By Reneska Moodley
In 2012, a motivated Elizabeth de Marcy Chelin-Chabert returned to Mauritius, armed with a master’s degree from the School of Fine Arts and a dream. As a handbag designer under the brand Bab and the Queen, her journey wasn’t without its hurdles. As Elizabeth navigated the complexities of the industry, she encountered the common struggles faced by aspiring entrepreneurs: breaking in, establishing a name, and securing a solid foothold.
Fuelled by a desire to bridge the gap between traditional markets and permanent boutiques, Elizabeth’s entrepreneurial spirit ignited. Inspired by the thriving concept of pop-up shops in international metropolises, a vision began to take shape.
This vision, driven by a burning passion to support and empower local talent, culminated in the remarkable launch of My Pop-Up Store Mauritius in September 2012. It wasn’t just a store; it was the beginning of a vibrant ecosystem. Elizabeth, a natural leader, brought together a group of like-minded artists, designers, and craftspeople, each brimming with creativity and a yearning to showcase their work.
Today, My Pop-Up Store stands tall as a testament to Elizabeth’s dedication. Boasting over 90 unique brands and employing a passionate team of 10, the store has become a much-loved destination for those seeking an experience beyond just shopping. It’s a platform for local talent to flourish, a celebration of Mauritian artistry, and a testament to the power of a single, determined vision.
But Elizabeth’s story doesn’t end here. Fresh off her well-deserved Women Entrepreneur Awards (WEA) Champion Award win last year, she’s brimming with exciting new projects. Join us as we delve deeper into the world of Elizabeth de Marcy Chelin-Chabert, where creativity meets community, and entrepreneurial spirit paves the way for a brighter future for Mauritian art and design. Excerpts:
1. What motivated you to embark on your entrepreneurial journey and establish your own business? Additionally, could you elaborate on the most fulfilling aspect of being an entrepreneur thus far?
My path to finding my place in the professional world has been quite a challenge. Armed with an education from the School of Fine Arts in Montpellier (L’Ecole des Beaux Arts), France, I found it hard to envision myself as the ideal job candidate. Upon returning to Mauritius after nearly nine years in France, where I worked on fixed-term and permanent contracts for two and a half years, followed by a stint as a Lecturer at the Charles Telfair Institute in Mauritius for another year and a half, I realized that none of the job opportunities I encountered matched my desire to blend creativity, values, and a profession that resonated with me.
Faced with a lack of suitable employment options, I made the bold decision to embark on entrepreneurship. The goal was to create a venture that would mirror my ideal job, aligning seamlessly with my criteria. For me, entrepreneurship isn’t just a career path; it’s a means of authentic self-realization for someone who spends a significant portion of their time at work. It’s crucial to be engaged in a profession that harmonizes with our values, ambitions, and creative instincts.
In essence, my choice to delve into entrepreneurship was driven not only by a dearth of fitting opportunities in the job market but also by an eagerness to carve out my own path, avoiding predefined categories. Ultimately, entrepreneurship has become my way of meeting my unique professional needs.
2. Congratulations on winning the Woman Entrepreneur Award for WEA Champion! Can you share how winning this award has impacted your business’s visibility and reputation in the industry?
Thank you! Winning the Woman Entrepreneur Award has been a great honor and a significant recognition for our business. The recognition has greatly enhanced our visibility within the industry, providing us with invaluable exposure to potential clients and partners. As a WEA Champion, our business has been featured in various media outlets and networking events, allowing us to showcase our products, services, and achievements to a wider audience. This visibility has not only increased our credibility but has also opened doors to new opportunities for growth and collaboration. Moreover, winning this award has positively impacted our reputation as a leader in our field. It has validated our hard work, innovation, and dedication to excellence, earning us the trust and respect of our peers and customers alike. Overall, receiving the Woman Entrepreneur Award has been a transformative experience that has propelled our business to new heights.
3. Building credibility is crucial for any business. How has winning the award strengthened your brand’s credibility and trustworthiness in the eyes of your target audience?
