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About the Founder

Sonia Preta, Founder and Principal of SRP Consulting, is a seasoned leader who has dedicated her career to the art and science of merchandising. Sonia has earned a reputation as a visionary and creative merchant, quickly identifying big-picture opportunities that were previously unseen. As a trusted partner and passionate collaborator, she helps brands and retailers build better processes and product assortments to propel their business into the future. 


The extensive knowledge and keen insights Sonia has amassed from her award-winning work as a merchant are at the heart of every assignment. For over two decades, Sonia led apparel and accessories businesses with revenues of $20mm to $350mm, for stores and direct-to-consumer, at Saks Fifth Avenue, Victoria’s Secret, and David’s Bridal. She also founded and ran a fashion startup brand carried by Saks, Neiman Marcus, and Bloomingdales, that was praised by O, the Oprah magazine. Her brand experience spans over 200 brands, including Chanel, Michael Kors, Marc Jacobs, Ralph Lauren, Calvin Klein, Oscar de la Renta, Theory, Vince, Eileen Fisher, Elie Tahari, Cynthia Rowley, Timberland, Ugg, and many others.

Sonia is the author of a book about fashion and the metaverse, due out in the Fall 2023.


Sonia is a graduate of Boston College Carroll School of Management. She lives in New York City and is the mother of two boys. Sonia is a contemporary art collector, music lover, and fitness fan.

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