Creativity Over Coffee: Laura and Simone Pereira (Elburne)

Welcome to Creativity Over Coffee, an interview series where I chat with my creative friends to learn more about their creative path.

I’m excited to introduce you to the creative geniuses behind Elburne, a coastal inspired shop with unique and sustainable home decor, made ethically by artisans from around the globe. They import reclaimed wood furniture made from their hometown in Brazil and also feature local artists. The minute I walked into their shop I knew I had to interview them as part of this series.

Grab your coffee (or tea) and meet Laura and Simone:

*This interview was done prior to self-isolation. Currently the Hanover and Cape Cod locations are closed but Elburne is offering free local delivery and free shipping. They also offer design services.

I found these beautiful glass beads and tray at Elburne. You may remember I shared this post back in February.

The minute I walked into Elburne I felt like I was home. Your coastal furnishings, beautiful artwork, reclaimed wood furniture is all so beautiful and serene. Can you share more about Elburne and how you started it?

Laura – The idea to import furniture from Brazil, our native country, was always something my family tossed around. Simone was studying entrepreneurship at the time but she’s definitely more of a hands on learner and was itching to just get started. I had just graduated and was applying to jobs but nothing was really exciting and so with the encouragement of our parents, we just went for it. We did a lot of research to import and initially we planned to be wholesalers, until we found a space in Dennis within our price range and we were off. We put all of our focus into developing the shop further, which is what we both liked to do and it has taken a life of its own ever since.

Simone – We honestly didn’t have a plan at the beginning. I was studying entrepreneurship and was told by various business owners to just start. Truth is, Elburne was sort of built step by step. We knew we wanted to share the reclaimed wood furniture we imported from Brazil. All of the pieces were built with wood that used to be houses, we fell in love with the story. From there we started seeking other sustainably made products with stories of their own. We learn something new everyday, rely a lot on gut instinct, and use customer feedback in making our decisions. It’s incredibly rewarding and humbling to watch this business grow.

How did you come up with the name?

It’s a spin-off on the street we grew up on. We wanted something that sounded unfamiliar that we could build meaning ourselves. We made a very long list but landed with Elburne because it honored our childhood and Simone really didn’t like “Toucan House”.

I agree, I like Elburne better than “Toucan House”, too. You have a location down the Cape and just opened one in Hanover. What’s it like having two locations?

Everytime we start to feel like we have a grasp on things, we go and take another huge risk with our business. We like a challenge, we did two pop-ups without feeling totally prepared but after the reaction we had in Hingham, a permanent location in the South Shore felt like the right move. It’s a lot of work and the learning curve is very much there but we love it and that gives us the energy to persist. We’re stretched thin and we run lean, I think the real test will be summertime when the Cape is in full swing but we’ve managed to find a great team to help us out so we’re excited.

Do you have a favorite color?

Laura – Yellow! Every time I see it, it makes me a little happier.

Simone – Any shade of blue. It’s the only color I’ve painted my nails since 2009, no joke.

When do you feel most creative or happy?

Laura – It’s about the right words at the right moment like listening to a lyric that really describes what I’m feeling or a good movie. I’m the happiest when I’m creating.

Simone – It’s mostly random but I’m usually the most creative when I take care of myself and when I feel at ease and present.

Who or what inspires you?

Laura – People trying and caring. I want to put the “too cool to care” culture behind us and I think we’re heading that way.

Simone – I’m intensely inspired by everyday life, the things most people consider boring and mundane. There is magic in moments people take for granted, for instance eating homemade nachos around my coffee table while watching Grey’s Anatomy with my best friend. I want everything I create to be simple and real in this way.

What is the biggest challenge owning a home decor shop?

Laura – Not letting slow sales days bum me out. It’s hard to separate my mood from my business’s performance sometimes.

Simone – The pressure I place on myself and insecurity that comes from looking around and comparing myself to wildly successful people.

Has social media helped your business?

Laura – Absolutely! There’s a huge audience there and it gets us in front of people all over the country. It does take a lot of planning and time but you get results and it brings people in. For small retailers, it’s an indispensable tool and should be taken as a serious marketing method. I wish more local businesses embraced it.

Simone – It takes discipline but it’s well worth it. It’s a great way to connect to people and show who you are and what makes you different from others out there.

You share a space with Plantsandponytails. What’s that like?

Laura – We’re kindred spirits that connected right away so we’re usually on the same page and in the rare times we aren’t, our communication makes up for it. We’ve known each other a little over a year now but Simone and I both feel like we’ve known Maryann for much longer, like a childhood friend that’s been there all along. I’m very grateful that we met. We wouldn’t have opened a second location without her.

Simone – It feels like we’ve known each other for years! It’s such a unique experience sharing a space with plantsandponytails and I’m grateful for all we learn from each other. Having a sister business is fun and educational, we get to bounce ideas off each other everyday. We are constantly sharing and collaborating. It feels like a built-in support system.

What advice would you give someone who wants to follow in your footsteps or who would like to be an entrepreneur?

Laura – Be ready to put in the hours! It’s a long journey with lots of ups and downs but if you’re persistent and handle uncertainty well, then go for it! You won’t ever feel 100% ready so just do it. Start now!

Simone – Not to rip off Nike but seriously, JUST DO IT! Don’t forget why you started. Don’t lose sight of you. LISTEN. Never be too busy for your friends. Share your “weird” with the world, it’s SO needed!

Growing up I was a huge follower of INSIDE THE ACTORS STUDIO. At the end of the program, they would ask the interviewee these questions:

What is your favorite word?
L: World – it’s the trickiest word to pronounce when english is your second language.
S: Hummus
What is your least favorite word?
L: Colonel – the pronunciation makes zero sense, drives me insane.
S: Relax – because I’m never happy when I hear it. It’s a trigger.
What turns you on creatively, spiritually or emotionally?
L: Music
S: Authenticity
What turns you off?
L: Hunger
S: Carelessness
What is your favorite curse word?
L: Fuck – can’t beat it’s versatility!
S: Shit Noodles
What sound or noise do you love?
L: My dog’s snoring
S: Rain & Post Malone
What sound or noise do you hate?
L: Yelling
S: Chewing
What profession other than your own would you like to attempt?
L: Journalism
S: Songwriter
What profession would you not like to do?
L: Anything medical
S: Lawyer
If Heaven exists, what would you like to hear God say when you arrive at the Pearly Gates?
L: IT’S TACO TUESDAY!!!! Also, everyday is Tuesday here.
S: I’m sorry about snapchat.

A huge thank you to Laura and Simone for chatting with us today. Isn’t their new puppy Tchu (pronounced chew) so adorable? Couldn’t resist sharing a few photos of him, as well. I can’t wait until their store is open again so I can meet him in person. Aw. All their sofas are pet friendly 😉

Be sure to follow along with Laura & Simone:

Website * Instagram * Facebook 

If you’d like more Creativity Over Coffee you can read the full series here

* Photos courtesy of Elburne.