The elly story
Clothes Made for Childhood. Designed with You in Mind.
Our Co-Founders
We started Elly in 2010 with one simple idea: kids’ clothes should be as joyful, stylish, and resilient as the little people wearing them.
Born from the bond between two sisters (that’s us – Carol and Audrey), Elly was named after a well-loved plush elephant and sparked by a desire to create high-quality clothes that children feel great in — and parents feel good about.
From Our Family to Yours
What began at small local fairs quickly blossomed into a much-loved brand known for original prints, thoughtful designs and the kind of clothes that kids want to wear again and again.
Our Stores
One Holland Village | Cluny Court
We opened our first store at Cluny Court in 2012, tucked inside a heritage shophouse. It was small, but filled with big dreams. In 2023, we opened our new flagship at One Holland Village. Today, you’ll find us in:
Cluny Court (our OG home)
One Holland Village (our flagship store)
TANGS Vivocity
Motherswork at Great World City & Tanglin Mall
Wherever you find us, expect racks filled with colour, comfort and stories waiting to be worn.
The Disney Magic
In 2019, we were given the opportunity of a lifetime to work with Disney.
It was a dream come true - not just for us, but for every parent who grew up with Disney and now watches their kids do the same.
From our first Disney | elly Chinese New Year collection for the Year of the Mouse, we’ve expanded into princess dresses, sleepwear, swimwear, baby blankets and full family twinning sets.
Expect timeless favourites: Mickey and Friends, Frozen, Disney Princesses, Classic Pooh, Lilo & Stitch and more to come - reimagined with Elly’s design sensibility and crafted for everyday adventures.
What We Believe
“Doing small things with great love.”That’s our north star — and it’s stitched into every piece we make.
Quality
Soft, breathable fabrics that can handle messy meals and playground tumbles.
Comfort Meets Style
Beautiful cuts which are easy to wear, let kids move freely and play hard, and feel confident.
Magic in the Everyday
Childhood is fleeting - we design with the hope that our clothes become part of the memories from one sibling to the next.
Every Elly collection begins with a story.
Maybe it’s a childhood memory. A family tradition. A Singaporean icon.
Designed in-house
We hand-sketch original prints, source fabrics that last beyond one season, and test every fit on real kids to ensure comfort and movement.
Top of the pile
Our goal? To create clothes that make getting dressed fun, never fussy - the pieces kids want to wear over and over again.
We started with baby rompers. Then toddlers. Then tweens.
And as your children have grown, so have we.
Elly now offers:
- Sizes from newborn to tween
- in-house designed baby gifts
- Carefully curated innerwear
- International shoe brands suited for every stage
- Screen-free toys that inspire pretend play
Many families return year after year for our Chinese New Year collections. We've watched your little ones who once wore our rompers walk back into our stores as tweens, still asking about their favourite cuts and prints. That means the world to us.
How We Care for the Planet
We believe small choices matter - and that’s how we approach sustainability at Elly:
- Built to Last: Our pieces are made for hand-me-downs - they wash well, wear well, and don’t fade or pill easily.
- Timeless, Not Trendy: We don’t chase fads. Our styles are made to endure in both quality and design.
- Waste Less: We reuse packaging, recycle materials, and repurpose imperfect pieces through special sales.
- Care Tips: We share guidance on caring for your Elly pieces so they last longer and stay looking great.
Are we perfect? Not yet. But we’re trying - every day.
Growing up with Elly
From newborns to tweens, Elly now dresses children through every stage of childhood, with sizes ranging from 0 to 14 years. We're best known for our Chinese New Year collections of cheongsams and mandarin-collared shirts but today, The Elly Store is so much more: thoughtfully curated baby gifts, timeless kids' clothing, innerwear made for comfort and a special range of tween styles.
We're proud to carry international shoe brands like Biomecanics, Bobux, Native, Old Soles, Pediped, and Tip Toey Joey, as well as toys from Jellycat, Green Toys, Plan Toys, Magna-tiles and more.
It's been our greatest privilege to see your children grow up with Elly.
x
Carol & Audrey
“For every age, every stage, and every memory - thank you for letting us grow with your family." - Carol & Audrey