Quiet Shopping Hours

A Private Shopping Experience for kids with Special-Needs at The Elly Store

Together with The Elly Store re-branding and launch of our new website, we have decided to offer “Quiet Hour Shopping” to our little community of shoppers. “Quiet Hour Shopping” means we will open the store for an extra hour and a half on two days of each month to privately serve our little customers with special needs; special hours where the store is open only to disabled/autistic/special needs children.

All kids have their own quirks. Especially so for a special-needs child. Some ordinary shopping experiences such as heavy crowd, loud music, overly bright lights and too much choice, might be really distracting or annoying for both parent and child.

And that’s not including things like other people staring and being nosy, or staff not having the time to serve you whilst you’re trying to shop for your child.

In order for you to have a positive shopping experience, Quiet Hour Shopping would mean your child would have:

  • Privacy
  • Individual, undistracted service
  • Ambience-creation


Welcome to The Elly Store

What we can do during your shopping experience is give you one-on-one service and our general advice on what we know works for certain foot shapes or functions. As for clothes shopping, take the time to compare sizing whilst we amuse or watch over your child. We’ll be like your extra hands and eyes.

Our store does not carry specialized products for disabilities. The shoe brands we carry include:

  • Pediped
  • Livie and Luca
  • Bobux
  • Old Soles
  • Duvic
  • Converse

The variety we have in store is curated carefully for a range of function, design and most importantly comfort. We always strive to choose shoes that are quality-centric and sensitive to little feet.


A wide range of shoes

We’d like to stress that we are no medical experts – just patient, cheery people who would like to offer you our undivided time and attention during that period, which is why we are going to have special private opening hours by appointment only on:

  • Tuesday, 16th May 2017 (7:00pm – 8:30pm)
  • Saturday, 20th May 2017 (8:30am – 10:00am)


Creating a calm environment

Please send us an email to book your slot so we can ensure we have sufficient team members working that day. We will try to tailor your experience if you’d share with us your concerns (e.g. if you only want your child to get a blue sandal, we’ll pull out all the styles in his size).

Slots are on a first-come-first-serve basis for now, as we try to see how we can accommodate everyone’s requests in the future.

Every child is special, and we can’t wait to meet yours!


x, The Elly Team


Get Crafty with Stickers on Sat, 6 May ’17

Our exciting collaboration with StickieMail has brought sticker makers to our store, providing endless creative ideas and fun for both parents and children.

Make stickers in 3 easy steps:

  • Insert a picture (you’d like to turn into a sticker) into the Sticker maker
  • Pull the adhesive strip through (careful you don’t pull too much)
  • Tear and peel the sticker off

It’s that easy!! But don’t take my word for it – watch the Elly kids use the Sticker Maker at just 3 years old and 7 years old!

Both Lil S and Lil E had lots of (very serious) fun making their Mommy a Mother’s Day card using shapes and pictures they had cut and drawn on plain paper / construction paper. And guess what, you can too!

Join our Card Making Session this Saturday! 



Make your own Mother’s Day Card this Sat, 6 May 2017, 2 – 5 p.m. at The Elly Store, #02-31 at Cluny Court. If you missed our Easter craft making workshop at Twelve by Elly and would like to find out how these nifty machines work, join us this Saturday in-store with Diana from StickieMail! Dads can bring the kids to try out the sticker makers and make Mom a Mother’s Day card at the same time! We’ll provide the paper, colour pens, sticker makers. Your kids will just have to bring their creativity along and colour away!


Now that we’ve gotten you curious, here’s abit more about how the Sticker Makers work.


Above: 1.5 inch sticker maker (refillable)


Above: 3 inch sticker maker (non-refillable)

The Xyron Sticker Maker comes in two width sizes – a 1.5-inch refillable version and the 3-inch non-refillable version to make larger stickers.  The Sticker Maker adds an edge-to-edge acid-free adhesive to items up to 1.5 inch or 3 inches wide respectively and can be used on different materials such as ribbons, felt, die cut shapes, letters, borders and much more. No batteries or electricity required!

The Sticker Maker comes loaded with 20 ft of acid-free permanent adhesive which makes over 100 stickers. If you run out of the adhesive for the 1.5 inch Xyron Sticker Maker, you can always buy permanent or repositionable refills.


Above: 5 inch Creative Station Lite (refillable)

After trying and falling in love with the smaller 1.5-inch and 3-inch units, you might want to upgrade to a larger unit with more functions. Introducing the Xyron 5 inch Creative Station Lite, a compact all-in-one tool for adding adhesive, magnet or lamination to your creative projects. The Creative Station Lite comes pre-installed with a full-size 5 inch permanent adhesive refill cartridge. It does not require heat, batteries or electricity required and the drop-in refill cartridges allow you to switch between applications quickly. It accepts two different sized refill cartridges (5 inch and 3 inch sizes) minimising waste and maximising flexibility for your smaller sized projects. Your children (and you!) can use this Creative Station to make personalised cards, DIY planners/calenders, home/party decor, gift bags, school projects, labels or little sticky motivational messages. With the additional lamination and magnetisation functions, you can also create things like study flash cards for your school going children, alphabet cards for your toddlers and fridge magnets or recipe cards for yourself.

