Ellen Yin is taking her next business step south into Benton County.
Yin, a Salem-based entrepreneur, recently acquired a clothing resale store in Corvallis with her husband, Dustin Nelson, and said she’s preparing to reshape what customers there have known the business for in the past. Yin is also the founder and host of the “Cubicle to CEO” podcast, where she spotlights entrepreneurship and the behind-the-scenes decisions that help businesses grow.
In a recent interview, Yin said the Corvallis venture is meant to feel like a true refresh, not a quiet ownership change. Her goal is to build on what already exists while bringing new energy to how the shop shows up in the community.
Because the business is a resale store, Yin said the selection will always be driven by the community itself, with one-of-a-kind pieces coming in directly from local sellers. She emphasized that the store already had a streamlined, well-run process for buying and selling clothing, so the transition isn’t about reinventing the operational wheel. Instead, she sees the opportunity in how the store connects with customers, tells its story, and stays active in the downtown Corvallis scene.
“We want people to feel like they’re getting something new, without losing what made the place familiar,” Yin said, describing the early direction for the business and the work underway behind the scenes.
Rather than putting the focus on traditional merchandising, Yin said she and Nelson are aiming to bring fresh marketing campaigns to the store, including new ways to introduce the shop to customers who may not have visited before and stronger touchpoints for loyal shoppers who already know the brand. She wants the store to feel fun, current, and community-driven, with promotions and messaging that match the pace of downtown.
Yin said another priority is building partnerships with fellow downtown Corvallis businesses. She described the store as a natural fit for collaborative efforts, whether that looks like co-promotions, shared events, or simple cross-support that helps keep foot traffic circulating through the district.
The move into Corvallis is also a sign of how mid-Valley entrepreneurs are finding room to grow by investing in nearby markets rather than leaving the region entirely. Yin said owning a business outside Salem doesn’t mean disconnecting from her home base. Instead, she sees it as a way to create more opportunity, strengthen operations, and build something that can last.
According to her, the work is more about creating a company with a distinct identity and a consistent client experience than it is about having a single location. According to Yin, the most significant improvements frequently result from maintaining a relationship with customers, paying close attention to their feedback, and ensuring that the store feels friendly to both returning customers and newcomers.
As Yin and her husband continue the transition, she said the priority is making Corvallis customers feel welcomed and keeping the store active and engaging as updates roll out.
