[KATHRYN]:
Welcome to Imperfect Thriving, episode 28. In this episode, I have Leslie Pittman. Leslie is a friend, client, and owns Elle, a beautiful women’s clothing and accessory shop right here in Birmingham. And we have a conversation about Leslie’s ups and downs in her business over the years, limiting beliefs that we women have when it comes to how we look and how we dress ourselves, and why she chose to come to me for coaching, and what it has done for her.

Welcome to the Imperfect Thriving podcast; for all of us women in midlife to discover your self-limiting beliefs. determine exactly what you want your life to look like, and the imperfect actions to get you there.

[LESLIE]:
So, I just thought… I’ve always believed in counseling so I thought, well, I should meet with her and talk to her about getting a more systematic approach to my life in order to be the best business owner and best person I could be. Because I feel like we’re all just going ninety to nothing now. Our world – the pace is too fast in my opinion, but we’re all doing it. And so, she really allowed me to look at every area of my life in depth in a more systematic, organized, methodical way.

[KATHRYN]:
Have you joined the Imperfect Thriving Facebook group yet? If you would like to be a part of a group of women learning, growing, basically thriving, this is the group for you. I have hosted a summit with incredible speakers. We have Facebook Lives, happy hours, all sorts of events. So, if you want a place where women are nudging each other toward our best lives, then the Imperfect Thriving Facebook group is for you. We’d love to have you join us.

I have so many takeaways from this episode. And I was going back over and listening to it after we recorded to pick out some things to tell you about it, like I usually do at the beginning. And I came upon this part a little past the middle of the podcast where I just stumbled around and just really was not doing the best job. So, I was in the process of going back over and listening to this part to tell my sound editor, okay, go to 17 minutes and 35 seconds and cut out the next minute because it’s just not very good. And then I remembered what Leslie suggested that we do at the end of the show, and I remembered that the name of the podcast was Imperfect Thriving and I thought, I’ve got to be real. I can’t cut this part out, like, this is how life is; we stumble around. We don’t get it right all the time, and it’s okay. So, I left it in there and I hope you get a good laugh out of it because it is truly imperfect thriving. I hope y’all enjoy this episode as much as I enjoyed talking to Leslie. Enjoy.

On today’s episode, I have Leslie Pittman, who is a dear friend of mine who has owned Elle, a unique clothing store for women in Birmingham, serving three generations and she has owned this store for 12 years and y’all, when I say she serves customers in three generations, I mean from the ages of 14, all the way up through 75 and beyond, and she provides them incredible customer service with a variety of items and styles to fit all of these different women. So, I’m so excited to welcome Leslie to the show today. Hey, Leslie.

[LESLIE]:
Hey, thank you so much.

[KATHRYN]:
I’m so excited for us to have this conversation today. And of course, I know lots about you and your journey with Elle. But for those who don’t, can you share a little bit about your story, of owning Elle, and working at Elle, over these last many years?

[LESLIE]:
Sure. I started working at the store in 2006 in what I believed would be a temporary job as I looked for other jobs, and quickly I really, really loved what I was doing. As a child I had always wanted to own a clothing store, but I never really thought it would happen. But like I said, my journey working there was really just part time while I was looking for something else. And quickly dove in and within a few months was assisting the owner at market on the buying trips about four to five times a year. And then the summer of ’08, she decided she wanted to sell her business – she started it in 1991 – and she approached me. One of the biggest challenges I faced was, the transaction for the sale of the business occurred September the 30th of 2008, which was the week following the economy crash.

[KATHRYN]:
Oh, wow.

[LESLIE]:
So, I certainly have learned a lot to say the least.

[KATHRYN]:
So, tell me about what you learned during that time and really, how you kept the business going amidst all of that.

[LESLIE]:
I had to basically learn the business anyway, because I hadn’t had a ton of guidance, so I was learning it on my own, plus adapting to the recession. I quickly realized that we were overbought with inventory, which is the worst thing that any retailer could do, especially when the economy was where it was. So, I put some systems in place with some professional people who advise stores on buying, and amounts of buying, per month and in certain categories, and followed that very diligently. And the business slowly began to turn around as well as adapt to what was going on in the world. Additionally, I had to learn to bring in new lines at lower price points, not jeopardizing quality but really matching what the customer’s needs were at that time and the way people were spending money.

