FAITH, FASHION, AND FORTITUDE

THE INSPIRING JOURNEY OF MARTHA E. ELMORE, CEO OF I’MARE BOUTIQUE

In the world of fashion, some people buckle under pressure, while others shine brighter than ever. Martha E. Elmore, the dynamic entrepreneur behind I’MarE Boutique, is a shining example of the latter. A mother, mentor, stylist, and CEO, Elmore’s journey is a testament to resilience, faith, and unyielding determination. Her story, which began in the small town of Franklin, Louisiana, is one of triumph over adversity, with her belief in God serving as a guiding light.

Growing up in Franklin, Martha was surrounded by faith, family, and a strong sense of community. These values, instilled in her from a young age, laid the foundation for what would become a remarkable career. In 2016, after being laid off from her accounting job, Martha faced a crossroads. Instead of succumbing to despair, she turned to her passion for fashion. With nothing but a car trunk full of clothes and a dream, she hosted a successful closet sale that marked the humble beginnings of what would grow into a thriving and high-profile business. Word quickly spread, and plus-size women began seeking her out for her unique styling expertise, drawn to her ability to make them feel confident and beautiful.

Martha’s entrepreneurial spirit was not born out of circumstance alone but nurtured by her mother, who taught her the value of hard work and creativity. When opportunities were scarce in Franklin, her mother started a praise dancing business, and Martha followed suit, teaching women to express their devotion to God through the art of dance. This early experience in entrepreneurship and mentorship shaped Martha’s approach to business—she saw it not just as a means to an end but as a way to uplift others.

As the CEO of I’MarE Boutique, Martha has carved out a unique niche in the fashion industry, providing trendy, stylish clothing for plus-size women. Her personal journey, marked by obstacles and setbacks, has served as a blueprint for her success, turning challenges into opportunities. The boutique’s influence has extended far beyond Houston, with celebrities like Goo Goo Atkins, Tasha Cobbs Leonard, Maranda Curtis, and Shana Wilson Williams donning her designs. Through her work, Martha has become a beacon of confidence for curvy women across the globe, inspiring them to embrace their beauty.

But Martha’s influence doesn’t stop with I’MarE Boutique. She’s also the proud founder of the I’ceE Collection, a sister boutique inspired by her daughter, Iceland. This boutique caters to young women, offering chic and trendy fashions that mirror the vibrant spirit of the next generation. For Martha, the I’ceE Collection is more than just a business—it’s a legacy, a way to pass on the values of entrepreneurship and empowerment to her daughter.

Martha’s accomplishments have not gone unnoticed. She has been named a top professional in Houston, received her own day in the city from Mayor Sylvester Turner, and was honored with a Presidential Lifetime Achievement Award by President Joe Biden. Her work has been featured on major platforms like Fox, NBC, CW, Houston Style, and the Houston Chronicle, among others. Yet, despite her many accolades, Martha remains grounded in her mission to give back.

“I am proud of overcoming trials and being successful. I am proud of being able to break generational curses by helping my daughter by gifting her a boutique, and I am proud of being not just a business owner, but a business owner who gives back to others,” Martha reflects.

Through her foundation, I’MarE Cares, Martha continues to make a difference in her community, providing resources and support to those in need. Her story is a powerful reminder that with faith, determination, and a commitment to helping others, anything is possible.

QSM: You started I’MarE Boutique from the trunk of your car after a significant career setback. What was going through your mind at that time, and what gave you the confidence to take such a bold step into entrepreneurship?

Martha E.: A lot was going through my mind at the time because I was a recent divorcee, and it was just me and my girls and I had lost my job. So much was going through my mind including anxiety, fear, and being scared. But what gave me confidence were my two daughters. I kept telling myself that I was doing this for them and that I wanted to build something to give them a good life. That's what gave me the confidence and motivation to get started.

QSM: As a Black woman entrepreneur, what unique challenges have you faced in the fashion industry, and how have you navigated them to build a successful Black-owned business?