In this day and age where the iPad and mobile phones are so ingrained in kids’ everyday activities, parents can make this into an interactive fun bonding activity by crafting with your children and create useful projects at the same time.

Want to try one out? See you this Saturday May 6, 2017 between 2 to 5 p.m. at the store (watch our YouTube video to see how to get to Cluny Court!)

x, Audrey

P.S. We think Sticker Makers might just be the next big crafting project since rainbow loom!


Elly – Who we are

It’s hard to believe that it’s been five years since 2012 when we opened our single retail store in Cluny Court, barely filled with our dresses and crocheted toys. Over the years, I’ve been asked several questions in the interviews we’ve given and I thought I would share the story myself here.

How did Elly start?

Lil S was born in 2009 when I was still working in London. Carol used to send me her shopping lists for clothing before I came back for the holidays. She had a shopping list of brands she couldn’t find in Singapore or that were more affordable in the UK. On weekends, I would browse Harrods, Harvey Nichols and Selfridges which had gorgeous baby departments (albeit more premium) clothing.  This inspired us that we could fill a gap in the market for quality, beautiful and comfortable children’s clothes at affordable prices. The other thing is I had have a thing for fabrics. I would go to fabric fairs in Birmingham (where my husband and I single-handedly reduced the average age in the expo) and shop for fabrics all weekend. Back in 2009, I was already designing shift dresses for work and had tailors who agreed to sew baby dresses at the same time. Our first range was sold on Pupsik Studio, an established online baby retailer.

How did we get our name? 

Elly is the name of my favourite stuffed toy, an elephant.

How did we decide on the logo and colours?  

We wanted something fresh and eye-catching. We chose red for its boldness and turquoise because it’s a strong gender-neutral colour. We had bought our logo + website design from a designer online. We then hired someone to build our website technically on a platform we didn’t understand (and which is so archaic that we now can’t find any IT person in Singapore willing + able to upgrade it for us). Hence the need to start on a brand new platform.

How did we decide on the name of our website, ellyloves.com? 

To be honest, we would’ve picked Elly.com as first choice. But when we tried to buy the domain name, of course we learnt four letter websites were impossibly expensive to buy, oh and, erm Elly was the name of a famous Thai category III actress. Who knew!!!

Since we were being sold on another retailer’s website, we thought it wasn’t a big deal not to have an elly.com type of address.  But remember this was in 2010 – our online website wasn’t our main priority seven years ago. So we chose http://www.ellyloves.com, registered our company with the same name and started calling our collections “Elly Loves Spring”, “Elly Loves Planes, Trains and Automobiles”.

Why did we decide to open a store?

When I came back to Singapore in October 2010, we decided to sell our clothing ourselves. We started first by exploring fairs with our clothing every other month in 2011. It was exhausting. We had to take leave from our everyday jobs in order to stand on our feet, in the heat or rain, to sell our clothing. During that year, we figured our strengths (and also our weaknesses). We knew that fairs were never going to help us grow our business in the long run. We found a rare conservation unit and took the plunge and signed our lease in Cluny Court, quit our jobs and had our Grand Opening on 4 March 2012. We experimented by opening a sister store for tweens called Twelve by Elly in August 2013. Then Elly moved to a larger store on 14 November 2015 bringing in a wider range of shoes (with 10 international brands), toys and accessories. In December 2016, we had a new stockist, Motherswork at Great World City.

How did we decide on our brand collaterals? 

Because we were going to open a store proper, we sat down and looked at the bags and gift boxes from various international brands we had recycled over the years. We then designed our own. Yes, we did – we decided on every little detail ourselves, from the shape, colours to the little gift tag on the other side of the bag where you can write your name.


We also designed our little gift boxes ourselves which turned out to be our most iconic collateral!


The flip side of taking things one step at a time and doing it all ourselves is that we didn’t always have a big picture in mind as we went along.  We designed products on an “as-needed” basis. We used the concept from our old website and put it on our paper bags. We loved and still love our very first gift box – it was meant to pack our Elly clothing. But it wasn’t big enough to wrap clothing and other things e.g. rattles and toys. Hence we designed the hut box. Since this box was going to be rather big, we didn’t want it loud and colourful. So we toned down the turquoise to more of a light teal colour and shaped it like a cake box because we were starting to sell products of all shapes and sizes.

The last box we designed was to be able to wrap multiple pieces of clothing. The hut box left a lot of hollow space whenever we packed two or three dresses so we designed a striped box with a white satin ribbon around. We put an elephant in gold foil to make it special! We loved the look but it didn’t seem to fit well with our original elephant logo. In fact, if you stood all our collateral in a row, the different colours and look felt abit out of place.


