Part I

April 8th, 2026

   Hi! It’s Alex here. If you don’t know me, I’m one of the owners of 17th St. Looking back at the growth I’ve experienced personally and professionally over the past almost two years, I’m excited to share some insight and create a sort of time capsule to look back on.

     With my role as an owner-operator, it’s quite easy for me to get caught up in the little day-to-day details—solving problems like what kind of content will boost website traffic, paying FedEx bills (after bill, after bill...), getting caught up on inventory, etc. Some days are busier than others—starting the day with meetings, spending a full day at the store, then sourcing bags online until 3 a.m. Although these minor details add up to overall success, I’ve been challenging myself to take a step back and think about the bigger picture and long-term goals for both the store and myself.

     In the beginning, I had no business experience. I worked for my two business partners for a couple of years during and after college while studying sociology. I had no classes in business, marketing, communications, etc. I had no idea what I was doing... but that’s how it goes, right? We’re all learning as we go, and building this brand has been the most rewarding and challenging experience I could’ve ever dreamed of.

     I feel incredibly fortunate to be sitting here—listening to Rachel sell bags on TikTok, hearing the roll of tape on boxes as Ellis packs orders, and watching Tyler and Jackie film one of our New Arrivals videos. We are far from where we were a year ago, so where will we be a year from now? What will my challenges be? We’ve discussed another store (shhhh...), a space where we can have three or four people live-selling at once, growing a rental program, and more.

     I’m so excited to see where we go, and you are a part of it. I’m hoping this personal insight allows me to reflect while also helping our community feel more connected to us and our growth.

Thank you for your support and for reading this very first entry!

I love you all.
Alex Kuralt