Today we’d like to introduce you to Kayley Herrmann
Hi Kayley, please kick things off for us with an introduction to yourself and your story.
Like many young girls, I loved playing dress-up, but I never outgrew it. Instead, I turned that love into a career by founding Else Vintage—a curated collection of once-lost items inspired by the timeless simplicity of 90s minimalism.
While born and raised in Utah, my parents and family had previously lived in New York. Growing up, we’d often visit the cozy two-bedroom apartment in Queens my mom grew up in and listen to stories of how my grandma had worked as an industrial clothing seamstress in the city. Upon retiring, she had purchased one of the large industrial sewing machines and I’d love observing her create such beautiful things from seemingly nothing.
Watching my grandma from a young age sparked an obsession with clothing and the unique way in which you could express yourself. For years I’d spend many hours, admittedly sometimes in classes, sketching out ideas and dreaming of a career in fashion.
After attending the University of Utah and completing a degree in Communications, I went on to work as the Marketing Manager of a local health insurance company. Even though I very much enjoyed the work I was doing at my corporate job, those early days of watching Devil Wears Prada and doodling out the beautiful clothing I’d love to create someday didn’t come to an end and the aspirations I had of working in fashion only grew.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
I would spend many nights awake thinking about how I could pursue my love of fashion and the idea for Else came. Over the span of a few years, I first began drafting up the vision and branding and then more seriously began pursuing launching a business up until my mom became ill.
In the Fall of 2022 my mom was diagnosed with a rare and aggressive form of brain cancer called Glioblastoma. I put Else on hold and tried to manage my full-time marketing position while being a caretaker and ultimately resigned to care for her full-time before she passed in November of 2023, just a little over a year after being diagnosed.
Up until then, I had been living a very comfortable life surrounded by healthy friends and family, finding success at my corporate job, and traveling with my husband. I felt my mom’s diagnosis and passing had really stripped me of everything. I lost my mom and best friend, I lost friendships, I left my career job and the financial stability I once had, and while unglamorous and unrelated to fashion as all that is, it became really pivotal in how I chose to step forward in life.
I had been shown how short and precious life is, and, after some time, I started to feel a renewed sense of hope and purpose for my life. During my mom’s illness, I would often talk with my brother about how we wanted to make my mom proud and have lots to talk about when we saw her again, and I felt strongly that, no matter how overwhelming it felt at the time, making Else happen was my next step.
As you know, we’re big fans of Else Vintage. For our readers who might not be as familiar what can you tell them about the brand?
I launched Else Vintage on July 1st, 2024. Else Vintage was and is more than just a vintage resale business. Started out of a love for the classics, each piece is sourced with careful consideration for timelessness and a desire to be a forever-cherished addition to your wardrobe. It emphasizes the idea that if you choose well, you’ll wear it forever.
Else really married my love of fashion with my years of marketing experience to create a unique shopping experience for those who share the same desire to build a closet they love that stands the test of time.
When discovering my personal style, I often gravitated towards the 90s minimalist, model-off-duty looks that were most infamously worn by the likes of Carolyn Bessette-Kennedy, Kate Moss, Lady Di, and other well-known muses like Cindy Crawford and Christy Turlington. The style icons of their time, what they wore was quite the opposite of what many people think of when they imagine many other notable style icons. It was understated and effortless and really became a blueprint for many because of the way it transcends passing fads and microtrends.
As many have shifted to shopping more consciously, Else Vintage provides a second life to clothing and styles that focus on quality over quantity and timelessness.
Is there anyone you’d like to thank or give credit to?
I feel so fortunate to be surrounded by such amazing family and friends and have had so many individuals and experiences that have been the stepping stones to where I am at currently.
My parents were both first-generation college attendees, and after completing their college education my dad went on to graduate from NYU’s dental program. When he and my mom relocated to Utah, they opened their dental practice and worked hard to build their business and clientele from scratch.
I was often the last kid to get picked up from school and my brother and I spent many weekends as kids at their office or running errands, but it’s their example of grit, hard work and dedication that has given me the confidence to chase after what I want from this life and ultimately start Else.
That said, I owe special thanks to both my mom and my husband. Before she passed, my mom always instilled in me the belief that I could achieve anything and made countless sacrifices to ensure I had the opportunities to do so. My husband, likewise, took on so much to support me during an incredibly challenging time, making it possible for me to start a business. Without their unwavering support, I wouldn’t have been able to start and grow Else.
As I continue to grow Else, I am dedicated to building a brand that embodies both timelessness and intentionality. Each piece in Else Vintage is sourced thoughtfully, meant to become a treasured part of everyday life—just as my mom remains a central part of mine. Her unwavering support continues to inspire me, and I feel that Else has given me the opportunity to honor her memory through every step of this venture.
Contact Info:
- Website: https://elsevintage.com/
- Instagram: https://www.instagram.com/elsevintage
