I am thrilled to be chatting with the talented woman behind Fine Life Co, Emily Benziger. In this age of fast fashion and items that hold no real value, Emily has set foot to create a marketplace that is far from that. From swoon worthy clothing to a well-curated vintage section, to desert prints taken by Emily's mother, there is certainly no shortage of beauty found at Fine Life Co.
Tell us a little bit about Fine Life Co. How and when did it all begin?
Fine Life Co is an online women's & home shop based around the concept of new, found and made. The idea of owning my own shop stems back to years in retail through high school and beyond. Working at a local boutique during the rise of eccomerce really gave me a taste of both worlds, but I quickly became infatuated with the online industry. I studied a little bit about it in school, did my own "research" by shopping too much, then finally took the leap and opened FLCO a little over a year and a half ago!
Can you walk us through a typical work-day routine?
Right now things are pretty hectic, as I still work full-time for a local family business- crazy, I know! Monday-Friday I work in their office (often multi-tasking FLCO on the side), drop orders at the Post Office, get off work and pack orders from the day, answer emails, organize new inventory, etc. I spend most of Saturday working on the shop, which typically involves shooting any new products, getting it online and creating content to post for the week.
You've got such a beautiful store filled with everyday essentials; can you name some items you can't life without?
Oh man... tough as I love/use so much! Can't live without my Favor ring stacks- so many options! I probably wear Miranda Bennett pieces 2-3 times a week- they're that good + so comfy. I live for Rose Face Mist by Herbivore Botanicals & spritz on my face before bed- it's incredibly soothing + calming. You can always find PF candles burning around my house and workspace. Last but not least, our Tucson Tote by Apolis is an everyday carry for me- I use them to tote around shipments, then grocery shopping afterwards!
Running a business can be exhausting -- both mentally, physically, and creatively. What are some ways you keep inspired?
It sure can! Some days it's just a little change in scenery or a new discovery here in our beautiful town that get's me going on new content. Other times it's browsing the internet for way too long, to finally discover that perfect piece on Etsy that customer's would love, or a new designer that we HAVE to carry. I get easily excited, and from there my brain spews out ideas. Also, the studio (more on that below) has brought on a whole new concept of inspiration, which has been so much fun!
I am passionate about...
Loved ones, Arizona and our local community, well-made products, plants I can't kill, photography, sunsets, etc etc.
What is the best piece of advice you could give someone who is pursuing their own retail business?
Owning a retail business takes a ton of dedication, hard-work, creativity, long hours, etc etc. Nothing happens over-night, but it's the most rewarding/fulfilling experience and I can't recommend going for it enough!
Any exciting new projects planned for the future?
We are currently in the middle of a studio renovation (!!) I'm so excited to have a space to be more creative, meet with customers face to face + looking forward to having the second bedroom in my house back. ;)
All images courtesy of Fine Life Co.