Hi, Alexia! Please share a brief introduction about yourself and your business:
Hi, I'm Alexia. At Shop Amour USA, we offer a unique selection of carefully curated European kid's clothes brands that embody our strong values and commitment to quality. Our exclusive collection of premium kid's clothing is designed and produced in Europe. We work with conscious brands that put ethics and sustainability at the forefront of their operations. Every piece at Shop Amour USA is handpicked to showcase the best of the best for our fashion-forward clients. Here's something special about all the brands I work with: they have a mission and they live by it. Whether it's using upcycled fabrics, maintaining a fair trade supply chain, or giving back to their communities, these brands are making a positive impact. All the brands I work with are sustainable eco-conscious brands, a topic I really care about. While I may not be an activist, I deeply appreciate those who educate us about the world, the environment, and our impact. Personally, I care about wearing clothes that aren't made by underpaid workers and aren't mass-produced only to end up in landfills. To me, it's worth spending a few extra dollars.
What a powerful mission! What excites you about being an Entreprenista League member?
I have met amazing founders and experts and already learned so much by connecting with them. Everyone is always happy to help by sharing their personal experience and their knowledge. I feel I am in a safe place where people don't try to sell me something but are just genuinely happy to help.
What made you take the leap to start your own business?
I moved to the U.S. in 2022 and couldn't help but notice an incredible opportunity to bring authentic European kids' clothing brands to America. I'm talking about the brands that French mamans and English mums choose for their kids in beautiful Paris and hip London. While there are plenty of options in America, only a handful are true European brands, owned and produced in Europe, catering to European tastes. One day, while I was buying clothes for my kids in Paris, I decided to reach out to the niche cute brands I know from Paris and you know what? They loved the idea of being imported to the U.S. and promoted and sold via me, a true French maman! Every brand I carry is premium, organic, and fair trade, with many offering handmade pieces.
What was your background prior to starting your own business?
I started my career in the luxury industry, as a product manager for Cartier International, the French jeweler. And then joined Tommy Hilfiger, the apparel company, where I held several positions, the last one being Director of Merchandising.
Such an impressive resume! Did you always know you wanted to be an entrepreneur?
To be honest, not at all, I must say I loved my corporate career, I always loved going to work. But then I moved to the U.S., and everyone says that if there is one country for entrepreneurs it is the U.S., so I thought let's give it a try. I am learning so much and I feel I have enough experience on my CV that if I want to go back to corporate I will be able.
Take us back to when you first launched your business, what was your marketing strategy to get the word out and did it go as planned?
I launched very recently on October 23rd, 2023! I had very little money so my plan for fall '23 was to attend pop-up and Christmas markets and reach out to a few influencers hoping they would post about my products. It went well, I actually already have a lot of returning customers from my in-person events, and most influencers I reached out to really loved the products and were happy to post of it for free. I still have a long road ahead but step by step.
What is the biggest challenge you have encountered along the way and what did you learn from it?
So many challenges...but the one lesson I have learned is to be efficient on what you're good at but don't spend too much, focus on the topics that come less naturally to you but that are essential to your business, and hire a contractor on topics that you cannot do. Don't waste your valuable time if someone can do the job a lot faster and easier.
What is the accomplishment you are the most proud of to date?
I would say the connections I made, with the customers, the brands, the influencers, and my peers. I am proud to already have returning customers after only a few months.
Do you believe in work/life balance? What are some of your best tips?
Of course I believe in it. To be honest right now I am struggling, and I am happy to get any tips!
We can definitely give you some great advice! And what's a piece of advice you can share that you wish you'd known when you first started your Entreprenista journey?
People will try to sell you their solutions at every corner, so surround yourself with a group of people you trust who will just be here to share their personal journey (not their services). It's very important to join a group of entrepreneurs like Entreprenista.
What have you achieved recently that you'd like to celebrate with our community?
I have secured a great collaboration with a business that has a similar mission but with women's clothes. I believe that will help me grow my brand awareness and my sales. I will be doing pop-ups all around the U.S. with them
What's next for your business? What can we expect to see over the next few years?
I have big dreams and hopes, I would love to open a foundation and educate about fashion and how it is (unfortunately) damaging the planet. Fashion is the second most polluting industry in the world! We need to start shopping better, not more.
Learn more about the Entreprenista League and join today!
About the Author
Entreprenista Team
