Female Founders: Elena Brennan Of BUS STOP Boutique On The Five Things You Need To Thrive and Succeed as a Woman Founder
An Interview With Candice Georgiadis

It’s nearly impossible to switch off. I practically work 7-days a week, and it’s nearly impossible to take a full day off. The only time I do is when I go away; but even then, I still check my emails daily for any urgent matters. I am fortunate though, that thanks to my brilliant team, I do fly off to Europe and faraway places as much as I can, we all need to refresh.
As a part of our series about “Why We Need More Women Founders”, I had the pleasure of interviewing Elena Brennan.
London-born, Elena Brennan, is a shoe designer and Founder of BUS STOP Boutique, an award-winning shoe boutique established in 2007. The flagship is in Philadelphia USA. She started designing her own brand BUS STOP X in 2015, and her limited-edition shoe collections are sold exclusively on her website and in her boutique.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?
After 27 years in the corporate world, working for international advertising agencies such as, J. Walter Thompson, I decided to follow my passion to become an independent business entrepreneur. At 48 years old, divorced and a single mother, I changed career paths to open BUS STOP Boutique.
My passion for shoes started at an early age, my mum said I always wanted a new pair of shoes! My parents owned two boutiques in London, and having worked there part-time, and going to the showrooms on buying trips, it became second nature. It’s ironic, they wanted me to work in our family business, but I wanted to do something on my own, hence choosing advertising. I guess you could say retail was always in my blood!
Can you share the most interesting story that happened to you since you began leading your company?
In 2016, I was hand-picked by the Italian Trade Agency, a Governmental agency supporting business development of companies abroad, to join a small prestigious select group to visit Italy twice in the same year.
My group represented USA, and many other countries were represented such as Japan, Hong Kong, and Poland. It was like the United Nations of the shoe industry. It was a very educational, international, and cultural experience that I wouldn’t trade for the world, no pun intended.
As well as workshops, I attended MICAM in Milan for the first time; the world’s largest footwear trade fair that attracts exhibitors and buyers from all over the world. On my second trip to Italy that year, I toured the Italian leather tanneries and shoe manufacturers in the Veneto region. One of the shoe factories I visited made shoes for luxurious designers such as Prada and Versace, so it was wonderful to see previous collections from some of my favorite designers. Of course, any new designs were under wraps.
I learned so much about the shoe industry, and I formed long-lasting relationships with like-minded peers spanning across Italy, UK and Japan; with whom I still have friendships with to this day.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
I wouldn’t particularly say it is funny, but some may see the humor in it. When I first opened, I was adamant that all receipts should be hand-written as I felt it was a very personal touch for the customer experience. Who in their right mind does that these days? I made the mistake of waiting to implement a fully integrated Point of Sale system. What was I thinking? Thank goodness, I came to my senses and I learned that to grow your business you need a POS, and sooner rather than later!
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?
I wouldn’t be where I am today without my mentor who happens to be my dear father, who unfortunately passed away in 2018. I am eternally grateful for all of his guidance and emotional support along the way. Even when he was very ill, he always wanted to know how my business was going (I didn’t want to burden him during his illness). Early on, my father shared a very simple tip: train your employees to think “exactly” like you.” Even though the personalities of my team are very different, all of us do think alike and this in turn means my business runs more smoothly and exudes excellent customer service. I’m elated when customers tell me how happy they are with our customer service whether it be in-store or online. My dad was right.
At the time when I was contemplating expanding into a much larger space, I was visiting my parents in Europe. Of course, my father always gave me the best advice, but I did not want to burden him as he was feeling poorly that day. I was secretly sharing the floor plan with my mother and he overheard our conversation (even though I thought I was being discreet) and instantly wanted to share his opinion. He approved and told me over and over again how proud he was of me. I miss him terribly.
Primary focus of the interview. According to this EY report, only about 20% of funded companies have women founders. This reflects great historical progress, but it also shows that more work still has to be done to empower women to create companies. In your opinion and experience what is currently holding back women from founding companies?
