Francesca Avila Pitera rejoins the creative helm of JLM Couture’s beloved Blush collection. The collection byline will be called Blush by Francesca Avila, nodding to her family’s maiden name and Spanish heritage.

Francesca is an award-winning designer with more than 20 years of experience designing for legendary brands such as St. John and Jim Hjelm. Most recently and prior to rejoining JLM Couture, Francesca spent six and half years at Monique Lhuillier as Design Director for the Bliss, Bridesmaids, and ML Monique Lhuillier evening wear collections.

Bringing an elevated sense of romance and innovation, Francesca’s designs will infuse Blush with a fresh perspective, characterized by effortless elegance and femininity.

When she’s not designing, she enjoys the beach and spending time with her sons and dog in Dana Point where she currently resides.

What trends do you predict we’ll see in the coming year?

Two in one looks, dramatic ball gowns, tiered skirts, high slits, Romantic ruffle details, 3-D applique detail, and textured fabric.

When you’re not fully focused on being a mother, what are you passionate about outside of your design role?

Being a mother to my three boys is my passion. Love being a mother. My family is everything. So blessed. We go on hikes together, walk to the beach to watch the sunset, take the dog to the park, family night dinners, gaming nights, movie nights, They keep me busy. I love it!!!!

Website:  Blush by Francesca Avila