Category Archives: CNY2016

Presenting our CNY 2016 collection – Blooms and Brollies

Presenting Blooms and Brollies

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

Our Cheongsams in 7 fabrics

CS Red Geo Lanterns

CS Yellow Geo Flowers

CS Red Geo Flowers

Cheongsam Red Umbrellas

CS Turquoise Umbrellas

CS Mosaic

CS Red and Gold Flowers.jpg

Our Mandarin-collared shirts in 8 fabrics

MC Red Geometric Lanterns

MC Yellow Geometric FlowersMC Red Geometric FlowersMC Turq UmbrellasMC Red UmbrellaMC MosaicMC Red Gold FlowersMC Rose Squiggles

Our Mandarin-collared Polo t-shirt

MC Red Polo T shirt

Our Bermudas in 3 fabrics

Bermudas in MosaicBermuda in RedBermuda in White

Our Flare Baby Cheongsam in 6 fabrics

Flare Cheongsam Red Geo LanternsFlare Cheongsam Yellow Geo FlowersFlare Cheongsam Red Geo FlowersFlare Cheongsam Turq UmbrellasFlare Cheongsam Red UmbrellasFlare cheongsam in Mosaic

Our Baby Boy Romper in 5 fabrics

Romper in Red GeoRomper in Yellow Geo FlowersRomper in Turquoise UmbrellasRomper in Red UmbrellasRomper in Mosaic

Our Emily dress in 3 fabrics

Emily dress Red Geo LanternsEmily dress Yellow Geo FlowersEmily dress Red Geo Flowers

Our Tinkerbell dress in 3 fabrics

Tink MosaicTink Red UmbrellasTink Rose Squiggles

Our Twinkle dress in 2 fabrics

Twinkle Red Gold FlowersTwinkle Rose Squiggles

Our Ladies Top in 6 fabrics

*Note other than Red Geometric Lanterns which was in size M, all photoshoot samples came in size L and was not fitted to the respective moms. Please check measurements before purchase

Ladies Top in Red Geo LanternsLadies Top in Yellow Geometric FlowersLadies Top in Red Geometric FlowersLadies Top in Turq UmbrellasLadies Top in Red UmbrellasLadies Top in Mosaic

Our Ladies Clutches in 5 fabrics

Clutches ALL


Our Kids Slings in 5 fabrics

Sling bags red umbrella

Sling bags 1


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 7 cheongsams, 6 flare baby cheongsams, 3 Tinkerbell dresses, 3 Emily dresses and 2 Twinkle dresses!

If you’ve got boys only, you’ve got eight fabric options to choose from!

If you’ve got boys and girls, you’ve also got eight fabric options to choose from although Rose Squiggles doesn’t come in a cheongsam design!

Sibling Geometrics

Red Geo Pair

turq umbrella pair with bag

Turq umbrellas pair 2

Clutches umbrellas

Mosaic Pair

Group photo.jpg

We love how cohesive the collection looks!  Have fun mixing and matching and dressing up your children!  The collection launches online at 9 a.m. on Tuesday 5th January and at the Elly store at Cluny Court at 9 a.m. on Saturday 9th January.


Just for the launch weekend until 6 pm on Sun 10th Jan (or whilst stocks last), we’re giving away a free clutch with a minimum purchase of S$200 (one free clutch per purchase).  If you’re shopping online,

  • Add the clutch to your purchase
  • Uuse the discount code ELLYCNY2016 and the clutch will automatically be deducted from your purchase.

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 or Facebook message and we’ll respond as soon as we are able to! Can’t wait for tomorrow!


x, Audrey


Elly CNY 2016 – Frequently Asked Questions (FAQs)

blooms and brollies blog post

Frequently Asked Questions (FAQs)

1. How do I order your CNY2016 collection? 

ONLINE – The collection will launch online at 9 a.m. on Tuesday, 5th January 2016.

RETAIL STORE – The collection will launch at The Elly Store at 9 a.m. on Saturday, 9th January 2016. (We will open one hour earlier to ease parking congestion problems in Cluny Court.)

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.)  Click on this link for information on parking at Cluny Court.

3. I have purchased your CNY2016 collection online.  Can I opt for store collection on Saturday 9th January 2016? 

Yes you may opt for store collection on Sat 9th January, if you have successfully completed your online purchase before 11.59 pm on Wednesday, 6th January 2016.

For all online purchases received after midnight on Wednesday, 6th January 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 to pack your order.

4.  I have purchased your CNY2016 collection online and have opted for registered mail / courier delivery.  When can I expect to receive my order?

We expect to send out all your orders within 3 – 5 working days from receipt of your order. 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.  Some orders may take longer to reach you during this peak season.

