The E List

An Excruciatingly Opinionated Guide to the Shoreline


About Erica

Erica Tannen, Publisher

We’ve got some BIG news! After 10 years of The E List, we’re expanding into retail, both e-commerce and a brick-and-mortar location in Chester, CT.

Banner advertising has been our sole source of revenue from the start, and while it took us a long time to get it going, it’s become harder and harder to keep up with the never-ending rounds of sales and collections. Most experts in the digital media field agree that banner advertising is not a sustainable source of revenue. When your business is based on other small businesses, it becomes even more precarious.

So, for a year now, I’ve been considering other income streams for The E List (incorrigible entrepreneur that I am!). And I’ve decided to go back to what I know: women’s clothing. I was in the fashion industry for my entire life before The E List, and I feel I still have something to offer.

The timing seems right. There is no denying there’s been a shakeout in the local retail landscape in the last several years, which presents an opportunity. And (because we’re a website!) the plan is to offer a boutique experience online, too, showcasing a capsule collection of chic and simple fashion for women of an uncertain age (literally).

You can visit the shop for wardrobing by our expert team or curl up on your couch and still find that perfect pant, heavenly blouse, or functional tee. I’ve scoured the wholesale markets for interesting designers that are not readily available, and hope to offer something quite unique to this area.

You’ll find those perfect pants by Avenue Montaigne, plenty of Xirena’s whispy cotton gauze, American Colors lovely tunics, shirting by Frank & Eileen, Jumper 1234’s lightweight spring cashmere, Natalie Martin’s summery silk block-printed dresses, and even Wrangler’s re-issues of their vintage-inspired jeans (plus lots of small, independent designers you probably have never heard of).

As a buyer, I’ve always said EVERYTHING must have a reason to be in the shop, whether it’s the right black pant, go-to tee, or silk scarf. We are NOT trying to be all things to all people. It won’t be tailored to a specific age. It will have a specific point of view. But I have a feeling, if you like it, you’ll like all of it.

This doesn’t mean we’re quitting The E List. We’ll still provide our guide to the Best of the CT Shoreline, plus our online calendar, but we’re cutting down our publication schedule to once per week instead of two.

I hope you’re as enthusiastic about this next chapter of The E List as we are. My husband and I have purchased the iconic, historic columned building in Chester at 1 North Main Street. You’ll find the shop on the main floor and the E list offices and a space for gatherings upstairs.

We’re launching mid-March, just in time for spring 2019 and hope you’ll come say hi.


In the never say never category, here’s our “About” blurb before I got the crazy idea to dive back into retail! 

Anyone in the fashion industry will tell you it’s impossible to get out, but I finally did. After 25 years of owning and buying for specialty retail companies, I launched The E List, a weekly newsletter about the best of the CT Shoreline.

Since 2008, I’ve been shouting out the small businesses between New Haven and New London. Who makes a stunning floral arrangement? Where’s the best wine selection? What’s the go-to salon? We announce the sales and events that matter, the must have items of the season, and tell you where to eat and what to do this weekend. Our online community of (mainly) Shoreline women goes offline for our signature events like our annual Insane Insidewalk Sale and our Girls’ Nights Out. 

When I’m not scouring the Shoreline for the Next Big Thing (which, according to my husband, isn’t often), I’m sending #OOTD pix to my daughter in college, practicing yoga, carrying on my love/hate relationship with my adorable but bratty pup, Bruno, volunteering at my favorite museum, the Florence Griswold, reading like a fiend, watching costume dramas or anything with subtitles, and oh, yes, I LOVE to entertain. I moved from Boston to Lyme 17 years ago and made myself a very big life in a very small town. 

I have an eye for style, a strong opinion, and a knack for knowing what’s coming next. My friends think I’m a blabbermouth. I like to think that I’m a champion of all things local and The E List is a happy place. I’m married to a lovely guy who puts up with all this nonsense, mainly by spending as much time as possible on his bike. He’s an extreme athlete masquerading as a nerdy doctor. Oh, and our only daughter? Well, I think she somehow managed to get the best of both of us. 

Contact Erica:

About The E List weekly newsletter

The E List is a free weekly email newsletter about all good things on the Shoreline of Connecticut. There is plenty going on between New London and New Haven but the art venues, fashion destinations, food purveyors and restaurants are spread out and often hard to find.

Sign up for your copy (delivered straight to your inbox on Tuesdays) here. 


This website is a Guide to the Best of the Shoreline and an archive of everything that’s been on the weekly The E List newsletter. Here you will find all the shops, restaurants, art venues and destinations we’ve written about on The E List. We’ve included a searchable archive of past newsletters and articles.  We’ve added an events calendar to keep you up to date on what’s happening and find local businesses in our Black Book.

Editorial Policy

The E List welcomes submissions and we receive wonderful ideas from our readers. While we try to acknowledge every single one, sometimes we get flooded and emails get buried. We’re very sorry when that happens.

We receive lots of email about charitable events and typically we publish one per week based on the order we received the submission and what we think will most interest our readers.

The main body of The E List will always be our excruciating opinion. We do not receive compensation for editorial content. (Occasionally we include affiliate links to products we love and we do receive about ten cents if you happen to click on it.)  The right hand column of our  newsletter is paid advertising for products, services and events that we think our subscribers will be interested in. We hope you support our advertisers, as their sponsorship keeps us writing the The E List and sending it to you for free!

p.s. Oh, and we’ll never share your email.




Laura Williams 

I have a penchant for hiring yoga teachers, and Laura was the first. She was the second E List hire, and although she’s come and gone over the years, I think she’ll be the last one standing. A brilliant photographer, awesome writer, genius cook, and mother of the cutest and quirkiest kid ever (besides my own), Laura says her hidden talent is customer service. Not so hidden, if you ask me. She no longer has time to teach yoga because she’s our Production Manager, which basically means she does everything.

Sarah Foley

Sarah started pounding the pavement at The E List in 2010 as our first Advertising Manager. But that’s probably the least illustrious job in her varied career. She’s also an RN, a marathoner, green juice junkie, talented photographer, and mother of the three most adorable boys, ever (two of which are twins). She somehow manages to keep it all together and still works part-time at The E List as our Events Manager.

Erin Bartolome

Erin is our Advertising Manager and if you’ve ever met her, you’ll know why. A people person, Erin is lovely to everyone, all the time. Maybe it’s because she’s also a 500 Hour Kripalu Yoga Teacher and avid horse-back rider. Zen is her middle name. In summer, you might catch one of her Stand Up Paddle Yoga classes. We’re jealous because the woman can eat anything, including her favorite buffalo fried chicken.



The E List