Today we’d like to introduce you to Brooke Exposito.
Brooke, please share your story with us. How did you get to where you are today?
It all started after my husband and I got married in Costa Rica. I designed welcome bags that we gave our guests when they arrived for the wedding. After the wedding, they were such a hit! I had people on social media asking me where I got the bags, so I decided to run with the idea! My mom and I have always been very crafty and creative. We have always made my Halloween costumes from scratch and basically, anything that wasn’t out there that I wanted to create, we figured out a way to make it! I wanted to create something that I loved and felt I needed. Something personalized and different, but also stylish.
Prior to STEL, I completed my master’s in Occupational Therapy and worked at the University of Miami Hospital. I have always been passionate about OT because I love helping others and as an OT, you have to be creative with patients. In school, I thought I would open up my own practice someday because I always had a business mindset and I wanted to create something on my own. My husband also owns a business and I always enjoyed helping and learning from him. However, I’ve also always had this crazy passion for fashion and felt I had an eye for things. After my wedding, everything really just flowed together and I started to realize what I was meant to create and where I wanted to focus my passion.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Definitely not! There has been plenty of days where I feel like I have no idea what I’m doing. In the beginning, I struggled with time management and how to be an OT, while designing bags on my off time (after work until late at night and on weekends). It took me a while to realize I had to make decisions based on what I was truly passionate about in order to make this business work.
A lot of members of my family and friends own businesses, but none of them manufacture and sell products. While I got a lot of good advice, I had to figure out a lot on my own. Figuring out how to get my designs in the hands of the right suppliers and manufacturers was a difficult process. I had no idea what I was doing. I searched every day and sometimes all night. I tried out different manufacturers, lost a lot of money with faulty items and items that were not like my designs. Some of the styles are handcrafted by us, which was another challenge to figure out the method and make sure the bags are up to par.
Another obstacle I came across was space. My husband and I lived in an apartment and by the end of the year, it became the “STEL” apartment and we were just living in it. We experienced a lot of difficult changes that year. Not only was it hard to manage my time when working from home, but it was difficult to differentiate my workspace from our living space because there wasn’t much room for either.
It is always challenging taking the next step. Google doesn’t tell you how to successfully grow your brand and help you if it fails. It’s scary investing your money you’ve worked so hard for, for something you’re not sure if people will like or buy. One thing I have never felt is dreading work, even if it’s late at night or when I’m on vacation. This feeling is what reminds me how passionate I am about my business and to keep going no matter what difficult issues I have to face.
Please tell us about STEL.
At STEL, we create personalized bags to make all gals feel beautiful from day to night, no matter where life takes them. STEL is inspired by the gal on the go. The gal who loves to travel, but also has priorities like work, family/friends, gym, and happy hour. STEL relates to our customer’s lifestyles while combining luxury with affordable prices. A STEL gal is one who inspires others with her style and grace. She is the girl who I strive to be.
I am most proud of the brand STEL has become. Being featured in Vogue and BRIDES in our first year was an absolute dream come true! I cried a lot that week. Thinking about how I once envisioned this brand but didn’t know how I was going to create it. Now, it is coming to life and other people actually understand it and want to be a part of it. I am so excited to see this beauty grow!
If you had to go back in time and start over, would you have done anything differently?
Absolutely nothing. I made so many mistakes along the way, but each one led to me learning and figuring out the right way to run this brand. Even the small mistakes that caused me to lose money highlighted the correct paths and taught me to do it right next time.
Contact Info:
- Website: www.stelgal.com
- Email: [email protected]
- Instagram: https://www.instagram.com/stelgal/
- Facebook: https://www.facebook.com/shop.stel/
- Other: https://www.pinterest.com/stelgal/
Image Credit:
Professional photos taken by Karla Garcia Costa
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