Why We're Changing

Why We're Changing

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As I jump into this new chapter, I wanted to share the story of Elsa Fine and now Esther and Elsa. So many have asked how things started, why the change, and what's to come. What better way to share, but here on the blog...

I started my shop just over three years ago in my tiny bedroom while living with my sister, Corey. I had originally started Elsa Fine to be a hobby and something to keep me creatively challenged while working full time at a slow desk job. This shop grew year after year until it was my everyday and my full time job. 

Right off the bat, I participated in pop-up shops (my first being Front Porch Sundays!) and other markets around Charlotte to help me to grow my name and get product out there. What perfect marketing, don't you think,  to be able to both sell my product and share my story. I quickly made connections with the organizers and groups that made these events happen and as they grew and needed more help, I was happy to step-in. 

Little did I know, that by agreeing to test-run the planning for  one Front Porch Sundays market over two years ago, I would fall head over heels for the feeling of helping others find success at these events. I started finding more and more of my time being dedicated to these projects, while the shop continued on it's happy way, not really growing, but doing just fine all the same. I started to sign longterm contracts for my coordination services and the company started to pivot. 

Earlier this year, I made the difficult decision to close Elsa Fine and pursue this idea of consulting and coordination full-time. I grew excited at the idea of helping others with finding their success through pop-ups, markets, and other temporary retail efforts, or what i like to call non-traditional retail. While brick and mortars and e-commerce continue to be successful, there's no doubt we're seeing a steady increase in craft markets, pop-up shops and other forms of temporary retail. These new ideas help a retailer grow what they're already doing or to start their stores small and manageable while finding success over time. 

Today I launched Esther and Elsa, a company that will help small retailers grow here in Charlotte and make a name for themselves. We'll help non-profits fundraise through retail strategies and communities bring awareness and foot traffic to their already strong streets. Retail has evolved and so have we.

Five Ways to elevate your pop-up

Five Ways to elevate your pop-up