We love the light airy vibes of Eleven Eleven, the Birmingham destination for all things athleisure. We especially adore its founder and owner, Meredith Fuller, who created Eleven Eleven to serve her local community and channel her passion for health + wellness. You can now find RECESS in store!
What's your daily routine?
I start my day around 7:30 (I'm not a morning person by any means!) and I usually try to get a workout in before I open the store. I try to start with a pilates class or a spin class and go straight into the office after I use my RECESS face & body wipes to freshen up of course! I open the store at 10 and I do everything from fulfilling online orders to all of the buying to merchandising the store to customer service. I have a fantastic PR manager that takes care of all of our Instagram and social media as well as any events that happen in the store. Between her and I, we are the only 2 employees at Eleven Eleven! I close the store at 5 and try to get home by 7 or 8 (I have a hard time leaving things at the office, something I'm trying to work on!). I get home in time to cook dinner for my husband and me, take our pup on a walk and have a glass of wine before bed.
What's your favorite healthy habit?
Working out! If I don't get a work out in I go crazy!
What inspired you to start Eleven Eleven?
I lived in NYC after college and worked in the corporate office of Badgley Mischka. I absolutely loved my time there and at that fashion house. I knew when I met my husband we would move closer to our families and when we moved to Birmingham I saw all of these insanely fit women who love fashion and there just isn't another option here. I knew I wanted to open a boutique, but when this space became available very unexpectedly I knew it was a sign! We opened our doors in April of 2018 and have been busy since!
MPower Pilates & Ignite Cycle (both Birmingham boutique fitness classes).
Biggest challenge you've faced in work or life
Being a woman among older men many times is a real challenge. I found it very difficult to be taken seriously at first. I don't think I could have done it without 2 advisors I've had since day 1. They are ironically both older men but believed in the vision from the very beginning and gave me the confidence to forget about the doubts and demand to be taken seriously. I have an amazing group of women business owners that I can turn to for anything which has been amazing! The owner of Mpower (Emma) and I put together an event 6 times a year called Active Collective that brings together any female-owned business for an event with a free workout class & pop up shopping to keep forming a strong-knit group of female business owners and our customers. Its been an amazing experience and something I've loved getting to watch grow.
What inspires you?
Other women. Making other women feel as fabulous and amazing as they are is why I do what I do!
What's your spirit animal and why?
An Elephant. I run in a pack & I never forget :)
#myrecess is a long hike with my husband and pup, Harlow!
Eleven Eleven: 2411 Montevallo Rd, Mountain Brook, AL