Category Archives: Anniversary

Our 5th Birthday Shoe Sale!

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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)!

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

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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!

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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!

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3. Converse

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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!

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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!

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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!

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Meduse

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!

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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

Location:

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

 

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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 other new products we were finally able to stock with the larger space (which meant even more suppliers, more sale reports, more re-ordering etc).  The one thing we didn’t have time to focus our energies on was our clothing, which was rather ironic.  At some point, we promised ourselves to re-focus our energies this past twelve months.  To be honest, there was a point running a retail front (actually two!) and an online store started to wear us down, especially when we were having to design our own clothing plus manufacture plus constantly manage inventory for thousands of SKUs in a retail front that had to stay open for 362 days a year.

So, we sat back down and re-prioritised how we worked, what we did, what we didn’t or shouldn’t be doing; and the most wonderful thing that came out of re-prioritising was first of all, really being able to go on breaks without carrying the burden of work through the holiday and that meant being more energised to come back and pick up where you left off. It also meant being able to take the time to design our pop-up store at the recent Boutiques, work with bloggers, do professional photoshoots again, make our own props and of course, design more collections like this one.

In previous years, we skipped Christmas collections because Christmas was / is too close to Chinese New Year (when we normally launch our largest collection in the year). But this year, we thought it would be a good change to have a sea of blues, whites, blacks, cream or pastels and turquoises before the CNY red hits the store.

We wanted this Holiday collection to be special. We were so busy just “doing” anything and everything to keep our store going that for awhile, it stopped being fun. We stopped doing what we loved (i.e. designing, pouring through fabric catalogues regularly, being able to spend time conceptualising and creating) and it stopped having meaning to us. (Yes I’m an idealist about life having to have some meaning.)  So I roped in family members to help me brainstorm. This collection we worked with Lil S and a cousin from overseas – you’ll see how Lil E influences CNY2017 when we blog about that in December.

We chose the Love and Hearts theme. Why?  Because in the many years before her mei mei came along, Lil S would have sleepovers at our house and she would always leave notes for us to find if we were away or if we didn’t come home early enough to say goodnight to her. They would be stuck on our walls with a lot of tape!  The top left one she did years ago but the bottom right one, she just wrote for us yesterday when she spent the day at my house being baby-sat.  She has formed smiley faces with the peas at the Japanese restaurant and then made me take a picture to remember our solo dinner date. She asked for heart balloons! If these hearts do have smiley faces, I noticed she draws the eyes with long curly eyelashes (like the pokemon goldeen).

The hearts did stop for awhile when Lil E came along. We found it harder to reassure her that she wasn’t being neglected especially when everyone would rush to cuddle the baby wombat. It’s been tough putting time aside to spend with her now that she’s in primary school. We can’t just take off randomly like we used to when we first started.  Our week days now are crazy intense and relentless.  This year, I didn’t even get to spend her birthday with her until dinner because we were at Boutiques fair all day.

In June, I told her to draw something for me.  If she worked hard at it, I would print it for her on a tee and it would be her design.

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So, this tee is by her, for her.

Her dad remarked that she’s been “promoted”. No longer just a model, now a designer too! You should’ve seen her face when she saw the finished tee for the first time. She grinned like a cheshire cat.

Why black? Because this 7 year old is starting to look for black tops. She scoured our tween store, Twelve by Elly, and remarked there was no black for her!  I don’t know why they start this early because I remember turning grunge-y only in Secondary 3!  But just as she likes black and wants to attempt to look cool in hip shorts, she’s still young at heart and loves long skirts and being a girly girl.

So we created this collection carefully to cater to the girl who’s struggling so hard to want to be like the “big girls” but really, is still only 6, 7, 8.  Our tween is a ready-to-wear shorts and tee child, just as she is a twirly girl with fairy skirts and long twirly dresses. We deliberately didn’t design themes or allover colourful prints and kept our designs classic, understated and extremely easy to mix and match because our next collection (CNY2017) will be all about prints.

We’ve styled this Holiday collection quite deliberately to pair tank tops with tulle skirts and shorts and to include turquoises and fuchsias alongside blacks and whites. Our collection is meant to be worn after the Holiday season – for school holidays and also for weekends when school re-opens.  Our skirts are just as versatile for dressing down after the festive season!

 

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So whilst we designed matching onesies and rompers so babies could match their older siblings, the inspiration behind this collection was the tween we had started this label for many years ago. You can find love and hearts in all shapes, sizes and forms!

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And, to complete our collection, we roped in our young cousin who is a truly talented artist to draw this print for us. She is hard at work in college and we hope she pursues art because talent like this is a rare find. I hope she never stops dreaming.

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Yes there are days I feel like that clown with the party hat. Most of the time, we feel amazingly inadequate with designing, IT technology, accounts and well, basically everything we are confronted with every day. But hey, you should never stop dreaming.

Love.

x, Audrey

(Photo credit: The Studio Loft)

Celebrating Another Year and an Anniversary Online Sale

We missed our one year anniversary of “New + Double Sized Elly” at #02-31 last Monday on the 14th of November 2016.  Yes, I feel like I’m starting to sound like a broken record whenever I say it was a busy week!  We were chugging along dealing with new stock, our holiday shoot and a host of other things on our “To Do” list. For a fleeting moment I remembered I wanted to do an anniversary post on instagram and the next thing I knew, it was 5 days later. I guess most people say that’s the fun of running your own business!  You get a constant stream of different things to immerse yourself in so every work day is different.

New + Double Sized Elly has brought a different set of challenges this past year!

We now have 11 shoe brands to manage, which means a lot more suppliers, sales reports and tighter inventory management.  In the first few months, we sold out our clothing at a much faster rate than we anticipated so we had to scale up our manufacturing.  It’s also been more difficult to play around with a larger space in terms of constantly trying to refresh our store design and put in seasonal decoration!

