CrystalRags is an upstart fashion brand that combines the nostalgia of vintage pieces with the excitement of college sports culture. Born in The THesis Hotel after being launched by two University of Miami alumni, now everyone — from celebs to students — seems to be rocking this rags-to-riches style.
TikTok’s “It Girl” Brittany Mahomes, the wife of Patrick Mahomes, and singer Jennifer Lopez all have iconic pieces by CrystalRags, a company started by a pair of sisters here at UM.
While pursuing their respective degrees in public relations and advertising, Raquel and Alexandra Cueto launched their business in 2020, when Raquel was a sophomore and Alexandra was a freshman. The sisters take previously owned vintage sweatshirts, T-shirts, jackets, belts and baseball caps and reworked them into new fashion pieces adorned with Swarovski crystals.
“We started CrystalRags unsure of what it was going to turn into,” said the Cueto sisters.
What CrystalRags has turned into is an online fashion success story; their entrepreneurship journey began as middle schoolers when they launched the bracelet brand, Beadle.
“It started as a hobby. We wanted cute, beaded bracelets but didn’t know where to get them. So we started making our own,” said the Cueto sisters. “[For CrystalRags] We made a piece for ourselves and got compliments from our friends, which encouraged us to sell the pieces.”
They attribute their love for fashion to their mother, Lourdes, an interior designer.
“Growing up with a fashion-forward mom and being around her led us to form our own love for fashion,” said the Cuetos.
With a goal of diversifying and expanding college-wear options, the Cueto sisters launched their fashion line with an inaugural pop-up shop at The THesis Hotel, featuring Miami sports teams and college apparel in honor of UM’s family weekend.
On their website, the sisters showcase hundreds of products, about 538 displayed in February. Prices range from $125–$284 for sweatshirts, $498–$848 for jackets, $184–$215 for vintage tees and $194–$208 for belt buckles. CrystalRags also offers customers the option to personalize their products, including selecting crystal designs, colors and sizes.
The apparel has caught the attention and patronage of customers who range from college students to celebrities. Fans include fellow ’Cane and social media personality Alix Earle, who as a freshman at UM started her TikTok career the same year the Cuetos launched CrystalRags. Earle has a custom CrystalRags Miami Dolphins jacket that she wore to the Dolphins and New York Jets game in November at MetLife Stadium.
The Cuetos collegiate and professional sportswear offerings cater to many sports franchises, including fans of the NBA, NFL, NHL and MLB.
“Our most popular products are definitely our NFL line, specifically our sweatshirts and jackets,” said the Cuetos. “We began with college pieces and then shifted into pro sports. This transition occurred later in the first year of CrystalRags, and it was then that we truly began to establish our identity in the fashion market.”
The sisters say the top 5 teams for merchandise are the Dallas Cowboys, Cincinnati Bengals, San Francisco 49ers, the Kansas City Chiefs and Pittsburgh Steelers.
Brittany Mahomes sported the brand in a team-colored jacket paired with black pants and knee-high boots during the Kansas City Chiefs vs. Green Bay Packers game in December. Her stylish appearance alongside Taylor Swift and Lyndsay Bell, wife of Blake Bell, a tight end of the Chiefs, garnered attention across various platforms, including People Magazine, E! News, Page Six, USA Today, Daily Mail and the NFL’s official TikTok.
Jennifer Lopez also has worn a CrystalRags customized black sweatshirt adorned with Swarovski crystals. In addition to a pink crown and “Queen” inscription, the sweatshirt included the number 13, the number of former New York Yankee Alex “A-Rod” Rodriguez who Lopez dated for three years.
“There is nothing more rewarding than seeing someone wear our pieces,” said the Cuetos. “To see someone with a following post and support your brand is such a rewarding feeling because it shows they like the product enough to share with their audience.”
In 2022, Sports Illustrated featured CrystalRags in a Jan. 14 article, “Get Game-Day Ready With These Insta-Worthy Looks for NFL Playoffs.” The article showcased selected female-owned small businesses. “Call us bandwagoners, but we’re suddenly a fan of any team that CrystalRags is selling,” the article stated.
Celebrity customers and Sports Illustrated mentions aside, the CrystalRags brand receives lots of social media praise.
“From the moment I received my order, I was impressed by the attention to detail and craftsmanship evident in each piece,” said Sam Roy, girlfriend of Houston Texans wide receiver Nico Collins. “The clothing quality is outstanding, with durable fabrics and meticulous stitching that ensure longevity.”
“They really don’t make starter jackets like they used to, so it’s incredible to be able to purchase one that looks brand new but has that vintage feel,” said Cynthia Sanchez, wife of Indianapolis Colts punter Rigoberto Sanchez. Sanchez purchased a custom, oversized Indianapolis Colts CrystalRags jacket.
Although social media posts helped grow the business, the Cueto sisters encountered a significant setback when their social media account was hacked during the first two years of the product launch. Left to rely on the hope that their loyal followers would discover their new account, they persevered with the unwavering support of their dedicated customers. This support not only helped CrystalRags reclaim its previous following but also attracted even more followers. Currently, CrystalRags has an impressive presence on Instagram, with 10,000 followers.
Raquel and Alexandra Cuetos generate an abundance social media talk, crafting content that shapes the desired brand image they want to convey. But they say their most important marketing strategy begins with wearing CrystalRags wherever they go. The sisters’ future plans include expanding their product line and featuring more professional teams, they said.
Meanwhile, as they continue to grow their business, Alexandra is finishing her studies at UM and will graduate in May with a major in advertising. Her sister, Raquel, graduated last year with a Bachelor’s of Strategic Communications in public relations.
They said they are grateful for the experience they gained at UM.
“Our education at the University of Miami has played an influential role in how CrystalRags is advertised, marketed and communicated,” said the Cuetos. “With a combination of our education, we are able to implement the skills we have learned in class through case studies, class discussions and projects.”
CrystalRags’ Recs
Here’s how CrystalRags suggests effortlessly combining popular items to achieve a chic look that embodies the brand’s essence.
Leather Pants Magic:
CrystalRags sweatshirts and jackets seamlessly complement the edgy charm of leather pants. Opt for a bold contrast — pair a CrystalRags sweatshirt with sleek black leather pants. This combination effortlessly merges comfort with a stylish edge.
Mini-Denim Skirts for a Flirty Twist:
For a playful and flirtatious look, elevate your style by pairing a CrystalRags vintage tee with a chic mini-denim skirt. The tactile contrast of the rugged denim against the delicately adorned tee creates a dynamic and stylish ensemble.
Knee-High Leather Boots Elegance:
Elevate your CrystalRags outfit with the timeless charm of knee-high leather boots. Whether you team them up with a sweatshirt, jacket or the unique tees, these boots infuse a touch of glamor to your overall look.
Accessorize:
Elevate your style by pairing the CrystalRags Swarovski crystal hat and a customized belt with denim jeans and a simple black tank top. This chic combination perfectly embodies the essence of CrystalRags style, offering a timeless yet trendy look that exudes a modern aesthetic.
Explore more distinctive styling ideas for your pieces by visiting CrystalRags’ Instagram highlights under Style Guides.
words_mariaregina mendoza & communitywire.miami. photo_sharron lou. design_charlotte deangelis.
CommunityWire.Miami is the news service of the graduate journalism program of the School of Communication at the University of Miami.
This article was published in Distraction’s Spring 2024 print issue.
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