Category Archives: Children’s Shoes

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

 

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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Pom d’Api – More than a century of tradition

We are so proud that this year, Pom d’Api has joined our shoe collection, making it a total of 10 international shoe brands.

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If you’re familiar with European brands, Pom d’Api would need no introduction.

Pom d’Api continues to thrive in the shoemaker and retail world as it maintains its consistency in crafting stylish quality shoes for children. The story begins in 1870 with Jean-Baptiste Rautureau, a shoemaker in a little village named « la Gaubretière » in Vendee, France. His legacy continues on and 100 years later, with the wealth of knowledge in shoe-making passed on from generations to generations, his great grandsons Yvon and Guy Rautureau launched Pom d’Api.

The birth of Pom d’Api was inspired by the deep passion of generations spent caring about the importance of using noble quality materials to tailor to the precise fitting of each shoe. Bursting with innovation and creativity, every shoe crafted at Pom d’Api was an opportunity for the brothers to provide comfort for the feet of children with style.

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At Elly, we understand the importance of comfort for our children and love that there is such a rich heritage in shoe making behind the brand of Pom d’Api. Of course, we also love how classic yet stylish these sandals are for your children!

Pom d’Api is only available at the Elly store at #02-31/33 Cluny Court. 

x, Audrey

Pre-GSS Online Sale starts 9 p.m. Tues 17 May

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The Great Singapore Sale this year starts on 3rd June 2016, which is a little late for parents with school-going children who will be rushing off for their holidays by the 28th May weekend!

We thought we’d run a Pre-GSS online so you have time to shop for things you might on holiday (like shoes) and be able to receive everything well ahead of your holiday!

Here’s a sneak peek at what’s going on sale tomorrow!

 (1) Old Soles Pre-Walkers shoes: 30% off

If your toddler is just about to start walking, you can stock up on these pre-walker soft soles! Over 15 styles going on sale!

(2) Polar Bear collection of PJs, hoodies and onesies: 30% off

These make great gift for friends you’re visiting in the Southern Hemisphere for their babies to keep warm this winter!

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(3) Cheongsam in Home and Blue Japanese Fans: 40% off

Perfect time to stock up on racial harmony day outfits or bring a touch of Singapore to the overseas friends you’re visiting in June!

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(4) Last pieces of Twinkle dresses, Tinkerbell dresses and Little Man Shirts: 30% to 40% off

(5) Bunny Skittles Set: 40% off

Ooh-so-cute skittle set in gorgeous floral prints for your toddler to play ball with!

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(6) Buntings: 30% off

To decorate your child’s bedroom with bright colours and a bit of fun!

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(7) Nautical Cushion: 30% off

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(8) Converse classic collection: 20% off

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(9) Selected colours of Brule ballet flats: 20% off

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FOR THE OLDER KIDS FROM TWELVE BY ELLY

For the first time, we’ve now created categories for the older children (especially those who have outgrown Elly) from age 6 to 12 years to showcase what we sell at our sister store, Twelve by Elly. Through running Twelve, we’ve discovered that the tween age group isn’t an easy one!

Boys between 6 to 12 years just want to fit in and not stand out at that age. They want  comfortable clothing which are not too kiddy and not too grunge. So at the store, we stock mainly tees and good quality solid bermudas because that’s like their weekend “uniform”. Tomorrow, you’ll be able to grab these cool Skate Society tees at 40% off online.

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I find tween girls (especially between 6 to 8 years) the difficult age group to try to figure out! They are trying so hard to be like their older sisters or the older “cool” girls they see in school and wear big girl clothing but the teen styles don’t suit them yet.  Having said that, they would still pick pretty purples (because pink is for babies) and other sweet prints over the cool prints. For awhile it was challenging to try to understand the children in that age group in order to stock things they would want to buy.  We decided that the best way was to design for them, so we created Salted Caramel clothing.  Whereas Elly is about pretty prints, the Salted Caramel girl is very much an individual who dresses up comfortably and fits in however she chooses – she can be in a sporty skirt and ballet flats or sneakers and be herself.  Salted Caramel was inspired by Lil S because as she grew, we realised she didn’t just want pretty dresses or tulle skirts, she was finding her own self in Primary 1 and it spoke in how she chose her own clothes. We’re releasing Salted Caramel for the first time online, and the best part is you can shop for them at 30% off.