But the good that has come from expanding is that our team has gotten bigger and we’re having a lot of fun doing what we do each day.  For the first time, we’ve launched a holiday collection from ages 3 months up to 12 years!  This collection is filled with pastels and blues quite deliberately to give everyone a break from the red hues that will fill our store during CNY. We also wanted to present a collection that’s just as gorgeous for girls as traditional pinks and show that blue can be beautiful for girls too!  This collection will launch online next week so look out for it!  In the meantime, if you can’t wait, you can pop by the store and start shopping immediately!

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But let’s reserve the new holiday collection for a different post!

 This post is about New + Double Sized Elly turning one and celebrating it with an online sale!

Yes you heard right! It’s Black Friday this week and we thought it would be the perfect time to celebrate just about everything!  We want to empty out our warehouse shelves to make space for CNY 2017 so here’s what you can expect!

Meduse Sun Sandals $28 now $15

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Lacey Shoes $119 now $68

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Maxomorra Pyjamas (Short-sleeved $50 now $30 ) / (Long-sleeved $62 now $35)

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Expect prices of $5 / $10 / $15 / $20 etc for our *FINAL CLEARANCE* items!  

We’ve also put last pieces of shoes and clothing on Final Clearance under the Sale section so you’ll have lots of products to comb through!

BUT, THAT’S NOT ALL! 

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For three days only, enjoy 20% off ALL our full-priced shoes online – just use the code TAKE20 when you check out!  Lots of customers come back to buy another pair of shoes their children have grown to love – find our staple shoes online, such as Sienna sandals, ballet flats from Old Soles, Converse sneakers, Livie & Luca shoes or Saltwater sandals! Now, you can shop online and buy the next size up without coming down to the store!

The easiest way to shop online is by category – our shoes are split up into girls (0 to 6 years and 6 to 12 years) and boys (0 to 6 years and 6 to 12 years)!  Add shoes from any of these categories, or the main SHOE category which lists all the shoes we carry alphabetically – the code will work on all SHOE categories online from now till 23 November!  We’re giving blog readers a headstart so you can start shopping tonight from 9 p.m., Sunday 20th November 2016!

Get a pair of ballet flats for Christmas or just glamourous sneakers for tweens which double up as chic weekend shoes for the holidays!

Best of all, we offer free standard 1 to 3 day courier for orders over S$100!

**Just to note that all sale items are not exchangeable or refundable so do check the sizes carefully before purchasing!  This Anniversary Sale and special TAKE20 code are only valid online, and not in-store! 

HAPPY SHOPPING AND HAPPY FIRST ANNIVERSARY, ELLY!

x, Audrey

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Elly turns 4!

IMG_6193Top picture: March 2012 #02-29; Bottom picture: November 2015 #02-31/33

Has it been four years already?

March is always the month where we catch our breath and kick start our plans for the year.  Yes I know we are always 2 months late in setting new year resolutions! Just as we were planning our annual leave, I realised Elly is turning another year older and we’re due for a celebration!  This year, we had a dilemma because we just moved to a bigger store last year and had our Grand Opening party for our new unit at #02-31 in November. So technically, 14th Nov is our new store’s birthday!  BUT, being the sentimental one that I am, I’d still like a mini celebration of sorts just to mark our retail journey!

So, we’ll celebrate ONLINE instead!  With the larger store, we’ve expanded our range of products in-store!  But, to save you the trip to Cluny Court, we’ve upheld our promise to have more of our products available online!  For starters, have you seen our new room decor range? We love the nautical-themed cushions, buntings, chambray dungaree and bodysuit!  They make a lovely newborn gift set for a baby boy – you can select the items you want, add an Elly gift box when you check out and get it delivered via courier! Read more about our gifting options here!

We’ve got cool superhero sets so your children can play make believe this March holidays!

We’ve also brought four designs of these gorgeous hand-crocheted mats which will make lovely keepsakes for your nursery. Choose from an elephant, a lion, a whale or a duck!

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Of course, we had new Jellycats recently! Did you see Gaston Duck, Bobtail Bunny and Bashful Tiger? Jellycat’s range of toys never ceases to amaze me!

 

 

We’ve created new baby gift sets for the babies born in the Year of the Monkey! We mix and match our gift sets regularly so you won’t find yourself having to choose the same ole hamper when you’re looking for a gift!  If you don’t fancy our ready made gift sets, don’t forget you can D-I-Y your own!

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More importantly, you can shop selected styles of shoes online (yes finally)! Shop our Saltwater sandals and Old Soles online (just click on picture to start shopping)!

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And a brand new range of baby clothing as well!

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To celebrate turning 4, from Friday 4th March to Sunday 6th March, enjoy 10% off* when you shop online across all products including sale items with a minimum spend of $100. Just use the code ELLY4 when you check out!

*Promotion not applicable in-store

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Happy shopping everyone! And we hope you love all our new stuff!!

x, Audrey

Our Birthday Weekend!

Our store turned 3 yesterday! Yup!! 3 years have just flown past in a blink of an eye!

To celebrate our birthday, we’re having a storewide 10% discount from Friday 6th March to Sunday 8th March 2015! This is your chance to grab some Jellycats and Old Soles and of course, our Elly collection!

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In addition, get a free box of Playon Crayons worth $19.90 with every $80 spent!

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We’ll be launching new designs this weekend for both boys and girls in our carnival collection! Get Ferris wheels, bumper cars and ice cream cones on your dresses!

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Promotion valid from Friday 6th March to Sunday 8th March.

See you at the Elly store!

x, Audrey