Today we’d like to introduce you to LaToya Rozof.
Hi LaToya, so excited to have you with us today. What can you tell us about your story?
“My journey started with a simple but powerful realization: style shouldn’t have a size limit. I founded 79Roze as a body-positive brand because I wanted to create a space where women could find fashion that made them feel seen and celebrated, exactly as they are.
For a long time, the focus was on the clothes—providing the outer ‘armor’ for women to face the world. But as I connected with my customers, I realized that while a great outfit can change your day, true confidence changes your life. I saw so many brilliant women putting their happiness on hold, waiting to reach a certain number on the scale before they felt worthy of showing up fully.
That realization sparked a pivotal shift in my business and my own life. I knew I had to go deeper than just retail. I wanted to help women rewrite the rules they’ve been taught about their bodies.
Today, I’ve evolved 79Roze into a dual-purpose brand. We still love fashion, but we are now launching a new coaching pillar called ‘Pretty at Any Size.’ My work has shifted from just styling bodies to coaching the women living in them. Through tools like my new digital journals and affirmation decks, and my work as a Body Image Specialist, I help women build their body confidence.
My goal is to help them stop waiting and start living—because you don’t have to change your body to change your life.”
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
“It has definitely not been a smooth road. When you are in the business of body confidence, you are swimming upstream against a massive current.
The biggest struggle—and the one I face daily with my clients—is trying to teach women to love themselves in a world that profits from their insecurity. Society constantly reinforces the message that confidence is conditional: you can feel good about yourself only after you’ve lost the weight, only after you’re smaller.
Trying to break that cycle is difficult work. I found that I could sell a woman a beautiful dress from 79Roze, but if she looked in the mirror and still heard that inner critic telling her she wasn’t ‘enough’ yet, the dress didn’t matter. The challenge was realizing that I couldn’t just dress the body; I had to address the mindset.
Pivoting into coaching with my ‘Pretty at Any Size’ pillar has been a challenge because it requires asking women to do the hard work of unlearning decades of programming. We have to fight the idea that our bodies are projects to be fixed rather than vessels to be honored. But while it’s a struggle, it’s also the most rewarding part of my journey—watching women finally give themselves permission to be happy right now, without changing a single inch.”
Appreciate you sharing that. What else should we know about what you do?
“I am the owner of 79Roze, a brand that operates at the intersection of fashion and mindset. While many people know us for our body-positive clothing, I specialize in helping women cultivate what I call body confidence.
I am currently launching a new pillar of the company called ‘Pretty at Any Size,’ which is a coaching and lifestyle platform designed to help women reclaim their bodies. As a Certified Body Image Specialist, I don’t just tell women to ‘love themselves’—I provide the tactical tools to actually do it.
What sets me apart from others in the fashion or coaching space is this holistic approach. Most brands either sell you the dress or sell you the advice. I do both. I use my top strengths—Positivity and Individualization—to meet women where they are. I understand that confidence isn’t one-size-fits-all, so I focus on the individual journey of the woman inside the clothes.
I am most proud of the tangible tools we are releasing with this new launch, specifically our new Digital Journal and the 30-Day Affirmation Card Deck. I created these resources because I wanted women to have something they could use every single morning to reset their mindset before they even walked out the door. Seeing these products come to life and knowing the impact they will have on my clients’ daily mental health is my proudest achievement to date.”
Are there any apps, books, podcasts, blogs or other resources you think our readers should check out?
Books: The Bible (msg version), Rewrite Your Rules’ by Morgan DeBaun, Everyone should be a Millionaire by Rachel Rodgers, Contagious: Why Things Catch on
Podcasts: Hello 7, Epic Fab Girl, The Fashionprenuer Diaries, BWF Woman, Black Girl Burnout
Apps: Notes, Canva, Calendar
Contact Info:
- Website: https://prettyatanysize.com
- Instagram: https://www.instagram.com/79roze/?hl=en
- Facebook: https://www.facebook.com/people/79Roze-Boutique/61567176945910/
- LinkedIn: https://www.linkedin.com/company/53841304/admin/dashboard/
- Youtube: https://www.youtube.com/@79Roze