So we decided late last year that it was time to relook at our brand, our website and try to weave all the different adhoc looks together. We’ve worked with Fifth Column for the past six months (who thankfully has immense patience) and we’re finally ready to launch the new Elly brand and website on 10 May 2017.

So who are we, really?


Elly – is our homegrown clothing line.

Our new Elly logo is inspired by Picasso’s drawings. Using a simple singular line to draw the shape of the elephant, we want to emphasise the design philosophy of Elly – sophisticated play.  Our new logo represents our timeless design principle – designed for comfort, classic style and playful simplicity.

Turquoise remains a core colour in the form of water splashes (derived from elephants at play) but now instead of a strong red, elly is in a softer coral colour, more befitting of a baby and children’s clothing brand.  (P.S. if you turn the logo anti-clockwise, you can see the E!)

Our flagship store at Cluny Court is The Elly Store – a store which stocks the Elly label of clothing, and curates the best toys, clothing and shoes for children.

Our all-new online store will launch on 10 May 2017 at a new domain on a brand new platform: www.theellystore.com

Our online store is, and always has been, a multi-label website designed to showcase the variety of international products sold in The Elly Store. This website will be mobile-enabled so you’ll be able to finally shop from your phone with ease! We’ve enabled a Quick Shop feature so when we launch our CNY collections and you can just add the pieces you want from the main catalogue page without having to click on individual products.

If you would like to create an account for easy checkout, you will need to register a new account on this website even if you have shopped with us before. We’ll be blogging about our new website in a separate post because there is just so much to say about it!

Will there always be clothing (or other products) you can only find in the Cluny Court store and not online?

The answer is, absolutely.  We want you to come to our store to have the full Elly experience, which is not just our products, but our service as well.  We will however also have special online previews and/or sales, so you will always have reasons to shop with us in both spaces.

How about your tween store, Twelve by Elly (or TBE in short), for 6 to 12 year olds?

From 10 May 2017, we will consolidate both our online stores and our social media accounts and marketing. The physical “Twelve By Elly” store will remain at #02-06 Cluny Court. After spending three years curating TBE, we are really loving the mix of products now. TBE will no longer maintain a separate instagram, Facebook page or mailing list. It will be merged with Elly’s so you will find at Elly a whole range of products for children from newborn to tweens sold on http://www.theellystore.com – this is especially useful for shoes in sizes up to EU36.

What can we expect from your rebranding exercise?

We’ve taken a back seat with designing these past two months because it was too much managing a store, trying to port over 800 products to the new online store and get new collateral created with the rebranding exercise.  We have still been launching new products in store regularly – in the past two months, we’ve launched the Monster clothing collection, Sticker Makers from Stickiemail, a new collection of books for your toddlers and new collections of shoes from Bobux, Old Soles and Livie & Luca.

We’ll be having a Mothers’ Day crafting event with Stickiemail at our store this Saturday 6 May between 2 – 5 p.m. so do look out for a post about it soon!

It feels like a reset for us – like a fresh start. But at the same time, it is an opportunity to return to why we are doing this in the first place, to remember everything about the kind of store and brand that we want to be.

When we started, we were accidental entrepreneurs – we just loved making clothing and it so happened that selling it helped us make more. Carol and I don’t have exciting entrepreneurial stories which inspire the young to quit their boring desk jobs and start their own company. We aren’t instagram savvy – in fact, we’d rather not manage personal accounts because it’s strange to post pictures of ourselves to the world or do Instagram Live.  In fact, we feel totally out of place in the e-commerce / social media generation. What we loved doing in the first place was (i) designing clothes and (ii) selling them. We loved meeting children wearing our clothing. Carol loved decorating the store and making it her own.  I loved fabrics and dresses. That was it.  Along the way, we got completely caught up with managing the store, stocking and restocking other products which weren’t even our own label, having constant meetings, marketing meetings, cold calls, collaborations etc. We were/are buried under HR/accounts/admin, trying to shoot our own Instagram photos or product pictures, uploading pictures on our website and trying to run two stores. There was never any time to think and we stopped having time to do what we wanted to do/loved doing and we let the work dictate how each day would turn out.

In many ways, a big part of who we are today was a result of what we needed to be as we grew – we catered to customers’ needs and filled a gap in the market for solid quality, non-kitschy shoes and clothes.  But it’s dawned on us these past few months that we perhaps have lost our own path in who we are in trying to just keep up, take new stock, inventorise, stick price tags, restock, pay rent, hire staff, do sales reports and accounts and chug along daily.

Because in fact, the best part about running your own business is that we get to write our own story at Elly. So the question we have to answer for ourselves is what kind of store do we want to be?

It starts with knowing what we don’t want to be. We don’t want to be just another kids’ store in this day and age with social media constantly in our faces that it all gets overwhelming with that media noise. We don’t do over-inflated pictures of our products. We don’t sell our products by bad-mouthing other stores in the mall to our customers. We want to be a different kind of business.

