Elizabethtown College alumna Dena Krebs recently returned to the community to launch an upcycling boutique. Her store, Creations Reimagined, opened its doors Saturday, March 4. Located at 206 S. Market Street, the boutique features products from 13 artists. Though the artists’ products range in price and style, they all have one thing in common: they’re made from upcycled goods. “By definition, upcycling is just giving things greater value,” Krebs said. From candelabras crafted from wine barrels to earrings forged from scrap metal, each vendor is well-versed in the art of turning trash into treasure.
When customers walk into Creations Reimagined, they may note the generous walkways and open floor plan. Krebs says that these choices were purposeful—while so many stores are crammed with products, making it difficult for some to navigate, the wider walkways in her store make it accessible to all. Instead of using traditional shopping carts or baskets, Krebs invites patrons to take a burlap sack to carry their goods.
The soft, over-the-shoulder design of the sack allows customers to keep their hands free as they peruse the tastefully adorned alcoves dedicated to individual artists, as well as displays where products from multiple craftsmen are combined. Vintage playing cards from artist Kate sit below a Victorian steampunk display from Amanda.
In the front window, tasting tables and candelabras crafted from wine barrels squat beside brightly embroidered purses made from fabric scraps and melted crayons, among other materials. There are pieces that pay homage to Pennsylvania Dutch culture, intricate furniture pieces covered in wallpaper and decoupage, and even colorful Easter baskets made by Krebs’s mother. Krebs also created several pieces—namely necklaces and candles placed in delicate tea cups—with the help of her four-year-old son.
The daughter of two creative parents, Krebs grew up going to craft shows. She admired the commitment of artists who lugged their goods miles and miles in order to make sales but also realized how exhausting it became. Further, the advent of online sites like Etsy allowed for greater convenience, but also spawned product misrepresentation. It was these experiences Krebs drew inspiration from when creating her own business model with the artist in mind. She researched the idea and found similar working boutique models in Europe, as well as a similar local store, Junk to Jazz, in Shillington, PA. From this research she began to draw up her business plan.
The next step, however, was recruiting vendors. “The challenge is selling the dream to someone,” she said. Because her artists pay for their space in the boutique, Krebs worked hard to craft a model to boost their sales and visibility. She met many of her vendors at craft shows and antique markets.
Krebs’s other obstacle was finding a place to rent—she wanted a place with character and 3,000 square feet, all on a budget. After a few near misses, she discovered the 206 S Market Street location and found it was a perfect fit. Not only does the historic Roth furniture building exude charm, but it is also in the community Krebs grew to love while in college.
A Class of 2007 alumna, Krebs majored in professional writing and minored in communication. She fondly recalls her days as editor in chief of the yearbook, study abroad experience and production of the ECTV dramedy “Elizabethtown” with a huge cast of fellow students. As a senior, she interned with Author-in-Residence Lois Herr, and says that “Dell Day” (a now-defunct tradition where classes were spontaneously cancelled and food, concerts and games took place in the Dell) is one of her favorite memories. She also met her husband (a Class of 2006 alum) while at Etown. Following graduation, Krebs took a job with InvestorPlace Media, an investing and financial holdings platform in Maryland that she began working with while still a student. After her engagement, she and her husband moved back to Pennsylvania. After taking several different jobs, a health scare caused her to re-evaluate and make several positive lifestyle changes. “It gave me a new perspective of what I’m capable of,” Krebs said. “I always wanted to launch a business, but I didn’t have the nerve.” Now she had the perfect opportunity, and thus began the journey of Creations Reimagined.
The boutique’s eclectic selection provides a wide variety of options for college students, such as chic jewelry, colorful purses and wall hangings that could serve as dorm décor. Krebs hopes that in the future the boutique will become closely connected with the College and surrounding community. She plans to host workshops and ask vendors to create upcycled Etown gear for commencement and homecoming. Additionally, she aims to invite businesses to share waste, which can be refurbished and resold right in the community.
This weekend, Creations Reimagined is hosting an open house from 9 a.m. to 6 p.m., complete with door prizes, food and drinks and the opportunity to chat with artists. To learn more about upcoming events, be sure to “like” their Facebook page or visit creationsreimagined.com.
Photo Credit: Dena Krebs, Creations Reimagined
