Meet the Founder

Led by Identity. Anchored in Calling. Refined For Such a Time As this!

A corporate people leader in pharmaceuticals and a seasoned branding and marketing consultant, she brings over 12 years of expertise in image consulting, brand strategy, and leadership development. With an MBA in Marketing and a foundation as a registered nurse, Valerie's career spans healthcare, beauty, fashion, lifestyle, medical aesthetics, pharma, and more—giving her a discerning eye for alignment across industries.

Though nursing taught her discipline, empathy, and resilience, her true passion was always in beauty, fashion, marketing, and the art of personal branding. That passion led her into the beauty and medical aesthetics industry, where she marketed innovative devices and refined her expertise in positioning products with poise and impact. This experience opened the door to pharmaceuticals, where she advanced into corporate leadership in specialty drug distribution such as BOTOX®, Dysport® and even gene and cell therapy. Each season refined her skills and expanded her influence, preparing her for her higher calling: helping women become the brand.

Valerie, a certified Christian Life Coach, is also called to serve faith-driven women entrepreneurs, professionals, and leaders in the marketplace or ministry who are ready to refine their personal brand with clarity, purpose, and influence. Her unique blend of corporate leadership and consulting equips women to elevate their presence, expand their impact, and embody their calling with refinement.

Her approach fuses marketplace expertise with Holy Spirit-led insight—offering clients more than strategy; she offers stewardship.

From consulting emerging entrepreneurs to hosting high-level brand activations, and collaborating with global names like Marciano and Versace at The Mall at Millenia, Valerie has since shifted her focus to serve women building purpose-led brands through being. She understands the importance of positioning not just brands, but more-so personal brands with intention and without compromising identity.

“I chased luxury the world’s way—loud, curated, and rooted in performance. But after a season of conviction and quiet surrender, God gave me something better: a vision for a new kind of luxury—one rooted in refinement, substance, and purpose. This isn’t just a business upgrade." — Valerie 

LOOKLIVELUXE™ wasn’t relaunched to impress. It was reborn to refine.

What began as a pursuit of worth through performance and perfection became a higher calling: to help women lead with bold faith and quiet confidence. Her journey of conviction, surrender and redemption is now the foundation of her mission—proof that setbacks can become setups for greater purpose, and that God wastes nothing.

Valerie's transformation from blogging during night shifts at the hospital under The Pink Powder Room and marketing for her family-owned dental/medical equipment company to founding a multi-dimensional brand house is a testimony to what happens when purpose and positioning align.

Our signature 12-week, story-led, faith-infused rebrand plan—The Luxe Refiner™ was born out of that revelation. Not just to reposition a business, but to realign the spirit.

He will sit as a refiner and purifier of silver… refining them like gold and silver, so that they may present to the Lord offerings of righteousness. — Malachi 3:3

From Val Decena & Co. to Valerie & Co.

LOOKLIVELUXE™ entering a new era after being reborn from a journey of refinement — the shedding, the listening, the returning to the name God has always spoken over her. 

"My mother named me Valerie, and when God speaks to me, He calls me Valerie too. Never Val. The name chosen for me means brave, valiant, courageous — and this House is where I embody that truth and help other women do the same." — Valerie 

Her life's work centers on identity refinement, emotional intelligence, and the clarity required to lead with intention and spiritual alignment. 

This isn’t about striving or becoming anymore. 

This is about being. 

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Her Respective Credentials include:

• BSN in Nursing 
• MBA, Marketing Focus
• Certified Christian Life Coach
  
• Certified in Personal Branding for Professionals
• Corporate Leadership Training in Coaching & Development
• 12+ Years Industry Experience Across Beauty, Fashion, Pharma, Health and Wellness

…but most importantly, she is a daughter of the Most High God and a committed mother to a high-spirited preschooler!

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What Sets Valerie Apart

“I don’t just coach and consult. I curate. I lead. I serve. And I collaborate with creatives who believe in stewarding excellence through faith-infused branding.”

Through LOOKLIVELUXE™, Valerie offers faith-infused personal brand refinement, luxe-level design, and marketing strategy. Her signature programs —  The Luxe Journey™ (coming soon) and The Luxe Refiner™ ...guide women of God in building their business or rebranding to reflect who they truly are and who they’re called to become.

When you work with LOOKLIVELUXE™, you’re not just partnering with Valerie—you’re partnering with a collective of esteemed experts who collaborate to bring every facet of your vision to life.

Because building a luxe inspired, faith-driven, and aligned brand doesn’t mean doing it alone.
It means doing it with intention and with trusted advisors. 

Plans fail for lack of counsel, but with many advisers they succeed — Proverbs 15:22