We want to be honest retailers. We tell it as it is. We tell you as we see it. The quality of our products, especially our shoes, speak for themselves. If you cannot find a shoe that fits, we would rather suggest another brand which might fit. Over time, we want to share with you our experience these past five years in selling products (such as shoes for your toddlers) so we can help you make the right decisions for your own needs.

We want customers to love shopping in our store with their children because they can find beautiful and timeless children’s clothing, well-curated and unique shoes, toys and accessories. We want to continue to make comfortable, easy to wear and classic pieces for your child to wear and be able to hand it down to his/her siblings.

And we want Elly to be a place for everyone. Starting this May, we will have a Quiet Hour shopping for special needs children on the third Tuesday (from 7 – 8.30 pm after closing) and third Saturday (from 8.30 am to 10 am before opening) every month (there will be a separate post on how to make prior appointments so we ensure that we have one team member for each child).

We love watching your children grow up with us. My team loves that the children come by for hugs every week after class just to say hi. We hope you will continue to love shopping with us so that we can keep growing and bringing you more unique things for your children. At the end of the day, we want to do what we love, which is to always find new ways to make retail fun so that you can look forward to coming to Elly week after week.  That’s why we started this in the first place.

And so the rebranding countdown begins for us – join us on 10 May 2017 for the launch of our new website.


x, Audrey


f: facebook.com/theellystore
i: @theellystore
w: theellystore.com
e: contact@theellystore.com


Our 5th Birthday Shoe Sale!


We turn 5 on March 4, 2017. Just like that.

I was just reading through one of my old blog posts (“A lookback on our first year“) and feeling nostalgic. Since our move to the bigger store in November 2015, we’ve been indulgent in celebrating two birthdays a year – in March when we first moved into #02-29 and in November when we shifted to our current double unit!

In the second quarter of this year, we will be unveiling a new website, new packaging and style – a fresh new look for this 5th birthday! We’re really excited about that!  But just as we’re trying to work on these behind the scenes, we’re keeping up with activities going on in-store as well.  We have to make space in our store and warehouse for new Spring/Summer ’17 arrivals, particularly for the many shoe brands we carry!

So, for our 5th birthday, we’ll be having a shoe sale at our Cluny Court store for six of the brands we carry.  Enjoy 30% off past collections from sizes EU 19 to Eu 36 (yes, even your tweens will be able to find shoes to take on their March school holidays)!

1. Old Soles

Time to stock up on your favourite styles such as Sienna sandals (in white, silver, navy, blossom)!


Other sandal styles such as Nevanas, Fiestas, Capreses will also be on sale!


If you’re a fan of the Cruise and Brule ballet flats, you’ll be pleased to know the classic colours such as silver, gold and pearl will be on sale! We think these flats make great dress-up shoes!


2. Saltwater Sandals

Selected Saltwater Sandals will be on sale including  and especially classic styles such as sweetheart sandals and surfer sandals! If you’re a fan of Saltwaters, this is the perfect time to pick up a pair or two!


3. Converse


A wide range of Converses will be on sale! You can find high tops for your tweens (largest size US3) or sneakers for the little ones to run around in!

4. Natives

Limited last pieces of Native shoes will be going on sale!


5. Livie and Luca

Lil E wore her Livie & Luca Pio Pio shoes in Japan and they were such sturdy, reliable shoes throughout her trip!



6. Pom d’api

It’s the first time Pom d’apis will be on sale in our store! Enjoy 30% off the full collection!



As a bonus, grab a pair of Meduse sandals for $15 to wear to the beach, for skate scootering or just hanging out on weekends!


As these brands’ past collections are at the end of their season, not all sizes will be available so we do advise you to come early to grab the sizes you’re looking for. Our full range will be launched on Friday and we will not be topping up any styles during the weekend.

Birthday Shoe Sale (3 – 6 March 2017)

Store opening hours:

Friday 3 March 2017: 10 am to 7 pm

Saturday 4 March 2017: 10 am to 7 pm

Sunday 5 March 2017: 10 am to 6 pm

Monday 6 March 2017: 10 am to 7 pm


The Elly Store is at #02-31 Cluny Court, 501 Bukit Timah Road, Singapore 259760.

Do note that on Thurs 2 March, our shoe section will be closed to set up for the sale!

See you there!

x, Audrey


Presenting our CNY 2017 collection – Spring


Photo credits: This campaign was shot by the talented Maryann with the help of her team from The Studio Loft

Our Cheongsams in 8 fabrics



Our Mandarin-collared shirts in 7 fabrics


MC Turquoise Gingko Leaf FB.jpgmc-cherries-fbmc-red-pandas-fbmc-blue-pandas-fbmc-popsicles-fbmc-blue-satsuki-fb


Our Bermudas in 5 fabrics


Bermudas Yellow FB.jpgbermudas-chambray-fbbermudas-red-fb


Our Baby Rompers in 3 fabrics (expected delivery date – 2nd week of Jan 2017)

Baby Romper Pandas.jpg

Baby Romper Red FB.jpg

Our Flare Cheongsams in 7 fabrics



Our Sarah dress in 4 fabrics



Our Twinkle dress in Blue Satsuki


Our Tinkerbell dress in 2 fabrics  (At the time of this post, the Tinkerbell in Pink Yinghua was not available yet)


Our Halter Tops in 2 fabrics and White Pantshalter-top-turq-gingko-leaf-fbhalter-top-fuchsia-gingko-leaf-fbwhite-pants-fb

Our Ladies’ Tops in 4 fabrics



The Sibling Sets and how to wear the collection

We always create a collection to provide you with options to mix and match the cheongsams and dresses without having to buy identical designs!

