First look at Elsa Fine’s new boutique at Area 15

In less than two years, the online women’s clothing retailer has grown from a side hustle in founder Jordan Dollard’s living room to a physical store in Optimist Park.

Elsa Fine joins more than a dozen other tenants at Area 15, an eclectic incubator for small businesses on the corner of E. 15th Street and N. Davidson Street.

Elsa Fine carries women’s clothing and accessories, including some handmade products from makers around the country.

Dollard exclusively sources accessories from women-owned businesses, including Elizabeth Heard, Vidalia Vogue, Voila Paper Co. and Let’s Put a Bird On It.

She calls herself a rule breaker in the retail industry, defying convention in her inventory, in the location of her store and in the way she manages her staff.

Her interns, for example, don’t do “normal intern stuff” and actually spend a good amount of time outside of the store getting to know the city and connecting with people to build community and the brand.

In addition to the retail store, Dollard also offers personal shopping services, closet clean outs, styling services and more.

Need a specific look for a specific event? She’ll style it for you. Know what you need but want to avoid entering the mall? She’ll shop for you. Need to know if hats are cool or nah? She’ll give the green light.

Personally, having shopped with Dollard, I appreciate her genuine no-pressure approach to sales and the reasonable price point. Most items are under $60. I bought this green light hat for $24.

Elsa Fine’s grand opening is Monday, July 18 from 2 p.m. to 8 p.m.

Gateau Baking Company and Pushwater Coffee will be there with refreshments. Find more details on Facebook here.

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Editor’s note: Jordan is a contributor to Axios Charlotte