My Magic City Success: Heidi Elnora

This is the third installment of a three-part series that explores the nature of successful businessmen and women in Birmingham.

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“Pray about [starting a business]. Pray for God’s guidance and diligence.”

Heidi Elnora came to be one of Birmingham’s most well- known bridal gown designers by accident.
Literally.

Soon after she was eliminated from Lifetime’s Project Runway series, Elnora was in a car accident. She was living in Atlanta at the time and moved to Alabama to recover and be close to her mother. While she was here, she met the man who would become her husband.

The couple settled down in Birmingham and a new realm of work opportunity opened up for her. “How can I take what I love to do and make it special for someone else? And what’s more special than a wedding dress?” she said.

Design has always been a passion for the Morris Ave. business owner. As her bridal store, hiedi elnora Atelier, continues to grow, she is driven every day to give the boutique a welcoming atmosphere. “The best part about the job is the brides.” Elnora said. “It’s about how good they feel in their dress, and I want them to feel con dent in what they are wearing.”

While business plans and loans can be intimidating, look for organizations that can assist you in making these rst crucial steps. Elnora used a local business-training organization that helped her get her feet on the ground. “They helped me write my business plan, and I was also able to get my very rst loan at 25,” she said.

Eagerness to engage with customers and diligence to create the best product can evolve into incomparable opportunities. With Elnora’s success in the Magic City, she has been involved in numerous projects including starring in her own television show on TLC, Bride by Design. “I loved doing it because I really got to showcase my work,” she said.

Passion can be contagious, especially when you have a celebrated product. In Elnora’s case, her craft’s in uence is not con ned to the borders of the United States. “I’ve had people as far as Dubai y in,” she said.

While business owners are always looking for ways to expand and grow, milestones are convenient points when you can regroup and look ahead to the future. Elnora continues to look to the future, as this year marks the boutique’s 10th anniversary. “We are moving to e-commerce and have just opened up our new 8,000 square-foot shop,” she said. But this expansion will not push away her end goal. “I want to live a happy life. No amount of fame or notoriety will fulfill me.”