Today we’d like to introduce you to Stella Shirman
Hi Stella, thanks for joining us today. We’d love for you to start by introducing yourself.
In 1991, I moved to the United States with my family from Ukraine. As an immigrant family, my parents have always motivated me to get at least a Masters Degree and maintain a stable career in my profession. After achieving a Masters in Marketing and Communications degree (part of the MBA program), I have worked in corporate for 10 years. Although I have accomplished my career goals, the corporate life was not suited for me. I always had an entrepreneurial sprit and passion for fashion. Shortly, after moving to Los Angeles, I decided to open a boutique in 2010. Montana Ave in Santa Monica was an ideal location. After attending few trade shows and going LA Mart, it was clear to me that I have to import merchandise from Europe in order to bring unique designs that my competitors will not have access to. It was also cheaper than buying from local wholesalers. I can offer high quality at a good price and stay competitive. I started to travel to Turkey, Bulgaria and Italy to source the merchandise to create a unique merchandise mix
It was a challenge. I had to learn the market and it took me a few years to understand the market. I never gave up. In 2015, I have started a knitwear line with one of my vendors in Turkey , B&K Moda. We have reached the best boutiques in USA and Canada, that started to carry my line. I traveled to many tradeshows to promote my brand and have discovered amazing new brands to carry at my store to create a perfect merchandise mix at my boutique.
Over 14 years, I have created a significant presence in the market and many of my customers have become great friends. I have become their personal stylist for wardrobe needs.
My vison for the future to open a few more locations to expand my market presence.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It has not been a smooth road. I had to learn my market demographic. In the beginning of my journey, I have purchased the wrong type of merchandise. It took me some time to re-evaluate what works and what does not work. Also, many of the desired brands were taken by my competitors, who have had established businesses on Montana Ave. I never gave up and always had hope. After 3-4 years, I finally learned how to merchandise the store and what product to bring.
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Thanks – so what else should our readers know about Estell Boutique?
Discover unique European designs for modern women at reasonable prices. The merchandise selection is classy but sassy…the clothes don’t go out of style, but always look in style. We specialize in comfortable, soft knitwear and natural fabrics. Our product lines are great quality, distinct and elegant.
We offer a mix of merchandise, including everyday knitwear, elegant dresses, cardigans, pants, skirts and tops, handmade jewelry and scarves. Estell Boutique is known for its perfect fit and comfortable pants. Our sizes run from XS- 2XL.
All merchandise is hand-selected by the founder of Estell Boutique, who travels to various parts of Europe. Our passion is to deliver distinctive and elegant apparel merchandise to modern women. We strongly value the originality and craftsmanship of our designers.
OUR STYLE
We understand the taste of a modern and elegant woman. Our product lines offer exceptional quality, distinctiveness and elegance in all designs.
Together with our exclusive European vendors, we pay close attention to garment construction, form and details, while delivering high quality workmanship.
What would you say have been one of the most important lessons you’ve learned?
I learned to believe in myself and listen to customer needs.
Pricing:
- $129
- $55
- $217
- 98
- 340
Contact Info:
- Website: https://estellboutiques.com/
- Instagram: @estellboutique
- Facebook: https://www.facebook.com/estellboutiques/