I strongly believe that what is currently holding women back from founding companies is that we as female founders need to control the economy by supporting other female-owned businesses, employ a female workforce, and elect more women into positions of power such as state legislators, judges and senators. My team is strictly female, and I work with as many female entrepreneurs as possible — photographers, stylists, manufacturers etc. It’s imperative as a female entrepreneur to have our voices heard.
Can you help articulate a few things that can be done as individuals, as a society, or by the government, to help overcome those obstacles?
Here are a few things that can be done as individuals, as a society or by the government to help empower more women as founders:
- Voting and electing women into power
- Providing appropriate funding
- Equal pay for women
This might be intuitive to you as a woman founder but I think it will be helpful to spell this out. Can you share a few reasons why more women should become founders?
Female founders bring a unique perspective. For example, shoes designed by women for women are 9 times out of 10 more comfortable. I test-fit every shoe that I design to make sure the fit and comfort will suit my customers’ needs. Unfortunately, some shoes designed by men are not designed with any input from women, so they are not incorporating women’s needs into the aspect of design. This can be applied to any industry that is designing and producing products for women without their input.
Many opportunities such as grants, programs, awards and networking are geared for women only. Many such initiatives and organizations exist to help support female founders to prepare them to become founders, nurture their businesses and receive the accolades they deserve.
What are the “myths” that you would like to dispel about being a founder? Can you explain what you mean?
Some of the “myths” that I would like to dispel about being a founder are as follows:
- You’re Born A Founder Rather Than Acquiring the Skills: It’s a discipline that you can learn, it’s not necessarily a skill-set that you are born with. Traits can be taught and even if you do not have the initial inclination towards being a founder, you can run a successful business and flourish with dedication, practice and hard work.
- You Don’t Need A Larger-Than-Life Ego: Results speak volumes rather than a BIG personality. A lot of founders can actually be quite shy, but they still have successful companies. Shy entrepreneurs have a big advantage over their extroverted counterparts, they almost never over-talk or over-share. Some of the most famous and successful founders are introverts. Bill Gates and Warren Buffet are two that come to top of mind. Please don’t let these myths, or any myth get in the way of owning your own business. There is no magic or perfect way! Follow your dream and you will rise to the top.
Is everyone cut out to be a founder? In your opinion, which specific traits increase the likelihood that a person will be a successful founder and what type of person should perhaps seek a “regular job” as an employee? Can you explain what you mean?
Not everyone is founder material. There are many traits that will increase your chances to be a successful founder. I believe these are amongst the most important, in no particular order: Honesty, integrity, passion, strong-willed but flexible at the same time, determination, strong leadership and communication skills, resilience, persistence, confidence, being a good listener, compassion and empathy.
If you do not feel comfortable in a leadership role, you may be better suited working for someone else. By this I mean that when you are a successful founder, you need to be a leader in all aspects of your company. It’s not easy to run your own business when obstacles crop up along the way, it takes a lot of leadership skills, grit and determination!
Here is the main question of our interview. What are your “5 Things I Wish Someone Told Me Before I Started” and why? (Please share a story or example for each.)
5 Things I Wish Someone Told Me Before I Started and WHY? Share story or example of each:
- It’s nearly impossible to switch off. I practically work 7-days a week, and it’s nearly impossible to take a full day off. The only time I do is when I go away; but even then, I still check my emails daily for any urgent matters. I am fortunate though, that thanks to my brilliant team, I do fly off to Europe and faraway places as much as I can, we all need to refresh.
- It’s OK to say NO! When I first opened my business, I would say YES a lot more but it’s simply not the case any more. I feel comfortable saying NO and I’m still able to garner respect at the same time. I’ve always received quite a few requests to loan shoes for fashion shows to be worn on the runway. I learnt the hard way when shoes were returned damaged, and to be honest I did not see a benefit in featuring the shoes on the runway. I now only loan shoes for select fashion shows but mostly photo shoots with people that I trust. By facing uncomfortable situations head-on, I’m able to move forward and run my business more smoothly.