[KATHRYN]:
So it sounds like you had to do a lot of adapting at the very beginning, and what I’m hearing you did really well that kind of kept you afloat and moving forward, is you recognize the areas that you needed help in and you reached out and got the help.

[LESLIE]:
Yes, definitely. I did that. And that was crucial, for sure.

[KATHRYN]:
So, you know, fast forward. You’ve made it in business from 2008 all the way up until COVID. What has that been like for your business? And what have you had to do and pivot to with all of this going on?

[LESLIE]:
I’d say from 2008 to ’12 were some tough years for sure. I had always wanted to rename the store to fit more of my story, because the name was the old owners name, and it had a great reputation, very established, but I just didn’t have a personal tie to that name. So, in 2014, I changed the name and did a whole rebranding. And truly, ever since then, we’ve had the best years that we’ve ever had since I’ve owned it because I do believe that people respond very well to rebranding, newness. I think people are just genuinely curious about change. So that has been great. Obviously, during COVID, certainly super challenging times for everyone. I’m very grateful for technology, to say the least; our website has been a very valuable asset as well as our Instagram and Facebook pages.

[KATHRYN]:
So, speaking of Instagram and Facebook pages, what have you done differently on those since COVID began, [unclear] your customers?

[LESLIE]:
Well, we have really increased the number of posts per day, definitely at least two to three posts, as well as linking what is on the post to our website, so people can just click on it and buy it. Instagram Stories are huge. Often they get more likes… no, not likes, more activity than the posts. So, using that platform, using the swipe up feature on the stories as well. I feel like in today’s society, people just want to swipe up, or click ‘Buy’ and move on. So adapting to that on the Instagram and then the website, having every single item on the website that we have in the store, which certainly did not happen until this happened with COVID, because it’s quite difficult to manage a storefront and have every single item on your website. But we quickly rose to the occasion and it certainly did pay off.

[KATHRYN]:
I mean, it sounds like you’ve made an amazing pivot to where, if your customers, who you serve so well, can’t get to the store, you’ve done everything you can to bring the store to them.

[LESLIE]:
Well, thank you. We’ve certainly tried. Shipping was a big thing during COVID, of course; free shipping and delivering to people’s houses, that was… people seem to think that was a great thing. For us, it was no big deal at all. I truly believe in customer service. Then we also did these surprise boxes where you fill out a style quiz and we would ship you, or drop off, a box of 10 to 15 items to try. And that was super successful.

[KATHRYN]:
I mean, I think that’s genius. I really do. And I thought that was the coolest thing because of course, I follow you on all the social as well. And I thought, oh man, Leslie, that is a good one.

[LESLIE]:
Well, thanks. It definitely is something that we need to, and we want to, continue to do even now.

[KATHRYN]:
Well, I think it’s great. And so, it’s been well received?

[LESLIE]:
Yeah, it has. Everybody that we shipped one to, or delivered, kept several items. I do think when you have items in front of people, they’re usually going to keep a couple.

[KATHRYN]:
And it also sounds like to me, to make that work, you have to really know your customers as well, right? I mean, they know their own style, but you have to know it as well to be successful in picking out things that they are going to want to keep.

[LESLIE]:
Yes.

[KATHRYN]:
That just highlights the level of customer service, and how well you know the people who shop with you.

[LESLIE]:
Well, I think that having done this for the length of time I have, which total is 14 years, and a lot of these customers have become friends, and we have a super supportive community, for sure. So that certainly is a part of this, is just really trying to make it as easy as I can for them and make people feel good about themselves.

[KATHRYN]:
Yeah, it’s a lot more. It goes a lot deeper than the clothes, right? It goes all the way down to the heart of the relationships.

[LESLIE]:
Yes, for sure. And the way people dress, and when they get dressed, which I know has been a thing during COVID, you know, people really haven’t had to get dressed, but it really can affect the way you feel about yourself.

[KATHRYN]:
Oh, absolutely. I realized early on that I still need to get up and wash my hair and get dressed if I want to feel like me.

[LESLIE]:
That’s right, and you’re more productive if you take care of, and get dressed, and try to proceed like you normally would.

[KATHRYN]:
I mean, who doesn’t feel better when they have something new and pretty to wear, even if nobody else is going to see it? Most of the time, you’re really dressing to feel good about yourself.

[LESLIE]:
Well, that’s right, for sure.

