Today we’d like to introduce you to Elicia Omann.
Hi Elicia, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
About six years ago, I purchased some basic tees from a shop on the west coast. I loved them so much that I wanted one in every color, so I researched the brand and discovered it was a wholesale vendor. I joked with my husband that I should start a business so I could buy all the colors for myself and then sell the rest to my friends…and he said to me, “you should.” That conversation planted the seed for starting my boutique. Speaking of my husband, he has been THE MOST supportive person behind this whole crazy idea. He built all my clothing racks because I had a vision for the look but needed them to pack up easily. He revamped one of his enclosed trailers into a giant portable clothing store, so I had a way to haul everything to the pop-ups, and he has been at every pop-up helping me set up and tear down.
We had the first pop-up boutique in our basement in July 2018. I was amazed by the number of attendees and was even more excited (and shocked!) by all the empty racks. Word spread, and during our second pop up there were so many people we ran out of room to park on the street. I knew I needed more space for these events and reached out to Milk & Honey Ciders with the idea of hosting a pop-up event in their taproom. They jumped at the idea! The event was crazy successful, and we have continued to host pop-ups there ever since.
I spent the first two years of business doing pop-ups around area businesses and breweries. In January of 2020, I launched my website.
Initially, this business was more of a hobby. I had a full-time IT job and never gave much thought to this becoming a “real” business. I was furloughed from my job because of Covid in the summer of 2020 and with extra time on my side, I jumped into building E. And Co. Clothing. When I finally went back to work that fall, I realized that this business was no longer a hobby, and there was no way I could continue working a full-time job and having a full-time side business. I quit my IT career in May of 2021 and haven’t looked back.
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?
I’m not sure I’ve experienced any actual struggles besides working around the clock, very little sleep, research research research…but that’s what I consider the hustle of owning a small business. It hasn’t been easy, but you learn from your mistakes and improve over time. Running my boutique also never feels like work because I love what I do!
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
E and Co. Clothing is a women’s clothing boutique in Sartell, MN. Currently, I’m still running it out of my home but have plans of building space with a possible storefront.
I select pieces for E and Co. clothing to help women create a capsule wardrobe: high-quality basics that mix and match and can be worn from season to season. I have always used a capsule wardrobe system for myself and enjoy pieces that you can dress up or down for effortless style. Each season you can add in new fun pieces that fit with what you already have in your closet. Getting dressed doesn’t need to be stressful if you curate a wardrobe that works with your style.
My goal is to bring capsule wardrobes to my customers. My customers can buy several pieces that all go together and be paired in different ways from season to season, at any age. I strive to carry well-made pieces but still keep them affordable. That’s important to my customers and me—well-made doesn’t have to be expensive, and inexpensive doesn’t mean cheap clothing. I have several vendors whose products are made in the U.S. and are always of fantastic quality. I love knowing that these businesses are creating jobs in the U.S., and I’m playing a part in making it happen.
I have tested everything you purchase from us! It has to be soft, it has to be comfortable and cozy, and it has to wash well. The secret to style is being comfortable—when you feel good in your clothes, your personal style shines.
I hope to create a family business. I have an older son who is a CPA and two younger children. I would love to someday have a company where we can all work together.
Can you talk to us about how you think about risk?
Well, I quit my “real” full-time job! That was a risk — and a massive leap of faith. I‘ve envisioned what I want this business to be and knew I couldn’t make that happen part-time. But leaving a job with a steady paycheck and benefits was a little scary. There are also just so many risks you take as a small business owner. Anyone who owns a small business knows that every penny counts, and sometimes you need to try things that don’t always wind up being the best business move, but you learn from it and improve the next time. Nothing in life worth doing is risk-free!
Contact Info:
- Email: elicia@eandcoclothing.com
- Website: www.eandcoclothing.com
- Instagram: @eandcoclothing
- Facebook: @eandcoclothing
Image Credits
LifePrints Photography