- Making Big Decisions Solo Is The Hardest Thing! In the early days when I ran my business solo, I was making all the tough decisions on my own. There’s nothing worse than oscillating between the pros and cons to come to the right decision. There’s an element of fear associated but in the long run, I believe that as long as you learn from your mistakes then it’s OK. We’re only human after all. A story I would like to share with you is that I have a mantra which has really helped me with the toughest decisions. My mantra is simply “Sleep On It” and it’s amazing how I look at an issue with a fresh pair of eyes the next day, and 90% of the time, I feel good about my decisions!
- You’re Starting a Business During a Recession? Little did I know that when I opened my boutique in April 2007 that we were leading into a recession. It wasn’t officially announced until December but five months after opening I could feel the economic decline and see that customers were cutting back on their shoe purchases. Initially, I sold very high-end International designer shoes, and as a new business, I had to research and look for fashionable shoes that were still high quality but at a lower price point. This was a hard decision to make but this is what saved my business!
- Age Appropriate? I started my business at the age of 48 as a divorced single mother, which was the best time for me to venture out on my own. It’s quite symbolic that just by sheer chance, I signed the lease on my son’s 18th birthday. My business was my new baby. I always tell women, especially women in their 50’s that it’s never too late to follow your dream. You never want to tell yourself that it’s too late to start a business or change careers!
How have you used your success to make the world a better place?
I’ve used my success by giving back. I’m very involved in my local community and business district, as well as volunteering my time on several boards and I have a mentoring program for students.
I’ve listed some of my contributions below:
Recent Chair of the SSHD Business Improvement District:
My tenure ended in December 2021. The goal of the South Street Headhouse District (SSHD) in Philadelphia is to provide a safer, cleaner, well-managed business district for the benefit of the entire community. Through constant improvement, the aim to build an engaging and enticing place to work, visit, shop, invest, and live.
Taskforce Member of The Philadelphia Fashion and Garment Industry Task Force: A resource to help the community of new emerging fashion designers and boutique owners in Philadelphia obtain grants and up-to-date information about seminars and resources to help support their business.
Advisory Board member of The Philadelphia Fashion Incubator: The Philadelphia Fashion Incubator’s mission is to nurture emerging fashion entrepreneurs from Philadelphia design schools and the local fashion community.
By connecting them to the global fashion network and encouraging them to expand and retain their businesses in Philadelphia, the Incubator contributes to the region’s economic development.
I am also involved in a mentoring student program. Each year I hire 1–2 high school and university students as interns to teach them the necessary tools they’ll need to establish their careers in the design or fashion industry.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.
If I could inspire a movement that would bring the most amount of good for the greatest number of people, I would start a Shoe Academy. Apprentices can learn (free of charge) the dying artisanal art of hand-making shoes to be taught by Italian shoemakers. There are very few shoemakers and factories in the United States, which is so very sad. A component of the Shoe Academy would be a recycling program. Gently worn shoes will be donated and passed along to those who are less fortunate. There is so much waste in the fashion industry, so it’s the least I can do to recycle the shoes, and to avoid so many shoes ending up in landfills.
We are very blessed that some very prominent names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US with whom you would love to have a private breakfast or lunch with, and why? He or she might just see this if we tag them.
I would love to have afternoon tea with Michelle Obama. She truly is an inspiration, and such a role model for women. She’s a passionate advocate for women and girls not only in the U.S. but worldwide in areas of poverty awareness, education, and nutrition. Her accomplishment of being the first African American women to serve as First Lady is historic. I also love her support for American fashion designers, she’s not afraid to step-out-of-the-box in her true iconic style to represent lesser-known fashion designers.
This was very meaningful, thank you so much. We wish you only continued success on your great work!
Female Founders: Elena Brennan Of BUS STOP Boutique On The Five Things You Need To Thrive and… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.