Meet Autumn Ellison | Founder

We had the good fortune of connecting with Autumn Ellison and we’ve shared our conversation below.

Hi Autumn, we’d love to hear more about how you thought about starting your own business?
My thought process behind starting So.Fvshionable was driven by my love for fashion and the need for a more intentional shopping experience. I started So.Fvshionable in 2015 as a fashion blog, focusing on styling advice based on different occasions. As the community grew, I noticed how overwhelming shopping could be, with people struggling to find pieces that fit their lifestyle and events.

That realization led me to transition So.Fvshionable into a retailer where customers could shop by occasion, making it easier to find outfits for moments like brunch, vacations, or nights out. I wanted to create a space that simplifies the shopping process while offering a curated selection that aligns with real-life experiences.

At its core, So.Fvshionable is about making fashion more practical and accessible—helping people find what they need for the moments that matter.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
So.Fvshionable is more than just a fashion retailer, it’s an experience. We focus on shopping by occasions, allowing customers to find pieces that align with key moments in their lives, whether it’s brunch with friends, a night out, or a special event. What sets us apart is our commitment to making fashion feel intentional and personal. Instead of overwhelming customers with endless options, we curate collections that make getting dressed for any occasion effortless and exciting.

One of the things I’m most proud of is how So.Fvshionable has evolved from a fashion blog I started in 2015 into a growing brand with a strong community. The journey hasn’t been easy, but every challenge has been a learning experience. Building a business requires resilience; there were moments of doubt, financial struggles, and times when I had to pivot my approach. But I overcame those challenges by staying committed to my vision, surrounding myself with the right people, and continuously learning.

One of the biggest lessons I’ve learned is that success isn’t about waiting for the perfect moment, it’s about taking action, learning from failures, and staying adaptable. I want the world to know that So.Fvshionable is here to revolutionize the shopping experience. We’re not just selling clothes; we’re helping people show up confidently for life’s moments. And at the core of it all, I want people to feel empowered—whether that’s through their style, their experiences, or simply knowing they have a brand that understands them.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
If my best friend was visiting Los Angeles for a quick but unforgettable trip, I’d make sure they experienced a mix of iconic sights, amazing food, and local favorites. Here’s what the perfect three days in L.A. would look like:

Day 1: Classic L.A. & Hollywood Glam
Start the day with breakfast at République, known for its amazing pastries and brunch. Then, explore Griffith Observatory for stunning city views before heading to Rodeo Drive for some luxury shopping. End the night with dinner at Catch LA, a rooftop spot perfect for great seafood and city views.

Day 2: Beach Day in Malibu & Venice
Grab breakfast at Malibu Farm before relaxing at El Matador Beach, one of Malibu’s most scenic spots. Spend the afternoon exploring Venice Beach and Abbot Kinney Boulevard for unique shops and street art, then enjoy a laid-back dinner at Gjelina.

Day 3: West Hollywood & Arts District
Start with breakfast at Blu Jam Café, then take a morning hike at Runyon Canyon for incredible city views. In the afternoon, check out the Urban Light installation at LACMA before wrapping up the trip with dinner at Bestia, one of L.A.’s top Italian restaurants.

Who else deserves some credit and recognition?
I want to dedicate my shoutout to my parents, who have always encouraged my wildest dreams and instilled in me the confidence to pursue them. From a young age, they made it clear that there were no limits to what I could achieve, and that belief has shaped the way I approach everything in life.

Their unwavering support has given me the courage to take risks, trust my vision, and build So.Fvshionable into what it is today. They’ve always been my biggest cheerleaders, reminding me that I am capable, worthy, and deserving of the dreams I chase. I’m incredibly grateful for the foundation they’ve given me and the confidence they instilled in me to go after what I truly want in life.

Website: https://www.sofvshionable.com

Instagram: https://www.instagram.com/sofvshionable