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If you are a Floridian, you know GITI as a prominent and established fashion powerhouse. GITI started in Gainesville in 2003 as the fashion brand for all free-spirited girls and young women who want something different. They hold the pieces that not all retailers have and rival your favourite brands that you check regularly as payday looms. Yes, everyone is constantly on Fashion Nova and Boohoo for fast fashion, and GITI is gaining in popularity as one to check too!

GITI was created by the visionary Christopher Chong, who set out to be every young woman’s first point of call. In under 10 years, he built up to that expectation, from selling 1-3 orders a week to now sending out thousands a week. Chong had a vision for GITI and put his vibrant brand to work. They later shifted and became a competitor to the middleman by buying larger quantities from wholesale and selling to newer retailers at a remarkable rate as a way to get new businesses growing in a cut-throat industry.


GITI are here for the long haul, proving their passion for fashion by offering expeditious shipping, casual to star-studded outfits, and complete looks that would usually be bought across several stores can be bought here in a few clicks. They offer stellar customer service and fashion advice for anyone that needs it. Head over to their Instagram to see why nearly 200,000 accounts follow them!

GITI was created by the visionary Christopher Chong, who set out to be every young woman’s first point of call. I

Their social media dominance is subtle, sophisticated and full of ideas that new and older retailers can learn from. Thankfully, they aren’t shy of plus sizes, as they cater to women up to size 3XL when many online stores do not. Every day they post images and videos created by their customers that love the brand. You can see they are a one-stop-shop offering: accessories, underwear, the perfect outfit and a purse to match.

Secrets to success

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It takes diligence to start out and not be distracted by a few sales here and there, perseverance and a plan is required to go the distance and face big household brands in any industry! GITI studies the market and keeps up with the trends. This helped with the tough decision of moving from a physical store to an online force, it was challenging but meant they could reach the four corners of the world via the internet. Especially when the global pandemic affected many industries, particularly “non-essential shops”, this brought a new way of business and the pandemic showed how loyal their customers are.

The future

Chong would start with the past and telling himself, “Keep trying new things and not everything you try will succeed. Failure is a great learning experience”. 

They have an international following and their next objective is to tailor more designs to other global regions over the coming years. The new GITI members will see items personalised for their region's fashion sense as they pride themselves in sourcing the right products for their customers and offering more options. Such as fast shipping and that happy dance you get when you buy an entire outfit for the occasion.

Reasons for success

GITI has dedicated departments all working together with the same goal in mind. Making GITI a national and international brand. The founder never cease to mention their worth and work ethic.


Nathalie Nicole Smith states that working hard and staying true to yourself are sure ways to win in life.

Visit them at their new Miami location: with the perfect weather, the sweetest vibes and a show-stopping price point for the latest fashion. Visit their online store and learn some fashion tips on their YouTube channel.