Today we’d like to introduce you to Alayna Eberhart.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
As a 90s girl growing up in Indiana, I always loved expressing myself through personal style. I remember going to garage sales with my grandma and loading up on vintage costume jewelry. I also always had a fascination with big cities, and when it came to choosing a college, I chose to study Journalism in Boston. During my last semester, I interned at a lifestyle magazine, The Improper Bostonian. When I graduated, I started full time as the sales and marketing coordinator. I supported the marketing director and account execs and any job I could to help around the office. I started popping in during the style page shoots and asking the style editor if I could help her. She showed me the ins and outs of forming an angle, pitching it to the editor, doing pulls and flat lays. When she left the magazine to start her own bridal boutique, I got the job as style editor. Every two weeks, I’d highlight style trends on a local level and write about why they mattered.
Two years later, and after a particularly bad winter, I decided on Christmas Eve 2015 that I’d move to LA. When I got to Hollywood, I immediately emailed a stylist contact from the magazine. I assisted him on several editorial and advertising shoots and became turned off by the waste and fast fashion of the business. I wanted to do my own thing and be able to share my own perspective and curate my own shop. Since I didn’t have the money for a brick & mortar, I figured selling on the internet was my best option. I began Flâner Shop in January 2019 and started posting my vintage finds for sale on Instagram and Etsy. I chose to name my shop based on an amazing French expression, ‘je voudrais flâner’ meaning to live aimlessly, free to explore and open to possibility. Flâner shop features everyday vintage wardrobe pieces, homewares, and accessories with a minimal aesthetic.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Quitting my first full-time job and moving across the country was a huge unknown. I only knew a few people and no-one that could employ me full time. I had gone from a traditional 9-5 office setting to an assistant stylist. The jobs came in spurts. Often, I was alone, running around all over town trying to find specific pieces. Not to mention it was my first time driving in 6 years and navigating six-lane highways was stressful. It took time to get comfortable in a new setting. When I ultimately decided that styling wasn’t for me, I started applying for marketing jobs since that was the experience I had. After many interviews and many rejections, I landed a full-time position handling social media and partnerships at a vintage furniture company in DTLA. There I became obsessed with vintage. I scoured flea markets, eBay and thrift shops for vintage clothing and accessories on weekends. My little guest house started over-flowing with goods my friends and family wanted and so it was time to go out on my own. I quit a steady paycheck for a bit of freedom and to do business on my own terms.
Flâner Shop – what should we know? What do you do best? What sets you apart from the competition?
Flâner Shop is rooted in the French expression ‘je voudrais flâner’ meaning to live aimlessly, free to explore and open to possibility. Embrace the unplanned moments and time in between and find out where you’re meant to go. It is a playful place that doesn’t take itself too seriously. The shop contains statement pieces from the 80s, 90s, and Y2K. I source all goods myself from eBay, thrift stores, estate sales, and flea markets. All items range from good to excellent vintage condition. Every item is professionally cleaned and priced accessibly. The “hunt” is fun and I love sharing my unique finds with other people who will love them like I do. The sustainable impact of buying used is even better. The Shop is for the modern minimalist who isn’t afraid of unique details that pack a big punch. My favorite item for sale right now is an off the shoulder, pastel turquoise tank with dangle pearl embellishments. I’m also loving vintage slides for summer, either with a casual platform or a skinny kitten heel.
What is “success” or “successful” for you?
I will forever define personal success as happiness. No amount of money or Instagram followers will lead to true happiness. For me, success is also freedom. My freedom is important to me. Being able to create and structure my work day how I see fit is true happiness. I would like to grow my community and extend my online presence to a place where I can connect in-person and style customers, whether that be through pop-up shops or a brick-and-mortar store. I would also like to partner with other creatives–such as photographers and web designers–so we can help grow each other’s businesses. For me, happiness also comes from connecting with other like-minded people and creating something memorable.
Contact Info:
- Website: https://www.etsy.com/shop/FlanerShop
- Email: [email protected]
- Instagram: https://www.instagram.com/flanershop/
- Facebook: https://www.facebook.com/flanershop/
Getting in touch: VoyageLA is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.
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