Category Archives: Pom d’Api

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



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.

Pom d'Api - SS16 - HD 09

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.


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