BEHIND CAELA

CAELA was born in San Pedro Sula, Honduras, from the intuition and determination of Michaela Fajardo Di Mise, who at fourteen chose to build something of her own without capital, without guarantees, and without formal experience, but with a clear conviction: to create a space where identity could exist without limits.

What began as a small initiative from home during the pandemic, curating accessories with intention, evolved into a concept store with global vision.

CAELA was not born big.
It became big with intention.

OUR STORY

The brand began with small pieces, direct sales, and constant learning. Michaela sold personal belongings to finance her first purchases. She learned branding by doing. She learned retail by living it. She learned leadership by building a team.

Every stage of growth was organic, real, and earned.

Over time, CAELA opened its physical showroom in Honduras, establishing a space where fashion, accessories, homeware, and experience intersect. The evolution continued with Bottega Caela and BEBO, expanding into a lifestyle universe where design, gathering, and community coexist.

OUR FOUNDATION

CAELA is a curated concept store.

We do not follow mass trends. We select pieces with identity.

Every object is chosen under four principles: singularity, quality and materiality, narrative, and emotional impact.

What you wear, carry, and choose is an extension of who you are.

We do not sell volume.
We build meaning.

THE MIND

CAELA operates through a hybrid physical and digital model, designed to create immersion beyond transaction.

Our showroom in Honduras is not simply a retail space. It is an experience. Every corner tells a story. Every detail is deliberate. It is a place to discover, not just to shop.

We collaborate with selected brands and present unique pieces that cannot be found everywhere. Retail, for us, must be sensory. Emotional. Intentional.

Growth at CAELA also means expanding opportunity, opening space for Honduran talent to participate in a new generation of creative retail and design.

MOVING WITH INTENTION

We curate pieces and create spaces that accompany people in the process of becoming who they truly are.

Not what a trend dictates.
Not what others expect.
But what aligns with their essence.

OUR CODE

We believe identity is evolution.
We believe style is language.
We believe design transforms spaces and emotion.
We believe in the creative potential of Honduras.
We believe starting small does not mean thinking small.

And if you are here, it is not by chance.

WHY WE’RE HERE

CAELA exists to open worlds.

It reflects a personal journey: from insecurity to confidence, from selling at home to building intentional spaces, from surviving to creating with purpose.

More than a store, CAELA is a statement.

This is not retail.
It is identity in motion.