[KATHRYN]:
So, you know, back to this, I think it’s really cool that you dress three generations, right? And so, I’m thinking about the younger end of the generation – not the youngest, but on the younger end. Say a woman who is graduating for college, and I know things aren’t normal right now, people aren’t going to work exactly in the same way that they used to, but they will again. So, say you’ve got this college age woman graduating, who needs to start building a wardrobe for the working world. Where would you say she should start?

[LESLIE]:
I would say everyone needs some key basics in their closet such as a great pair of black pants, just a quality pair of black pants, a style that is timeless. I think blouses, blouses with ruffles. I know that’s not everybody’s thing, but they are very in style; I do think it’s a very feminine look. As well as everybody certainly needs a blazer. The thing I would say for the demographic you’re speaking of is the day to night look. And even though there’s not a ton of night things right now, there will be, but just taking your outfit from the office to dinner, for example. And the blazer thing, on that note, that is great for the workplace but also is cute with jeans and a cute little t shirt, you know, for dinner out. It doesn’t have to be limited to the workplace. I think people feel that way about blazers, but really that’s not the way it is anymore.

[KATHRYN]:
Yeah, so you could have even black pants and a blazer that goes with the pants that could be a suit with a pretty ruffly blouse under it for work or an interview or any kind of occasion like that, have your T shirt, your cool necklace, and your high top tennis shoes in the car, switch out the blouse for the T shirt, under the blazer, roll the sleeves up, throw the tennis shoes on, ready to go, right?

[LESLIE]:
Yeah, and another thing I wanted to say is just how important accessories are. I think that if people have the basics in their closet and they have some good accessories, some fun necklaces, you know, layering some bracelets, statement earrings – I know they’re not everybody’s thing – I personally do like statement earrings, but just having some good accessories can totally change up the way your outfit looks.

[KATHRYN]:
Oh, I love that. I’m all about the accessories, for sure. So, what about women that are more my age? Say maybe a little bit older than their 20s. I think there are a lot of old stereotypes and a lot of rules that we give ourselves, as we get older, about how we must dress or how we must look. What do you see women do to limit themselves when it comes to fashion and the way they dress as they get older? Do you hear them talking about things like that? Or do they say things like that to you in the store?

[LESLIE]:
Yes. So, because of that, I came up with a mantra a while ago, probably 10 years ago, and that is that clothing is art. The way one dresses is an expression of themselves and that color, wearing color, can totally change the way somebody looks. And again, it can change their whole presence and their mood, their confidence level. Obviously, different colors look good on different people and I’m aware of that. Some people can’t wear red and such, but a lot of women, I hear it a lot, will say that they don’t like to wear color, or they only wear black or whatever. And I know we all can do that – I love black myself – but just encouraging people to get out of their box and break through the belief that is limiting them of I can’t, or that doesn’t look good on me. And then if I push them to try it, they often light up, and smile, and buy it. So, I just think color, especially right now, with everything in our world and everything going on, it just really makes the difference.

[KATHRYN]:
So yeah, I love that, that you help women sort of stretch their comfort zone, stretch out of their comfort zone when it comes to how they dress and try to get them to disregard the limiting beliefs that keep them stuck in the same old thing all the time. Yeah, I love that. Let me see, I knew I had something else that I wanted to ask about that, but I can’t remember what it was, shocker. So, are there any other limiting beliefs, or things that you hear in the shop, that women my age have for themselves, or they think that they have to get like a whole new wardrobe when they hit a certain age? You ever run into that?

[LESLIE]:
No. Actually, I really don’t. I’m trying to think on that one. No, you know, I hear oh, I’m too old to wear that, or something like that. But again, it’s one of those… I think everybody’s their own worst critic. And women, there’s so much out there that is negative and people comparing themselves and the social media and all this. I think women, no matter what age, can tend to put themselves down. And so just trying to encourage people, you know, yes, you can wear that, you know, we’re not going to steer you wrong. I would never put you in a color or a style that is not suitable for you. So, I don’t know, I think there’s some mentoring that goes on in every business now that I think about it.

[KATHRYN]:
Yeah, so it’s a little bit like counseling, right? A woman comes in your store, a woman like me, for instance. I may be fixated on that one thing that I really don’t like about how I look and that’s what I predominantly see. But you help the customer see the fact that nobody else looks at them in that same way.

