Charmia Elam has an extensive background in both business and fashion, so it’s no surprise that she found success selling her personal collection of vintage accessories online. However, it wasn’t until she built her own website and launched MAUVE in January 2020 that she turned her love for fashion, styling, and vintage into a full-time business venture.
“I have vast experience within the fashion world: completing my education from the world's fashion capital at one of the top fashion institutions, doing uncapped stylings, working fashion shows, having a career in fashion management, successfully running e-commerce,” Elam says. “It was time for someone with both the educational and work experience to provide a full one stop fashion service.”
MAUVE features an eclectic mix of vintage accessories and apparel from luxury brands like Fendi, Chanel, Louis Vuitton, and Dior. In addition to the product mix, Elam is a stylist, who, since the pandemic hit, has been taking appointments virtually through Zoom and FaceTime. “The digital world is such an evolving space, it's unbelievable,” she reflects. “Running an e-commerce Boutique and appealing to consumers in a time that is very uncertain is remarkable. I've started to focus a lot on structure. I'm a relatively new business, so I feel the need to be present and aware for my consumers. I’ve built more of a community through my brand during the last few months. We are no longer just able to talk fashion, but life, health, mental strength, struggles, etc.”
Connecting with her community online has become increasingly important for Elam. She has found success through utilizing her YouTube channel to share new arrivals and styling with her audience. “I've been very tactical in how I've approached my business strategy,” she explains. “Constantly evolving MAUVE and becoming more focused in digital marketing has been key for me. I am a very fresh business so it’s really important that I provide exposure of my brand to the public and my target consumer.”
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