If you’ve got girls only, you’ve got the widest selection of 8 cheongsams, 7 flare baby cheongsams, 3 Tinkerbell dresses, 4 Sarah dresses, 2 Twinkle dresses, 2 halter tops and matching white pants!

If you’ve got boys only, you’ve got 8 shirts and 5 bermudas to choose from!



The Sibling Sets





Everyone I’ve talking to / texting says they will probably go with a gingko set for CNY Day 1 and Pandas for CNY Day 2!  Before you decide, here are some other options you can look at!

Set 1.jpg

Set One – A panda cheongsam,  a Sarah dress in red gingko leaf and a pretty normal non-CNY outfit with turquoise yinghua! 



Set Two – A popsicle cheongsam,  a Sarah dress in cherries and a Twinkle dress in Blue Satsuki

I could go on with multiple options but I think I shouldn’t confuse you any further!


The collection launches online at 9 p.m. on Wed 21 Dec 2016 and at the Elly store at Cluny Court at 10 a.m. on Fri 23 Dec 2016. 

From 9 p.m. on 21st Dec to 9 p.m. 31st Dec 2016:

  • Use the discount code CNY2017 to enjoy 20% off our new Ladies Top.

If you’ve got queries about our collection, do check our FAQs to see if you can find your answers there! If not, do drop us an email (enquiries@ellyloves.com) or Facebook message and we’ll respond as soon as we are able to.


Happy Shopping!!

x, Audrey

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 say!

We started working on this CNY collection in June (way before we started working on our Holiday 2016 collection which you can read about here).  Coming out of CNY2016, it was always going to be hard to do something different again. CNY2016 was about embroidery. We wanted our 2017 collection to have two distinct looks – a luxe collection and an everyday collection.  Two looks to give you a good variety to select for each day of Chinese New Year (and this year there are 3 days)!

The Luxe collection

Without hesitation, Carol knew she wanted gingko leaves as a theme because it was traditional and yet when drawn as an outline, it looked modern. I guess you could say the luxe gingko collection is the “Carol” part of our team.  She loves pretty florals and traditional colours and trims.

Gingko trio.jpg

The result as you can see is really something different.  It’s something you can wear not just for CNY, but suits any other formal occasion too!

introducing gingko.jpg

Our new Sarah dress design!

We’ve been known for our jade buttons on our Cheongsams, which have always given them a touch of luxury. In our luxe collection this year, we used gold foil and gold piping for our gingko prints, which just brings them to a whole new level of luxe!  The best thing is that for us, luxe doesn’t mean expensive.  We are keeping our prices for the luxe collection the same as the rest of our collection so you don’t have to think twice about buying them as gifts or as extra dresses for day two or three!  Just like anything else that is precious, you need to treat these pieces with gold foil with extra care – you must only lightly hand-wash and iron on the reverse with a cloth over it.

Our luxe collection comes in three colours for the Cheongsams- red, turquoise and fuchsia, and two colours for the Mandarin-collared shirts – red and turquoise. Moms can also choose from red and fuchsia for their matching Ladies’ Tops!  (P.S. If you’re buying our outfits for a CNY Family photoshoot, the red gingko leaves and pandas photographed really well in our studio shoots.)

To cater to tweens who might prefer not to wear dresses, we’ve designed a halter top in two colours. You can get light cotton pants from us or wear them over a pair of leggings or jeans.  Your tween can dress them up or down according to their mood!


Carol’s second theme was cherries and birds.  We didn’t like the solid red / round / symmetrical cherries you commonly find on fabrics, especially nearing Christmas. We wanted a faded vintage look and we added a touch of gold foil so that the birds would shimmer in the light. I love how special this fabric turned out with the highlight of gold foil on what would otherwise be a normal cotton fabric. Subtle luxe!


In keeping with our luxe theme, Carol and Stacy handmade gingko leaves and painted individual squares of our rainbow wall sets for the shoot and our store display.  I love how our sets bring out the prints so clearly.  We can’t wait to show you our pictures from The Studio Loft taken specially by Maryann and her team!


Rainbow wall.jpg

The Everyday collection

Of course, we can’t forget the fun part of everyday Elly  – the crazy fun that we, as a family, are sometimes all about. When we started to think about designing this year, we realized that in our earlier days, a lot of what we designed had been inspired by Lil S, before Lil E came along. Even this year our Holiday collection (which you can find here) was inspired by Lil S soon becoming a tween. So we thought it was about time Lil E got a collection inspired by her! She inspires us all the time anyway with her constant laughter and crazy antics.

