The COVID-19 pandemic gravely impacted small businesses across the country, many having to close down permanently. Here’s how three women-owned businesses on Roosevelt Row found creative ways to keep their businesses afloat during the unprecedented events of the past year.
Brandi Boers & Amber Lopez
Elevate Yoga
Entrepreneurs Brandi Boers and Amber Lopez founded Elevate Yoga and Wellness, the first aerial yoga studio in Arizona. Boers and Lopez wanted to create an inclusive space where everyone-regardless of body type, gender or skill level- could practice the art of aerial yoga in a positive, welcoming studio.
Boers and Lopez said they greatly relied on the Elevate Yoga community to keep their business afloat during quarantine. When the pandemic began closing businesses down, they transitioned to yoga classes over Zoom. Lopez said about 50% of their in-person members continued with online classes when the studio had to close its doors.
“We’ve hyper focused on being a community first before a studio,” said Lopez. “The work we had done on the business, before the pandemic even hit, attributes a lot to why we’ve been able to survive it.”
Elevate Yoga has reopened its doors for in-person classes and the studio itself has seen growth since reopening. Lopez said that their members and customers greatly appreciate their rigorous COVID safety requirements.
Elevate Yoga and Wellness is located on Third Avenue in downtown Phoenix.
Emily Rieve & Lindsey Schoenemann
GenuWine
Emily Rieve and Lindsey Schoenemann are the founders and owners of GenuWine Arizona, a self-serve wine bar and market. The former junior high school teachers went into business together after discovering they worked best together when they collaborated together. They opened GenuWine after Rieve saw similar technology while on a trip in France.
Rieve said that she appreciates having a business partner she can rely on and called Schoenemann her “business soul mate.”
During the past year, Rieve and Schoenemann found creative ways to keep GenuWine Arizona in business by introducing pop-up bottle sales and virtual wine tastings. They switched to a full retail model when they closed the dining room. GenuWine Arizona also developed a program called Bottles for the Brave that benefited frontline healthcare workers.
“Lindsey and I really thrive on being creative, and we just decided we’re going to do some virtual tastings, we’re going to do some bundles to-go, and really ramp up our retail,” Rieve said. “I think that we’re just going to come out stronger.”
GenuWine Arizona has reopened its indoor dining space and Rieve said people are becoming more comfortable dining in the restaurant. GenuWine Arizona has also extended its outdoor dining options by collaborating with the neighboring building.
GenuWine Arizona is located on First Avenue and Roosevelt Street.
Stephanie Vasquez
Fair Trade Cafe
Stephanie Vasquez started Fair Trade Cafe in an effort to make an ethical impact on the food industry and is most known for its coffee and food items made solely from ethically sourced materials. Vasquez also showcases local art in an effort to create a community space in the cafe.
To endure last year’s unprecedented events, Vasquez redesigned Fair Trade Cafe’s entire infrastructure system. She spent many hours upgrading Fair Trade Cafe’s social media, marketing and online ordering platforms. She also partnered with local businesses to create new, herb-based soaps and hand sanitizers.
“I had to elevate every aspect of my business and myself to be a bigger better version,” Vasquez said. “Literally, I went from line item to line item to see how we can navigate through this.”
Vasquez said because Fair Trade has been able to open again, she wants to create a comfortable space for customers by “honoring where people are at.” She and her team are wearing masks and social distancing in the cafe.
Fair Trade Cafe is located on First Avenue and Roosevelt Street.
