Female Founder Feature: Elizabeth Williams, Founder The Checkroom

We were thrilled when we met Elizabeth, Founder of The Checkroom in Chicago, we just knew her products would be a perfect match for our upcoming fall photoshoot. We loved including her classic and timeless coats in our photoshoot and we are excited to share more about her. Discover the inspiring journey of Elizabeth Williams, founder of The Checkroom, and her commitment to sustainable fashion.

ALLY Shoes: Tell us about yourself

Liz: I'm a women's outerwear designer, entrepreneur, educator, and mom! After working in the Fashion Industry and teaching at the college level for over a decade, I wanted to finally make my dreams come true by launching my own brand, The Checkroom.

ALLY Shoes: What are some of the biggest challenges you've faced as a business owner?

Liz: As a former seamstress and pattern-maker, I have a good handle on the technical skills needed to create a fantastic product. However, I’ve had to teach myself everything I can about running a small business and how to market it.

ALLY Shoes: Sustainability is a significant topic in fashion today and you are a business that is made in America. What are ways that your brand is sustainable?

Liz: Our domestic wool RWS and NATIVA Regen certified. Meaning our wool has the highest certifications when it comes to animal welfare and land use. Studies have shown that regenerative agriculture captures carbon in the soil rather than releasing it into the atmosphere. It’s very exciting and encouraging to know that fashion has the power to not only do better, but improve our natural environment when we focus on the right things.

ALLY Shoes: Can you share a rewarding moment since launching your brand?

Liz: Every time a woman comes back for a second or third purchase I feel a sense of accomplishment. I have a few clients that collect my pieces as if they are collectors items. Their support and encouragement means the world to me.

ALLY Shoes: What advice would you give to aspiring female entrepreneurs in the fashion industry?

Liz: Don’t give up. You will have many opportunities to give up but you just have to keep pushing.

ALLY Shoes: Who is your ally?

Liz: Other female entrepreneurs. I love meeting other women that are launching and running their small businesses. We have an unspoken understanding of what the other person is going through and we lean on each other often.