Today we’d like to introduce you to Charmia Elam.
Hi Charmia, thanks for joining us today. We’d love for you to start by introducing yourself.
My story has many twists and turns that eventually have gotten me to my goal. As a child, I always had an immersed interest in fashion and art. Style was always a way for me to uniquely express myself without words. Initially what sparked my interest was “The Parent Trap” remake featuring, Lindsay Lohan. In the film, her mother was a famous London-based luxury bridal shop owner & designer, Elizabeth James. However, there was a specific scene in the movie that sparked my curiosity the most. I won’t spoil the plot, but there’s a photoshoot that takes place inside Elizabeth’s showroom where she styles a gorgeous wedding gown with a tuxedo hat to lift the veil. I was sold, this was my dream… as an eight year old. Years later in high school I was tasked to write an essay about careers, etc. I furthered my knowledge of the industry specifically around retail merchandising, which was a way to showcase my visual expressions of fashion through retail environments.
I later went on to attend Alabama A&M University where I received a B.S. in International Business & Fashion Merchandising as well as a M.B.A. with a concentration in International Business. During college, I worked at every trendy shopping mall store you could imagine, and later became a visual merchandiser for Forever 21. I’ve always been known for having a very unique & niche style with lots of focus on accessories. Being able to to work in retail & later go into retail management allowed solidification of being able to use both my personal & educational skills within the business side of apparel. During my two years in grad school, I worked at an accounting firm & began to sell my personal clothing & accessories to local friends, as well as through third-party platforms. I gained superb traction through all parallels, & knew I was on the right path.
One month after completing my M.B.A., I packed my bags and headed to Paris, France. I then attended & graduated the world-renowned Istituto Marangoni with a certification in Fashion Image & Style. After completing my program, I headed back to the states & began working in corporate for America’s top luxury automotive company. I excelled very much in my career due to me being able to combine my visual knowledge w/ marketing implementation. My corporate tenure allowed me to see how businesses were being run on a large scale, which was something I implemented into my business. Through my employer, I was able to begin course work at Loyola Chicago in Business Law with a concentration in Enterprise Risk Management; which allowed me to learn more of how to operate on the legal side of business. I launched MAUVE CO, my eBoutique specializing in archival runway luxury fashion & exclusive collaborations during January 2020. What made MAUVE most unique, was that it offered both products & services from someone who had both the educational & work experience within the field. The rest is history.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It has been a pivotal journey of getting to a ground result through progress of different parallels. I can’t mark the road under an “obstacle” or variation of being “smooth.” However, I can vouch that everything that has happened was a “necessary” to get to this part of the journey. I am very grateful for that.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I am an internationally-certified image stylist & also a luxury vintage & designer e-commerce boutique owner. I would categorize myself as a “fashion enthusiast” who contributes a diverse background bridging both business and fashion. My aesthetic brings creative expression into the art of mixing chic & street style flair.
MAUVE CO, my e-commerce boutique specializes in luxury designer, vintage archival runway designer, contemporary exclusive collaborations, and fashion services. I like to think of MAUVE CO as a resource to items any fly-girl or fly-guy would desperately need in their wardrobe. All items by MAUVE CO are hand selected with love, with focus on mint condition vintage. I’m known for being the IT-girls favorite shop; from The Damelio Family ( Heidi Damelio + Dixie Damelio ), BIA, The Taylor Girls, Kristen Noel Crawley, Mieki Joi, Gabby Gavino, Big Tigger, Cuban Link, Shanica Knowles, Zonnique, Supa Peach, HYPEACH Melrose, Azalea Wang, and so many more.
What I’m most proud of is following my dreams. I’ve been able to do so many roles within the industry; film costume designer, wardrobe stylist, red carpet, fashion week, & even styling the 2023 Runway show for Damelio Footwear at New Orleans Fashion Week. I love the high-profile clients, but what really moves me is when the average person who truly loves fashion can vibe with the brand or grab a piece for themself. I feel like 8-year old me would be so proud, so speechless that “we did it!”
How do you think about happiness?
I work a lot; it comes with the territory. However, I’m extremely passionate about what I do so it doesn’t feel like “work.” Oftentimes, I’m unable to make the family moments due to time. What really makes me happy overall is my family. Every time I speak to my father, he raves about how proud he is of me & imagines what my future will be. When friends I’ve had for over a decade or from childhood let me know that I’m doing exactly what I said I would, plus more… it feels worth it. …my friends are my family too. The fact anyone who has ever met me, can vouch that I’m still “myself” after all these years means a lot too. Overall, it just those small moments that bring me immense gratitude & joy.
Contact Info:
- Website: https://www.shopmauve.co
- Instagram: https://instagram.com/mauve.co
- Facebook: https://www.facebook.com/shopMAUVE.co/
- Linkedin: https://www.linkedin.com/in/charmia-elam-mba
- Twitter: https://x.com/shopmauve_co
- Youtube: https://www.youtube.com/@MAUVE_Co
Image Credits
Deric Dugan II (Depicted Images) BIA NYLON Magazine Getty Images (Gilbert Flores) F8barroso NYLON Magazine Jourdain-Beau MOI Magazine (Gustavo Escantelle) REVOLT