If you have selected delivery option “courier service (no specific time slot)”, your delivery may arrive the day 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.

If necessary, you may opt instead for delivery option “courier service (specific time slot)” and choose from 4 specific time slots (9 am – 12 pm, 12 – 3 pm, 3 – 6 pm, and 6 – 9 pm).  Please leave a message with the time slot you require at checkout.

5. How do I redeem the free clutch for your launch promotion if I purchase online? 

  • Add a Ladies Clutch ($29) from the “Other Accessories” category to your shopping cart.
  • When you check out, use the discount code ELLYCNY2016 and the clutch will automatically be deducted from your purchase.
  • The clutch is free with a minimum purchase of S$200 (excluding the clutch). Only one free clutch per purchase.

6.  When does your launch promotion end?

6 pm, Sunday, 10 January 2016 (or while stocks last)

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

30 minutes

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 the same as the CNY2015 Home collection? 

Yes for the 6 Elly-designed fabrics.

10. Is the cutting the same as the CNY2015 Home collection?

  • We have altered the measurements of the mandarin-collared shirt and the Emily dress.
  • We have a new flare cheongsam design for baby girls and romper for baby boys (available in 3 months, 6 months and 9 months).
  • We also have a new mommy’s sleeveless blouse (available in S, M and L).

The rest of the measurements have not been altered.

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 9 a.m. on Saturday 9th January 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 Sheet1

The chest and length measurements have also been uploaded on our website.  Just click on the product you are interested in to check the measurements.  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 30 minutes. 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 Sat 9 Jan but pieces are limited so do come early.

16. What sizes are available for your outfits?

For girls:

  • Flare Cheongsam: 3 months, 6 months, 9 months
  • 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
  • Emily dress: 1 y, 2 y, 3 y, 4 y, 5 y, 6 y
  • Twinkle dress: 9M (Rose Squiggles), 1 y, 2 y, 3 y, 4 y, 5 y
  • Sling: One size only

For boys:

  • Baby boy romper: 3 months, 6 months, 9 months
  • Mandarin-collared shirt: 1 y, 2 y, 3 y, 4 y, 5 y, 6 y, 7 y
  • Mandarin-collared polo shirt: 1 y, 2 y, 3 y, 4 y, 5 y, 6 y, 7 y
  • Boys’ bermudas: 1 y, 2 y, 3 y, 4 y, 5 y, 6 y, 7 y

For moms:

  • Blouse: Small, Medium, Large
  • Clutch: One size only

Available sizes

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. Do you take reservations? 

We apologise that we are unable to take reservations for our CNY2016 collection.  Please purchase the items directly online or in-store.

Designing Elly’s CNY2016 collection

Every year, designing and launching Elly’s CNY collection is both the most exciting thing we do and yet also the most stressful. It certainly feels like just yesterday when we were furiously packing CNY2015 orders.

Back in 2012 when we first launched our distinctive cheongsams, we started out by buying fabrics from the US. Later as sourcing fabrics became more common, we started designing our own fabrics for CNY 2013 and we have continued to do so ever since.  Every year, we work hard to come up with new ideas, new themes or new details to make each collection different. Especially for those of you whose children have grown up wearing our CNY clothing, we want to give you a reason to keep coming back with a different look each Chinese New Year.

This year, we didn’t want as strong a red colour as we have had in the previous Horse Parade 2014 and Home 2015 collections.  Our fabric designer (a wonderful lady who has had the tough task every year of having to dream up prints from our email instructions) started us on our whole collection with these two red and yellow geometric prints.  Intuitively, both Carol and I immediately wanted it in our collection.  It was a break from the strong red/white and red/orange colour theme in the past two CNY collections. This shade of red is more subtle and yet retains the festive spirit.

BUT our last CNY collection with the Japanese fans was also about geometrics.  So we decided we still needed something different to make this a truly special collection.

So this year, we asked our designer to design a placement print as well. We both knew we wanted a vintage, classic look, so we asked her to design this gorgeous set of blooms.


But to print this over a strong geometric print would have been problematic because it would make the material too stiff (with the additional colour layers) and the design of the flowers would be drowned in the geometrics.  So how could we make this beautiful?


We decided to take it vintage all the way – by using embroidery.   You can see the result yourself! I love the finishing of the embroidery on the dress. Enlarge the picture of Lil’ E above to see how the flowers are carefully stitched onto the base print. Custom designed embroidery! Something we have never done before.  That’s a two-stage process just to get the fabric!!!

CS Red Geo Flowers LARGE

I’ll bet mommies of boys are wondering whether something like embroidered flowers would work for shirts? Well, we thought it would work if we toned down the flowers for the shirts and the little baby cheongsams so the flowers wouldn’t be over-powering. And here’s the final effect.



