Today we’d like to introduce you to Emily Bihl.
Hi Emily, thanks for joining us today. We’d love for you to start by introducing yourself.
I’ve worked for fashion labels for the bulk of my career—first in New York, and then remotely as I moved to New Orleans (and, eventually, Saint Louis). But while I was always supporting other brands—Ralph Lauren, Giorgio Armani, Opening Ceremony, etc.—I really wanted to explore creating something of my own. HEALER is the shop I always wished I could find—a place to discover small, up-and-coming brands and designers, all united by a minimalist palette (and ethos) and an emphasis on modern quality. So, informed by the aesthetics and spirits of New Orleans (my city at the time), I started HEALER as a teeny-tiny side project, just by approaching brands I’d built relationships with over the years (and cold-calling a few, too). It was very much something I did in my spare time, on nights and weekends after my work with the big-name labels was done for the week. Slowly but surely, it has grown over time—now in its new home in St. Louis, I’m continuing to evolve and reframe what HEALER is and who it’s for. We’ve now grown from about 4 brands to partnerships with over 35 brands, and we’re always expanding to bring our loyal customer base under-the-radar finds that align with their values and vibes.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely has not always been smooth sailing. Even working with so many retailers, the gap between what I knew and what I needed to know was shockingly huge when I started out. There are just so many facets to running a shop like this, and without someone holding your hand through it, the learning curve can be steep. But I’m always learning, which means HEALER is always improving. In a way, our small, organic brand growth has actually been a blessing—because it allowed me more time to figure out how to handle all the new twists and turns that were sent my way.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
HEALER is a one-woman shop at this moment—and has been from the beginning. A lot of people don’t know that—because I believe in a sort of “dress for the job you want” mentality, which in HEALER’s case, means we always had beautiful photography (thanks to some wonderful freelance photographers we’ve been lucky to partner with), beautiful packaging, etc., from the very beginning. I always pictured HEALER as a beautifully curated, high-end boutique, so it has emulated that look and feel from the start—even when I was hand-stamping our mailing boxes one by one.
The brands and products we offer are all united in spirit—some more visibly than others. In the beginning, everything was black, white, and brass—every. single. product on our site—so the connection was very clear and the look was unified. Now we’ve branched out a little, but the ethos is still the same. The vast majority of our brands are women-owned. Many products are handmade. Several brands are owned by BIPOC women. Sustainability isn’t a buzzword—it’s something we really stand by, and many of our brands use recycled materials. I personally believe in things that last, and things that are well-made with quality ingredients or elements. So, it’s a natural extension to make sure that HEALER is built with that in mind, too.
Our main purpose is always to expose our audience to something they haven’t seen before, but that is destined to become a new favorite or staple item for them. There’s immense power in the decisions we make every day, from getting dressed in the morning to what we put on our skin and in our bodies. If HEALER can help one person feel more empowered by those decisions—feel more confident stepping out into their day, or feel more cared-for in their PM routine—then that’s always our goal and our guiding principle.
Is there a quality that you most attribute to your success?
Scrappiness. Again, HEALER is just me (aside from the occasional freelancers we partner with for photography and social media help). In a situation like that, you need to be willing to do everything—because, surprise, you’ll have to. There’s still a ton I don’t know, but I’m always learning new insights—from fulfillment tips, to shipping rate best practices, to some minor CSS, to graphic design. Being small and lithe has been the only way HEALER has been able to exist and grow.
Contact Info:
- Email: hello@shophealer.com
- Website: www.shophealer.com
- Instagram: https://instagram.com/shop_healer
- Facebook: https://www.facebook.com/shophealer
Image Credits
Lindsay Scholz
Amira Maxwell
Shelby Ursu
