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Elise Armitage

Elise Armitage is an entrepreneur and founder of What The Fab, a travel + lifestyle blog based in California. At the beginning of 2019, Elise left her corporate job at Google to chase her dreams: being an entrepreneur and helping women find fabulous in the everyday. Since then, she’s launched her SEO course Six-Figure SEO, where she teaches bloggers how to create a passive revenue stream from their website using SEO. Featured in publications like Forbes, Elle, HerMoney, and Real Simple, Elise is a firm believer that you can be of both substance and style.

The Color Factory

Last week Omied and I finally made it to The Color Factory. This pop-up exhibit in SF has probably been all over your Instagram feed, and it’s interesting to see how these “experiential” pop-ups that are basically all for the ‘gram are becoming so popular. We had a fun date night at The Color Factory, …

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October, Instagrammed

I can’t even with how fast this year has gone by. It’s practically the holidays, y’all! October was so busy with work that I ‘grammed about half as much as I usually do. That’s how you know I’m busy, when I don’t even have time to ‘gram! Captions read clockwise, starting in the upper left. …

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Mystery Machine

A few weeks ago we went down to San Diego for a quick weekend trip with Omied’s family. One of his cousins had this gorgeous VW camper van from the 70’s that he had fixed up and I couldn’t get over how gorgeous it was. Perfect for a beachy camping trip. Except for who are …

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Black Swan

This is my last outfit post from our Chicago trip, and probably my fav because of this gorgeous lace Alexis top. We spent the afternoon strolling around Chicago and visiting the Museum of Contemporary Art. Afterwards we headed over to Petit Margeaux for a little afternoon pick-me-up. This adorable cafe is located in the Waldorf …

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Oak Street Beach

I’ve still got a couple more Chicago outfit posts to share (as well as a full travel guide), and this post was shot on a gorgeous day during our Chicago trip. We went to Highline Bar‘s epic bloody mary Sunday brunch and built some serious master pieces, complete with sliders, donuts, and even a bag …

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What The Fab Relaunch Party

It’s been so awesome to hear your feedback and excitement around the What The Fab relaunch (read more about the relaunch here)! I’ve been working on the redesign and new site since the beginning of the year, and I’m so happy to hear that people are loving it. To celebrate the relaunch, I hosted a …

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What The Fab Relaunch

  “I’m sorry, the old WTFab can’t come to the phone right now. Why? Oh, ’cause she’s dead!” ?   Lollll not really, but seriously today I am so beyond thrilled to share that the new What The Fab is live!!! I have been wanting to give my site a branding refresh and redesign for over a …

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Fall picnic

This post is sponsored by Zappos. Recently I’ve been on the hunt for a new pair of black flats that are a little more polished than your typical, rounded toe black flat, but just as comfortable. When I teamed up with my friends at Zappos.com to experience their fast, free shipping and 365 day return …

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September, Instagrammed

We had a couple fun trips in September including Chicago and San Diego. With summer travels winding down, I’m feeling ready for fall weather! Captions are read clockwise, starting in the upper left. Find me on Insta, @wtfab. Got up super early to get a great shot in front of the Bean. Trying not to …

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Tastemaker SF

Last night Omied and I had the pleasure of attending a dinner at Tartine Manufactory that was part of the Tastemaker SF dining series. Tastemaker originally started as an international food festival, and the week-long extravaganza in San Francisco was their North America debut. We are huge fans of Chad Robertson and Tartine (both the …

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The Bean

We got up at the butt crack of dawn to take some shots with The Bean without a million people in it. Worth it? I think so. But there’s a reason I’m wearing sunglasses in these pictures, people. #nomakeup I am not, I repeat NOT, a morning person, especially when I’m on vacation, so I …

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