[LESLIE]:
Exactly.

[KATHRYN]:
They really can wear those pants, or they can really wear that top, and that nobody has a microscope on them the way that they have on themselves.

[LESLIE]:
Exactly.

[KATHRYN]:
I love that. So, I’m going to make a complete… I’m going to do a 180 here with this questioning and just be like, tell everybody how I got to know you, which is through coaching you. I mean, you know, we met in the store because I like to shop there. But you are actually one of my coaching clients and I was wondering if you would be willing to share a little bit about your decision to come to coaching, like, what led you to reach out and come to coaching?

[LESLIE]:
I feel that, well… So, when I met Kathryn, that was in the shop and I was just at a place in my life of kind of feeling scattered and, honestly, a little bit of burnout with different things. And so I just thought, I’ve always believed in counseling, so I thought, well, I should meet with her and talk to her about getting a more systematic approach to my life in order to be the best business owner and best person I could be. Because I feel like we’re all just going ninety to nothing now. Our world – the pace is too fast in my opinion, but we’re all doing it. And so, she really allowed me to look at every area of my life in depth, in a more systematic, organized, methodical way. And I just believe that when you have your personal life in order, it’s easier and it’s healthier, you’re a better boss, mentor, friend, etc. When you’re aware of your personal roadblocks and things that are challenges, you know, you’re able to experience your life the way you want to. So, you certainly have helped me tremendously in many, many areas and I think it’s very important for people to give themselves the gift of counseling.

[KATHRYN]:
Well, I very much appreciate those kind words. Do you think it has helped you with… you know, what you say about the fast-paced world is 100% true. Do you think it has helped you at all with clarity and focus and kind of honing in on what’s most important to you and what you really want to focus your time and your energy on, versus going in 50 million different directions?

[LESLIE]:
Definitely. I think that for me, in addition to the coaching, that has come some with age, of realizing our time is a valuable asset and if you don’t learn to say no, which you have helped me do, then next thing you know, you’ve neglected yourself. And I think that that is a very… there’s nothing more important than prioritizing, with a professional’s help, your time and your schedule and what you value.

[KATHRYN]:
Yeah, it took me a long time to get to that point myself and to realize, if we don’t say, no, we are going to be pulled in too many directions, and we’re going to end up living someone else’s agenda, and we’re going to look up one day and say, what the hell have I been doing with myself? When you first focus on, what is it in my life that’s most important to me? And when you put that right in front of you, and you’ve gone through all your domains, and you’ve figured out, yes, all of this right here in this little bundle is what’s most important to me in the world, and I’m going to protect it, and to protect it, and to live that agenda, I’m going to have to start saying no to what other people want me to do. That is a hard realization, especially for women in the South, because we’re taught from the beginning to be likable, to say yes, to be polite and do what others want of us. So, it’s not an easy thing to do, is it?

[LESLIE]:
Not at all. But it’s worth it.

[KATHRYN]:
Absolutely is. What would you say to another woman who has gone back and forth about either counseling or coaching? I don’t know if I should. I don’t know if it’ll be helpful to me. What would you say to that person who’s kind of on the fence or struggling with it?

[LESLIE]:
I always say, don’t overthink it. I would say it truly is the best gift you can give yourself and those around you. I have always said I feel like it should be required, just like it is for people to go to the dentist. You know, go the doctor, like, I truly believe mental health is huge. And the stigma or the embarrassment or the shame, or whatever it is that can limit people, is a lie. So, I would just say, go for it.

[KATHRYN]:
I love that advice. I really do. And I love that you are, you know, offering up yourself as an example of what coaching can do. I really appreciate you doing that. Because I do think that we can internalize this message of, we must be strong, we must do everything on our own, and we must be taking care of everyone else other than ourselves. And to me, that’s just not helpful to tell ourselves; everybody could use help. I mean, I’m going to a strategist for help in my businesses so that I can be intentional and focus. We always need someone else that is looking at it from that 30,000-foot view, instead of someone who’s right up on it, in the middle of it.

[LESLIE]:
Exactly. It’s always nice to have an objective voice.

[KATHRYN]:
Yeah, because I mean, our friends and our family, we love them and they love us, but because they love us so much, they find it hard to tell us the tough stuff, when it’s time to change something, or do something different, because they love us so much.

[LESLIE]:
That’s right, for sure.

