Meet Elle Truax | Custom Hat Maker

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

Hi Elle, have there been any changes in how you think about work-life balance?
Since opening up Björkstam Hat Co. I have definitely shifted my priorities. I graduated college in 2019 and had this die hard urge to immediately dive into a career and start my adult life. I found a job and instantly started questioning what I was doing sitting behind a desk every day 9-5. I then took a step back and thought about all the things that make me happiest in life. I love skiing, mountain biking, surfing, and definitely try to prioritize the time to do these things. After starting Björkstam in 2020, I have found that sweet spot between indulging everything into my work and having time outside for myself. I have learned that some weeks are much more work heavy than others, or vice versa. It’s all about looking at the big picture for me. Realizing that I get to own a business in a small ski town where I can support myself financially, help our local economy and get to do the outdoor activities that make me happiest is all I can really ask for a positive work life balance.

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?
Björkstam is a unique business model because it is all hand made products created right there in the store. Our shop lay out is a show room as well as our work space. This gives customers the chance to see behind the scenes of what we do to create their custom made hats. It’s really special to welcome people into the shop and invite them to learn a bit about hat making. They get to see how a hat starts from a raw piece of felt and goes through the whole process to come out a finished product made just for them. Creating the store front that doubles as a work space is definitely challenging when you have a lot of work to get done as well as customers coming in to check out the scene. It makes for a lot of late, late nights or early mornings to get work done! But I believe that the experience is what differentiates us from other companies wether it be hat shops or something totally different. Getting to see something you purchased made in front of you is special and those experiences are hard to find now a days.

A big challenge to starting this business was location. Being in a teeny tiny ski town in the middle of the Rocky Mountains, far from any major city, is definitely a set back for a few reasons. Ordering anything and getting it delivered “quickly” is out of the question. If you run out of something crucial for making hats- all production gets put on pause until the delivery truck finally shows up in Crested Butte. These issues were more early stage kinks to get worked out and used to. Now that we have been in business for over a year, we know how to gauge timing and how pre maturely to order new materials. Employees is another big hurdle in a small town. Finding people who are passionate about the craft and check all the boxes of a solid employee is a stressful hurdle as a business owner. In a small town where you know 95% of the people- it gets that much more challenging if you want to respect the boundaries of not hiring a friend or someone close to you personally, which I prefer to stay away from. Getting along with my co-workers and employees is very important to me. I want to have a healthy and positive work atmosphere that we are all excited to come to each day.

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.
A week in Crested Butte, oh boy! There are so many biking/hiking trails that I still have yet to get on all of them after living here just shy of eight years.

One of my favorite trails in the Valley is Doctor Park for mountain biking. It starts off with a pretty brutal climb up a 4×4 road and then you hit this world class single track that brings you through a variety of different riding. There’s rock gardens, slowly smooth sections, technical tight turns and absolutely stunning views the entire time. As far as other hikes and bike rides in the area, I would send you up Cement Creek, Washington Gulch, Oh Be Joyful, Kebler Pass- any of these areas have a plethora of different trail options ranging from all athletic and experience levels. Not to mention most of these places have camping spots too, just make sure you’re in a designated camp ground!

On the dining front, a few restaurants I would recommend are Sherpa Cafe, The Last Steep or Pitas in Paradise if you’re looking for a more casual dining experience but is still really tasty. For higher end dining, my top recommendation is “The Breadery,” this restaurant opened up the same day as Björkstam and I have loved every meal or cocktail I have gotten there. A few others to consider are The Sunflower, Elk Ave Prime, and Souçon. For more of a bar scene, the classic start to the night would be a trip to Kochevar’s Saloon followed by a walk down the street Talk of the Town Bar. These are the top places for night life in Crested Butte.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
My parents and close friends have been a huge support system for me throughout life and the start up of this business. My mother, Svea Truax, has the maiden name “Björkstam” which I decided the company would be named after. My mom has taught me some of life’s hardest lessons and some of the sweetest ones. She is a true symbol of grit and determination when it comes to getting things done and putting your heart into something. So thanks, Mom! I want to give my dad, Richard Truax a special thank you for always being by my side and guiding me through the ups and downs especially in the early stages of starting Björkstam. It’s never easy and its certainly scary waters starting a business from the ground up, but you were there when I needed you most and always there with open arms no matter what- thank you Dad.

Lastly, William Oberling is a long time local to Crested Butte and happens to be the reason I found a spot in downtown Crested Butte for the shop to be located in. William or “OB” as the locals call him, is a very influential person to the town and is someone I feel very fortunate to know and have in my life! Thanks for all you do for me and everybody around you, OB.

Website: www.bjorkstamhatco.com

Instagram: @bjorkstamhatco

Facebook: @bjorkstamhatco

Other: Crested Butte News: https://crestedbuttenews.com/2021/12/profile-elle-truax/

Image Credits
Elevate the Media, Steph & Taylor Photo, John Gory