Black in Business is an interview series that highlights small business owners in our community.
Interview
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Talk to us about who the creative mind behind the brand Elleven is—as it relates to being black in business, who are you?
My name’s Sherrelle Trunell. I’m a 28 year old MS native. I don’t have any accolades or anything, but that makes me go even harder. I’m a normal person working a part-time job that just so happens to have the guts to work on my dreams. One word to describe myself? Genuine. I don’t sell or promote anything I wouldn’t buy. It’s important to connect with your customers & pay attention to what & how they react.
How did the idea for Elleven as a business come about?
Elleven was originally ST11Edits — an editing/printing/logos business. It was actually picking up, but I didn’t feel the passion to do it everyday. When I began taking days off which eventually turned into weeks which turned into months, I figured it was time to let it go. I hate going to stores, but I love shopping and would spend hours putting outfits together in carts. I even played a game called Fashion Story –– a fashion boutique simulation. Well time went on, I quit my full time job because, BLEH! and I began waitressing. Not to be arrogant, but I know I deserve better. I did LOADS of research & ran with the idea of a boutique. Of course my first thought was clothes, but I wanted a niche I could focus on and see how people would react.
What were some of your fears or concerns starting out in light of being a small black business owner?
My biggest fear was people not supporting me because I don’t consider myself “popular”. I also was worried about how people would react to me selling girly things. I used to get fussed at by my mom & sisters so much about wearing earrings & I didn’t carry a purse untill around 22ish, so I didn’t know if people would take my opinions into consideration. And I never wanted to sell anything. I sucked at selling girl scout cookies & world’s finest. But that was because I didn’t back the product. When you actually like & use what you’re selling, it becomes more of sharing an experience than just trying to make a sale.
How did you move past them?
Between my husband’s compliments and my best friends’ confirmations, I just literally had to get over it. I realized I was stopping myself. It was a confidence issue. I felt like no one was watching. BUT I learned to watch my views, not likes. They may not like or share, but best believe they’re looking!
Can you talk to us about what the process of setting up a online retail business looks like?
I think that depends on what route you want to take. The option to build your own site with codes & all that jazz is really neat to me, BUT you gotta know what you’re doing. IDK what I’m doing, so I use Shopify. They have different plans available. They have different themes & they’re customizable. It gets to a point where it’s literally perfect, but you always find something. But I think that just comes with loving what you do. You’re always trying to improve it. There should be limits cause I will be up at 3am ok YouTube looking for something to try. Passion is good, sleep deprivation is not.
How do you select inventory for Elleven?
My inventory is all me! Every item and every name is unique. Each item can tell its own story. As a black business owner, I also have my own story to tell and that’s reflected in the bags I select for myself as well. I want people to bring those stories to life! Fashion is art and every piece is chosen to finish your masterpiece.
Are there any perks that come with being a customer of Elleven?
I like nice things, but I also like having money even more! My items are priced fairly, but I always give opportunities to save! When you join #ElleGang, you enter the rewards program. You earn 3 coins for every $1 spent. At 500 coins ($5), you can cash out or stack them! Every month on the 11th, account holders are able to shop the Day 11 Sale BOGO 50% OFF. Every Monday, go to the site, enter your email & win a discount. We also give a generous birthday gift.
Here at The Socialhood, we value entrepreneurship and ownership, what is your advice for people who are just getting stared in those areas?
If you want to do something well, one must be educated. If you can dedicate yourself to learning at least one thing a day, you will begin to see results in no time! Everybody isn’t going to like what you’re selling or what you’re doing, but that’s OK because you’re not for them. You have a whole audience of people that are waiting on you!
Where can our readers find you on social media?
shopelleven.com
Twitter: @shopelleven