Saying Goodbye to an Old Friend: Velouria is Closing.
From the first Poplin event at Velouria in Ballard in 2014.
I launched my personal styling career and Poplin in the fall of 2013 after a career in philanthropy. Knowing almost no one associated with fashion or style was an obstacle and my solution was to throw myself into the mix by committing to featuring a local Seattle boutique or maker every week on the blog. (Here’s my post on Velouria from back then.) This meant that I needed to both discover these gems, introduce myself to them and create valuable content for my new community.
I spent those first few years in a wide range of situations and environments as I searched both for clients and resources for those clients. All the while, I was also pursuing my people. Where were they? As it turned out, my people weren’t those in the fashion industry, but rather my clients. And over the years, I’ve been very fortunate to watch those relationships flourish, giving me a sense of home and community, despite working mostly alone.
The Velouria Team making it all happen at the Poplin event in 2014.
Yours truly chatting about style with a friend at the event. Even then the jewelry selection was incredible.
Poplin client Kate and her adorable daughter shopping the Velouria event in 2014. Fun Fact: She’s always been one of my favorite kids on the planet, now a teenager.
There were a few exceptions. The kind, open, earnest women of Velouria were two of those exceptions. Owners Cat and Chika purchased the store not long before I started my business. I met them through a mutual acquaintance who later also became a friend. I held my first Poplin event at the Ballard store during the Art walk. Cat and Chika offered to display my husband’s photography that month coinciding with the Poplin event.
Years later, not long after Velouria moved the up and coming Pioneer Square neighborhood, the duo generously agreed to host the filming of my first brand video. Since then, our partnership has remained strong despite the ever changing retail landscape. For the past several years, the connection has been largely online. I’ve enthusiastically shared pieces from Velouria with clients and the Poplin Community. While values-based shopping has always been important to me and the business, I didn’t start leaning heavily into those values until a few years into the busxiness. In contrast, Cat and Chika led the way for so many of us, showing that it is possible to thrive while committing to your beliefs and sharing those with your community. Every item in Velouria is and always has been made in the US or Canada. This commitment means that shoppers can count on quality pieces made by small makers. They can also feel good about a smaller carbon footprint and fair labor practices with every purchase.
Velouria during the Poplin Video Shoot in 2015.
More goodies at Velouria in 2015 during filming.
Yours truly with Poplin client and video start Reenie at Velouria Pioneer Square during the Poplin Brand video shoot in January, 2015.
The selection has always been highly curated with my very favorites found in the jewelry cases. I’ve purchased endless pieces over the years for myself (including several just a few days ago) and recommended them as my go-to for so many clients. Even now, when I visit a client who started working with me several years ago, I’ll discover Velouria pieces in her collection that stand the test of time and continue to bring her joy and communicate her authentic personal style.
This love-fest was dealt a big blow last week when I learned that Velouria will be shutting it’s doors later this month. The Pioneer Square neighborhood was hit hard by COVID and the disappearance of office workers in the neighborhood. Since 2020, things have never fully recovered and when the lease ran out, it was clear that it was time to close the store permanently.
On a professional note, I’m devastated to see one of my very favorite resources disappear. On a personal note, I feel so much empathy for these powerful, driven, thoughtful women.
We started around the same time, all three of us diving into unknown territory only to thrive and then be hit hard by COVID. Fortunately, Poplin has rebounded, but only after over a year without clients. During that time, I truly didn’t expect the business to continue. Hearing their story now, I’m reminded how fortunate I am that Poplin was able to recover. This, of course, is highly impacted by not having inventory or relying on foot traffic in a neighborhood and the various other factors facing Velouria over the past four years.
ORBITS EARRINGS. Velouria. $52.
Two things matter now.
First, YOU can still pick up your favorite items from Velouria before they are gone forever. So, when you are done with this post (if not before) hop on over to the shop or the website and stock up. I was there on Friday and I recommend going in or even more selection.
Second, the world is better because Velouria was here. And that means that the world will also be better thanks to the ripple effects of Cat and Chika in the next phase of their lives.
Sometimes things end. And that’s okay. When they do, it’s important to give yourself time to grieve and reflect on the experience before venturing onto the next thing. I know I’ll be one of many people grieving the loss of Velouria and I can only imagine that process for these two. But, importantly, Velouria was here and it mattered.
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