Meet Viri Dukes | Owner of ICONIC BY VIRI

We had the good fortune of connecting with Viri Dukes and we’ve shared our conversation below.

Hi Viri, what was your thought process behind starting your own business?
It was definitely a very scary decision to make. I was leaving consistent income behind, to invest all of my time and energy into the unknown. It wasn’t something I decided to do on the side, while working my 9-5. I left my full time job to give ICONIC BY VIRI my absolute all. After moving to a new home in Oro Valley on the golf course I realized that there was a new generation on the golf course and it was time to dress like it. Golf is a very popular sport but it’s been around and practiced by an older generation. until now. The world we live in has access to all the amazing things the world has to offer, meetings and deals are being closed on the golf course by realtors, lenders, brokers, etc. of our generation. As a women on the golf course I quickly realized the lack of attractive and timeless apparel in the sport. I wanted to bring a refreshing new feel and look, and I did just that. Prior to creating ICONIC BY VIRI I was a VA Subject Matter Expert for a mortgage company it was a very stressful and racist environment, I was experiencing severe anxiety and I truly felt like I deserved more, as a Hispanic woman, as a mother I deserved more, and I wanted to share that with the world. I remember waking up in the middle of the night and just thinking of ICONIC BY VIRI. I registered it immediately at 3am, it wasn’t a dream it was a plan and it was time to seek wisdom. Knowledge is never enough just by itself for a well-achieved business. I had the basic knowledge considering that I do have a Business Degree but I knew and understood that knowledge was just simply knowing, and wisdom is having prospective and being able to make sound judgments. It’s said that theory without practice is empty; practice without theory is blind. I heard a lot of ”NO’s” before I heard any yeses. I made a full commitment to myself and I was dedicated to turn every single challenge into an opportunity. As a young entrepreneur there was so many discouraging moments but dealing with the hurdles is simply part of running a business. All of these challenges has made ICONIC BY VIRI, and I am proud to be apart of it.

What should our readers know about your business?
ICONIC BY VIRI is a new approach to golf apparel, I want everyone that gets to wear my clothing line to feel confident young an most importantly comfortable on the course. ICONIC BY VIRI is golf-inspired, but its active wear it can be used to play tennis, pickle ball or even to work out. Every single piece has built in shorts underneath and a phone/keys or, card pocket. I’m so proud of what I have created, im proud to know that professional female golfers wear my brand and feel great in it! Getting where I am now took so much work and dedication, I wouldn’t trade any of the challenges I had to face along the way. I LOVE IT HERE!

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Tucson is known for its food and culture. We have to Eat!!

First, lets take a nice hike in the Sahuaro National Park, this place is known for the beautiful sahuaros in their native environment, plus access to wildlife viewing, hiking and scenic drives.

Let’s visit the Farmers Market in Oro Valley for a quick Crepe!

Time for some Breakfast! – Prep & Pastry for a delicious meal. I’ll have some pastries and coffee, I recommend the Breakfast Sammy it’s to die for!

A little afternoon activity at Artsy Nancy – We can take a fun and educational cooking class, learn how to make sushi, learn how to do a little cake decorating and/or learn how to bake croissants.

Time for Lunch at Renee’s Organic. I’ll have the all organic Lasagna, I promise to share my flourless chocolate cake 🙂

Let’s walk it off a bit downtown starting with 4th Ave. The avenue is a great place for an afternoon espresso or an evening drink or two. Throughout the year, there are live concerts, art shows, and other events, so we will check out what’s happening this weekend.

For dinner I’d like to take you to BOB’s Steak house, it’s an amazing restaurant inside the Omni Golf Course. I promise, you will not be disappointed.

Tomorrow we will check into la paloma, and hang by the pool, dine in the restaurant and possibly play same golf.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I want to dedicate this shout to Scott. My mentor, someone who believed in me while being brutally honest. He provided so much feedback that helped ICONIC BY VIRI evolve into what it is now. He was the Person who provided so much support and guidance. If it wasn’t for Scott there wouldn’t be an ICONIC BY VIRI. Cheers to Scott!

Website: www.iconicbyviri.com

Instagram: ICONICBYVIRI

Facebook: Facebook.com/ICONICBYVIRI

Youtube: https://youtu.be/UjSWah6EZE8

Image Credits
@kartik_dattani