So this year, we chose “pandas” as our theme.  Yes, PANDAS! Although I bet some of you were thinking I’d choose Pokemons (if you heard how Carol and I went abit mad playing Pokemons back in September, even making our staff follow us at lunch to catch Dragonites and Snorlaxes near our office at Bukit Merah and Telok Blangah Hill Park)!

So why pandas?  Because earlier this year around the time we were designing this collection, Lil E was crazy about pandas!  We brought her to a toy shop at Serene Centre and the ONLY thing she wanted from this huge toy + Lego shop were two tiny pandas which she could hold in her hand.  (Ok luckily that makes her more affordable between my two nieces to bring on outings since that present cost me only $6. Haha.)  For days, these two pandas followed her around in her chubby little hands. She would hold them in the car, to Grandma’s house, to dinner and ever so often, would ask, “Where my panda?” whenever she couldn’t find them.

So we thought it would be so fun to have them on our cheongsams as our theme this year!  But because pandas are black and I’ve been told by customers that grandparents can be superstitious about wearing black on the first day of CNY visiting, we needed to include festive colours and other themes! So our panda prints come in two colours – with a bright red or a blue lattice!

Panda teaser.jpg

When this print was first drawn, we showed it to Lil E and asked if she liked it. She excitedly got down on her mat and showed us the panda’s poses (because “Eme panda”).

Panda pose 1.jpg

Panda pose 2.jpg


Safe to say, I think she liked the pandas!

But pandas alone were not going to be enough.  As you know, Elly is about variety as well so you can choose your entire CNY wardrobe from us!

So what else does Lil E like?  Ice-cream!!!  She has such a happy face whenever she gets to hold a cone!

(I know what you’re going to say… bad auntie… ice cream is a terrible bribe!  But how can you say no to that face???)

So for our final print for CNY2017, we decided to put together a combination of what Lil E loves – pandas and popsicles.  And this is what we got:


We played around with the Pantone shades on the actual piece to ensure the grid didn’t obscure the popsicles on the fabric.  I think the finished fabric has just the right effect to ensure there is not too much white on the dress. So there you go – the final product.


Side note:  I was having fun during the shoot with this tua pao which I asked Hayley to gamely pose with (much to my prim and proper older sister’s horror).  Before that, I tried asking two other children but got snubbed by them because, well, I guess the bao is so uncool… Hayley on the other hand hammed it up for the camera and got us such adorable pictures!

As always, we will have four other prints from the U.S. joining our CNY collection. Do note that only the blue satsuki print comes in a cheongsam design. The other four have been made in our everyday dress designs – so you’ll have a variety of options for CNY Days 1, 2 and 3.

The others.jpg

The best news this year is that we will have bigger sizes for boys (finally)!  Our shirts and bermudas will go up to sizes 8Y, 10Y and 12Y.  Instead of just our usual red or white, we will have four new colours of bermudas so you can mix and match!  I find yellow and chambray a really nice departure from the usual red and best of all, these new colours will be usable every day of the year, and not just during CNY and National Day!

Older boys finally.jpg

Because this collection turned out to be massive with the increased number of sizes, designs and prints, we didn’t have time to run the Chinese knot buttons or the sling bags and clutches which we had last year.  Instead, moms can choose from four ladies’ top designs to match their children.  Look out for our launch promotion in our CNY 2017 FAQ  here.

We hope you’ll find something you love! Look out for the complete album on 19th December on Facebook and our blog.

Ladies Top Fuchsia Leaf 1.jpg

When we look back at all the stories in getting this collection (and the Magic collection and the Holiday collection) completed this year, it is impossible to jot down in one blog post how we feel – the constant vacillation between the feeling of accomplishment and of failure, of joy and of tears, and so many moments where your heart is on the table – that, is the difference between running your own business and working for a large corporation. This is our heart on the table.

We proudly present Elly CNY 2017 – Spring – launching online at 9 p.m. on 21 Dec ’16 and in-store at 10 a.m. on 23 Dec ’16.  

x, Audrey

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Elly CNY 2017 – Frequently Asked Questions (FAQs)

Frequently Asked Questions (FAQs)

1. How do I order your CNY2017 collection? 

ONLINE – The collection will launch online at 9 p.m. on Wednesday, 21st December 2016.

RETAIL STORE – If you’re looking for Christmas presents, limited pieces of our collection will be available at The Elly Store from 10 a.m. on Friday 23rd December 2016.  If you’re expecting to pop by the store on the 23rd, we may not have all the pieces and sizes available but will be happy to mail the pieces you have bought once they are available.

The full collection will be available in store on Monday 26th December 2016.  If you are not in a rush to give these as Christmas presents, we would strongly encourage you to shop online.

