Meet Melissa Dos Prazeres Allard | Founder & CEO, Desk to Dusk

We had the good fortune of connecting with Melissa Dos Prazeres Allard and we’ve shared our conversation below.

Hi Melissa, we’d love to hear more about how you thought about starting your own business?
I started my business because I saw a major gap in the women’s workwear and suiting market during my corporate career. As a young professional in a forward-facing role, I needed to dress well, but my options were either luxury suits I couldn’t afford, uninspiring and monotonous workwear, or fast fashion that lacked quality and polish.

My husband gifted me the option to stay home after having our daughter – a gift that I didn’t know I wanted/needed in the moment, but have immense appreciation for as time went on. When she arrived, I left the corporate world… I was in love with my girl but I also struggled with postpartum depression – i used journaling as a way to process my emotions. One night, while journaling in her nursery at nearly 3am, I found myself reflecting on what I truly wanted for my future. I realized I wanted to merge pieces my past life with my new world being a mum now, and create something meaningful. That’s when the vision for my brand came to life—a brand that empowers women to step into their confidence, not just through fashion but also through community and events.

As an immigrant from Dubai who moved to the U.S. for college sports, without a built-in support system, I understood firsthand the power of confidence, presence, and self-belief. I built this brand to give women the tools to show up for themselves—because in reality, I was also looking for that too.

Today, women across the country shop our online store at DesktoDusk.com – we also offer complimentary styling services, virtually or in-person at The Desk to Dusk Showroom in Fresno, California

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Starting and growing this business hasn’t been easy. Between having a newborn and self-funding every step of the way, there were seasons where it felt like we were running on sheer will and luck. But in reality, every move was rooted in strategy, clarity, and intentionality. I knew from the beginning that I wasn’t just selling clothing—I was solving a problem that had been overlooked for far too long.

The Challenge: An Industry That Wasn’t Built for Women Like Us
I built Desk to Dusk because I saw the gap firsthand. Women in leadership, entrepreneurship, and forward-facing roles were being forced to choose between uninspired, cookie-cutter workwear, ultra-luxury suiting that wasn’t accessible, or fast fashion that lacked the quality and presence needed to command a room. Our customers are women who don’t just show up—they lead, influence, and build. They need a wardrobe that reflects that.

What Sets Us Apart? Thoughtful, Strategic Styling for Women Who Mean Business
Desk to Dusk isn’t just another fashion brand—it’s a solution for the woman who needs her wardrobe to work as hard as she does. Every piece in our collection is intentionally curated to transition seamlessly between the different facets of her life—whether she’s in the boardroom, on stage, at a networking event, or heading out for an evening engagement. This is where our signature styling service comes in. Unlike mainstream retailers, we don’t believe in transactional shopping.

When a customer shops with us, she isn’t just picking out a suit. She’s investing in how she shows up in her career, her business, and her personal brand. Every detail is considered—the fit, the color psychology, the way a blazer drapes when she enters a room. Our collections aren’t curated to simply be worn; they’re meant to make a little noise… even if you’re a woman with timeless style in neutrals!

Overcoming the Challenges
Building a brand that competes against global retailers and the rapid rise of independent labels has been an uphill climb. But I never measured success by volume or trends. Instead, I focused on depth—on creating an experience that no other brand was offering. Rather than chasing mass production, we prioritized a service-first approach. We built a community, not just a customer base.

3 lessons that continue to shape how I lead and grow Desk to Dusk:

1. You can’t cut corners on quality—of product or experience. In a world of fast fashion and mass production, we chose depth over volume. From each collection selection to fit and styling, everything is intentionally crafted to ensure women feel elevated every time they wear Desk to Dusk.

2. Customer Data > Personal Preference.
I might love a product, a color, or a marketing strategy, but if the data says otherwise, it doesn’t matter. I’ve learned that I have to track what styles, sizes, and colors perform best, what price points convert, and what messaging resonates with my audience. If you’re not constantly analyzing your sales trends, website analytics, and customer feedback, you’re making decisions based on assumptions, not facts.

3. Strategic patience wins over reactive urgency.
When you’re running a business, there’s a constant pressure to jump on trends or chase short-term wins. But sustainable success comes from making intentional, long-term moves. Every major decision in my business—whether it was launching a new collection or expanding services—was done with first a customer-need, then strategy, but never desperation. The ability to evaluate, test fast and often, plan and execute with precision is what I believe separates businesses that last from those that burn out.

What I Want the World to Know About Desk to Dusk
This brand was built for women who lead. Women who walk into rooms where decisions are made, who negotiate, who build, who stand in front of audiences and command attention. Women who balance ambition and elegance effortlessly. Desk to Dusk is here to ensure their wardrobe never slows them down—but instead, becomes one of their most powerful tools.

Because when a woman looks and feels the part, she doesn’t just show up—she takes over.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I currently am based in Fresno, California and loved our downtown Fresno scene. From the brewery district, to the baseball park and the vibrant and eclectic businesses that represent the city. There’s a lot of history and business that comes out of the Central Valley, that is exciting for visitors to experience.

That being said, my husband is from Houston and we have family and close friends that we love visiting as often as we can. Houston has something for everyone and we love exploring the city every visit

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I owe so much of who I am to my parents, the sport I played, and the incredible women I have the privilege of serving through my business.

My parents played a pivotal role in shaping my mindset and work ethic. We grew up in a middle-class family in Dubai: being heavy into sport, discipline, commitment, and ambition was constantly reinforced.
My dad was our coach. He showed up for my brother and I every single day, pushing us to train hard, set high expectations, and fight through adversity. There were no shortcuts—just effort, resilience, and a relentless pursuit of whatever the goal was that season.
My mum was just as instrumental, working behind the scenes to keep everything running. She is the original Desk to Dusk woman—I watched her get ready for work every morning, effortlessly turning a simple outfit into a statement. She had an undeniable presence about her, a confidence and poise that I admired. Without realizing it then, I was absorbing everything—how she carried herself, how she made an impact without saying a word. It’s that presence, that ability to own a room, that I hope to emulate and help other women step into for their own success.

Tennis reinforced those lessons in discipline and resilience. Unlike team sports, there’s no one coaching you through the match, no teammates to rely on—you have to navigate the highs and lows on your own. Success in tennis, much like in business, comes down to mental toughness, strategy, and the ability to sacrifice in the moment for something greater down the line.

And now, the women in my Desk to Dusk community inspire me daily. My customers aren’t just buying suits—they’re stepping into their power, taking up space, and showing up for themselves in their careers and lives. Their ambition and confidence fuel me, reminding me why I started this journey in the first place. They deserve just as much credit in my story because, in many ways, they are the reason I continue to push forward.

Website: https://www.desktodusk.com

Instagram: https://www.instagram.com/desktodusk

Linkedin: https://www.linkedin.com/company/desktodusk

Facebook: https://www.facebook.com/desktodusk

Other: https://www.instagram.com/melissa.desktodusk?igsh=NTc4MTIwNjQ2YQ==

Image Credits
Photographer: Tonya Riggs, Branding By Tonya (headshot photo of me in beige suit)

Photographer: Natalie Barrios (Natural Moments Photography – birdseye view of event group shot)