The Elly Blog

Designing Elly's CNY 2017 collection
I've just spent days staring at the CNY pictures from The Studio Loft wondering how I would tell you about the past few months worth of stories which culminated in this large collection, all in one blog post.  There's so much to...
Elly - Holiday 2016 collection
It was right around this time last year when we opened Elly number 2 (or larger Elly). Just when we thought we were settling down, we leapt into our expanded shoe range with 11 shoe suppliers and a whole host of...
Designing Elly's CNY2016 collection
Every year, designing and launching Elly's CNY collection is both the most exciting thing we do and yet also the most stressful. It certainly feels like just yesterday when we were furiously packing CNY2015 orders. Back in 2012 when we...
Designing our CNY 2014 collection
No matter how far in advance we start preparing for our massive Chinese New Year collection, it seems we're always never quite prepared enough and we find ourselves rushing against time as the launch date nears. I've always been one...
Starting our second store from scratch
"Starting from scratch" sounds like an exaggeration considering the Elly store has been opened for 1 year 5 months before TWELVE opened. Technically, opening a second retail store should totally have been easy-peasy right?  We thought the same too. There...
Designing our Chinese New Year collection
When I first decided to start Elly in 2009, I sourced fabrics from US, UK and Japan from designers and manufacturers who weren't so well-known in Asia yet. I guess I started buying fabrics way before I started Elly. Before...
Re-decorating
We must have started talking about the front wall from April this year (just barely 2 months after we opened).  We discussed how there was so much frontal display space we just weren't maximizing.  For example, there was a space...