Winning the Woman Entrepreneur Award has significantly boosted our brand’s credibility and trust among our audience. It validates our commitment to promoting Mauritian designers and artisans, showcasing high-quality Made in Mauritius products. This recognition positions us as industry experts and sets us apart from competitors, emphasizing our unique value proposition of supporting local talent and contributing to the Mauritian circular economy. By winning this award, we’ve demonstrated our track record of success and commitment to delivering positive results, while innovating platforms for visibility and shopping experiences for creative entrepreneurs in Mauritius. Overall, it solidifies our position as a respected and reputable platform for local brands, reinforcing our accountability and trustworthiness in the industry as a Social Enterprise.
4. Collaboration and partnerships can be instrumental in driving business growth. Are there any upcoming collaborations or joint ventures that you’re particularly excited about? How do you envision these partnerships contributing to your overall business strategy?
My Pop-up Store has expanded to two permanent locations in La Place Cap Tamarin and Nouvelle Usine in Mangalkhan Floreal. Additionally, we operate eight boutiques in Attitude Hotels, offering a unique shopping experience for both locals and tourists. Our stores feature over 100 local brands monthly, showcasing a diverse range of high-quality Mauritian products. Our mission is to provide opportunities for our community of exhibitors to increase their sales and visibility. We aim to encourage, empower, and promote Mauritian designers and artisans. This expansion project reflects our commitment to growth, team strengthening, and enhancing visibility for local creators.
5. Your commitment to adopting sustainable practices and supporting local artisans is commendable. Could you elaborate on how your Pop-Up Store promotes eco-friendly purchasing habits among consumers?
At our Pop-Up Store, we are deeply committed to promoting eco-friendly purchasing habits among consumers. We carefully curate our selection of products to prioritize items that are locally made in Mauritius, using sustainable materials and practices. This ensures that consumers have access to environmentally friendly options when they shop with us. “Buy less, buy consciously, buy local.”
We believe in the importance of educating consumers about the environmental impact of their purchasing decisions. Our 100% Local shops invite the customers to buy consciously from a local ressource or an local creative entrepreneur. Through signage, informational materials, and staff interaction, we raise awareness about the benefits of choosing eco-friendly products and the importance of supporting local artisans, thus contributing to the island’s circular economy.
We encourage our customers to bring their own shopping bags as alternatives to single-use shopping bags. From reusable bags to biodegradable packaging options, we provide consumers with practical solutions for reducing waste.
“We encourage our customers to adopt a lifestyle where shopping locally isn’t just a trend, but a necessity towards building resilient communities and sustaining local economies. By supporting local businesses, you not only invest in the uniqueness and diversity of your community but also contribute to job creation and reducing environmental impact. Together, we can cultivate a thriving ecosystem where every purchase makes a meaningful difference, connecting neighbors and fostering a sense of belonging.”
Overall, our goal is to make Made in Mauritius shopping valuable and accessible, convenient, and appealing to consumers. By promoting local purchasing habits and supporting local artisans, we strive to create positive change for our communities and the planet.
6. Building relationships with local artisans can have a profound impact on communities. Can you discuss any success stories or positive outcomes that have resulted from your collaborations with Mauritian designers and artisans?
Working with Mauritian designers and artisans has brought about many positive outcomes. We’ve helped them reach more customers and increase their income, preserving traditional crafts and supporting local economies. Through collaboration, we’ve built a sense of community among artists and promoted sustainability. Additionally, we’ve shared Mauritian culture with our customers, fostering appreciation and understanding. Our partnerships extend beyond artisans to include NGOs (Link to Life, Fam Uni, Partaz Kiltir Maurice), associations (Lizie dan lamin, Local Hands), and corporate entities who also value the importance of supporting local initiatives. We encourage Corporate entities to source local for their daily operations, gifts, rewards and awards.
Together, we’ve created initiatives that further empower local artisans and promote their work on a broader scale, strengthening the impact of our collective efforts in the community. One notable project involved collaborating with a hospitality group where we identified hospitality waste as a valuable resource for artisans to transform into new products reintegrated into the hotels’ operations and boutiques. This initiative not only added value to waste by reshaping it but also empowered artisans to create new designs and products, contributing to a more sustainable and circular economy.