Martha E.: I think I faced pretty much not knowing what to do and trying to ensure that I’m doing the right things in the online boutique business. In the black community, we don’t talk about what the correct taxes to file are or having insurance. I did not necessarily have someone to talk to or guide me through this journey to where I am today.

QSM: Being the CEO and the face of I’MarE Boutique is a unique combination. What motivated you to model your brand's clothing yourself, and why have you chosen not to hire professional models?

Martha E.: I first started out with stock photos, and I felt like I separated my brand’s identity from other brands. One time I went to LA to meet my vendor for the first time, and they thought I was so beautiful and asked why I didn’t model my own clothing rather than using stock photos. So, I thought let me try. Once I started using my own photos, I noticed how my sales increased so I continued modeling. I did attempt at using other models, but my sales dropped so I went back to modeling myself. I believe my customers liked how natural my body seemed.

QSM: Your mother played a significant role in shaping your entrepreneurial journey. How have her teachings influenced the way you run your business and mentor other women?

Martha E.: My mom ran a faith-based business, so I did not learn business practice from her, but she did teach me to keep prayer in my business and to allow God to lead me through my journey as an entrepreneur. I also learned to keep customer service at the top of my priority. Since my mother couldn’t teach me how to actually run a business, that is what brought me to mentor other women on that subject. A business is more than a cute logo, so I wanted to help other women and guide them in how to run a business the right way with integrity.

QSM: I’MarE Boutique has become known for its stylish offerings for plus-size women. What inspired you to focus on this demographic, and how do you continue to innovate and meet the needs of your audience?

Martha E.: Yes, everything is surrounded by plus size, but I also do regular sizes as well. You just have to have a sense of style and keep up with the trends. You also have to be mindful of what looks good on curvy women. One thing I am a big believer in is having an answer to anyone's question, regardless of if it's about loungewear, loose or fitted dresses, jeans etc. I want to ensure that my customers will look fabulous in their attire. We have everything on I’Mare!

QSM: The I’ceE Collection is a special project inspired by your daughter. Can you share how this venture came about and what it means to you to pass on the legacy of entrepreneurship to the next generation?

Martha E.: When my daughter turned 19, she was in college at PVAMU and I would buy her clothes from fashion nova and other places and send them to her. Since the kids on campus knew that her mother owned a boutique they asked if the clothes were from my brand and that made me think “Oh let me tap into this” so I ordered Icee a bunch of clothes and set up a photoshoot for her. I also set up her website and PayPal etc. for her to start. She essentially had to come and finish the rest for herself. It meant a lot to me that she accepted it because she is following in my footsteps. She has grown her collection to over six figures and is doing more than well. I couldn't be more proud!

QSM: You've received numerous accolades, including your own day in Houston and a Presidential Lifetime Achievement Award. How do these recognitions impact your drive and vision for the future of your brand?

Martha E.: It made me feel VERY good! Sometimes I still have those “Thank you Jesus” moments because I really do try to do as much as I can for my followers, customers, and family. I try to be there for my family as much as I can. When I receive these accolades, it makes me realize that someone is proud of me and is watching me from behind the scenes.

QSM: Giving back is clearly important to you, as seen with your I’MarE Cares foundation. Can you talk about some of the initiatives you’re most proud of and why philanthropy is such a vital part of your business philosophy?

Martha E.: I love to give back and I have a soft spot in my heart for entrepreneurship. Especially with kids coming out of high school! My last 2 big awards were giving two 5,000 scholarships to students going to college. These types of initiatives are important to me because I wish I were able to receive help when I was leaving high school. Help is very hard to get nowadays. I’m also proud of my adult mentorship initiative. I love to help others create and build their businesses!

For more information on I’MarE Cares and to shop the I’MarE Boutique, visit I’MarE Boutique and I’MarE Cares. To explore the I’ceE Collection, visit I’ceE Collection.