2. Where is your retail store? 

#02-31/33, Cluny Court, 501 Bukit Timah Road, Singapore 259760.  (Cluny Court is next to the Botanic Gardens MRT station on the Downtown line and Circle Line.)  Click on this link for information on parking at Cluny Court.

Our store opening hours are:

10 am – 7 pm Mondays to Saturdays
10 am – 6 pm Sundays

3. Do you have any stockists for your CNY2017 collection?

Yes!  From 27th December 2016, part of our collection will be available at Motherswork at Great World City #02-16.

4. I have purchased your CNY2017 collection online.  Can I opt for store collection? 

Yes you may opt for store collection (no shipping code needed). We will only start packing online orders from Tues, 27th Dec 2016.  You will be notified via email when your order is ready for collection in-store.  We expect to take between 3 – 5 working days from 27th December 2016 to pack your order. If you are looking to give these as a Christmas present any earlier, please purchase it directly from our store on or after 23rd December 2016.

5.  I have purchased your CNY2017 collection online and have opted for Smartpac or courier delivery.  When can I expect to receive my order?

We expect to only start packing online orders from Tues, 27th Dec 2016 and expect to send out all your orders within 3 – 5 working days from 27th December or from receipt of your order, whichever is later. You will receive a tracking number once the item is in the post or with the courier.

Customers in Singapore will usually receive their packages within 3 business days after the package is in the post and international customers can expect to receive their packages within 7 – 10 business days after shipping.

If you have selected delivery option “express courier service”, your delivery may arrive the day after it has been picked up by the courier at any time between 9am – 10pm.

If you have selected delivery option “standard courier service”, your delivery may arrive 1 to 3 business days after  it has been picked up by the courier at any time between 9am – 10pm.

Please ensure that there is someone available to receive the item.

**NOTE: Our courier is currently experiencing delays during this peak season and may take up to an additional 2 days to deliver your parcel.  If you need your order urgently, please visit our store at Cluny Court to make your purchase.

***NOTE: We have limited current stocks of turquoise gingko leaf Cheongsams, Sarah dress and Mandarin-collared shirts (all expected delivery end Dec ’16) as well as baby rompers (expected delivery second week of Jan ’17). If you have bought any of these items online, you will only receive your items once all your items are available.  If you would like those available to be shipped out first, please process them in separate orders.

6. Do you have a launch promotion? 

Just for the launch week from 9 p.m. on 21st Dec til 31st Dec ’16, you can enjoy 20% off any of our new Ladies’ Tops.

If you’re shopping online, key in the code CNY2017 when you check out to enjoy this launch promotion!

7. How long do I have to complete my online order?

60 mins.

8.  Do you allow exchanges once an online order is made? 

Yes. Only for full-priced items.

  • All exchanges must be made within 14 days of date of purchase and in-store with the item and invoice/receipt/gift receipt.  All items must have all their tags on, must not have been used/worn or washed, and generally be in a re-saleable condition.
  • Exchanges may be made for any item in-store (i.e. different size of the same item, or another item).  Alternatively, you may also opt for store credits which must be used fully within 3 months from the date of issue.
  • On the rare occasion that the full-priced item purchased is defective, we will first offer to swop the item for another piece of the same item.  If that is unavailable, we will offer a full cash refund to you.

We do not offer exchanges or refunds on any sale/discounted item.  Please check all purchases for defects carefully.  Please note that if you are buying a sale item as a gift, the recipient will not be permitted to exchange the item.

9. Is fabric material the same as the CNY2016 Blooms and Brollies and CNY2015 Home collection? 

Yes for the 7 Elly-designed fabrics, although the fabric used for turquoise gingko leaves and cherries is lighter and more sheer than the rest of the collection.

10. Are the designs and cutting the same as the CNY2016 Blooms and Brollies  collection?

  • Our new flare cheongsam will be available in larger sizes from 1 to 3 years.
  • Our mandarin-collared shirt and boys’ bermudas will be available in larger sizes from 8 to 12 years.  We didn’t make size 7Y this year so our last year’s size 7Y shirts and bermudas are this year’s size 8Y.
  • Our Tinkerbell dress will be available in one larger size (i.e 8 years).
  • Our boys’ bermudas will be available in five (yes 5!) colours.
  • We have a new sleeveless baby boy romper in jersey fabric available from 3 months up to 18 months.  This design is only available at launch via pre-order – stock will only arrive in-store in the second week of Jan 2017.
  • We have a new dress design called the Sarah dress.  It’s especially designed for children who would prefer not to wear cheongsams for CNY.  It is also dressy enough to be a CNY Day 2 or 3 outfit. Available from 2 Y to 12 Y (in even sizes only).
  • We have two new halter tops and matching white island pants designed especially for tweens. Available from 2 Y to 12 Y (in even sizes only).
  • We have added 2 cm to the pit-to-pit measurements for the Ladies’ Tops in all sizes. We also have a new size in XL. Do note that the Ladies’ Tops will only be available in 4 of the 7 Elly-designed prints.
  • Unfortunately, this year because we had such an extensive collection with larger sizes for shirts and bermudas, more colours for boys’ bermudas, tops and pants for girls and more dresses, we were unable to produce matching kids’ sling bags and ladies’ clutches.  Moms still can match their children with the Ladies Tops!

