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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.

Road to MAGIC

Off to MAGIC! I wore this outfit to catch an early morning flight from SFO to Vegas. Thanks to Karl the fog, our flight was delayed four hours, which was a bummer, but we used the time to be productive little bloggers and snap some outfit photos, and get our other posts up for that …

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Fashion-spiration ~ Peek-a-boo

Judging by all the amazing pieces I saw at MAGIC Market Week, laser-cut leather is going to be everywhere this fall. In anticipation, I put together this look with an edgy, laser-cut leather skirt contrasted with a sweet, cream peplum top. The Roberto Cavalli clutch adds a pop of color (emerald is the color of …

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August, Instagrammed

Delicious Reuben sand at Wise Son’s deli. We also got the cheesy pastrami fries. It’s safe to say I could have eaten the entire plate by myself. Loved these vintage perfume bottles at the Alameda flea market. Awesome vintage phones that reminded me of Cruella de Vil. Scores from Alameda. Vintage Coach purse and jewelry, …

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MAGIC Market Week

A couple weeks ago, I jetted over to Vegas to attend MAGIC Market Week. It was my first time going, and it was absolutely exhausting, but lots of fun! There were 2,000+ brands there, so even though I tried, I wasn’t quiiiite able to check out all of them. 😉 It was interesting seeing the …

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NCLA nails ~ So LA!

Nails ~ NCLA, So LA! Nail Wrap You may have seen some snaps of this mani on my Instagram, because these little guys made me smile every time I looked down at my hands. It was like a fresh, palm tree breeze blew through my hair every time I saw them! The Nail Wrap is from NCLA. I …

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Mt. Davidson

One of the (many) things I love about living in San Francisco is that if you need to get out of the city, there are so many options close by. The ocean isn’t far, and there are lots of pretty trails and national parks a stone’s throw away. In this case, my boyfriend and I …

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Impulse buy

Unlike the rest of San Francisco, I wasn’t at Outside Lands this past weekend. Nonetheless, this outfit feels a little bit music festival-inspired. The short floral dress, ankle booties and leather cuff bracelet would have made for outdoor concert-worthy attire. This outfit post is from another fun-filled day of shooting with Nicole Salmeri. Our beautiful friend Allison …

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Angel Island Tiburon Ferry

This past weekend we went out with some friends on a ferry ride around Angel Island. The sunset cruise started up in Tiburon (In case you’re wondering how to pronounce that, it’s Tib’-er-on. The conversation “”Tibieron?’ – ‘Tiburion?’ – ‘Tyrion?’ – A Lannister always pays his debts.” definitely happened.), just north of San Francisco. We were lucky that …

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