Meet Ali Siegel

We were lucky to catch up with Ali Siegel recently and have shared our conversation below.

Ali , so good to have you with us today. We’ve always been impressed with folks who have a very clear sense of purpose and so maybe we can jump right in and talk about how you found your purpose?

As a career marketer and agency brand manager, I’ve prided myself on helping clients and brands develop their creative vision, articulate their POV, and tell their brand story. In 2022, I was quickly approaching the point of burn out (250 days on a road a year will do that!), and found myself daydreaming about my own creative vision. And wondering what would happen if I went all-in on myself.

I’ve always been a fashion and style ‘hobbyist’ and had an idea for a new type of consignment boutique. I pitched the idea to my husband (and now business partner), and his willingness to support my dream gave me the confidence to pursue a significant career and life change.

Nearly two years after that initial conversation, Forty Elephants was born. And in the subsequent months, I’ve found a purpose I didn’t know I was craving.

Fashion may seen frivolous, but helping women find their signature style, the perfect outfit for an occasion, and comfort in their own skin is some of the most rewarding work that I’ve ever done.

There is little (maybe nothing?!) that fulfills me more than helping a woman feel beautiful and confident.

I continue to find my purpose in the community that we’re forging. And the creativity, collaboration, and evolution of Forty Elephants fuels my passion to build this village.

Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?

I’m a native St. Louisan who’s spent the majority of my professional life traveling. And one of my favorite ways to explore new cities was through their resale stores. There’s a popular European concept of ‘rent a rack’ – which stuck with me.

The idea is that instead of the owner curating the boutique’s inventory, individuals rent rack space, curate and sell items from their wardrobe that no longer serve them.

We opened in August 2024, and since then, we’ve had more than 180 independent consigners sell with us.

What’s exciting about our model is that we offer a rotating mix of luxury, vintage, and beloved modern styles sold by the community. Consigners book rack space for up to three weeks at a time, which means that there is always something new and incredible for the shopper.

We’re a shop that you have to experience IRL. We’re located in downtown Kirkwood – come see us!

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

Our mantra (stolen with pride from the latest season of The Bear) since the beginning has been, ‘You have no idea what you’re doing, and therefore, you’re invincible.’

There wasn’t a single moment I felt prepared to do something wholly new. Most days, I still don’t! But I think that the freedom I gave myself to try something new, the grace to learn, and the flexibility to pivot has fueled my confidence to create.

My biggest personal block has always been the fear of failure and the work to abandon that mindset has been liberating.

Okay, so before we go, is there anyone you’d like to shoutout for the role they’ve played in helping you develop the essential skills or overcome challenges along the way?

There have been so many people who are responsible for the continued growth and success of Forty Elephants. Before we opened, we created a profile of our consigner and shopper. We shared this with everyone we knew and asked for introductions to individuals who fit our profiles.

Our network was so generous with their connections. And suddenly, our world was open to other business owners, vintage resellers, stylish women of St. Louis, influencers, and community leaders.

So many of these individuals have become invaluable sounding boards for us. Having this community means that there is always someone to provide advice and guidance.

There isn’t a single person, but rather an incredible village of individuals and businesses that continues to shape- Forty Elephants.

Contact Info:

Image Credits

Kevin A. Roberts, Amy Shromm

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