We were lucky to catch up with Meredith Logan Whitehurst recently and have shared our conversation below.
Meredith Logan, looking forward to hearing all of your stories today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?
There are some things in this world that you cannot prepare yourself for… Suddenly and tragically losing my sister at the young age of 20, was by far one of them. Caitlyn’s life was taken from her due to a senseless act of domestic violence. She was shot and killed instantly leaving our property on May 13th, 2019. Caitlyn was not just my big sister, she was my best friend, my confidant, and my second mom. During this unimaginable time of my life, I was in my senior year of college. While most would have taken this time to grieve, I pushed myself to remain focused. My number one priority at that time was changing the negativity associated with her death. I wanted her final mark on this world to reflect the positive impact she had on my life, the world, and the many people who loved her. I accomplished this by doing what Caitlyn did best, helping other people. Just three months following her murder, I founded Caitlyn’s Courage Non-profit Organization on August the 31st, 2019, what would’ve been her 26th birthday. Following the establishment of Caitlyn’s Courage, I graduated with honors, from East Carolina University. I obtained a bachelors of science in Fashion Merchandising, Business, and Entrepreneurship. Everything I have accomplished has been in her honor – it is all because of and for her! It is a genuine reflection of the love she has given to me as long as I’ve lived, and the love she continues to share.
While facing my new reality, I reflected on all the colors it now lacked… In this epiphanic moment, I realized the dream I once shared with Caitlyn, had the ability to bring these colors back into the world. On August 31st 2022, I established Elegant Touch Boutique LLC. Establishing my business on her birthday was the plan from the very beginning. This special date was chosen with great honor. Honoring the person she was and still is to me. Since losing my sister five years ago- from heaven both Caitlyn and Jesus, have graciously sent me reminders through the most gorgeous creatures… butterflies and dragonfly’s. My logo is very symbolic, incorporating Caitlyn and Jesus was without question. I hope you noticed the butterfly in place of the E in Elegant- this special tribute is for my sister. The T of Elegant signifies a cross. Without both God and my sister, this business would not be possible. I cannot tell you how special these gifts and symbols have been in my healing, and how honestly prevalent they have surrounded my life since. At my launch event, I incorporated live butterflies by doing a butterfly release. The release began at the same time my website went live. This moment was groundbreaking, and will forever remain nostalgic.
It is now 2024, and ETB will be turning TWO on August 31st! This past year as ETB has grown so have I… Through ETB I have gained friendships, built business opportunities, made many mistakes that ultimately led me to progress, and learned Rome was not built in a day! I’ve learned to celebrate every success big or small— and be PROUD of who we are but remain humble in knowing how much work it has taken to get us here today. Reaching this milestone has been the sweetest and most rewarding date celebrated since I lost my sister. I’m so fortunate to be able to share our story, celebrate the honor it has brought to her life, and the value it has added to mine.
Meredith Logan, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
After overcoming the unimaginable murder of my sister, I established a domestic violence non-profit and graduated with honors from East Carolina University in December 2020. Achieving a bachelor’s of science in Fashion Merchandising, Business, and Entrepreneurship. Three years later, I launched Elegant Touch Boutique LLC. Five years later, I own and operate Whitehurst Lake House Venue. Currently, at the ripe age of 25, I own and operate two businesses! A true testament of what I value, and what I’m willing to do in order to achieve it…
I’m Logan, owner of Elegant Touch Boutique. Born with a fabulous sense of style and a keen eye for detail, expect nothing but the best from me! I established ETB to share my passion for clothing and honor the person who shared this dream with me, my sister Caitlyn. Naturally, I was exposed to the clothing industry from the moment I was born. Both of my paternal and maternal grandmothers, Grandma Janie and Nanny, made a living off the clothing industry. Both grandmothers were seamstresses, introducing me to the labor-intensive side of the fashion world early on. By the age of 7, I already knew how to sew, because of these two icons. Additionally, my Grandma Janie owned a women’s boutique, the J&J Boutique. J&J Boutique was located in the heart of downtown Greenville, NC, my hometown. Among my remarkable grandmothers, my sister Caitlyn greatly affected my love for fashion. Caitlyn introduced me to my favorite designers, and our favorite color, pink. We shared love for clothing, and an even greater love for one another. After deciding my major would be fashion merchandising, the dream of owning a boutique together sparked itself… Unfortunately, she had her life taken from her in an untimely fashion. What once was our dream, has become my reality.
