From the City to the Sea

Hey Everyone! My name is Beulah and I am the owner of I know there are some who follow this blog and know the basics, but with the recent growth of the shop, I just thought I would take the time to share a little bit about myself and the background of Goldmorning. Some more information for those of you who are new here, or often shop with us but perhaps wanted to know a little more! I often receive questions about how I started my shop, so I figured I would dedicate a blog post to it!

Goldmorning is an online store. We carry women’s clothing that’s affordable, but in doing so, I don’t  sacrifice in style, fit or quality while curating the selection. The shop is run by myself, my husband, and our most recent part time employee, Alicia (love her!) The shop wouldn’t be where it is now without the help of my husband.  He is behind the scenes helping me pack, take photos, shoot video and much MUCH more. He supports me in all that I do.  Alicia has been an employee for about a week now and she’s amazing! She is currently helping us input new styles into the website as they come in and will soon be taking on some more responsibilities as she grows with us.

As a photographer, I’ve always had an interest in fashion and I styled my own shoots. People would ask where it was that I got the clothing that I styled my models with or where I found a specific article personal clothing, either in person or on social media. I’ve always enjoyed finding that one hidden gem in the most unexpected place, but I realize not everyone finds shopping at dozens of stores to seek out one piece all that fun. I had the idea of bringing that style directly to my followers and doing the work for them. After consistently selling my personal items out of my own closet (I also would do this as teenager on LiveJournal!) and fashion blogging, Goldmorning was organically created. I had a background in fashion from not only photography, but from working in the garment district in NYC. My buying and selling knowledge came from a boutique in downtown Melbourne called Yapa. I worked there briefly, and the owner and good friend of mine taught me the ins and outs. I’m super grateful for her and the knowledge that she passed onto me. I genuinely find joy in sharing things that I love and believe in, and seeing others enjoy them as well, so the shop has been the perfect outlet for me. I’m also able to continue with my other passion, photography which is another one of the main reasons I started Goldmorning. I now have the ability to shoot for my own company and be in control artistically and creatiely  (

“From the City to the Sea” was a slogan I originally had on my personal Instagram bio. I was born and raised in Brooklyn, NY and relocated to Florida some years ago. I’ve always had an appreciation for a more edgy/city style, and on the other hand, now living so close to the ocean, I love an ultra feminine beachy and romantic look as well. If I had to choose one over the other I couldn’t do it!

When I started Goldmorning I envisioned who the customer would be. I pictured a woman who was strong and intelligent. Whether she be a a creative, a mother, a business woman, someone who travels, she looked good in what she was doing but didn’t center her life around vanity. We enjoy fashion, and when it comes down to it, we all want to look and feel good, however I do believe that it is not the be all and end all, especially when it comes to our value as women.

It’s so important to me that my customers feel valued and cared for, which is why I make myself personally available by responding to emails, text messages and comments myself. Thank you all so much for supporting a dream and shopping small. I appreciate each and every one of you. I love my customers and have had such a positive experience overall. I’ve gotten to know so many of you, and some have even become friends that I talk to often. If you guys have any questions, feel free to leave them in the comments!

Beulah xo
Clothing featured in video: Rebel Bootie, Gray Knit Bodysuit, Sage Set, Blossom Slip Dress, Pointed Black Bootie, Ivory Collared CardiganSoft Twist Knit Top, Midnight in Paris Bodysuit, Classic Pant,  Albury Shorts, Tall & Tan Sandal, Endless Summer Maxi, Criss Cross Sweater

Credits: Model in video: Lauren Maxey | MUA + Hair Beauty by Iveta | Filming: Alex Ekkelenkamp AKA Husband | Cutest Child AKA my niece by: Luke + Allison Polito.


  1. Laura Medina November 30, 2016

    I follow Kristine DiMarco on Instagram and saw her wearing the oversized trench coat. I’m so glad she mentioned where it was from, that’s how I became a follower of Goldmorning. And love the name, it speaks to me of new beginnings !

    • Beulah Ekkelenkamp December 1, 2016

      Hey Laura! I love that so much!
      Awesome. I always like to know how people found the shop. Thanks for saying hi and making yourself known 🙂


  2. Lisa December 2, 2016

    Loved hearing a bit ore about you, thanks for sharing!

    • Beulah Ekkelenkamp December 2, 2016

      Thank you, Lisa!!

  3. Diana December 22, 2016

    Great story and loving my purchases

    • Beulah Ekkelenkamp December 22, 2016

      Thank you Diana!! Glad you’re loving your purchase 🙂


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