Meet Alyssa Pullekines | Owner/Operator – FOLCLAND

We had the good fortune of connecting with Alyssa Pullekines and we’ve shared our conversation below.

Hi Alyssa, what was your thought process behind starting your own business?
I started working in retail while I was in college in Pittsburgh, Pennsylvania. I was a sales associate and buying assistant for a secondhand vintage / consignment boutique throughout college, and this is what really first sparked my interest in running and operating boutiques. Shortly after graduating I moved to New York City and stayed in retail as a sales associate for some great higher-end, independently owned boutique businesses, eventually moving into front end management. These companies were wonderful to work for because they were large enough to support independent departments for marketing, e-comm, buying, merchandising, and front of house operations yet small enough that each of those teams worked very closely with one another. As such, I had a lot of insight and input as a front of house manager in the total operation of the storefronts I was managing and had a chance to dip my hands into a lot of different pots. I truly loved the combination of creativity, people management, and business savvy required to successfully manage a storefront and knew that I would eventually like to apply those skills towards working for myself by opening my own curated boutique in a niche market.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
My business is Folcland, a slow(er) fashion boutique in Breckenridge, Colorado that offers a selection of apparel, accessories, and lifestyle goods from brands and designers dedicated to slower, ethical, and more eco-conscious production. I started a boutique with this focus out of a sense of personal dedication to sustainability and wanting to renew respect towards the art and skill behind clothes making, ultimately wanting to offer a small scale alternative to fast fashion brands that overlook and undermine the resources (both human and environmental) they use to create their goods.

I grew up in the age of fast fashion – H&M, Urban Outfitters, and ZARA were staples in my closet for most of my life. When I began working at a vintage store during college in Pittsburgh, I was simultaneously learning more about pollution, waste, climate change, “planned obselecence” – basically, all the horrors of our consumer culture. Working in vintage was the first bridge to understanding what a curated, conscious closet could be built on. It gave me a sense of preserving goods and taught me a lot about the integrity of clothing. Moving to New York and working with smaller, quality brands further instilled the sense of artistry behind clothes making and really made me rethink how we perceive what we put in our closet, the skill required to make those items, and how those items are made. Although there is a certain “Zeitgeist” around slow fashion, educating consumers on the grievances within the industry, how we can play a role in shifting it, what the true cost of a clothing product would be if we did not consider it disposable … these are all still challenges in selling and marketing the products that folcland offers. I feel very passionate about the quality of goods we carry and story behind the brands we work with, and feel it’s important to share this in a way that is approachable and still allows fashion to be “fun” and “expressive.”

Also, the boutique was opened in December of 2020 at the tail end of “COVID” times proper, which in and of itself presented a unique obstacle and challenge. Though retail was never again restricted or shut down in our area, we are a tourist and resort destination, so the impacts of post-COVID behavior around traveling and spending money has caused a lot of swings in our business patterns. While every new business has its ups and downs, learning to look at the big picture, focus on successes, and not get stuck in a fog during the down or slow days has been a huge development for me. It hits a little differently when it’s your creative vision on the line! I have also had to learn how to embrace putting myself out there to market the business. I am *not* a huge social media person in my personal life, but have had to have a little fun and put my social media marketing cap on to create a digital identity for the brand. I appreciate that it has forced me to get out of my comfort zone, and while our social media focuses primarily on the product, I’ve also gotten into a habit of sprinkling a little bit of myself in there because our customer does appreciate knowing that there is a real person behind the brand.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Breckenridge is an absolutely beautiful town with amazing topography, unique history, and a great small town feel. Of course, I moved here because I first and foremost wanted to be connected to the outdoors. Situated at the base of the Ten Mile Range at the heart of the Colorado rockies, the town offers incredible access to nature and great hiking. In the summer my favorite recommended activities are paddling on the Dillon Resevoir, hiking Spruce Creek to Mohawk Lakes, and catching the wildflowers along the Lily Pad Lake trail. In the winter, downhill skiing anywhere on Breck resort is a must! I also love cross country skiing in the French Gulch area where there are tons of cool mines to scope out and beautiful scenery. When it comes to #apres, winter or summer, I love visiting Blue River Bistro for a great martini, CARBOY winery any time of day, and think Castaways is just the most fun little Tiki Bar you’ll find at 10,000 feet. It’s also worth just strolling down Main Street and reading up on the cool history of the town – Breck is one of the few mining towns in the mountains that has historical buildings in tact, so it’s fun to oggle at the Victorian architecture.

Who else deserves some credit and recognition?
My first manager, Frances, who offered me my first position in New York and supported my growth and promotion into management.

Website: www.folcland.com

Instagram: https://www.instagram.com/shopfolcland/

Facebook: https://www.facebook.com/shopfolcland/

Image Credits
*images taken by owner or friends/customers w/ permission to share