Thank you for being here! 💜

Hi! 👋 I'm Alexandra Nichelle Elliott and I'm a new solopreneur. I made the leap in November of 2020 into the world of online retail. Having worked in the competitive fashion retail market for the past 8 years, I am no stranger to understanding the value of building strong customer relationships and stand-out merchandising.

Finding myself at home during the pandemic, I had time to rediscover my creativity, love of learning and self-reflect on what truly brings me joy. I'm constantly trying to surround myself with creativity. I grew up in an entrepreneurial and artistic home surrounded by colour, texture, form and beauty which made me feel alive and ultimately became the tools with which I expressed myself.

After graduating from OCAD University, my full-time career afforded me no time or energy to pursue my art and I lost connection with my creative joy. Encouraged and supported by my partner and family, I courageously embraced my creative passion full-time and started my own business bringing all my creative skills together. NICHE Boutique was born!

NICHE'S CORE VALUES

NICHE Boutique is an online store curating collections of stylish and unique goods for home and self. Brands are Canadian with a focus on supporting women-owned businesses. NICHE celebrates all women, empowering relationship-building while promoting self-love and expression! NICHE thanks the creative, talented, entrepreneurial and value centered women who "are” NICHE Boutique.

NICHE makes it easy to support local, offering free delivery in London and Kitchener-Waterloo areas, while also providing shipping across the country. If you’re looking for the perfect gift for a loved one NICHE is here to help! Choose from a selection of uniquely curated gift boxes filled with Canadian women-designed products.

In the hope to help others in the ways needed most, NICHE is also committed to making a difference for the vulnerable in our communities by supporting various local and national fundraising initiatives.

With big hugs and a full heart, thank you for being here!