About EliseContent Creator, Writer & Founder
Hello! Thanks for visiting What The Fab, a fashion and travel blog inspired by my life’s adventures and appreciation for the little things. I’m Elise, writer and founder behind What The Fab, where I aim to share inspiration with a pinch of zest, served with a side of real talk. I’m a San Franciscan, foodie, Barry’s Bootcamp enthusiast (to balance out the foodie). At the beginning of 2019, I left my corporate job at Google to chase my dreams: being an entrepreneur and helping YOU find fabulous in the everyday.
I started What The Fab back in 2012, and since then I’ve been blown away with how much the influencer landscape has changed. While I’d hoped and dreamed that some day this could turn into my full time gig (and hustled on it nights and weekends), I couldn’t have imagined all of the exciting opportunities that would come my way, all because I decided to launch my own blog (first on Tumblr, then Blogger, and now WordPress) eight years ago.
I pour my heart and soul into creating content for What The Fab, and my goal (beyond just adding a bright spot to your Instagram feed) is to inspire you to live a little bolder, and a little fuller every day. Especially during such difficult times where I feel like every time I check my phone there’s a new notification about something that angers me or breaks my heart, I think we could all use a little lift and escapism. While I do keep things light and inspirational on What The Fab, occasionally you’ll see me dive into deeper issues (for example, catch Elle’s feature on a Google protest and my participation and thoughts on it here), because at the end of the day this is my platform, and I firmly believe that you can be of both substance and style.
It’d also make me so happy if you subscribed to my email newsletter so we can stay in touch. I send out a weekly newsletter with a recap of new blog posts, recent shopping finds, motivating quotes, and occasionally bad puns. See you there!
Frequently Asked Questions
How did you start blogging?
Fresh out of grad school, I started working at a boutique communications consulting agency here in San Francisco, as a Marketing Manager. I’d always wanted to start a fashion blog, but never really knew how. Working in marketing taught me how to manage an editorial calendar, do basic HTML coding, set up URLs and redirects, and also helped hone my writing skills. Since I finally had all the tools I needed to start a blog, I figured I had no excuse not to! And so, What The Fab was born.
What did you do at Google?
I did branding and events for Google’s tech talent outreach. I loved my job and my time at Google. Getting to work for the best company in the world for five years will always be a special part of my life. I wrote a post all about my decision to quit my job at Google here.
How did you manage to work full-time and run your blog for 6.5 years?
It really came down to working my ass off and prioritizing the blog during my free time (while making sure to carve out time for friends, family, and Omied), and being super disciplined about it. Taking care of your mind and body so you can function at your best is super important too. I wrote a whole post about how I worked full time and blogged which you can read here, along with all the tips and tools I could think of.
Who takes your photographs?
My wonderful husband Omied takes my blog photos, unless otherwise noted in a post. His photography has grown leaps and bounds since I started this blog in 2012. His skills have gotten so good that we’ve started a photography business together, Arvin Studios. He gets hired by product companies and for events in the Bay Area, and occasionally I get to style his shoots too! We absolutely love working together and I think it’s such a dream that we get to support each other in our creative endeavors.
May I use your photos on my site?
Yes, please just make sure to link back to my website with a do-follow link, as my images are all copyrighted.
When you see an item in my outfit posts marked “courtesy of” or “c/o,” it means that piece was given to me as a gift from the company. I never wear anything in my outfit posts unless I genuinely love it. The opinions expressed here are my own, and I always clearly indicate if a post is sponsored by a brand.
Many of my posts contain affiliate links. If you click one of them and purchase something, I’ll receive a small commission (for which I’m extremely grateful, as this helps keep What The Fab running) at no extra cost to you.
Planning your next trip? Check this map of the world to see if I’ve been there and have written guides for it!