Meet Rachel Erdheim of Tigress

Today we’d like to introduce you to Rachel Erdheim.

Hi Rachel, thanks for joining us today. We’d love for you to start by introducing yourself. 
I have been dreaming of creating a retail business for many years. In my 20s, I worked in retail on the weekends and would dream about what kind of shop I would create. In 2018, when I was in my late 30s, I took most of the steps to create a shop all the way to launch but realized that I wasn’t quite ready yet. So, instead, I pivoted and focused on my career as a lawyer and my passion as a visual artist. In 2022, I felt a strong urge to create the retail shop I had always desired. I built Tigress beginning in December 2022. At first, it was only online, as I had not found a space in Durham for it. It took many months to build the concept for the shop, create the website, purchase and build inventory, and delve into marketing, all things I did on my own while also continuing to work in my career. This past summer, I connected with Outer Loop Arts, and it was a wonderful fit. As a gallery and working art studio, I felt immediately at home. I am delighted to be able to display my art in the gallery here. I then turned one of their studio spaces into a shop for Tigress. It’s really cozy and somewhat of a renegade space, and I love it. Outer Loop Arts is a community of makers and artists. It’s a wonderful place to browse, and Tigress’s inventory fits right into the atmosphere. 

I have a deep love for creativity and an appreciation for what others create. Thoughtfully filling Tigress with well-made, ethically sourced, small-batch items of all kinds, from jewelry to apparel to gifts and home goods, is a true passion for me. I also recognize that Durham has very few retail options. I love Durham, and I feel honored to be able to provide another option for sustainable and slow-fashion apparel, jewelry, and gifts. 

I find that merchandizing a shop is similar to creating a piece of art. It takes visual skill understanding of shape and color – really you are creating a canvas to beautify the world in some way. That sounds abstract, but orchestrating a space, a canvas, a gift set that will bring joy to another – all of these things to me are connected. 

Now that I have built Tigress, I am focused on getting the word out about it. It’s such a joy. 

Alright, so let’s dig a little deeper into the story – has it been an easy path overall, and if not, what were the challenges you’ve had to overcome?
Creating a business is not for the faint of heart! First, I had to have the finances to invest. I have completed most of the work on my own, saving a ton in many areas; however, building a quality shop with fantastic inventory does cost a bunch. So, saving up for that step was crucial and that’s why I waited for so long to take this step. 

When you are working on something that you love, putting in countless unpaid hours doesn’t feel like a sacrifice, however, it is a lot, especially when you are also a mother to an adorable 10-year-old. 

I would say the biggest struggle is getting other people to jump on board on this ride. People are so busy with their own lives it can be really tough to get them to come check out the shop. I feel like I am screaming into the wind most of the time. I am hopeful that as the holidays come our way, more traffic comes through the doors so that people can experience the beautiful art and ceramics at Outer Loop Arts and the wonderful array of items I have curated at Tigress. 

We’ve been impressed with Tigress, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
What sets Tigress apart from other shops is its emphasis on slow fashion, the story behind the product, and the focus on curating a truly gorgeous array of inventory. I am really proud of my eye for really great products that will appeal to my audience – downtown Durham. I truly want to connect with my audience by way of finding the perfect gift, personal shopping services, and conversation. I see my position as the owner and buyer for Tigress as fulfilling a need for my city, and I really want to know what people want in a retail shop. I also feel confident that my offerings hit the mark. 

If you had to, what characteristic of yours would you give the most credit to?
Great taste! So important for any shop. That and fantastic customer service. 

Contact Info:

• Website: tigresslair.com
• Instagram: tigress.durham
• Address: 803 Ramseur St Durham NC 27701

Image Credits
Kelley Deal Photography