Nevena Borissova opened the original Curve boutique on Robertson Boulevard, one of the first high-end retail destinations on the street at the time, in 1997 at the age of 22. Obsessed with discovering and promoting new talent, Nevena has launched the careers of numerous designers and is known throughout the industry as being a buyer that is“ahead of the curve”.
Her mission from day one was to sell style, not just trends, coupled with excellent client service and exclusive fashion services. She loves to create a personalized shopping experience by utilizing unique merchandising plans, and all of her staff utilizes their previous styling experience to create head-to-toe looks for their clients. By carefully hand-selecting styles from each collection as well as carrying her own line sold exclusively at Curve, Nevena creates her own interpretation of what’s hot each season.
In addition to building her retail empire, Nevena has worked with Usher, Missoni, Warner Bros. Genetic Denim, and the British Fashion Council on other fashion-related projects, is a founding member of the Vogue 100 – a group of women hand-selected by Vogue magazine from across the country known for being tastemakers in fashion, art, and culture, and she also helped to bring international attention to the plight of war-affected youth in the Congo through her partnership with Falling Whistles, a non-profit organization who fights for rehabilitation of Congolese children.