Today we’d like to introduce you to Leslie Cordray.
Hi Leslie, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I started my career in fashion and retail, spending over 15 years in merchandising, buying, and e-commerce, with brands like Francesca’s, Macy’s, and Ralph Lauren. I worked my way up to leading large teams and overseeing both in-store and online businesses, which gave me a deep understanding of what actually drives sales – from product to customer experience.
After years in corporate, I realized I wanted something more creative and more personal. I stepped away to build something of my own, combining everything I’d learned with what I felt was missing in the market -thoughtful curation, accessible price points, and a more human approach to retail.
That’s how Shop Fête came to life. Today, it’s both a curated shop focused on fun, under-$100 finds and a consulting studio where I partner with small, often women-owned businesses to help them grow, refine their brand, and create better customer experiences.
At the core, my story is really about evolving from building brands for big companies to building something that feels entirely my own, and helping others do the same along the way.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Definitely not a smooth road – and honestly, I don’t know anyone who’s built something from scratch where it has been!
Leaving a stable corporate career was a big shift. I went from having structure, teams, and resources to doing everything myself – strategy, marketing, tech, customer service, etc. There’s a steep learning curve in that transition, especially when you’re used to operating at scale and suddenly you’re building every piece from the ground up.
There have also been real challenges around growth – figuring out how to drive consistent traffic, convert customers, and build brand awareness without the budgets I once had access to. It’s forced me to get scrappy, test constantly, and rethink what success looks like at each stage.
On a personal level, balancing all of this while being a mom and managing real life has been its own challenge. There’s no clean separation between work and life when it’s your business.
But I’d say the biggest struggle -and also the biggest shift – has been learning to trust my own point of view. In corporate, decisions are layered and collaborative. When it’s your business, you have to get comfortable making the call, owning it, and adjusting quickly if needed.
It hasn’t been linear, but every challenge has made the business stronger and more intentional.
Alright, so let’s switch gears a bit and talk business. What should we know?
Fête is a mix of two things: a curated retail concept and a consulting studio. On the retail side, we focus on fun, fashion-forward finds (all under $100) across accessories, beauty, gifts, and everyday pieces that feel special but still accessible. On the consulting side, I work with small, often women-owned businesses on everything from brand strategy and merchandising to website experience and overall growth.
What really sets Fête apart is the point of view. Everything is intentionally curated, nothing is random, nothing is there just to fill space. It’s a very edited mix of products that are trend-aware but still wearable and giftable, with a strong emphasis on brands that feel fresh, under-the-radar, or founder-led.
I also don’t believe in “high-low” pricing games. If something is on the site, it’s already priced fairly. There’s a transparency to the model that I think customers really appreciate – what you see is what you get.
Another differentiator is how the retail and consulting sides inform each other. I’m not just advising brands – I’m actively running a business every day, testing what works in real time. That gives my clients a much more practical, results-driven perspective.
Brand-wise, I’m most proud that Shop Fête has a clear identity. It’s playful but elevated, curated but not intimidating. The goal has always been to create something that feels joyful and easy to shop – whether you’re buying a small gift or refreshing your own style.
At the end of the day, I want people to know that Shop Fête is about making great style feel accessible. It’s thoughtful, it’s edited, and it’s meant to make you smile, without overcomplicating it or overpricing it.
Do you have recommendations for books, apps, blogs, etc?
I’m pretty selective about what I consume; I don’t love anything that feels overly tactical or “grow at all costs.” I tend to gravitate toward things that are rooted in real stories, strong point of view, and practical insight.
Book-wise, I’ve always been drawn to things that help clarify thinking and creativity. Steal Like an Artist is a favorite- it’s simple but really impactful in terms of how you approach ideas and inspiration. And Profit First is one I think every business owner should read; it completely shifts how you think about money and running a sustainable business.
Outside of that, I honestly learn the most by doing- testing things in my own business, paying attention to what’s working (and what’s not), and staying close to what customers are actually responding to. There’s no substitute for that real-time feedback.
I think the biggest “resource,” if anything, is just staying curious and being willing to evolve, because what works today might not work six months from now, especially in retail.
Contact Info:
- Website: https://www.shopfetefinds.com
- Instagram: https://www.instagram.com/shopfetefinds/
- Facebook: https://www.facebook.com/shopfetefinds/
- LinkedIn: https://www.linkedin.com/in/leslie-cordray-1801764/
