A LOCAL BOUTIQUE OWNER USES SOCIAL MEDIA TO ENGAGE CUSTOMERS DURING THE PANDEMIC
Melanie Whaley is the owner of Essential Elements, a boutique located at 1640 E. 87th St. During the pandemic she pivoted to selling leisure wear and masks
and engaged supported by creating a private Facebook group called Essential Mavens. PHOTOS PROVIDED BY JULIE THORSON
Melanie Whaley is a researcher; a networker and she keeps her eyes and ears to the ground. As the owner of Essential Elements, located at 1640 E. 87th St., she had to pivot when the pandemic hit.
Essential Elements has been around for more than 35 years. Whaley left the Board of Education in 2005. The boutique has been in its location since 2007.
boutique’s core customer base is.
remain in the community. The people in the group also span the country. She described it as a family network. Whaley engages the people in the group, not just by posting about the items in the boutique, but by posting about current events and pop culture. During the pandemic, Whaley would use prompt questions and ask members in the group to post their answers, along with photos, based on those prompts.
Zoom event with an African American storyteller. There were more than 50 women on for that event.
website operations, fulfillment and storage for the boutique. It will allow them more space and more room to do new things.
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