From the moment I was born, I knew who I was, and I knew what I wanted to wear! Clothing gives you the ability to express who you are, without saying a word. Style is factored into two categories, in my opinion. You curate your own, or you replicate looks that inspired your outfit choice. In my experience, sometimes it’s a combination of both. My personal sense of style has always been highly favored and consistently complimented over the years. I’ve always been drawn to clothing, and became addicted to shopping immediately after being exposed to it. I started dressing myself as soon as I could talk, and have always worn or purchased things I personally loved, never following trends! Anything I purchase for ETB, I also purchase it for myself. If I wouldn’t wear it, I wouldn’t buy it. When buying for each season, I shop for items that are classic and timeless. My customers will be able to wear their items time and time again. This is rare within the fashion industry; most buyers push trendy pieces. The fashion industry is extremely fast-paced, so trending pieces are typically easier to sell. I push pieces I would personally wear that will remain staples in your closet for years to come. Another factor I rely on when buying… I search for quality over quantity. Being that I am from North Carolina, my demographic faces humid, hot climates 75% of the year. Breathable garments are a must. I always gravitate towards pieces constructed primarily of cotton. Cotton garments are breathable, comfortable, and durable. I take great pride in the quality of clothing ETB sells, not just the visual appeal they provide.
Let’s talk about resilience next – do you have a story you can share with us?
Losing the person who raised me, and introduced me to all the things I love the most, Caitlyn. Caitlyn’s life was taken from her due to a senseless act of domestic violence. She was shot and killed instantly leaving our property on May 13th, 2019. Caitlyn was not just my big sister, she was my best friend, my confidant, and my second mom. During this unimaginable time of my life, I was in my senior year of college. While most would have taken this time to grieve, I pushed myself to remain focused. My number one priority at that time was changing the negativity associated with her death. I wanted her final mark on this world to reflect the positive impact she had on my life, the world, and the many people who loved her. I accomplished this by doing what Caitlyn did best, helping other people. Just three months following her murder, I founded Caitlyn’s Courage Non-profit Organization on August the 31st, 2019. Less than a year following her death, despite the amount of grief I was experiencing, I graduated with honors from East Carolina University. I obtained a bachelors of science in Fashion Merchandising, Business, and Entrepreneurship. Within a year, the hardest year of my life, I established a non-profit, and graduated college with honors. Following my graduation, Caitlyn’s Courage passed house bill 1051, granting $3.5 million from the department of public safety, to fund our GPS monitoring devices. Today, our program has saved countless lives, and is active in over 50% of counties in the state of North Carolina. Knowing I was capable of more than Caitlyn’s Courage, August 31st 2022, I established Elegant Touch Boutique LLC. As stated in this article, Caitlyn and I shared a love for fashion. We dreamed of owning a boutique together one day, and as bittersweet as it has been pursuing this dream without her, I made it happen! Everything I have accomplished has been in her honor – it is all because of and for her! It is a genuine reflection of the love she has given to me as long as I’ve lived, and the love she continues to share.
How did you build your audience on social media?
While this is still a work in progress for ETB, I have found tik tok is the best avenue for sales… The potential the app offers is endless— even videos that didn’t get incredible amounts of views, produced sales, which is ultimately the goal for me. As far as growth in numbers of followers, giveaways on instagram increased my following by 1,200 within a month of posting 2-3 of them. Ultimately I have started investing more time shooting content for tik tok, in comparison to instagram. I have produced more sales out of state from that app in comparison to Instagram. Tik tok is rising and I personally believe Instagram is declining.
Contact Info:
- Website: www.shopeltb.com www.cailtynscourage.com www.wlhvenue.com
- Instagram: @shopeleganttouch @wlhvenue
- Facebook: https://www.facebook.com/CaitlynsCourage https://www.facebook.com/Shopeltb/?wtsid=rdr_0JM8rIT1Fhs2NfDXB https://www.facebook.com/profile.php?id=61555171576684&wtsid=rdr_0gwsHStBJmqBugzMx
Image Credits
Paige Wrench