Small business success story:
From passion project to boutique brand
Turning a love of fashion into a flourishing business
When Elizabeth Morgan first started selling vintage pieces at 24, she had no idea her passion project would evolve into a thriving business, complete with online and bricks-and-mortar stores. Today, The Norah Store is a curated fashion destination based in Manchester, celebrating emerging designers, sustainable practices and female-led brands. Elizabeth now runs the business with her best friends, forming what she proudly calls the ‘ultimate girl gang’.
For anyone with a creative spark or side hustle idea, Elizabeth’s story offers inspiration, honest advice and a reminder that great things can grow from small beginnings.
From Instagram inspiration to shopfront reality
‘I felt there was a lack of curated stores offering the kind of small designers my friends and I were loving on Instagram,’ says Elizabeth. So, she started small, sourcing and selling vintage pieces she knew her friends would love. As interest grew, so did her ambition.
‘After about a year of buying, shooting and selling vintage, I took the leap and signed for my very first store in Stockport. I wanted to grow the business and knew a physical space was the next step.’
By sharing that store with other local creatives, including artists and a homeware brand, Elizabeth made the leap more manageable. ‘Sharing spaces is such a good way to move into physical retail when you’re a new or growing business. The support and company are so appreciated.’
Growing pains and grounding values
Of course, starting a business from scratch wasn’t without challenges. In the early days, getting brands to come on board was tough. Elizabeth built trust by starting local, working with small Manchester-based designers and nurturing those relationships.
‘Seeing designers and their collections in person has been a game-changer for us. In an age where everything is done over email, those real-life connections have helped us build solid foundations.’
Today, sourcing is a collaborative process with her buyer Esmé. ‘We’re always researching the best emerging designers around the world. It’s a fine balance of price point, product, quality and brand identity – all while keeping our curation harmonious.’
The Norah Store is known for stocking unique, hard-to-find pieces that champion independent makers. ‘Many of the designers we stock are exclusive to us in the UK. We hear from customers that they’ve never seen a selection like ours anywhere in the world.’
Sustainability and substance
From day one, Elizabeth has made sustainability a core value. With 95% of the store’s stocked brands being female-owned and ethically produced, she’s passionate about using fashion as a force for good.
‘Women are disproportionately affected by the fast fashion crisis, and the industry still lacks female representation at the top. We want to champion female-led, ethical production.’
This ethos resonates deeply with customers. ‘Our shoppers want investment pieces they can feel good about.
Our designers are transparent about their processes, so customers feel connected to the story behind their purchase.’
Seamless logistics with Royal Mail
When it comes to getting those special pieces into customers’ hands, reliable delivery is a must. Elizabeth uses Royal Mail Click & Drop, integrated with her Shopify store.
‘It’s so seamless. Orders and addresses filter through automatically, and all customs documents are printed with the label. Having used other couriers in the past, we know Royal Mail is the most reliable for our customers. That really builds trust.’
Her advice for other small businesses? ‘Don’t handwrite your labels – it wastes so much time! Get onto Click & Drop straight away. It’s an absolute game-changer.’
Advice for aspiring entrepreneurs
Elizabeth’s top tip for anyone considering a side hustle? Just start.
‘So much of business is learning by doing. It’s terrifying but so rewarding. Even now, seven years in, I’m still learning. You can’t learn it all in a book.’
She also stresses the importance of finding mentors and community. ‘Ask someone you admire for a coffee. Make friends with other small business owners. We only see highlight reels online and running a business can be lonely. Having people to talk to makes all the difference.’
Looking ahead
So, what’s next for The Norah Store?
‘We’re currently developing our own brand collection. Watch this space!’
From its humble beginnings to a beloved brand with a loyal following, The Norah Store is proof that passion and persistence can go a long way.
Ready to start your own journey?
Whether you’re just starting out or ready to grow, we have the tools and support to help you get your passion project off the ground. Explore our small business hub for practical guides, delivery solutions and stories from small businesses across the UK.