Skip to Content

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.

February, Instagrammed

Well hello, March! I’ve spent February abroad, based in London but hopping around to a couple other places as well. It’s gone by in the blink of an eye, but I’m excited that I still have another month left in Europe! Captions read clockwise, starting in the upper left. Follow along on Instagram, @wtfab.  Off we …

Read More about February, Instagrammed
Sketch London outfit by popular San Francisco travel blogger What the Fab

Sketch London

SKETCH LONDON REVIEW You may have seen Sketch London on your Instagram and Pinterest feeds as the super cute pink place to have tea in London. I couldn’t wait to visit this Insta-famous spot, and it was one of the first places I went for a night out. Jen and I went for late night dinner …

Read More about Sketch London

Off the grid

London Fashion Week kicked off on Friday and I’ve been having so much fun bouncing around and attending as many events as possible! I was going straight from work at the Google London office to a few presentations and shows, which made getting dressed in the morning a little tricky. Fashion week street style can …

Read More about Off the grid

Soft Pastels

Last weekend was my first weekend in London and I was so excited to explore! This city is so incredible and there’s so much to do that it’s almost overwhelming. I decided I’d just start knocking things off my sight seeing list, and anything I don’t get to will just have to be for next …

Read More about Soft Pastels

Sip, Sip, Hooray!

Here’s another colorful outfit that I wore on our Los Olivos wine trip! I am in loooove with this one-shouldered Sachin & Babi romper. It’s super flattering and the print is so pretty! I wore this for our last day of wine tasting, and shot these photos at our final destination, Riverbench. You might have …

Read More about Sip, Sip, Hooray!

January, Instagrammed

February already? Well alrighty then! While I’m definitely feeling like this (30 Rock fans will appreciate) due to the inauguration and sh*t storm that has followed, I’m trying to focus on the positive. I kicked off the month in Maui with my fam celebrating the new year, planned an event for our NYC office, and had …

Read More about January, Instagrammed

Wine Not

This past weekend Omied and I had the awesome opportunity to head town to Santa Ynez for an influencers/media wine trip! I posted a bunch about it on Instagram, and I’m currently editing tons of photos and working on a detailed write up from the trip. But for now, here’s a look at what I …

Read More about Wine Not

Coffee Break

Sooo I officially leave on my two month Eurotrip in less than a week! But before I leave I’m squeezing in a blogger trip to Santa Barbara and an Arvin Studios photoshoot this weekend. So things are a liiiiiitle bit hectic around here as I’m prepping and running errands. Oh and packing, I need to …

Read More about Coffee Break
Maui Travel Video by popular San Francisco travel blogger What The Fab

Maui Travel Video

During my trip to Maui at the beginning of the year, I thought it would be fun to shoot a little Maui travel video. I made it short and snappy, just sharing the highlights of the trip, and shot it all on my Google Pixel phone and GoPro Hero 3. I’m also including a list …

Read More about Maui Travel Video