The Story Of Studio Style
Access Magazine has written an article telling the story of how I started my online boutique, Studio Style! It's amazing to look back and see how much we have grown in one year. Blessing upon blessing. It all started with a dream. I encourage you if there is something you've always wanted to do in life, go for it! Life is too short to wait on your dreams to happen. Read along below!
XX Em
Where Fashion Meets Fitness
By Caroline Edmondson
For Studio Style Owner Emily Scott Zeiger, fitness and fashion have always been a major part of her life. Having always had the heart of an entrepreneur, it wasn’t until the onset of the pandemic that she finally turned that dream into a reality, whereby combining practical fitness wear with fun, feminine colors and styles, Studio Style was born.
Having come from a long line of successful business owners, Emily Scott Zeiger always knew she would one day follow in her family’s footsteps and start her own business, eventually leading her to turn her passions for both fitness and fashion into the fast-growing endeavor Studio Style is today. Having attended Auburn University where she majored in apparel merchandising and business and going on to earn her master’s in business administration from Samford University, Emily says it was during this period of transition that she truly fell more in love with fitness. “I have always been an active person,” she shares. “I grew up cheering competitively and loved it. Then I went to college and didn’t have cheerleading anymore,” she recalls. “It was a big transition going from a team and coaches and group workouts to being on my own.” Thankfully, she found her new home with Pure Barre in Auburn, immediately enamored with the music, workout, and community. Hooked on group fitness ever since, Emily eventually became an Ace Certified Group Fitness Instructor and coach at both Orangetheory and Pure Barre. All that, of course, was before the pandemic.
Just like fitness, fashion has always been something Emily adored, with the thought of opening her own boutique ever in her mind. Weirdly enough, thanks to COVID, she did just that. “When COVID hit the U.S. in February of 2020 and my studios shut down, I knew it was my time to launch the boutique,” she shares. “It took two months of dreaming and planning, and I launched Studio Style in April of 2020. It’s a way for me to combine fitness and fashion and pour into people’s lives.” Being forced to stay home gave Emily the chance to devote all of her time to growing her business, and now her main mission is to deliver fashion-forward, performance-oriented clothing to women who want to feel confident about themselves from the gym to lunch. “My motto is ‘Styles for women who move,’” Emily explains. “I empower women of all shapes and sizes to feel good about themselves. The most rewarding part is receiving a review saying how much they love their purchase!”
For Emily, working out is a way of life and something she truly loves doing and inspiring others to do the same. “I tell people all the time if you don’t love working out, try something new,” she says. “Try lots of new things and when you find one you love, stick with it. As a fitness instructor, it’s been rewarding to help people on their personal journeys to their best selves.”
Studio Style carries brands Emily has known and loved for years (think Beyond Yoga, Free People Movement, Nux, DYI, Beach Riot, and more). “Buying is so much fun,” she gushes. “It’s a blast to meet with my reps, see the next season’s line, and pick out what I think will be good for Studio Style. I go to market several times a year and am in constant contact with my reps,” she shares.
Studio Style’s unique business model of an online storefront and the occasional pop-up in local stores has proven successful. “I have all of my inventory in my house,” she laughs. “It makes it really convenient to ship orders. I have a few part-time assistants that help me with unpacking new inventory and packing and shipping. I’ve learned I can’t do everything myself,” she admits. “I also love connecting with people in person. It’s so relational and I get to help them shop and pick out pieces that are perfect for their lives. I love the community aspect of pop-ups and how other women can connect with each other.” Emily is open to eventually having her own brick and mortar store, but for now you can shop online or if you’re in the Vestavia area of Birmingham, Studio Style has a permanent setup in Steel City Pilates. And for us local folk, Emily hints she will soon have a section in Private Gallery in Downtown Fairhope for all your in-person perusing!
When it comes to the styles Emily is looking forward to most this spring and summer season, she says it’s all about printed workout sets, comfy sweats, and retro sneakers. “I’m currently obsessing over Beach Riot,” she shares. “The prints are so fabulous, feminine, and flattering, and the fabric is like butter. There is no better motivation to go to a group fitness class or the gym than having a new workout outfit. It makes you feel good about yourself when you feel confident in what you’re wearing.”
Emily says she also knows she wouldn’t be where she is today without her amazing support system and customers who all mean the world to her. “My family has supported me in so many ways, from helping pack my car for pop-ups to buying from me and helping spread the name,” she shares. “I also have a great community of business owners. One of my best friends, Kayci Gatlin, has taken all of my pictures for almost a year. She helps with most of my pop-ups. She is my righthand girl when it comes to running Studio Style.” Another best friend, Mary Maud Kirk (owner of Ruffled Rabbit Boutique) also teams up with Emily for a combined pop-up. “We love to encourage each other in our businesses,” Emily beams.
Ultimately though, it all comes down to her customer base. “I would not be where I am without the lovely and loyal women who have purchased from my shop,” she gushes. “So many customers of mine are brand-loyal and only shop for workout clothes with me. It truly is a huge blessing and an honor! I’m so thankful for the people who have followed me on social media, liked my posts, shared them, purchased from me, and attended a pop-up.”
When she isn’t enjoying an empowering workout or fulfilling orders, Emily says she loves exploring Fairhope and all it has to offer. As a member of Provision’s Wine Club, Emily looks forward to getting new and different wines to try each month, and as a self-proclaimed “coffee addict,” she loves snagging an iced latte from Refuge or Provision. In addition, giving back to the community is extremely important to Emily. One nonprofit, which means a lot to Emily is The WellHouse—a safe haven for female victims of human trafficking that provides emergency, short-term, and long-term care programs. They have helped restore over 500 victims. Emily donates and serves as a corporate sponsor of this wonderful program. Additionally, Emily plans to team up with another nonprofit, Little Tree Project (which aims to globally eradicate human trafficking, while providing victims with aftercare, safe housing, and job opportunities) to host a fashion fundraiser in order to raise money for this wonderful cause.
So, if you’re in need of a fun and fashionable new workout outfit for some fitness motivation, look no further than Studio Style — they have something for everyone!
By Caroline Edmondson
