What I Learned in My First Three Months Running a Boutique in Old Town Alexandria
When we opened our doors at Eliana Curated on May 17, I thought I understood what the word community meant. But it wasn’t until that day, standing inside the corner of Old Town on Patrick and King St, that the word stopped being an abstract concept and started becoming something I could feel.
I quickly learned that Alexandrians don’t just say they support local—they show up, they shop, they tell their friends, and they wrap you in a welcome that’s hard to put into words. Within days, we weren’t just a new boutique on King Street, we were part of a family.
Community in Action
The residents, the fellow business owners, the content creators (Trish Spoon from Spoonful of Trish, Lauren Schabb Cats from The Cats PJs, Nancy from Basic Balance, Sarah Phillips from Fifty Two Thursdays, Molly Ledwith from DC Darlings), the ALX Chamber of Commerce, and platforms like the Old Town Boutique community and Alexandria Stylebook itself have been instrumental in our growth. The Chamber connected us with local bookkeepers, designers, and CPAs—keeping us truly “locally Alexandria.” The founder, Amy Rutherford, behind Red Barn, Pippin Toy Co., and Penny Post went out of her way to introduce me to retail coaches and training resources that have shaped the way we run our store.
Even our neighbors made us feel at home right away. The Turkish Coffee Lady dropped off a housewarming gift, House of Mane stopped by to shop our waterproof collection, and Cherry on Top picked out a pair of our waterproof studs. Every one of those gestures felt like a thread weaving us deeper into the Old Town fabric.
Listening to Customers
One of the biggest lessons I learned early: Old Town loves solid gold. Within a month of opening, we heard it over and over: “I only wear real gold.” By the Fourth of July, we launched our first Italian-imported solid gold collection. Watching people light up as they tried on these timeless, breathtaking pieces was a moment I’ll never forget.
At the same time, our upcycled vintage designer button earrings—each one handcrafted in our downstairs studio—have become tourist favorites. Visitors love taking a little piece of Alexandria (and D.C.) home with them, something that feels both historic and fashion-forward.
The Highs and the Hiccups
Of course, not everything went as planned. The night before our ribbon-cutting, a $750 balloon installation disappeared—taken at 1:22am by a group wandering King Street. At first I was heartbroken. But by morning, I had to laugh. If a bunch of kids carried it off into the night, hopefully it brought them joy (and maybe a good headache the next day).
That hiccup aside, the celebration continued. From The Patterson Group featuring us, to Old Town Girlies making the trendiest Gen Z reels, to hosting sip-and-shop events with Solidcore and AEDP, the momentum kept building.
Paying It Forward
The past three months have also reminded me why I made this career pivot. After 18 years in tech, opening a boutique was a leap of faith, but also the most rewarding chapter yet. I love jewelry, yes, but I also love empowering other women who are thinking about taking that leap, too. If you’re considering a career shift or chasing a passion project, know that Alexandria will catch you. This community truly roots for its own.
Looking Ahead
This fall, we’ll be popping up all over the region—more than 20 events in total. You can find us at the ALX Fall Crafts Fair on September 13 at Tavern Square, Clarendon Day on September 27, the Occoquan Fall Arts & Crafts Show September 27–28, and of course, the DowntownDC Holiday Market. And when winter arrives, we’ll be taking Eliana Curated north to Boston Snowport.
Old Town has taught me that community isn’t just something you belong to, it’s something you build together. We can’t wait to keep growing, connecting, and bringing a little sparkle wherever we go.
Come visit us at 1003 King Street, we’d love to meet you!
