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Deby: California, USA to Buenos Aires

A high-tech consultant who discovered tango in 1998, moved to BA in 2000, and built multiple businesses: a tango clothing line, a B&B, and English teaching. The definition of reinvention.

Tango Clothing Designer & B&B Owner
San Telmo
20+ years in BA
8 min read

Source: Expat Entrepreneur Stories

I always tell people it was 'El ritmo de la vida.' I have always liked the night. Here I could go to dinner at midnight and have more of a choice than just Taco Bell.
Key Highlights
  • Had 20-year computer consulting career in Silicon Valley
  • Discovered tango in 1998, moved to BA in 2000
  • Founded Devora M tango clothing line
  • Opened Bed & Breakfast in San Telmo
  • Now teaches English to Argentines

## The Rhythm of Life

Deby came from the San Francisco Bay Area high-tech world. She had her own computer consulting business for over 20 years. In 1998, she started dancing Argentine tango.

"I had danced in a few places in Europe and in other cities in the U.S. In 2000 I made my first trip to Buenos Aires to dance tango. I fell in love. It was so different. So elegant. It was like Europe with an edge."

By her third trip, she knew she wanted to live there.

Why Buenos Aires?

"There were many reasons I came here to live. I always tell people it was 'El ritmo de la vida' - the rhythm of life. I have always liked the night. Here I could go to dinner at midnight and have more of a choice than just Taco Bell. Not only that, there is always someone to go with."

An Argentine friend once told her: "If you are alone in Argentina, you have problems."

The Adjustment Phases

Deby had visited 16 times before moving, so she wasn't in major culture shock. But she believes there are levels to immigration adjustment:

"Maybe the first 18 months is culture shock, but after that, you either adjust or you don't. At some point you find yourself less of your old culture and more of your new culture. I think most bi-cultural people feel that they are not part of any culture sometimes."

Entrepreneurial Pivot

After years of teaching tango, Deby wanted something different. One night at a milonga, she looked at how women were dressed and thought: "I could do better."

She started Devora M - a tango clothing range. "It's been a real education in how to do business in Argentina. I love designing the clothes, buying the fabric, and working with the factory to make them happen."

She also opened a Bed & Breakfast and now teaches English.

The Business Reality

"You need to have thick skin. Learning to do business here has been a challenge and an education. You need to be prepared for lots of ups and downs. The downs are big downs."

Deby owned a business in the US and never encountered the problems she faced in Argentina. "It doesn't matter. I have learned to not get upset, to just take one day at a time and to keep going. I figure if it doesn't work out, I can always do something else."

Becoming Argentine

"I have become an Argentine. I only worry about now. I can't worry about tomorrow."

What does she miss from the US? "Not much. Sometimes the convenience of places like Target or Costco, big box shopping, the low prices and variety. Peets Coffee. There used to be a long list. Now, really I only ask that people bring me Peets."

Advice for Aspiring Expats

"It's not easy to change your country. You need to be prepared to make a lot of changes. To forget your life as you knew it and to move on to make a new life. I don't think you can make a move 'because you heard it was cheap' or it is a 'fun place to live' or because 'you can dance tango' all night long. You need to move here because you like it, with all its defects."

And learn Spanish: "You are kidding, right? In my opinion, it is necessary. You are living in a country where Spanish is the national language. There is no press 2 for English. If you want to integrate into society and become a part of it, you have to speak the language. If you don't speak the language you live in a bubble and that is not living here. I think it is the main reason most people leave or only choose to live here part time."

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