Customer Favourites Loved across every collection The pieces parents keep coming back for - one standout from each of our thoughtfully curated categories. Jellycats Cuddly...

Part 1, Jerseys & Disney Four seasons, one collection This year feels different for us. We're entering a brand new zodiac calendar after 12 years...

eLLY Christmas Gift Guide 2025 The joy of giving, wrapped with love  Get ideas on what to give baby's first Christmas, kids 2 to 6 years...

Customer Favourites Loved across every collection The pieces parents keep coming back for - one standout from each of our thoughtfully curated categories. Disney |...

This is the Singaporean mom's ultimate travel packing guide complete with checklist! Take the guesswork out of what to pack!

Kids grow fast, sometimes faster than we can keep up! And while we love watching them hit new milestones, outgrown shoes can sneak up on...

Depending on their age, kids feet grow at different rates! Find out how often you'll have to change your baby's or toddler's shoes!

Our Dear Singapore collection made headlines!A heartfelt thank you to The Straits Times for featuring our Dear Singapore collection in their round-up of SG60 must-haves!...

Spotted in CNA Lifestyle’s roundup of must-have SG60 merch!Our Dear Singapore collection was spotlighted as “a heartfelt tribute to Singapore’s past and present - and...