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Wow, didn’t realise how long this post was going to be but that does mean there are a lot of things to check out tomorrow! Whilst you’re surfing the new OLDER GIRLS and OLDER BOYS category, don’t forget to check out the accessories and shoes and other bits which aren’t on sale so you can get a better idea of what Twelve by Elly is all about!

See you online at 9 p.m. tomorrow (Tuesday 17 May)!

x, Audrey

Meduse Jelly Sandals

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Méduse sandals first appeared on French beaches in 1946. Today, the famous translucent beach shoes in flashy colours are once again made in France.

Ideal for playing in the water without hurting your feet, the plastic sandals from Méduse are perfect for Singapore’s tropical weather. Go out on a sunny or rainy afternoon without worrying about having to change your kid’s shoes! Without a doubt, the children’s shoes of the summer! You can shop for them online and if the size isn’t right, just bring them to our store to exchange for the correct size!

Elly has one of the largest a variety of shoe brands including Pediped, Saltwater sandals, Old Soles, Converse, Bobux, Livie & Luca and Pom d’api. Drop by our store at Cluny Court this weekend to take a look!

x, Audrey

Shoe Health Part 1 – Pediped

We start our series on Shoe Health to give you more information about the brands of shoes we sell in our store. First up – pediped® footwear!

pediped® OriginalsGrip ‘n’ Go, and Flex have been officially recognized by the American Podiatric Medical Association (APMA) as being beneficial for children’s growing feet. Their shoes were among the first children’s footwear to be awarded the American Podiatric Medical Association Seal of Acceptance for promoting healthy foot development.

pediped® comes in 3 ranges:

  • Originals
  • Grip ‘n’ Go™
  • Flex

Originals is available in 3 sizes in our store: S for 6 to 12 months, M for 12 to 18 months and L for 18 to 24 months. We use the age only as a gauge because we find that some girls have smaller feet and can still fit size S even after 1 years old. So it’s best to measure your child’s foot size and see which size fits best. (Tip: If it’s a challenge to go shopping with your young child in toe, you can measure your child’s foot with your palm when you shop without him/her!  We offer a 14-day exchange policy at our store so if the size doesn’t fit when you bring it home to try, you can come back swap it for the correct size.)

One of our earlier posts talked about why soft sole shoes are good for your child, mainly because they mimic barefoot walking. Like all soft-sole shoes, Pediped Originals are flexile and will not constrict your toddler’s foot growth. The added advantage it has is that unlike those with suede or cloth soles, these Originals are extremely easy to clean. Take a damp cloth and simply wipe the sole clean after a walk in the park!

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Pediped original

Grip ‘n’ Go™ include all the benefits of Originals® but also have special G2 Technology™, which includes a soft rubber sole, rounded edges that mimic the shape of a child’s foot, heel stability, and a soft toe box to allow toes to grip the floor. Grip ‘n’ Go™ provide active toddlers with the ideal combination of protection and flexibility as they improve their walking ability.  The Grip ‘n’ Go™ range is available in sizes EU19 to 23. Do note that not every child may wear the Grip n Go series because some children go from Originals straight to Flex systems (since there is an overlap in size between Grip ‘n’ Go and Flex shoes).

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Flex®

3 reasons why parents like the Flex system:

  • Flex Fit System™: Most Flex® styles include this system which provides a customizable fit with the use of additional insoles. These insoles can be inserted for a snugger fit at the beginning and then removed as the foot grows. They reduce the shoe size by half a size and that extends the life of a pair of shoes up to two months! The Flex® styles which do not come with insoles are the open toe designs (i.e. sandals) and the adventure sandals such as these:

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  • Machine Washable: Yup that’s correct. After running on muddy ground on hikes or school excursions, selected styles such as our all-time favourite adventure sandals can be thrown into the wash!  We recommend that you remove all insoles and put the shoes in a laundry bag before tossing it into the machine. Do not use bleach. For best results, wash shoes alone in cold water, on gentle cycle. Look for the “Machine Washable” sign on the tag when you’re choosing the designs!

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  • Memory Foam Technology™ – a memory foam insole that shapes perfectly to a child’s foot, thus acting like a custom insole and supporting the foot in all the right places. MFT™ also provides excellent absorption, prevents foot slippage in the shoe and improves the fit of every shoe. MFT™ is available in select Grip ‘n’ Go™ (for active toddlers) and Flex® (for confident walkers).

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pediped designs tend to be bright, colourful and great for children who just want to have fun in their shoes.  Children who started with Originals tend to grow up with pediped and we totally can see why!

*Photo credit: Pediped Singapore

x, Audrey