and entrepreneurial experience in merchandising; consumer experience; creative operations; strategy development; and branding.
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.
Rosalinda now brings her process-driven approach to support neighborhood retailers, smaller start-ups, early stage companies and DTC manufacturers.
Redress Raleigh, Raleigh NC
Member, Board of Directors
The Asor Collective, NYC & Raleigh
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
- Brand Experience
- Leadership & Culture
- Visual Merchandising
- Training & Development
- Strategic Planning
- Creative Operations
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.