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How Elise Armitage Of What The Fab Went From Google To Full-Time Blogging

Hailing from the halls of Google, Elise Armitage decided to take her career path from the secure corporate lifestyle to taking a risk on something she loved and continues to love: blogging. Starting her career at a boutique communication agency in San Francisco, Armitage wrote about blogs, email newsletters, and press releases. While was enjoying what she was doing, this daily work made her realize that perhaps blogging would suit her talents and interests as well. Before her time at Google, Elise launched her blog, What the Fab.

And she never looked back.

Simultaneously while working at Google, on employment brands and events, Armitage was working on her side hustling: building up her brand and blog. For years she spent her nights and weekends writing about fashion and beauty. Six and a half years ago, she decided to take a risk and make blogging her full-time job. “It required a lot of discipline and prioritization—I had to miss out on a lot of spontaneous happy hours because I had blog posts to write in the evening,” Armitage explained. It was challenging and exhausting at times, but she was loving what she was doing. 

From Google to Blogging

Armitage felt so ready to make this professional leap into full-time blogging because she saw the potential there was in What the Fab. When she left Google, she was expecting to take a hit financially, but surprisingly, Elise brought in more than she was making at Google. Her main revenue streams were through sponsored campaigns with brand partners, ads revenue on my website, and affiliate links. Occasionally, she would do 1:1 consulting for other brands looking to up their social media and SEO game.

Armitage is thankful for her small core community of other bloggers. She’s found support from others in her same situation and has been able to share the transparency of the business. She’s leaned on these groups to help her change her worth and gain the confidence to decline opportunities that didn’t align with her brand or financials. 

What The Fab Goes Beyond Blogging

Armitage has become passionate to share her bits of knowledge and the inside scoop she’s learned with others throughout becoming familiar with the blogging business. She’s become passionate about encouraging women to be transparent and open to talking about actual numbers, money, negotiation tactics, and other topics that may initially seem taboo.

Not only is there the business side of blogging that Armitage is enjoying, but there are some perks she’s been able to experience and new territories to explore. “I’ve had some stimulating travel opportunities through press trips and working with restaurants and hotels.” A trip to Portgual’s wine region has also been planned for her to enjoy. And this wanderluster has had plenty to dish on even, throughout the pandemic, while stuck at home in California: Elise has been able to explore more home inspiration blog posts and share insights into the process of decorating a home for her readers.

Her next venture within the blogging industry is showcasing and propelling the strengths and diversity of her travel blogger group, Babes That Wander. She and various female bloggers saw a need for more brands and tourism groups to work with POC and “outlier” bloggers. The feedback that they’ve been getting has been positive. 

“I’m so proud of the travel and lifestyle content I create, but I’m also really proud of the fact that I make it a point to discuss important social topics and share resources with my readers.” Armitage will continue to disrupt the blogging community by showcasing the diversity within the community and talking about social issues rather than just fashion, beauty, and travel. She is the real deal, and her readers and subscribers see that daily.

Author: Carly Orris is a freelance writer and publicist based in New York. Her writing focuses on female empowerment, travel, entertainment, and lifestyle. Find her on Instagram at @carlyorris

Olivia Liveng is a contributor at Disrupt Magazine and an award-winning travel, entrepreneurship, and lifestyle journalist and editor who relocated to Copenhagen from NYC. She has been featured in The New York Post, Fodors, L.A. Style Magazine, and Forbes.


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