Fashion entrepreneur Maxie J celebrates a remarkable milestone as Ellaé Lisqué reaches its 10-year anniversary. Her e-commerce fashion brand has achieved seven-figure revenue despite facing major challenges during the pandemic. The founder’s unwavering commitment to her customers and refusal to accept defeat drove this success.
James, known professionally as Maxie J, started Ellaé Lisqué as an online boutique in 2014. The brand expanded to brick-and-mortar retail before the pandemic forced difficult decisions. However, her determination to serve customers regardless of circumstances kept the business alive during its darkest period.
Her journey represents the resilience required for Black women entrepreneurs in fashion. Access to resources and investment often remains limited for minority-owned businesses. Despite these obstacles, Maxie J built a thriving company that serves women of all sizes and styles.
No Plan B Philosophy Drives Business Success
Maxie J’s business philosophy centers on complete commitment without backup options. She believes having alternatives weakens focus and determination in entrepreneurship. This mindset carried her through the most challenging periods of business ownership.
“The most important thing that I’ve learned in business is that there’s no plan B,” she told HelloBeautiful. Her approach involves finding creative solutions within her original vision rather than abandoning it. This strategy proved essential when external forces threatened her company’s survival.
Even family members questioned her dedication during difficult times. Her mother suggested she should “go get a job” instead of continuing the struggle. However, Maxie J remained firm in her conviction that entrepreneurship was her only path forward.
Pandemic Challenges Test Entrepreneurial Resilience
The retail apocalypse during the pandemic nearly destroyed everything Maxie J had built since 2014. She lost her physical store and faced the possibility of complete business failure. “I lost everything,” she recalled about this devastating period.
Nevertheless, she continued operations from unconventional locations to maintain customer service. At one point, she packed and shipped orders from her friend’s living room. This commitment to customers regardless of personal circumstances demonstrated her business values.
Her persistence during this period laid the foundation for future growth. She maintained customer relationships even when operating on a smaller scale. This dedication eventually helped her rebuild and achieve seven-figure revenue status.
Celebrity Following Grows Without Losing Focus
Ellaé Lisqué attracted attention from celebrities who appreciated the boutique’s curated fashion selections. Notable figures like Saweetie, Meagan Good, and Tamar Braxton have worn her designs. However, Maxie J avoided getting caught up in social media clout culture.
She maintains equal respect for all customers regardless of their follower count. “I’m grateful that famous people wear my clothes, but I’m even more grateful of my consumer,” she explained. Her priority remains the everyday customers who support her business consistently.
This balanced approach helps sustain long-term business growth over temporary social media fame. She actively engages with customers through pop-up shops and social media comments. Their feedback influences her business decisions and product development strategies.
Inclusive Fashion Fills Market Gap for All Body Types
Maxie J identified significant gaps in plus-size fashion offerings within the industry. She noticed most plus-size lines featured boring, outdated designs that didn’t reflect modern style preferences. Her brand addresses this problem with fashionable options for larger sizes.
“I always felt like a woman no matter your shape or size should feel beautiful,” said Maxie J. Her collection includes feather-trimmed suits, leopard lounge sets, and sequined mini-dresses in extended sizes. These offerings challenge traditional assumptions about plus-size fashion preferences.
She rejects the notion that style belongs to specific body types exclusively. “There are women of all ages that might have a couple pounds on them, but that doesn’t mean they don’t want to be fashionable,” she continued. This inclusive philosophy drives her product development and marketing strategies.
Customer Retention Strategy Powers Sustainable Growth
Maxie J built her success on repeat customers rather than constantly chasing new buyers. She understands that sustainable business growth comes from customer loyalty over time. “The real money is in the return customer,” she explains about her retention strategy.
Her approach focuses on maintaining existing relationships while gradually expanding the customer base. She wants to introduce Ellaé Lisqué to new audiences without losing core supporters. These loyal customers sustained the business through difficult transitions and market changes.
Consistency remains key to her customer retention efforts even when inconvenient. During a recent trip to Mykonos, she prioritized business calls over vacation activities. This dedication ensures customers receive reliable service regardless of her personal circumstances.
Global Operations Require Constant Business Focus
Ellaé Lisqué now operates with teams across three different countries, requiring round-the-clock management attention. Maxie J accepts that complete disconnection from work is impossible given her international responsibilities. She willingly sacrifices traditional work-life balance for business longevity.
“I don’t care where I’m at on, if I’m on a yacht, I’m taking a conference call,” she said. Her commitment extends to maintaining operations regardless of personal activities or locations. This dedication reflects her understanding of global business demands.
She remains comfortable with this lifestyle because she genuinely loves her work. The passion for fashion and serving customers makes the constant availability feel worthwhile. This enthusiasm continues driving her forward after ten years in business.
