Women of Americana Series
March 25, 2025
Women of Americana: Tova Soto on Signature Style, Team Spirit, and Breaking Fashion Rules
MEET TOVA
In honor of International Women’s Day and Women’s History Month, we’re diving into the stories of the remarkable women shaping The Americana experience. Last stop in our Women of Americana series: the vibrant and inspiring Tova Soto, Store Director of Sales at Hirshleifers.
Morning Must-Haves
With 31 years at The Americana, Tova has seen it all, but one thing remains constant: her passion for fashion and her appreciation for the incredible team she works with. "I can’t start my day without checking in with our great team—it’s the best way to start each day," she says. "They’re the heart of what we do at Hirshleifers, and their energy keeps me motivated."
Hidden Gems
When it comes to hidden gems, Tova believes the best-kept secret at The Americana is right inside Hirshleifers itself: their stunning selection of fine fashion jewelry. "We have a unique collection of designers that you won’t find anywhere else. It’s truly one of our hidden treasures," she says.
Bold Moves & Breaking Rules
Tova is known for her bold approach to fashion, always mixing styles and pushing boundaries. "I always remember the saying: 'Clothes make the man, accessories make the woman.' Clothing is important and a great form of expression, but accessories complete every look," she says. "The right handbag, shoes, and jewelry really bring an outfit together." As for her current soundtrack, she’s vibing to "Die with a Smile" by Lady Gaga & Bruno Mars, which reflects her upbeat and fearless spirit.
Fashion with a Twist
If Hirshleifers had a signature cocktail, Tova imagines it would be a vodka martini, straight up with two olives—Marci and Lori’s favorite. "After so many buying trips together, how could it not be our signature?" she laughs. "It’s a little bit of elegance, with a touch of fun."
Travel Must-Haves
When traveling, Tova keeps it chic yet practical. "I always pack a leather blazer from Celine, a stylish shoulder bag from YSL, and my trusty Rimowa suitcase. It’s a perfect blend of luxury and practicality."
Style Icons
As for her style muses, Tova doesn’t have to look far: "Lori and Marci are the best! I’m lucky to work right beside them. They’re such a source of inspiration for me—both have such an effortless yet sophisticated sense of style."
Celebrating Women in Fashion
From pushing the boundaries of fashion to celebrating the power of a well-chosen accessory, Tova Soto epitomizes the spirit of Americana. We can’t wait to welcome you to Hirshleifers and share the excitement of her signature style.