(And yes, you may have noticed we added Chinese knots for the boys’ shirts!)

This look – the sunshine yellow geometric print with the subtle floral embroidery – has become my personal favourite of the whole collection.

For siblings, we added a second embroidery option. The blooms were mainly red embroidery against a red geometric fabric.  We wanted a contrasting embroidery and decided on lanterns!  We thought this was more “traditionally Elly” and would be perfect for siblings to mix and match across the whole collection.

elly lanterns

That’s 3 designs! We wanted to add 3 more to complete the Elly prints. So the next 3 prints comprise umbrellas and a mosaic print. Why umbrellas? Because we were looking for something oriental that could be turned into a modern print and umbrellas turned out perfect!

CS Red Umbrellas 1

If you like the red umbrellas, wait till you see the turquoise!

The mosaic is a modern take on what is essentially a vintage look (think of those traditional ceramic tiles on our kitchen walls).

tween cheongsam

We wanted this year to be about bringing together the old and the new – mixing the traditional with the modern. When I think of embroidery, I always associate it with traditional frocks and smocking which sometimes can be old-fashioned.  But mixing the embroidery with a geometric print gives this year’s cheongsam a modern look.  Mosaics and umbrellas could also be seen as traditional but, with the right design and colours, becomes the modern prints we put together. Modern yet traditional. Everything Elly is all about.

Rather than describe it more, I’m proud to present, our 2016 CNY fabric designs:

2016 fabric designs

The collection turned out to be really varied and took longer to produce because of the number of new elements we introduced!  There are a lot of details in our collection that made it stand out – each Chinese knot on the shirts and baby cheongsams had to be individually hand knotted and, together with the jade buttons, painstakingly hand sewn onto the cheongsams. The best part is that although we are adding all these intricate details, we are keeping all our prices exactly the same.

This year, we have a new flare baby cheongsam with Chinese red knots to replace our baby girl onesie. I think the turquoise lantern embroidery is a gorgeous contrast with the red.

Baby CS Red Geo Lantern 3

We never forget the boys! We also have a new baby boy romper (without embroidery) with Chinese red knots (as promised to some customers who asked us to look into it during this CNY2015)!

Boy romper mosaic 1

Boys have a new casual option of a mandarin-collared polo red t-shirt for Day Two!

Red Polo 2.jpg

We also have new tween sizes for the girls’ cheongsams – we have added 8 years, 10 years and 12 years.

CS Tween Turq Umbrellas Large

Last but not least, we added a mommy’s top because we think this collection is subtle enough to create matching sets.

Mother daughter pair

Mother and son

To complete our collection, we’ve brought back our clutches for mommies and slings for little girls.

Red Geo pair.jpg

As with previous years, as part of CNY 2016, we have a capsule collection of cheongsams, shirts and other dresses in fabrics purchased from the US (although these won’t be available in the mommy’s top and baby collection).  The Red and Gold flower fabric with its shimmery gold detailing on the fabric and the more pastel Rose Squiggle fabric will bring our CNY2016 collection to a total of 8 prints for boys and girls!

2016 other fabrics

OK I admit – from today till Saturday in-store, I’ll be having sleepless nights worrying what everyone’s thinking of the collection, the prints, the styles, the pictures etc and it’ll be torturous.  I guess all that stress is part of the excitement. 2015 was a turning point for us – for finally figuring out how to get the balance between running a business as a family right.  My takeaway from 2015 is that you just have one life, live it and live it well; keep your head down and chase that dream and work your butt off to get to where you want to go; don’t spend too much time mulling how things will work out cos they just do. With our new re-designed store, it feels like we’re back on that path we wanted to be on when we first began this journey and boy, has it been a roller coaster ride!

So this whole collection actually has parts of both of us (whenever we look at a fabric, it’s either “very Carol” or “very me”. I tell some customers that once you get to know us, when you look at the fabrics in our store, you’d probably be able to tell who chose it!).  Sometimes I worry if having two completely different characters within a creative concept is the right thing to do.  But if you look at the outdoor shoot – you can see the style and colours which I like and when you look at the studio shoot, the pastel and calm and artistic vibrant flowers and brollies is everything Carol. And with that, with our two strong and different characters, somehow, we have made it work.  So whilst I named this collection “Blooms and Brollies” because I wanted to add some fun into this classic collection, it was my sister’s creative vision that ties it through.  We hope you love it as much as we do!

blooms and brollies blog post

x, Audrey

Photo credit: These pictures were taken by the talented Maryann of The Studio Loft. In all the morning craziness, she and her team did a fantastic job shooting our collection again. A Big Thank You to The Studio Loft!  xx