Are you thinking about starting your own business? It can be done — but one local entrepreneur is stressing the importance of social media in making sure your venture a success.

Alissa Pavano hails from Fairfield and is the owner of Inspo + Ivy, an online shop that came to fruition in 2019. Pavano says she had just moved to Connecticut and was seeking another purpose.

“Being so close to New York City, there's such an influence in New York and so much energy that I've been drawn to my whole life,” says Pavano. “I always wanted to live there. So I hopped on a train and I took to New York, I visited some trade shows and Inspo + Ivy kind of came to life.”

But ultimately, her success wasn’t overnight, Pavano says social media was a driving force behind her business. She say she wasn’t aware of the influence it could have until she saw it firsthand.

“I mean you can now connect with brands and companies at such an intimate level that you cannot get through a website,” she says. “So many stores carry the same product, they're really buying a feeling or a brand, a connection they have.”

Pavano says the more she connects on social media, the better the relationship with potential customers grows. And it’s not always about products.

“I share recipes now. Sharing a lot of mom hacks. I feel like we've created this relationship that you can't get if you're just selling off of an e-commerce platform,” says Pavano.

Pavano says it is important for aspiring business owners to have a passion that motivates them.

“The key is to find something you are so passionate about that it energizes you to stay in this, because you have to be very patient, it doesn't happen overnight. You have to put the time in, and you have to really be committed to it,” she said.