The result is a highly personal yet totally comfortable shopping experience, complete with freshly baked snacks, mimosas, great music, and even dog treats for customers' furry shopping companions.
Personally, I've been gushing about Eel & Ermine to just about everyone I know since I discovered it last year, and I'm so happy that Elinor took the time this past weekend to answer a few questions for Became Today. But I do have to issue one caveat emptor: Once you get a stylish, simple, perfectly-tailored-to-your-body dress for less than $100 at Eel & Ermine, you may never be able to set foot in a Banana Republic again.
Some of my favorite highlights of this 3-minute video:
- How two women who typically "hate shopping" ended up running a clothing boutique
- How Eel & Ermine made the transition from Etsy to brick-and-mortar in a matter of weeks
- How a bit of healthy jealousy inspired these two art school alums to try their hand at entrepreneurship: "If they can run a business, then we can run a business!"
P.S. A very special thank-you to my Mom and sister for the best birthday present ever: An Eel & Ermine gift certificate! And also a thank-you to B, who took over filming duties while I was busy spending said gift certificate.