gear . “ That ' s kind of how I got roped into it ,” he says .
Now the head of business development at Elegant Stitches , Auric has long had an eye on fashion . One of his favorite things was watching his mom on the sewing machine putting the African garments together . “ I ' m the same type of kid who could watch a lacrosse game with the same level of intent as watching , say , America ' s Next Top Model ,” says Auric .
A desk piled high with Vogue magazines is evidence of his interests , but Auric knows he still has a long way to go to take over for his dad . As he learns , he ’ s happy to help his dad see new opportunities — like making their website more user-friendly , which allows customers to design and order from afar .
” I quickly learned that my website was obsolete ,” Al laughs . “ Auric revamped it entirely . Now people go there and say , ‘ Wow , you guys have an impressive website !’”
Auric also played a large part in landing a $ 25,000 grant from The Boston Celtics and VistaPrint in 2022 . Called The Power Forward Small Business Grant program , it ’ s designed to empower Black-owned small businesses in New England .
Growth is constant for Elegant Stiches . Its current location , where it ’ s been located for nearly 15 years , is practically bursting at the seams . Part storefront , mostly workshop — it ’ s clear that the Enchills will soon need an upgrade .
“ We ' ve always loved the city of Pittsfield ; we want to continue to grow and scale in this community .” says Auric . “ They ’ ve done so much for us , and I think it ' s a good way to pay it forward by hiring locally and supporting other local businesses where we can .”
When and where they ’ ll expand remains to be seen . The same goes for Al ’ s retirement — neither father nor son is in any rush . “ I always tell him that when the time comes , you ’ ll feel it ,” says Al .
In the meantime , Auric is content to absorb his father ’ s wisdom and to focus on the values that have driven their success . “ Have a passion for what you do ; care about the people that you work with ,” says Auric , echoing earlier sentiments from his father . " Just love . I think that ' s at the center of this business . Whether it ' s a family business or just a large corporation , I think a foundation built upon love is strong . And we have that here .” n
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Holiday Spring 2024 2023 BERKSHIRE MAGAZINE // // 55