“It’s all a long learning journey. If there’s one certainty when you start, it’s that the path will never be linear. You can try to imitate others’ successes, but your needs will always be unique, and you must be ready to start over every time the road demands it.”
Marialuisa Garito is an Italian entrepreneur who moved to New York in 2008 to chase a dream: turning her passion for creativity into a profession. With a background in screenwriting and filmmaking, she founded Affordable Chic, a fashion startup that represents the perfect blend of art, creativity, and female entrepreneurship. The brand was born with a precise goal: to bridge the gap between quality and affordability, making sophisticated fashion accessible to everyone.
Today, Affordable Chic is also a reference point for creativity and art. In addition to hosting events, presentations, and art installations, the showroom has evolved into a laboratory of ideas, where fashion, design, and culture intertwine, giving rise to unique collaborations and innovative projects.
Creativity has always been the common thread in your life. Was it your artistic spirit that led you to the Big Apple?
Until 2008, I was living in Rome. Creativity has always been inside me. Despite studying industrial engineering to make my family happy, I was already involved in writing screenplays and directing. That’s why I decided to change fields and take a directing course with a RAI producer, which allowed me to participate in many interesting projects. That world represented everything that made me happy and where I felt free to express myself.
Yet, something was still missing. In Italy, there was a somewhat limiting approach to truly creative projects, so I decided to look elsewhere. I chose the city that best represents the fusion of many different cultures and, therefore, a source of inspiring stories: New York.
That’s when you immersed yourself in a vibrant reality where you could freely express yourself. What convinced you to stay?
Yes, exactly. I came to New York for a directing project. I had to develop a medium-length film and take a screenwriting course. In those first three months, I had more experiences than I would have had in three years in Italy.
I attended innovative courses, collaborated with international artists, and took part in the creation of experimental documentaries. Most importantly, I had the chance to absorb the city’s incredible energy. After just a few months, I realized that New York was my place—also thanks to meeting the man who would later become my husband. Leaving my family and loved ones in Italy was not easy at all, but deep inside, I knew I was exactly where I was meant to be.
How did you decide to switch careers, moving from screenwriting to fashion? Was there a defining moment that led to this shift?
After working for many years on documentaries and screenplays, I took a creative break. Or rather, I dedicated myself to the most beautiful project of all: becoming the mother of two daughters.
It was on an ordinary morning, while taking my daughters to school, that inspiration for my new project struck. Looking at the other moms, I wondered: How do women in New York manage to be elegant and chic without spending a fortune?
From this simple question, I started thinking about the gaps in the American market, and this was one of the most obvious. Living in Manhattan, or New York in general, you either shop from luxury brands or settle for significantly lower-quality clothing. There was a clear need for an ideal product to bridge the gap between luxury and affordability.
From this idea—or rather, necessity—my startup was born.
Tell us more about how the project came to life. What were the first steps, and how did you define your brand’s identity?
My goal was to create something that wasn’t just aesthetically beautiful but meaningful. I started by interpreting fashion as a universal language, a medium to connect people and bring value.
My priority was to build a bridge between luxury and affordability, a gap that is very pronounced in the U.S. My clothes are carefully selected and come from Italian and French brands that I personally know and that share my vision—offering high quality at a price below $100.
I wanted to debunk the myth that a high price guarantees quality.
I attended trade shows, personally met designers, and carefully chose each item, thinking about what I would love to wear daily. At first, I organized private pop-up events where I brought a limited selection of clothes to gauge the perceived value of what I was offering. The feedback was overwhelmingly positive.
But honestly, without the women who indirectly became part of this project and supported it, I wouldn’t have been able to accomplish any of this.
What does Affordable Chic mean to you today? How has it evolved into a full-fledged creative hub?
Today, Affordable Chic is a complete project that keeps evolving, with a strong desire to experiment and stay current.
The showroom is located inside a brownstone in the Upper West Side, a place that perfectly reflects its vibrant and diverse community. The building itself pays homage to the neighborhood’s historic architecture, but inside, you breathe a modernity that celebrates inclusivity and creativity.
The heart of Affordable Chic is made up of incredible women, all self-made, who have achieved success through their talent and determination. Many of them are also intellectuals and artists who have turned their diversity into a strength, creating a space where beauty and culture come together.
The showroom embodies the Made in Italy spirit—not just in design but also in lifestyle and décor. I wanted to create a luxurious yet accessible atmosphere, one that reflects timeless elegance without being ostentatious.
But what truly makes this space unique are the events.
I collaborate with musicians, visual artists, and performers to create exclusive experiences that attract visitors while fostering conversation, inspiration, and connection. Each event is designed to celebrate creativity in all its forms, giving emerging talents visibility and offering a platform for those with something unique to say.
How have you managed to maintain high-quality products while keeping competitive prices?
My success is primarily based on cost management.
I don’t have exorbitant rent expenses, and I use a cost-management model I learned during my engineering studies.
My motto is: Keep shifting. It doesn’t matter how you start—what matters is knowing how to adapt.
“Pivoting” is essential: the ability to change the business model when necessary is crucial for any company.
My model works because I don’t limit myself to a single brand. Affordable Chic is a multi-brand store, so I never risk running out of stock.
Word of mouth is my most powerful tool. It’s free, and I leverage it to the fullest—this is a key part of my business strategy.
How would you define “accessibility,” and how does your project help women feel part of a bigger, creative, and inclusive community?
For Affordable Chic, accessibility isn’t just about buying a stylish, high-quality outfit at a reasonable price—it goes beyond that.
It means giving you the ability to get what you need—whether for work, an event, or a special occasion—without sacrificing your basic needs.
I don’t believe in rigid business models or fixed choices. You must always be in motion, ready to adapt.
And that applies to the people who enter my space, too. It’s not just about shopping—it’s about stepping into a world where fashion, design, and creativity intertwine.
Even a middle-class woman can feel part of something bigger—a community that celebrates elegance and self-awareness.
This is the true meaning of accessibility: not just economic but also emotional and cultural.