Please check all measurements carefully before you make your purchase.

11. Can we try the pieces before we order online?

If you’d like to try the clothing before purchase, we recommend that you drop by our store anytime from 10 a.m. on Friday 23 December 2016 once the collection is launched.  Alternatively, please check the measurements of each item carefully before making your purchase online.

12. Do you have the measurements of the collection?

Specs chart.jpgThe chest and length measurements will also be uploaded on our website when the collection is launched.  Just click on the product you are interested in to check the measurements.  We would suggest comparing our specs against a dress or shirt your child is wearing now to see how the size compares.

If you require any other measurement not already provided, it is best to go to the store to try on the outfit.

13. You have not answered my Facebook message / comment / email / call. When can I expect  response? 

We apologise that during peak season, we are unable to respond to queries regularly or on a timely basis.  We will try our best to address all queries which have not been addressed in these FAQs as soon as possible. Please check these FAQs first to see if you can find your answers here!  We will continue to update the FAQs regularly as we receive your queries.

14.  I haven’t been able to purchase an item because it is sold out online. Will it be restocked online?

The item could have been placed in someone else’s shopping bag, and will remain reserved for up to one hour. Do refresh your cart and try again later.

15.  If I haven’t been able to purchase an item because it is sold out online, will I still be able to purchase it in-store? 

We have set aside a full set of the collection for the store launch on Friday 23 Dec 2016 but pieces are limited so do come early.

16. What sizes are available for your outfits?

For girls:

  • Flare Cheongsam: 3 months, 9 months, 1 y, 2 y, 3 y
  • Girls’ Cheongsam: 1 y, 2 y, 3 y, 4 y, 5 y, 6 y, 8 y, 10 y, 12 y (8Y, 10Y and 12Y only available for ELLY prints)
  • Tinkerbell dress: 1 y, 2 y, 3 y, 4 y, 5 y, 6 y, 8 y
  • Sarah dress: 2 y, 4 y, 6 y, 8 y, 10 y, 12 y
  • Twinkle dress: 1 y, 2 y, 3 y, 4 y, 5 y
  • Halter tops:  2 y, 4 y, 6 y, 8 y, 10 y, 12 y
  • White pants:  2 y, 4 y, 6 y, 8 y, 10 y

For boys:

  • Baby boy romper: 3 months, 6 months, 12 months, 18 months
  • Mandarin-collared shirt: 1 y, 2 y, 3 y, 4 y, 5 y, 6 y, 8 y, 10 y, 12 y
  • Boys’ bermudas: 1 y, 2 y, 3 y, 4 y, 5 y, 6 y, 8 y, 10 y, 12 y

For moms:

  • Blouse: Small, Medium, Large, X-Large

Please note that the Sarah dress in Turquoise Gingko Leaf is not going to be available at all and the Sarah dress in Cherries will not be available in sizes 6Y, 8Y and 10Y. We apologise for any inconvenience caused.

Available sizes.jpg

17.  How do we understand your sizing? 

If your baby is an average 1 year old, we would recommend you order Size 1 Y if he/ she is between 12 months and 18 months. If he/ she is between 18 months and 24 months, you should order 2-3 Y.  This is only an approximate guide. We would recommend that you check the measurements carefully.

Our size labels may refer to 1 Y or 1-2 Y.

18. How do you care for the clothing? 

We recommend cold hand wash with very mild detergent.  Rinse until water runs clear then gently wring out each garment before hanging.  Do not soak, bleach or tumble dry.

It is the first year we are printing with gold foil. Because gold foil print is very delicate, you will need to iron on reverse on low heat with another fabric over it.

The gold foil fabric is also lighter than our normal cottons. As a result, it crumples easier than our normal cottons.  At our photoshoot, we hadn’t realise that the standing steamer wasn’t able to iron this fabric so the gingko leaf clothing in our pictures were crumpled.  We’ve attached a sample of our cheongsam in turquoise gingko leaf when you use a press iron (on the left) and a steam iron (on the right).  Still, this fabric is lightweight and more difficult to handle than our normal cottons so please be mindful of this before purchase.

ironing difference.jpg

19. Do you take reservations? 

We apologise that we are unable to take reservations for our CNY2017 collection.  Please purchase the items directly online or in-store.

20. What are your store holiday opening hours?

Our store festive opening hours are as follows:

  • Sat 24 Dec ‘16 – 10 a.m. to 4 p.m.
  • Sun 25 Dec ’16 – Closed
  • Mon 26 Dec ‘16 – 10 a.m. to 7 p.m.
  • Sat 31 Dec ’16 – 10 a.m. to 3 p.m.
  • Sun 1 Jan ‘17 – Closed
  • Mon 2 Jan ’17 – Closed

~ The Elly Store ~