How a Visionary Entrepreneur Transformed Mexican Luxury Retail and Uplifted Latin Designers
With over fifteen years at the intersection of global fashion, editorial direction, and luxury retail, Iriana Del Rivero has emerged as a defining figure in Mexico’s high-end retail scene. Born and raised in Mexico, Iriana spent formative years between Lyon and Paris working in design and editorial, refining her aesthetic and business acumen. Her journey converged with Grupo Ultra, one of Mexico’s most prestigious luxury retail groups, where she has flourished as both a leader and innovator.
A Strategic Return: From Europe to Cancún
In 2007, after residing in France, Iriana received compelling interest from Grupo Ultra (through its fashion division Ultrafemme) for a key role in their luxury venues at Luxury Avenue Cancún. She returned to Mexico carrying with her an impressive editorial and commercial project from VW in Puebla. That same day, she interviewed with Lucy Moreno (Marketing Director), Elena Villarreal (President of the Group), and the UK-based CEO of ILN, and hit it off immediately.
Though she hadn’t formally studied fashion design, her degree was in Information Design, her editorial experience, cultural sensibility, and strategic mindset proved ideal for luxury retail. She quickly rose through the ranks at Grupo Ultra.
From Luxury Avenue to Concept Innovation
As Commercial Director for Luxury Avenue, Iriana championed editorial partnerships like Elle México’s Working Girls Day and sustained event series such as the Mystic Party at Ultrajewels boutiques .
But her most visionary move came in launching Krei Concept Store in Cancún, now with locations in Los Cabos and Tulum. Founded as a response to a lack of homegrown platforms for emerging Latin designers, Krei pioneered a new retail formula in Mexico: a curated concept store blending high‑end and high street, emphasizing storytelling, visual merchandising, and sustainability kreiconceptstore.com. As part of Grupo Ultra’s portfolio, the store leverages the team’s 40+ years of luxury retail expertise kreiconceptstore.com.
Krei’s Mission: Curated, Creative, Conscious
Under Iriana’s leadership, Krei has grown into a celebrated platform, featuring rotating collections of contemporary fashion, accessories, home décor, and art pieces. The store highlights sustainable and artisan-made items, underpinned by a belief in exclusivity, authenticity, and a carefully constructed brand narrative kreiconceptstore.com.
From luxury European labels to promoting homegrown Mexican and Latin American talent, Krei offers a shopping experience shaped like an editorial feature, visually compelling, discovery-driven, and culturally resonant. As Iriana puts it: “We were proud to become the first Mexican concept store not only supporting emerging Latin designers, but offering passionate curation of high-end and high-street brands”.
A Maternal and Leadership Shift
Iriana attributes her drive and discipline to her parents, who nurtured her education, curiosity, and global outlook. At Grupo Ultra, she found both professional growth and, unexpectedly, love, in José “Pepe” García, who initially saw her as a mentee but later became her husband. Their relationship evolved alongside her career: she was the ambitious newcomer, he the supportive executive; both grew together professionally and personally .
Motherhood brought a new dimension to her life. She took a year off to care for her firstborn, Patrick, then completed a master’s in Business Leadership at IPADE, often commuting with a newborn in tow . Now with a second child, she balances family and work with organization, passion, and multitasking.
Elevating Emerging Talent & Industry Influence
In 2023, through a strategic alliance with Elle México and Grupo Expansión, Krei began sponsoring winners of México Diseña by Elle. Located in global tourism hubs like Cancún, the store positions emerging designers in influential spotlight moments.
Iriana’s role transcends typical retail responsibilities. She personally curates every collection, selects designers, oversees merchandising, and even conceptualizes runway events (including fashion show launches at Krei’s anniversaries) .
Style as Expression and Leadership
Iriana describes fashion as her hobby and a language of personal expression proyectobrujula.com. Her personal style reflects her professional tastes: purposeful, trend‑aware, and expressive. She stands firmly against the stereotypes that once characterized women in media and lore, advocating instead for female empowerment, leadership, and autonomy .
Conclusion: A Curator of Commerce and Culture
Iriana Del Rivero represents a rare blend of editorial insight, retail leadership, cultural advocacy, and entrepreneurial drive. Through Krei Concept Store she has given voice and runway to Latin American designers. As a luxury strategist, mother, wife, and visionary, she continues to shape Mexico’s fashion landscape, balancing commerce with cultural curation and community impact.
Her career proves that luxury retail can go beyond labels and margin, it can illuminate voices, spark trends, and build cultural connections. Krei isn’t just a store; it’s a statement, and Iriana Del Rivero is its pioneer.
