We had the good fortune of connecting with Danielle Zelaya and we’ve shared our conversation below.
Hi Danielle, we’d love to start by asking you about lessons learned. Is there a lesson you can share with us?
Patience. Not everything is in your control. There were times that I would have a perfect vision of what I wanted for the business whether that was operation based, design & aesthetic, or experience driven, but certain variables would dictate those visions that I desired. This allowed me to gain patience and learn to get creative within restrictions. Different variables and scenarios come into your life and you have to learn to navigate that without getting discouraged. For me, it was little ones like “we don’t have the budget to have custom bags for our retail experience yet (which is a bummer since I love package design being a graphic designer) but we CAN offer really fun tissue paper” to more chaotic examples like “we had an awesome courtyard event planned but its down pouring so now we must move everything inside and make it work this way” or extreme examples like “The building your business runs in has been sold & bought and you have new owners, but this location isn’t the ONLY thing that makes The Station what it is … you can do this anywhere with passion and drive”. Basically, pep talks to myself obtain more patience which I lacked big time prior to running a business and having a child.
What should our readers know about your business?
As a creative with an entrepreneurial spirit, I created Gather and Seek, a graphic design studio all about collaboration and opportunity. I teach graphic design classes as an adjunct professor at Palm Beach State College and I’m lucky to bring in talented students onto my growing team. I’m also the owner of Elizabeth Ave Station. Inspired by the local creatives and artists, The Station is an event driven retail market focused on music, art, and design. I was born and raised in West Palm Beach, Florida and graduated from Pratt Institute in Brooklyn, NY with a Bachelor’s Degree in Communications Design. I worked in New York City as a graphic designer before moving back home where I began my freelance career, which lead to creating Gather & Seek. While graphic design was my main focus in college, my unconventional childhood of traveling for BMX racing and camping around bonfires lead to an adult life of down-to-earth parties and music driven hangs. This hybrid of passions (design & fun experiences) birthed The Station.
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
A combination of tropical play, wine & dining, and normal Florida life traditions. So for me that would be: -The beach (Flagpole, Dubois and Blowing Rocks) -Casual Dining (Howley’s, Nicks Diner, Subculture, and Pollo Tropical) -Restaurants (Grato, Pistache, Hullabaloo, The Blink Monk, Guanabanas) -Gardens (Ann Norton Sculpture, Mounts) -Museums (Norton, Flagler) -Backyard hangouts (backyard pools & bbq’s with friends & family) **A MUST** I would have said The Station, but we are in a big moving transition since Covid-19!! More details coming soon!
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
My husband. He is a talented human being who has been my biggest cheerleader and helped bring my visions to life. Without him, The Station, amongst many other things in my career, wouldn’t exist. Palm Beach State College & Pratt Institute. Simply put, education is awesome and it helped guide me to where I am today.
Christina Cernik (on my portrait only)