Help Me Keep Local Lore Alive

Hey friends, I’m Elle — short for Loren (but that’s a secret only the special people usually get to know), Let me tell you about a dream I once had, and how it came true.

Local Lore has always been dancing around the peripheral of my mind, since as far back as I can remember I've always loved taking found things, and putting them back together just-so, they seem to birth a life all their own. Whether its been clothing, home decor, jewelry, bit and baubles i find here and there, different medias of art, or items from past and present - making that link, creating something new and connecting the lore of its parts is an undercurrent that has always been present in my life. It’s always been my dream to have a place to call my own that I can fill with the things that inspire me, one of a kind jewelry and art I've created, and also for it to be a space for the things that once gave me a a sense of joy, and help those things pass on that feeling to someone else. Thats exactly what local lore is, and It's been my therapy, my saving grace, my creative outlet, and a place to grow - its been my everything. A space where I've gotten to meet so many great new friends and have been able to connect with so many other like minded people in the community. Local Lore isn’t just a shop, its the commencement of everything that inspires me and tells the story of who I am , and how I got where I am today... the story of me — “The Lore of Elle.” A curated "thrifty gifty" shop with literally something for everyone, where every single item tells a story from vintage clothing & video games, tarot cards & personal astrology readings, handmade one of a kind jewelry, and weird little knickknacks to adorn the corners of your humble abode. My promise to you is that every time you visit you will find something you didn't see last time you were here! In my opinion thrifting is just that, lore. It's the items we once loved, and all the items we pass on to family members or donate hoping someone else will love them just as much as we did. When you find an item you connect with, you then become a part of its lore yourself. Local Lore is part thrift, part inspiration, a quarter magic, and a dash of nostalgia — and that’s what makes it one of a kind.

I grew up in the cornfields of Illinois, a place where The Children of the Corn was an intense and literal fear in my preteen years. My dad was an OG thrifter, way back before I even knew what the word meant. Every Saturday morning we’d get up early, he'd grab coffee and I'd get a chocolate iced donut. We'd hit up yard sales, flea markets, and garage sales in random towns we’d never been to before. We’d dig through piles of other people’s “junk” and find treasures. Sometimes we’d see something amazing, not end up getting it, and then drive all the way back in a feverish state of FOMO, haggling prices, and eventually leaving - "thing" in hand, feeling quite proud of ourselves. It was never just about the stuff — it was about the hunt. That thrill of discovery, that intense little spark of joy when you find something totally unexpected that you connect with in some unspeakable way. Something you never knew you needed until you saw it, and then you had to have that little piece of history. There are so many items I still remember from those childhood morning adventures. I loved the thrill of not knowing what we'd find next. I owe my knack for treasure hunting to my dad, he always found the diamond in the rough. Maybe it's because I'm a Leo moon, and my emotions are tied to nostalgia; maybe it's because I'm an Aries sun, and the go go go part of it was intoxicating; maybe it's bc I'm a Scorpio rising and I felt like a detective searching for clues on a case. Maybe it's just because those are some of the best days of my life, and I want to keep that early morning adventure feeling of never knowing what treasure the day will bring to life. That’s the rush I’ve been chasing ever since. Local Lore is that feeling — it feeds my inspiration with the same nostalgia that fuels it. It's curated with intention. It's what the inside of my brain looks life, a memory museum

I never had any formal schooling and moved to NY when I was 17, I taught myself Photoshop and figured if I could get my foot in the door somewhere, anywhere, in the fashion industry I might just catch a break. All anyone ever needs is for someone to give them a chance. I did my due diligence, I paid my dues, and with my creativity and tenacity I caught that break, and got that chance. I spent almost 15 years working for small wholesale jewelry companies as a jewelry designer for popular brands & celebrities. This is also when I discovered, you CAN do what you love, and get paid for it (never let ANYONE tell you differently)! I learned the ins and out of the industry, the tricks of the trade, and my passion for design, trend forecasting, and merchandising grew rapidly.

Fast forward a few (more) years of passion, hard work, markets, pop-ups, freelance gigs, consignment, in local shops with my own jewelry line Originelle (and a serious need to clean out my own closet) I started a pop-up in my friend's thrift store in downtown Jersey City. Slowly, but surely I built up a returning customer base, and created my own little wonderland in the corner of that shop. It was as if by kismet, circumstances pushed me out of that space and I stumbled onto the opportunity for the physical space for what would become Local Lore completely by chance.

It’s always been my dream to have a place to call my own, somewhere I can fill with the things that inspire me, one of a kind jewelry and art I've created, and also for it to be a space for the things that once gave me a sense of joy, and help those things pass on that feeling to someone else. It's been my therapy, my saving grace, my creative outlet, and a place to grow - its been my everything. I built Local Lore from scratch with pieces of myself. When you walk inside those doors, you will feel what its like to be inside a dream come true. It's a place where I've gotten to meet so many great new friends and have been able to connect with and be inspired by so many other like minded people in the community.

But here’s the hard part — my personal life recently has turned upside down. My business/partner, and I are separating. That means I’m now carrying everything alone — the rent, utilities, & product sourcing, as well as the day to day; as well as the task of finding a new apartment in an area where prices have ballooned the past few years. The shop is still in its infancy — just under a year old — and every cent earned goes right back into keeping it up and running. I haven’t been able to pay myself yet, and I’m driving Uber just to stay afloat. I’m doing everything I can to keep Local Lore alive because it’s more than just a store to me — it’s the place where all my creative worlds meet. It's the culmination of me believing in myself and all the hard work it took to get there. If you've seen me out at the many vending and market events I've done with Local Lore, or you've come into the shop, you know that I always try to connect and get to know my customers on a personal level.

Opening Local Lore has fostered a sense of community I didn't even know I was hungry for, creating a thread of its own lore through out the surrounding areas and all the people who visit. So I am humbly asking for a little help to bridge the gap financially in this moment — to cover rent and utilities for the next few months while I get back on my feet and figure out what comes next. If you’ve ever stopped by and found something that made you smile, felt inspired when you left the shop, or you just believe in small, soulful businesses built on a dream, I’d be forever grateful for your support — whether that’s donating, sharing, stopping by the shop and finding something that speaks to you, or just spreading the word.

Your time is valuable and I appreciate you lending me a moment of it. Thank you for reading this and for believing in the weird, wonderful, creative one-of-a-kind things in life — and for helping me keep the Lore alive.

With Love

Elle (Loren)

✨ Local Lore — Union City, NJ ✨

Local Lore is run 100% by myself, and features items from my own one of a kind handmade jewelry line Originelle which has been sold in shops throughout Jersey City and downtown NYC

READ MY FEATURE ON HOBOKENGIRL.COM:

https://www.hobokengirl.com/local-lore-thrift-union-city-nj/