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The Hustle

Name: Elizabeth Calver (Betty Shop)

Posted By Andrea Perez

Elizabeth Calver cherishes three things: The ocean, her family history and people. So she came up with a store concept that combines all three. Betty Shop opened its doors in 2013 on the other side of the bay. Since that time it has taken numerous forms as a mobile shop, and now resides as a pop-up in St. Pete's Edge District, next to Bodega, the Cuban sandwich spot. The pop-up is full of beachy clothing that Calver describes as "laid-back" and a "'lil boho." Named after her grandmother Betty, the shop also offers locally crafted soaps and sea sponges.

Years in Tampa Bay


Hustle (job)

Captain of the Betty Biz

What do you do?  

Steer the boat; I mean the business of Betty Shop!

Why do you do it?

To honor my grandmother, to lift others, build relationships and own something that is meaningful to me.

What was your Catalyst? (How did you get started?)

I started as a mobile business, doing events and markets throughout Florida. We are still mobile, even with our pop-up shop on Central. I had a vision and a dream, so with determination I just made it happen. I believe in making the planet a better place, I believe in the human connection, family, our connection to all living things, and I believe in living life to the fullest and by the sea. That’s what I wanted Betty to stand for and be known for. That’s who I am.

What’s a common misconception or unknown aspect of what you do?

That we are just another boutique. Betty Shop is a way of life for me. We sell clothes, gifts and home goods that are all made with love and picked out carefully with each of our customers in mind. The relationships I have with my customers are so important and go beyond just retail. Many of them have become friends and are like family. It is about trust, love and staying true to you!

As a family business that is made up of conservationists, we are also involved in local, national and worldwide marine education and conservation efforts, donating a percentage of our sales to these causes. We have a Betty Brand line that includes tees, totes, home goods and gift items – all ocean-minded.

What’s the most challenging part of your Hustle?

Sleep. I don’t get any. Seriously though, it’s about balancing business with family and self-love. I’m a mother first, no matter what, and a business owner second.

What’s the most valuable piece of business advice/insight that’s helped you?

Take others’ advice into consideration but don’t live by it. Do what your gut and heart tell you to do. If something feels good or excites you -then do it.

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