Meet Staci Pearlman: LA Mama and Elfin Los Angeles Co-Founder
“We handpick everything we feature on our site and source a ton of smaller, women-owned lines — we love nothing more than supporting other mamas with small businesses.”
WHAT DO YOU DO AND WHAT LED YOU TO THIS CAREER?
I've been a fashion and beauty copywriter for over 12 years and after writing content for other people for so long, I started to get an itch to do something for myself. After I had my daughter I became completely and utterly obsessed with everything kids clothing. I searched near and far for clothing and accessories that were unique, stylish, and allowed her to show off her adorable personality. After I had my son, I did the same — but this time for boys clothing, which was just as fun.
People were constantly asking me where I bought everything from their shoes to their outfits to the art on their bedroom walls. So I collaborated with another great friend in the fashion industry (she's on the business side), and we launched elfin los angeles, a curated collection of clothing for little ones. We handpick everything we feature on our site and source a ton of smaller, women-owned lines — we love nothing more than supporting other mamas with small businesses. Today I have the best of both worlds: I still write copy for brands I love, run elfin with my co-founder Melissa, and get to spend all the time I want with my two kids.
WHAT ARE THE NAMES AND AGES OF YOUR CHILDREN?
Delilah, 4 years old, and Mason, 15 months old.
WHAT HAS BEEN YOUR BIGGEST CAREER ACHIEVEMENT THUS FAR?
Opening our pop-up! It was supposed to be a two month situation, but because of COVID, we have extended through October. We've put so much time and effort into the space and it's become something we are so proud to call our own. From the decor to the handmade table in the center of the space, i can't help but smile every time I walk in.
WHAT IS THE MOST REWARDING ASPECT OF BEING A MOTHER?
Seeing the world from their perspective. I love nothing more than watching them grow and learn, but watching them see or try something for the first time is, to me, the most indescribable feeling. There's just something about watching your little one ride a roller coaster or run through the grass for the first time. To me, even watching them try a new food is exciting!
AND WHAT IS THE MOST CHALLENGING?
Not losing your identity. I think it's so easy to get lost in the day-to-day. We're constantly caring for other people, so finding time to care for yourself — both mentally and physically — can get lost in the mix. I also think a big part of my identity is keeping up with my friendships (with friends that are not mamas, too), date nights with my husband, kid-free vacations (we moved closer to the grandparents for this very reason), etc.
WHAT IS YOUR BEST ADVICE FOR SOMEONE NEW TO YOUR INDUSTRY?
If you're looking to partner up with someone on a business, I highly recommend choosing someone who has a different skill set than you. My partner and I offer up so many different skill sets that we compliment each other perfectly. It just works.
WHAT IS YOUR BEST ADVICE FOR A NEW MOTHER?
Never forget who you are and learn to let the small things go: That mess can be cleaned up later, those clothes can be folded tomorrow, that email can wait.
WHAT'S NEXT FOR YOU? DO YOU HAVE ANY EXCITING PROJECTS COMING UP?
We had so many exciting events planned for our pop-up space, but had to cancel them to adhere to social distancing policies. So instead of planning events, [my partner Melissa] and I have been working on custom collections and collaborations with brands we love. So far we've collaborated with Apolis on an amazing market tote and Caitlin Nicole Jewelry on mama and mini jewelry. We are currently working with designers on other exciting projects and can't wait to share them with our customers.
Follow Staci at @stacinicolepearlman & @elfinlosangeles