[KATHRYN]:
So, what would you tell… think about your years of experience, the ups and downs and everything that you’ve gone through, and owning your business? What advice would you give to a woman who was thinking about starting her own small business or opening her own clothing store? What do you wish you knew at the beginning that could help them?

[LESLIE]:
Well, first my advice would be: if you’re passionate about something and you follow that passion, it will work out. I certainly am an example of that. I mean, the roadblocks between the recession and the COVID, it’s certainly been challenging. But I have a passion for people, I have a passion for relationships, I have a passion for fashion and really no, like I said, overall, just making people feel good about themselves. More so than, you know, fashion is wonderful, but it’s also kind of the deeper meaning is what drives me. I just think that if you’re walking in what you feel led to do and what you feel you’re gifted in, and just put one foot in front of the other every day and trust the process, that you’ll be successful.

[KATHRYN]:
Wow, I absolutely love that. So it is, basically, follow your passion. Don’t worry if you know how to do it all exactly at the very beginning because if you love it enough, you’re going to put in the time, the energy, and the effort to be successful in it.

[LESLIE]:
Yes, absolutely.

[KATHRYN]:
So, because I love to shop at Elle, and we know so many people love to shop at Elle, Leslie and I are coming together for a little giveaway, aren’t we, Leslie?

[LESLIE]:
Yes. It’s gonna be so fun.

[KATHRYN]:
I’m so excited about this. So hopefully you’re listening to this podcast the day that it comes out because, for the first two days when this podcast comes out, if you go follow Elle on Instagram, and where… how do they find Elle? What exactly is it on Instagram, Leslie?

[LESLIE]:
The Instagram is @ElleBirmingham, as well as the Facebook, as well as the website.

[KATHRYN]:
Okay, so if you go to @ElleBirmingham on Instagram the day that this podcast comes out, you will see a post giving you instructions on what you need to do to be in the running for a $100 gift card to Elle and we will make that announcement after the first two days. We will look at all the entries and draw an entry and announce on Instagram the winner of that entry. But it’s just going to be basically rating, reviewing, and subscribing to the podcast and following Imperfect Thriving on Instagram. But all you have to really know is, go to @ElleBirmingham on Instagram the day the podcast comes out and follow those directions and you will be in the running for a $100 gift card to go shopping at Elle. And Leslie, tell us more about how they can find Elle, actually, the store, and where they can find you online.

[LESLIE]:
Okay. The store is located in Crestline village, which is in Birmingham, and we’re next to Taco Mama, if that helps. But the website is www.ellebirmingham.com. And you can purchase right off of the site, as well as messaging on Instagram or Facebook, and we ship all over. So that is no problem at all.

[KATHRYN]:
So, I hope everybody will get in on that – that could be a lot of fun. So, Leslie, I wrap up every podcast with the same question to my guests, which is, what is one imperfect action that you suggest we take today to get closer to our best lives?

[LESLIE]:
It is one that I will say to myself, and that is letting go of perfection, giving yourself grace in that. And it is definitely not easy, but it’s something that can be very freeing once you begin to walk into letting go of perfection, control and just giving yourself grace for exactly where you are.

[KATHRYN]:
Well, no truer word said, everybody. I’ll definitely reiterate what Leslie says, that, the minute you can start letting go of perfection, a whole different world… you’re going to show up in a whole different world, in a whole different way. Leslie, thank you so much for being on the show today. I’ve had so much fun talking with you.

[LESLIE]:
Thank you for having me. I loved it.

[KATHRYN]:
Well, y’all all, if you haven’t been to Elle, get to Elle. I mean, beautiful, beautiful things and the best customer service ever. So, Leslie, thanks again. And I just want you all to remember what Leslie told you about letting go of perfection. And until we meet back here next week, go out and take imperfect daily action towards your best life.

Imperfect Thriving is a part of the Practice of the Practice Podcast Network, a network of podcasts seeking to help you thrive imperfectly. To hear other podcasts like the Bomb Mom podcast, Beta Male Revolution, or Empowered and Unapologetic go to practiceofthepractice.com/network.

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This podcast is designed to provide accurate and authoritative information with regard to the subject matter covered. This is given with the understanding that neither the host, Practice of the Practice, or guests, are providing legal, mental health, or other professional information. If you need a professional, I encourage you to reach out to one.