Alexandra Nichelle Elliott, a new solopreneur, made the leap just over a year ago into the world of online retail. Having worked in the competitive fashion retail market for the past 8 years, Alex is no stranger to understanding the value of building strong customer relationships and stand-out merchandising. Finding herself at home during the pandemic, she had time to rediscover her creativity, love of learning and self-reflect on what truly brings her 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 her partner and family, Alex courageously embraced her creative passion full-time and started her own business bringing all her creative skills together. NICHE Boutique was born.
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 and top it off with a customized card which we can even write for you!
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.