Elise Joseph is a Nashville-based shop owner, art director and creative consultant. She started the Pennyweight blog in 2009 as a means of documenting inspirations and sharing visual stories. In the fall of 2016 she launched Goodwin—a women's capsule retail concept with unique, exclusive designs that are available through her newly opened flagship store and online shop.
Beginning her career as a stylist and media director working for the denim experts at imogene + willie, Elise has collaborated with leading brands such as Madewell, Kinfolk Magazine, West Elm, Steven Alan and Nordstrom. She has created digital content for L'Oreal Paris, Ulta Beauty, Benjamin Moore, Fossil, Chambord Liqueur and more. She has also been featured in InStyle Magazine, The Sartorialist, Domino Magazine, Refinery29, A Cup of Jo, Fashionista, Design*Sponge, WhoWhatWear.com and Architectural Digest, and has been invited to speak on various fashion panels around the country.
Her highly-followed online outlets pull together both established and emerging designers in fashion, interiors, art, photography and music. Her marketing, branding and social media expertise has helped launch and develop many fashion and lifestyle companies. Elise has hosted innovative pop-up events and founded Goodwin (meaning good friend) with the intent to support the growing range of fresh creative talent both in Nashville and beyond. Elise believes that the people, clothing and objects that we surround ourselves with are a direct reflection of our desires and values.