Idea of a Brand
After opening The Ivory Closet, my first boutique, I was challenged with a strategy to set myself apart from all of the other boutiques in town. The obvious was to bring in desirable brands that offered territory exclusivity, but in my eyes, that strategy seemed too obvious.
I need not only brands, but exclusive brands that carry innovative, quality fashion products, and why not take it a step further? How about I create my own brand, make it territory exclusive, and a product that is versatile. A product that is the fix to a fashion problem. A garment that helps to slim the silhouette. One fit for all ages and sizes… This is the product that I need!
“Almost everyone wears camis and tanks. Almost everyone needs a scoop-neck tank, a v-neck tank, and a tank that comes down past the waist.” I thought. Hmmmm….”Camis and tanks are a necessity, a complimentary product, and an add-on to any outfit…” I pondered further. The choice of a very versatile product that is not a one time buy was very appealing to me. If my customer loves my reversible tanks, they will come back for more and begin to know and love the Ellen Anchor Brand!
I searched fordistributors and manufacturers that could help me to create my very first fashion item. The Ellen Anchor Reversible Cami/Tank.
The Naming of my Brand
Now, my first fashion line had to, not only have the a catchy brand name, but it had to have a lot of meaning to me. So here goes the story behind my inspiration of the brand.
The story is one of two people who have been a huge inspiration in my life, representing the epitomee of love for each other and the family that they have created, my family
Ellen is my Grandmother (left) and William (right) is my grandfather. As a young girl, I would visit my grandparents. While Gigi (my grandmother) would peel me oranges and make me buttered toast for snacks, I would spend my afternoon’s being entertained by Papa’s (my grandfather) stories of the sea, princesses, monkey’s that spit tobacco, and experiences on submarines during wartimes.
I looked up to (and still do) my grandparent’s, aspiring to encompass the gentle heart, sweet soul, and cooking skills of my grandmother while hoping to be as tough as nails, chew fake snuff, and join the Navy like my grandfather. (Fake Snuff- Cocoa and Sugar) All while keeping a strong faith and an abundance of love in my heart….just like both of them.
As I grew up and went through hardships of my own and experienced the realities of the real world, my view of people, trust, and relationships, began to change. I was no longer a child. Like most of us, I learned what it is like to work hard every day, get my heart broken, the excitement of accomplishments, the distress of failures, the grief of loss, but most of all, the comfort of home. I began to realize that home is not a physical place, but a special place in my heart, memories, people who have walked with me through my journey of life, trust, comfort, love, safety. Ellen and Anchor are a big part of my home within. They are the only two people I have never witnessed do any wrong and are so “real” at the same time. They love God and have devoted their life to their faith. They are still two people I aspire to be like but in different ways than when I was just a girl. I strive to have the compassion that my Gigi encompasses and to be the rock that she has been to so many people in lending a helping hand or kind words in times of need. (I have given up on the cooking part.) I look up to my Papa as the strongest person I know and want to be the anchor that he has been in my family as well as the loving person who made my childhood so special.
I continue to look up to my grandparents as the closest to perfect two humans could ever be and that is why I have dedicated my first fashion brand to them, Ellen Anchor.
Photos by: AM Photography
For a limited time and while supplies last, I will be giving away FREE Ellen Anchor tanks! $22 value. Just click here and add your favorite color to your cart. If you see anything else that you would like, you can avoid the shipping by checking out with $100 or more in your cart. Happy Shopping! Offer Valid from 8/9/15 – 8/18/15 or while supplies last.